10 Ways To Create A High Converting CPA Landing Page

Last updated on August 7th, 2024 at 11:23 pm

Landing pages are a type of web page that converts the best.

That means that you are almost certainly leaving money on the table if you aren’t using them.

Today we are going to discuss ten ways to create a high-converting CPA landing page that you can then use to grow your accounting business. 

#1: Design Your Sales Funnel First

Landing pages don’t exist in isolation – they should always be viewed in the context of your overall sales funnel. That’s why we advise designing it first!

There are several popular sales funnel models out there. Which one should you use to grow your CPA business?

We believe that the most effective way to sell anything online is the Value Ladder sales funnel.

It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!). 

This sales funnel has four stages:

• Bait – You offer the potential customer your lead magnet in exchange for their email address.
• Frontend – You offer the potential customer your least expensive and least valuable product or service.
• Middle – You offer the customer a more expensive and valuable product or service.
• Backend – You offer the customer your most expensive and most valuable product or service.

Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue. 

We also recommend adding downsells, upsells, and cross sells to these core offers in order to maximize your revenue. 

The reason why this sales funnel works so well is that it allows you to:

1. Start the relationship with that person by offering free value
2. Nurture that relationship by continuing to provide free value via email
3. Build trust by providing progressively more paid value at each stage

Here’s how Russell explains it:

You don’t need to create your entire Value Ladder in one go.

You can start with just the lead magnet and the frontend offer, then build out the rest of your sales funnel over time.

In theory, the term “landing page” is an umbrella term that covers both lead generation landing pages and sales pages.

However, in practice, when people talk about landing pages, they are typically referring to lead generation landing pages aka the Bait stage of the Value Ladder sales funnel.

That’s why today we are going to focus on creating the best possible landing page for your lead magnet so that you could reliably convert potential customers into leads. 

#2: Create a Super Valuable Lead Magnet

If your lead magnet doesn’t resonate with your target audience, then your landing page won’t convert no matter what you do.

No amount of copywriting skill, conversion rate optimization techniques, or A/B testing will help if your dream customers aren’t interested in your free offer. 

That’s why it’s so important to invest in creating a super valuable lead magnet. 

Make sure that it provides a solution to a problem that your potential customers are struggling with.

Ideally, that problem should be either the same one or related to the one that your frontend offer addresses

A lead magnet that teaches potential customers how to do their own accounting might work well. 

This might seem counterintuitive – if you teach people how to do it themselves, why would they hire you?

But it’s likely safe to say that those who can afford to pay for accounting services would probably rather just do that. 

That’s why we recommend providing all the necessary information with your lead magnet, then pitching your frontend offer at the end of that content. 

The exact format will depend both on the content and on your own strengths and weaknesses. 

If you are good at writing but awkward on camera then you would probably be better off going with a text-based lead magnet such as an eBook or an email course.

Meanwhile, if you are a natural on camera then you might want to take advantage of that and create a video-based lead magnet such as a video masterclass or a video course.

Finally, if you are confident in your public speaking skills, you might want to consider doing live webinars.

Keep in mind that it’s not the format but the content that matters – potential customers will probably be willing to forgive a less-than-perfect presentation if the information itself is valuable.

#3: Choose the Right Landing Page Format

The format of your lead magnet will determine the lead generation funnel that you use and therefore the format of your landing page.

Here are the three most popular lead generation funnels:

1. The Squeeze Page Funnel
2. The Reverse Squeeze Page Funnel
3. The Webinar Funnel

Let’s take a closer look at each of them:

The Squeeze Page Funnel

A squeeze page is the most basic type of landing page.

Meanwhile, the squeeze page funnel is the most basic type of lead generation funnel:

Page 1: A squeeze page

Page 2: A thank you page

Squeeze page funnels work best for text-based lead magnets such as reports, eBooks, and email courses.

The Reverse Squeeze Page Funnel

A reverse squeeze page is a squeeze page that features a video that the potential customer can watch without providing their email address.

The reverse squeeze page funnel also looks like this:

Page 1: A squeeze page

Page 2: A thank you page

So what’s the difference between the regular squeeze page funnel and the reverse squeeze page funnel?

The former keeps all the free value behind an opt-in wall while the latter provides some free value upfront and then asks the potential customer for their email address in exchange for more free value. 

Reverse squeeze page funnels work best for video-based lead magnets such as video masterclasses and video courses.

The Webinar Funnel

The webinar funnel is a lead generation funnel where you use a webinar as your lead magnet.

Here’s what it looks like:

Page 1: A webinar registration page

Page 2: A thank you page

Page 3: A webinar page

Page 4: A product order page

Russell believes that the best business model in the world is to create a webinar and then do that webinar live every single week for a year at least once a week.

#4: Use a Proven Landing Page Template

Once you have decided on the lead generation funnel, it’s time to start building your landing page. 

We don’t recommend doing it from scratch, though – if you don’t have any previous experience designing landing pages, you will likely be better off using a proven landing page template instead.

ClickFunnels includes a template library that features landing page templates for pretty much every use case imaginable.

