Last updated on January 22nd, 2025 at 05:48 am
When you’ve worked so hard to get people onto your landing pages, the last thing you want happening is them bouncing back to where they came from.
You don’t want these opportunities slipping through your fingertips when people are so close to becoming a new subscriber or customer.
If your landing page experience isn’t a perfect match for what they expected, or it has poor performance, the chances of you converting that traffic into new customers quickly falls flat.
To keep that from happening, there are a few key areas you want to make sure hit the mark — and match exactly what your market is expecting to see.
In this guide, we’re going to cover 8 of the best landing page strategies you can use to convert the attention you’re working so hard to generate in the first place.
If you implement each of these strategies on your landing pages (and you do it the way we’re showing you), your conversion rates will skyrocket and your bounce rates will plummet.
The end result is marketing campaigns that are effective as possible — and a predictable growth path for your business.
Here’s how to do it.
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Tip #1: Use Benefit-Driven Headlines
The first thing people are going to see and read when they land on your page is your headline.
That means you need to make it as relevant as possible to what they’re expecting to see.
If you miss the mark here, you -may- get a chance to keep them reading further down the page but the chances of them bouncing back to where they came from is incredibly high.
To keep that from happening, one of the best types of headlines you can use are benefit-driven headlines.
These are written in a way that ties what they want to the biggest benefit they’re going to receive when they keep reading your page.
To give you an example, let’s say you have an offer that helps brides-to-be lose weight before their big day. If you wrote a headline that said “How To Lose Weight In 10 Days, Guaranteed”, you might get SOME of their attention.
But if you wrote the headline around “How To Lose Weight In 10 Days So You Look AMAZING In Your Wedding Photos”, the chances of you grabbing more of the perfect attention significantly rises.
The feature is “How To Lose Weight In 10 Days” while the benefit is “So You Look AMAZING In Your Wedding Photos”.
This is a quick example of how to focus your headlines on the biggest benefit your readers will get.
When you get it right, they’ll immediately understand what’s in it for them and why they should keep reading the rest of the message.
Here are a few more examples to help paint the picture and show you what a benefit-driven headline looks like and why it’s so effective for keeping attention.
This example that’s targeting at-home chefs who want to take their meals from being good to great.
Being able to replicate Michelin-quality meals at home would help their family and friends look forward to their meals instead of just eating because they were made with love.
If someone is looking to create Michelin-quality meals because they recognize what the term “Michelin” means to chefs and cooking, this headline paints a clear picture of the big benefit they’ll get — meals that go from “meh” to Michelin-quality by using the handpicked spices in the kit.
Here’s another great example from the Your First Funnel Challenge:
One of the biggest things that slow people down, in terms of building a business, is thinking they don’t have enough time or they need to be a tech genius, have a product already, or know how to build funnels and effectively market them.
The headline from Your First Funnel Challenge works to dispel all of those myths in a few key sentences.
It directly calls out the time objection — “Give Us Just 90 Minutes A Day, For 5 Days”.
It gives them the ultimate, biggest benefit they want to receive — “Quickly Launch Your Idea And Turn It Into A Business You’re Proud Of!”.
And, finally, it dispels the rest of the myths/objections by calling them out — “Even If You Don’t Have Any Tech Skills, Don’t Have A Product, Or Have No Idea What A Funnel Is Yet.”
This is an incredibly powerful headline for the audience that’s targeted with Your First Funnel Challenge.
For your own offers, here’s a quick chart that breaks down how to turn features into benefits and then turn those into benefit-driven headlines that matter to your audience:
| Feature-Driven Headlines | Benefit-Driven Headlines |
|---|---|
| “Our Shoes Have Thick Rubber Soles” | “Experience All-Day Comfort With Our Shoes” |
| “Ultra-High-Resolution Camera Included” | “Capture Lifelike Photos Like Never Before” |
| “Our Course Includes 10 Modules” | “Master Spanish in Just 10 Easy Steps” |
| “High-Capacity Battery” | “Stay Connected All Day with Long-Lasting Battery Life” |
| “Lightweight Design” | “Enjoy Hassle-Free Travel with Our Lightweight Suitcase” |
Getting this right is one of the most effective strategies you can use on your landing pages.
