Once you have engaged a user the only obstacle left if a definitive reason for them to buy from you. We have already talked about value propositions but another tool in our arsenal is testimonials, case studies and recent projects. Ensure the user is exposed to your latest works and the comments made by previous customers. By simply showing who you’ve worked with recently, you’re building a healthy trust and reputation with the user, breaking down any barriers they may have with trusting your brand.

These are just some of the many factors and elements to take into account when creating your landing page. Landing page conversion is all about how you approach your customers and solve their problem with your product. Understand their thought process and tailor your page using their feedback and experiences.

I will finish off with a list of some food for thought which you can apply to your landing page conversion optimisation efforts.

• Add a contrasting background to make your page stand out
• The headline doesn’t sell the value of the product, but the value of reading on
• Include attention-grabbing icons
• Make your first sentence bold to draw the eye in
• Include a video that doesn’t look like a sales pitch and it isn’t a sales pitch. Try an educational feature or a video testimonial from an existing client.
• If you include a person in your video, make sure they’re facing your reader/viewer. Face-to-face makes a more effective environment.
• Remember to include a summary of bullet points near the top of the page to increase their interest to the rest of your page.
• You never know when a reader may be convinced, so scatter call-to-actions throughout the text.
• Have you received some positive press? Then include is an extra form of social proof.
• Don’t just name big companies you’re worked with but include their logos. It’s an instantly recognisable reputation-builder.
• If you have a membership option, make sure you include at least 3 variations so it doesn’t become a case of ‘if I should buy’ but ‘which one should I buy.’
• Stop talking about the features and start talking about the real benefits your clients can look forward to.
• People love tools! With each tool you tell them about make sure you ask yourself, ‘so what?’ and translate what the tool will do for the reader.
• Qualify the value they’re getting by comparing it to something else and don’t just tell people about the value they’ll get but give in-depth examples.
• Extract the essential points from your testimonials and turn it into a ‘pull quote’ headline
• An effective offer must have a sense of urgency or otherwise people will never get around to doing it. Give them a reason to take action now.