Squeeze pages, reverse squeeze pages, webinar registration pages, you name it, we have it!

Moreover, we have been relentlessly optimizing our landing page templates for nearly a decade now.

The landing page templates that you see in our library don’t just look good, they also convert well and have been proven to work for real businesses!

#5: Craft a Compelling Headline That Emphasizes the #1 Benefit of Your Offer

When it comes to your landing page copy, its most important element is the headline. Why?

Because the headline is your one and only chance to grab the potential customer’s attention before they get distracted by something else. 

Your headline should convey:

1. What your free offer is all about
2. How your free offer will make the potential customer’s life better

For Example:

If your lead magnet is a free eBook that teaches busy people how to do their own accounting in a way that can help them save time, you should emphasize the time-saving aspect of your free offer.

#6: Emphasize the Benefits of Your Lead Magnet in Your Landing Page Copy

Okay, so you managed to get the potential customer’s attention with your headline, what now?

You need to continue emphasizing the #1 benefit of your free offer and introduce additional benefits.

Continuing with the free eBook example, you should reiterate that it can help the potential customer save time.

Then mention any other benefits that the potential customer might get from reading it. How can efficient bookkeeping make their lives better?

#7: Provide Social Proof

Social proof is a psychological principle that says that whenever people are unsure of what to do, they look at what others do in order to determine the best course of action. 

In the business context, that means that whenever potential customers are unsure of whether to trust you, they will seek out indications that other people trust you.

You can take advantage of this by providing them with the social proof they need.

There are two types of social proof:

• Direct social proof that relates to the offer in question. Can you get a testimonial from someone who has benefitted from your lead magnet?
   
  The more specific the testimonial, the better. What results did they get?
  
• Indirect social proof that relates to you or your company. This can mean mentioning relevant education, credentials, accomplishments, awards, media mentions, names of previous or current clients, etc. 
  
  What makes you qualified to give accounting advice and why should the potential customer listen to you?

Ideally, you want to display both types of social proof on your landing page. 

#8: Have a Clear Call to Action

Every landing page needs to have at least one call-to-action button.

You want it to be:

1. Large
2. Of a color that stands out in the overall color scheme of your landing page

This will ensure that your call-to-action button is impossible to miss – the human eye is naturally drawn to page elements that are large and that stand out due to their color. 

Also, if you are using a medium-length or a long-form landing page, you might want to consider having one call-to-action button per screen.

That way, as the potential customer is scrolling down, there will always be a call-to-action button nearby.

It might seem silly but little inconveniences like having to scroll back up to find a call-to-action button can have a negative impact on your conversion rate so it’s best to remove all unnecessary friction. 

All that being said, if you are using a proven, high-converting landing page template, you shouldn’t have to worry about any of this because it should already be incorporated into its design. 

#9: Start Driving Traffic to Your Landing Page With Paid Ads

You can’t know whether your lead magnet resonates with your target audience until you start driving traffic to it.

We recommend testing your free offer with paid traffic because paid traffic is targeted, predictable, and scalable. 

All major social media platforms allow you to run ads on them so pick the one that makes the most sense for your CPA business.

If we had to guess, LinkedIn might be the best place to promote your accounting services, but this is also something that you can’t know until you test it. 

So create an ad campaign, set up a small daily budget, and start running ads. Then sit back and watch what happens. Are people interested in your lead magnet?

If they are, then you can start gradually scaling your ad campaign (assuming that it is profitable). 

If they aren’t, then you need to go back to the drawing board, come up with a better lead magnet idea, and then test it with paid ads.

Keep in mind that you might need to test several lead magnets until you find one that truly resonates with your dream customers.

#10: Optimize Your Landing Page With A/B Testing

A/B testing, also known as split testing, is a conversion rate optimization method that marketers use to optimize web pages:

1. Create two variants of the same page: variant A and variant B. There should be only ONE difference between them (e.g. the call-to-action button color). That’s the page element that you are testing. 
2. Split your traffic in two and send half of it to variant A and half of it to variant B. 
3. Run the experiment until it reaches statistical significance, then look at the results and keep the winning variant.

Our software has an A/B testing functionality so it will do all the mathematical heavy lifting for you.

However, we recommend reading up on A/B testing statistics, as that can help you design better experiments and interpret their results more accurately. 

Also, keep in mind that any given A/B test is unlikely to lead to a drastic increase in the conversion rate, so don’t get your hopes up in that regard.

While you might get an occasional big win, the real power of A/B testing lies in the slight conversion rate increases that add up over time. 

That’s why you want to always be testing something!

Build a Sales Funnel for Your CPA Business With ClickFunnels!

ClickFunnels has everything you need to build a sales funnel for your CPA business:

• Sales funnel and landing page templates.
• Visual editor that you can use to customize those templates.
• Email marketing functionality that allows you to send broadcast emails, set up automated email sequences, and create email workflows with behavioral triggers. 

What’s best is that we have a free trial which means that you can check out our software without any risk.

So why not start building your Value Ladder sales funnel today?

Start Your Free Trial