But it’s not the only strategy.
As you’ll see when you go through this guide, getting the highest conversion rates possible requires a holistic approach that blends together multiple different elements that tell your audience WHY they should be moving forward with you — and what’s in it for them.
Tip #2: Keep it to One Avatar, One Offer
But it’s not the only strategy.
To write benefit-driven headlines that grab and keep attention, you need to understand what it is that your audience actually needs from you.
To do that, you want to focus on drilling down into one avatar at a time.
Because it doesn’t make much sense to put together a weight loss offer focused specifically on helping brides-to-be and then market it to men over 50 on the same page.
Unfortunately, though, many entrepreneurs and marketers try to cast the widest net possible, hoping they can target multiple different avatars and even introduce multiple different offers and options to them when they do capture the attention.
That’s a recipe for low conversion rates. Every time.
Too many different avatars and too many different options to take creates confusion, and a confused mind takes no action at all.
To make your landing pages as effective as possible, you want to keep each of them focused on one avatar and one offer at a time.
Now, this may seem counterintuitive at first.
Since doing what we’re talking about here effectively limits the size of the audience you’re going to be able to target, it may feel like you’re actually approaching this strategy the wrong way.
What happens, though, is that you focus your message on the one PERFECT prospect inside of that audience — the one prospect who will have a hard time saying no.
So while your message may not target the largest audience possible, it will target more (and convert more) of the right people.
In this case, brides-to-be who want to lose weight before they take their wedding photos.
When you tighten up the messaging on your page, everything becomes more relevant to that one perfect prospect inside of your audience.
Your images, your headlines, subheadlines, bullet points, calls to action, you name it. They all touch on exactly what your audience needs to see from you — making them as relevant as possible.
And relevance is how you increase your conversion rates.
Tip #3: Focus Above the Fold
The next strategy you can use on your landing pages is making sure you’re taking advantage of key real estate that visitors will see as soon as they land on the page.
That real estate is what’s called “above the fold”.
It ties back to physical newspapers.
Think about the last time you’ve seen one in a machine or sitting on a stand in the checkout aisle.
Notice how you can only see what’s on the top half of the front page?
Then, when you unfold the paper you can see everything else?
That critical information is “above the fold” in the newspaper — and it’s some of the most valuable real estate you have at your disposal on your landing pages.
In the digital world, “above the fold” refers to the space available before your visitors are required to start scrolling down the page.
With attention spans getting shorter and shorter every year, properly utilizing this space is critical to getting people’s attention, keeping it, showing them what’s in it for them if they keep reading, and giving them a reason to click your CTA right away.
Here’s a great example that keeps key information above the fold:
Now, on the flip side of that, take a look at this example:
There’s no CTA above the fold.
You actually have to scroll further down the page to get access to the asset that’s being offered.
While this may work in some cases, it may be possible to improve conversion rates on this page by either eliminating the unnecessary clutter (irrelevant images) or by moving the CTA above the image.
Since users are forced to scroll past the image to get to the CTA, chances are high that conversion rates are being negatively affected by not properly utilizing the space above the fold.
Now, this isn’t always a hard rule.
If you’re dealing with more complex offers, need time to break down the features and benefits to help your audience understand them, or are dealing with offers that have higher price tags, you may need to use the space above the fold to capture, engage, and show them what’s in it for them so they keep reading.
The key here is testing to figure out which approach is going to work best on your pages.
You can use the A/B/ split testing feature in ClickFunnels to help you quickly diagnose which version is going to perform at the highest levels possible.
Tip #4: Use the Right Social Proof
Now, as your visitors are scrolling down the page, you want to make sure they see proof that your offer can actually solve the problem you’re promising to solve — by showcasing how it has helped other people just like them.
Introducing the right types of social proof is one of the most effective strategies you can use to take the spotlight off of you and focus squarely on people similar to the audience you’re trying to serve.
This means you don’t want to necessarily bury your audience in social proof, just for the sake of doing it. Instead, you want to show them the RIGHT types of social proof at the RIGHT time.
This is something many marketers and entrepreneurs get wrong.
