How to Encourage Customers to Act with Landing Pages
By: Aries Payne
Imagine this: A potential customer clicks on your ad, lands on your page...and leaves within seconds. Frustrating, right? The truth is, even the best marketing campaigns for small businesses can fall flat if your landing page doesn’t inspire action.
But here’s the good news—landing pages optimized for conversions can make a huge impact, whether you’re looking to generate leads, sell a product, or encourage sign-ups. Here are some tips for developing a landing page that not only grabs attention but also turns casual visitors into loyal customers:
Add Visual Appeal
Visuals are a quick, easy way to capture visitors’ attention as soon as they land on your page. They can illustrate the benefits of your product or service while increasing engagement. Including high-quality images and videos on your landing page can also help with search engine optimization (SEO).
Include Persuasive Copy
Compelling headlines and engaging copy—like high-quality images and videos—can also grab visitors’ attention and encourage them to act. Your content should be clear, concise, and benefit-forward. It should address the user’s pain points and how your product or service can help.
Build Trust and Credibility
According to Marketing Specialist Dr. Myra Corrello, your landing page should include various forms of social proof (what others say about you, directly and indirectly) to build trust and credibility.
- Include client testimonials with photos or videos.
- Use case studies of success stories.
- Give statistics of clients’ performance improvement.
- Display logos of clients (with permission), awards, or media mentions.
The key is to strategically place the right type of social proof where it supports your buyer's decision process—from creating an emotional connection to addressing logical concerns.
Remember: Authenticity is the key. Avoid overly polished or general reviews. Genuine feedback wins every time.
Offer Incentives
Provide visitors with something of value to encourage them to take action. Incentivizing action can help you generate leads and gather valuable data that provides insights into your target audience.
Consider offering a free trial or e-book, exclusive discount, or gift card in exchange for an email address, phone number, answering a brief poll, etc. Whatever the incentive, ensure it’s something that aligns with your brand, offerings, and—more importantly—your audience’s interests and needs.
Have a Clear Call to Action
A clear, single call to action (CTA) eliminates any ambiguity about what visitors should do next. It should be prominently displayed, ideally in one of these locations:
- Above the Fold – This refers to the section of the page that users see before scrolling. If page visitors are a little familiar with your brand, consider including a CTA here to drive immediate action.
- Within the Content – If you offer a more complex product or service, strategically placing CTAs throughout your landing page’s content will present multiple opportunities for visitors to take action as they read more about it.
- At the Bottom of the Page – This is the standard location for a CTA, as it is the last opportunity for visitors to act after learning about your product or service’s benefits.
Depending on your goals for the landing page, you should display your CTA in multiple areas to maximize opportunities for lead generation and conversions. Experiment with contrasting colors and large, easily clickable buttons to really make it stand out from the rest of the content.
It’s also important to note that your CTA—regardless of placement and appearance—should use concise, action-oriented language and create a sense of urgency to motivate visitors to act.
Use a Clean, Simple Design
With all these different elements, it’s important to ensure that the overall design of your landing page remains clean, simple, and user- and mobile-friendly. You want to make it easy for visitors to navigate the page, learn about your business and its offerings, and proceed with an action in as little time as possible.
Optimize Your Landing Page
Your landing page should be a powerful tool for driving conversions. By combining strong visuals, trust-building elements, persuasive copy, enticing incentives, and a clear call to action, you can create an experience that encourages visitors to take action.
However, don't forget to continuously refine your page to optimize its effectiveness. Use A/B testing for elements such as headlines, images, and CTAs to determine what resonates most with your target audience. Experiment with dynamic content that adapts to different users or create targeted landing pages for specific audiences.
Need help developing a strategy to attract more customers with landing pages? Schedule a no-cost appointment with one of our business advisors to connect with a marketing specialist today.
