How to create landing pages with Unbounce

If you’re a business engaging with customers on your website (who isn’t?), then you require a landing page, or more likely a lot of landing pages. HubSpot data says that you start seeing a significant improvement in search traffic and conversions once you have over 40 landing pages.

Reduce bounce rates on your website with Unbounce landing pages. Free trial. Sign up now!

I’m sure you have a few questions here. First, what is a landing page, and why does your business need it? Then comes the question of how to create landing pages that convert your visitors into customers. Let’s answer your questions here one by one.

What is a landing page?

A landing page is a specific web page that is created for a single, focused purpose, typically as part of a marketing or advertising campaign. The primary goal of a landing page is to encourage visitors to take a specific action or engage in a particular conversion goal. These calls to actions (CTAs) could include:

1. Lead Generation: Collecting user information such as email addresses, names, or phone numbers for future marketing efforts.
2. Sales: Encouraging visitors to make a purchase or sign up for a product or service.
3. Event Registration: Getting users to sign up for webinars, events, or conferences.
4. Click-Through: Leading visitors to another page or website, often used in the context of pay-per-click (PPC) advertising.
5. Download: Encouraging users to download a resource, like an e-book, whitepaper, or software.

Landing pages are designed with a clear and persuasive layout, focusing on a specific CTA that prompts users to take the desired action. Ideally, you should have minimal distractions such as navigation menus, in-content links and social share buttons. This ensures that you keep visitors focused on the intended CTA, and this maximizes the conversion rate from visitors to leads or sales.

To be effective, landing pages should be tailored to the target audience and the campaign’s message, using compelling copy, images, and design.

How to increase conversions on your landing pages

Increasing conversion rates on landing pages is a critical objective for marketers and website owners. There are several strategies and best practices that can help boost conversion rates on landing pages:

1. Clear and Compelling Headline: The headline should be attention-grabbing and clearly convey the value or benefit of the offer. It’s the first thing visitors see, so it should be persuasive.
2. Strong Call to Action (CTA): Use a clear and action-oriented CTA button that tells visitors exactly what you want them to do, such as “Sign Up Now” or “Get Started.”
3. Concise and Relevant Content: Keep the content on the landing page concise and directly related to the offer. Avoid unnecessary distractions and irrelevant information.
4. Engaging Visuals: Use high-quality images, graphics, and videos that complement the content and enhance the user experience.
5. Social Proof: Incorporate testimonials, reviews, or trust badges to build credibility and trust with visitors.
6. A/B Testing: Experiment with different elements on your landing page, including headlines, CTAs, images, and content, to determine which combinations are most effective.
7. Mobile Optimization: Ensure your landing page is mobile-responsive, as many users access websites on mobile devices. A poor mobile experience can significantly affect conversion rates.
8. Page Loading Speed: Faster-loading pages tend to have better conversion rates. Optimize images, use a content delivery network (CDN), and minimize code to improve loading times.
9. Form Optimization: If you’re collecting user information, keep the form fields to a minimum and make the form easy to fill out. Only ask for essential information.
10. Urgency and Scarcity: Create a sense of urgency or scarcity, such as limited-time offers or limited quantities available, to encourage quick action.
11. Personalization: Tailor the landing page content to the specific needs and interests of your target audience. Use dynamic content based on user behavior or demographics.
12. Trust and Security: Clearly communicate that user data is secure and that the offer is legitimate. Display trust seals and privacy policies.
13. Relevant Keywords: Ensure that your landing page’s content and meta tags include relevant keywords to match what users are searching for.
14. Progressive Profiling: If you’re collecting user data, consider using progressive profiling, which gradually gathers more information from users over time, rather than asking for everything upfront.
15. Exit-Intent Popups: Use exit-intent popups to capture leads or offer special deals when users are about to leave the page.
16. Continuous Testing and Optimization: Regularly analyze landing page performance and make data-driven improvements based on user behavior and feedback.
17. Segmentation: Segment your audience and create different landing pages for different segments to provide more personalized experiences.

Build your first Unbounce landing page in 10 steps

Step 1: Sign up for a free trial of Unbounce, with subscription rates starting from $99/month, which includes unlimited landing pages, popups, and sticky bars, AI copywriting, up to 500 conversions and 20,000 visitors for a single domain.

Once you sign up, you can choose either the classic drag-and-drop landing page builder, or the new AI-powered Smart Builder.

Step 2: Set your campaign goal. Choose between generating leads (by getting visitors to share their contact information, request a demo, etc.), get more conversions, or get more sales (turn your lookers into bookers).

Step 3: Create the copy that will be relevant to your targeted audience, and make them want to take action. Keep it simple, with a focus on the benefits and features of your product or service. The headline should say it all. The good news – you can use ChatGPT or any other AI tool to generate the required copy, since the primary intent here is to simply drive traffic to the page and convert visitors.

Step 4: Figure out the CTA. This is what actually moves your landing page visitors into taking the action you want them to take. Make it very specific – put a form above the fold to capture contact details or request a demo. Keep the form as short as possible to capture only the basic details you need to qualify leads. If you want to place buttons, make sure the button text is specific – sign up for a free trial, request demo, etc.

Step 5: Pick your imagery. Having people’s faces and names on the page is always better than product pictures. It helps your potential customers look at some real people who are already your customers, and this instills trust. Banner images can be selected from Unbounce’s library.

Step 6: Setup the page design. This includes picking a template, putting your content into it, customizing to match your brand colors, and make it responsive to enable viewing across all devices.

Step 7: Now it’s time to connect it your domain and give the landing page it’s own URL on your website. You don’t need to call a developer if you are using WordPress, which connects easily to Unbounce in a few minutes. No CNAME or DNS entries needed in your hosting panel. After this, you can also complete other analytics and marketing automation settings, including tracking scripts and integration with your CRM and other existing digital marketing platforms.

Step 8: Now preview your landing page, publish it, and start driving traffic.

Step 9: Track the conversion ratios with Unbounce landing page analytics and reports that provide detailed information about your traffic demographics, sources and visitor to lead ratios.

Step 10: Make use of the analytics and reports to improve the performance of the landing page, by duplicating it and changing elements so you can compare the performance of each variant. Unbounce makes this easy with their Smart Traffic AI-based feature that automatically starts sending more traffic to the variant that is performing better.

Ready to take off? Get started with Unbounce landing pages now!