They believe that a good old testimonial (or multiple testimonials) is all you need to get conversions.
So they create pages called “tanks” or “testimonial vaults” where they include dozens (even hundreds) of testimonials from their audience.
And it’s amazing they have that many.
But what would be more effective is trimming that list, tank, vault, whatever they want to call it down and pull out a few key testimonials or reviews that speak to the exact copy on the page.
Here’s an example of what we mean:
Rather than including dozens of reviews and testimonials on the page, there are 3 that speak to features that will resonate with the audience — tins to keep the teas in, a generous amount of healthy and tasty tea, and a sampler to help figure out which teas taste the best.
Here’s another great example of using the right social proof at the right time with video:
It uses a combination of text and video to help their audience see how the offer can benefit them and why they should move forward.
Then, in the example below, a single testimonial from a recognized celebrity is used to help establish authority:
Scrolling down the page, 3 more reviews are injected that come from recognized authority sources, helping to establish even more credibility for the offer:
What you’ll notice, though, is that there isn’t just a “dump” of social proof happening.
Each of the testimonials and reviews has been hand-selected to help move the conversation on the page forward — not just bury their audience in proof.
They’ve been chosen from the 4 main types of proof that have the biggest impact:
- Customer Reviews
- Celebrity Testimonials
- Authority Features
- User Generated Content
UGC, or User Generated Content, can be some of the most impactful proof you’ll use on your landing pages because it features customers just like your prospects actively using the product and showcasing how it’s benefitted their lives.
Here’s an example that utilizes content submitted by their customers to help other potential customers see how it may benefit them, too:
When you use social proof on your landing pages, remember the general rule: less is more.
Putting in fewer testimonials and reviews will have a bigger impact than “dumping” a ton of them onto the page — especially if the proof you use is specific to the section of the page.
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Tip #5: Eliminate All Distractions
The next tip you can use to make your landing pages as effective as possible is to make sure you’re limiting the distractions — and the ways visitors can leave the page.
If your goal is to get them to click a call to action, the messaging and images on the page should help guide the user from reading your headline to continuing to make their way down the page.
If you have navigational menus on the page, your visitors may start clicking around on links you didn’t intend for them to click on.
Take a look at this example from Your First Funnel Challenge:
Instead of having the standard navigational menu, the landing page takes advantage of that space by adding a bit of scarcity and urgency.
It shows visitors how much time is remaining until the next challenge launches, prompting them to take action with a CTA that is above the fold.
The landing page is also a masterclass in taking advantage of the space above the fold.
You can notice there’s a hero image that helps establish authority and credibility — most people landing on this page will recognize either Russell Brunson, Damon Johns, or both.
Then, the headline is benefit-driven, telling people they can quickly turn their ideas into a business that they’re proud of.
The headline is followed up by a subheadline that helps crush the objections most people reading this page would have — not having a technical background, not having a product yet, or having any clue what a funnel may be.
Finally, the CTA is above the fold and tells them to join the free challenge now.
As the page continues, you’ll notice that the navigation isn’t injected until the end of the page.
Since many of the links below are required, they absolutely have to be on the page. But by keeping them at the bottom of the page your visitors are less likely to get distracted by them — so their focus stays on the copy and images you want them to see.
The key here, though, is making sure you keep people focused on what you want them to focus on: taking action on the CTAs that you’ve placed on the page — not trying to navigate around the rest of your website.
Tip #6: Make Sure You’re Recognized
Now, there’s a caveat to this strategy — recognizable branding is more of a long-term approach but it’s one that you want to start working on sooner than later.
Maintaining consistent branding across all of your touchpoints and marketing platforms is how you get people to recognize you and start building long-term relationships with your audience.
So even if they don’t buy now, they feel positively about your offers when they see them based on how they remember your brand, as a whole.
From your landing pages, to your ads, your offers, your website, and everything in between, building that brand recognition helps you cultivate credibility, trust, and (ultimately) authority.
To get started building a strong brand, focus on these 5 areas:
- Logo Consistency: Make sure your logo on the landing page matches that on your other digital platforms.
- Maintain Color Scheme: Use the same color palette that aligns with your brand’s visual identity.
