Are you frustrated watching a beautiful landing page fail to turn website visitors into leads?
The problem is that a visually stunning page doesn’t automatically lead to more conversions. We’ve spent 18 years building websites and landing pages at Marketeam, and we see this all the time.
So what’s actually going wrong? It could be that your CTA isn’t tested, your content misses the audience, or you’re not tracking where visitors leave.
Left unchecked, these issues can tank your conversions. In this article, we’ll show you easy ways to improve your landing page conversions.
We’ll begin with the main elements that make a landing page convert.
How to Build a High-Converting Landing Page (From Layout to Messaging)
A great landing page needs a clear structure, a simple design, and messaging that speaks to your audience. Here are simple ways you can get them right.
Nail Your Value Proposition First
Your clear value proposition needs to sit right at the top, where people see it first. We’re talking about above the fold, before scrolling begins. And tell visitors exactly what they’ll get and why they should care.
The most important thing here is to make it specific. For example, if someone clicked a Facebook ad about getting more leads, your headline should reference exactly that. Leave out any generic business talk that everyone else uses.
Structure the Page to Guide Users
After you’ve set your value proposition, the next step is page layout.
Don’t underestimate white space. It directs attention to what’s valuable, and pages that use it effectively are easier to read.
You also might want to think about designing for mobile devices first. Here’s why: roughly 83% of landing page traffic happens on smartphones. So, with a mobile-first layout, your conversion goal will remain obvious even on small screens.
Strengthen Your Call-to-Action with Smart CTA Copy
Now let’s talk about the part that will get people to convert: the CTA button. If you use vague CTA labels like “Submit” or “Click here”, your conversions will suffer since visitors don’t know what they’ll get.
Instead, your CTA copy should speak directly to the benefit. You can try phrases like “Get the full checklist” or “Claim my sample now.” These tell users exactly what happens next and remove hesitation.
Your main CTA should stand out visually, too. A simple way to do this is by using a contrasting colour. And make CTA buttons big enough to tap easily on mobile so nobody struggles to click.
Match the Message Across Channels
Finally, make sure your messaging is consistent. This means keeping the same tone everywhere.
So if your Facebook ad CTAs use casual, friendly language, your landing page should match that voice. The same goes for Instagram ad CTAs or any email campaigns you’re running.
This consistency should also extend to your web design and marketing materials. For example, use the same colours, similar headlines, and matching offers. That way, your site visitors can feel like they’re in the right place from the moment they click through.
Now it’s time to give your call-to-action more attention, since this is where conversions happen.
Proven Call-to-Action Tips to Increase Landing Page Conversions
Research shows that personalised CTAs perform 202% better than basic ones. So don’t treat your call-to-action as just another button on your landing page. Have a look at what steps you can take instead.
Treat the CTA as a Conversion Engine
Your CTA is the entire reason your page exists, so it needs to stand out. Everything else on your landing page should guide visitors towards that one action. Think of it as the finish line, and when everything leads there, conversions come more easily.
Make CTA Buttons Stand Out and Easy to Tap
Now let’s talk about visibility. Bold colours can catch the eye, but as we mentioned earlier, it’s the high contrast that will make your CTA stand out. For example, a bright green button on a dark background is impossible to miss.
Don’t overlook spacing around the button either. This extra room can boost conversions significantly. And once again, a reminder that most visitors are on mobile, so make your buttons big enough to tap without zooming.
CTA Placement and Sequencing
Not everyone will notice your first button, which is why where you place it is important. For instance, some people need to scroll through your entire value proposition before they’re ready to act. That’s why placing multiple CTAs at different points can catch people at various stages of decision-making.
One option is using a sticky CTA that follows users as they scroll and keeps the option visible without being pushy. You can also try exit CTAs that appear when someone’s about to leave your page.
Test Different Versions to Find What Works
Lastly, don’t just guess which CTA will perform best. A better approach is to test multiple versions (or A/B testing).
As you try each version, you can make changes one at a time, like button colour, wording, or placement. Then let the data show you what resonates with your target audience better than any gut feeling ever could.
Your Next Steps to Improve Your Landing Page Results
So, are you ready to turn visitors into leads?
Remember, the goal isn’t to show off your design skills (well, maybe a little). You want to make converting simple for visitors.
So make sure your message, CTA, and visuals all work together. Once you get these elements in line with what your audience wants, you’ll see your website start converting on its own.
If you’re ready to create a landing page that actually converts, we can help. Marketeam has built plenty of high-converting landing pages that combine smart design with SEO. Call us on (07) 3882 3375 to get started.