- Typography: Ensure you use the same font styles and sizes found in your other branded materials.
- Imagery/Visuals: Use images and visuals that reflect your brand’s style and tone.
- Tone of Voice: The text on your landing page should mirror your brand’s voice in its messaging.
Check out this example that breaks down key areas to focus on when you’re trying to build a recognizable brand online:
In the example, you can see that the landing page is focused on a specific color scheme and font.
Then, the images used are crisp and clean and tend to fall in line with the color scheme the brand wants to be known for.
Now, if you take a look at the example below from the Your First Funnel Challenge, you can see how the same elements are present across this offer, as well as every other offer run by the ClickFunnels team.
For most of the offers put out by the ClickFunnels team, this is the standard color scheme and font you’re going to see.
When you land on a page for a ClickFunnels offer, you almost immediately recognize it.
That’s the power of building a recognizable brand — and something you should be aiming for across every marketing channel and campaign you create.
Again, this is a more long-term strategy but if you want your landing pages to stand apart from the competition (and get higher conversion rates) a big part of that is building trust, credibility, and authority with your audience.
That’s what branding gives you — when you get it right and keep it consistent.
To use this tip, choose a good color scheme using a tool like Coolors.
Then, make sure you’re keeping your font and typography the same across all marketing channels.
Finally, keep your tone of voice consistent with the voice you’re trying to portray from your brand.
Tip #7: Showcase What You’re Offering
Another strong strategy you can use on your landing pages is to showcase the products you’re offering.
Helping people visualize what they’re getting (even if it’s digital-only) is a great way to get them to take ownership of it long before they’ve actually made a purchase.
When it comes to using images for your products, you want to make sure they’re high-quality and accurately depict what people will be getting when they take you up on the offer.
Here are a few examples of both physical and digital products:
If you’re selling books, you can take a page out of the Copywriting Secrets book and use a stack of your books with one standing up next to it to help show people what they’re getting in an elegant way.
Even though the book is physical, the image was actually created digitally using an eCover program like Pyks, or similar.
Then, the image is placed next to social proof from a recognizable name, talking about what was learned from the book and how it has helped his business since purchasing it.
This touches back on our tip around using the right social proof at the right time — instead of just bombarding your visitors with testimonials and reviews.
The review, in this case, is directly above the CTA and right next to the product picture.
It’s a great example of using the right social proof, the right imagery, and the right call to action to help make your landing pages as strong as possible.
And, if you haven’t already checked it out, grab a copy of Jim’s Copywriting Secrets now. It will give you a TON of frameworks for making your landing pages even stronger.
Then, check out this example for Vahdam.
Vahdam is using pictures of the product (coupled with consistent branding) to point out the features and benefits of the product.
For instance, if their visitors have objections around light getting to the product, or air leaking out and making the product stale, both objections are covered in the image.
Since an image is worth 1,000 words, Vahdam can eliminate a ton of copy by using featured images in the right way — so they’re not creating a massive wall of text and expecting their visitors to read it.
Here’s another great example for the Lumin electric grill:
In this example, rather than just showcasing the grill, Lumin is showcasing people happy and engaged while using the grill for a cookout with their friends.
Then, next to the image, the copy is used to help introduce the features and break down the benefits of each of those features.
Remember, your goal with the images you use is to get people to visualize taking ownership of the product which is why the Lumin example works so well.
For digital products, like a daily newsletter, it can be harder to come up with ideas you can turn into images that will help people visualize what they’re getting.
The Tonic, though, has done an amazing job at turning their newsletter into a featured image:
They could have just included a screenshot (or two) of the newsletter itself.
Instead, they showcased the newsletter being read on a mobile device to help people see themselves sitting down and reading through it on a daily basis.
By including one of the emails they can get away with using less copy on the landing page — which tends to increase conversion rates.
And check out this example from Your First Funnel Challenge:
In this example, it isn’t necessarily an image of the product that’s being featured but, instead, an image of what happened during the offline event.
It showcases Russell to help establish trust and likability, while getting visitors to visualize themselves being with him, in person, as he worked through each of the steps in the challenge.
Something else it does, though, maintains consistent branding — the same font type, image type, and color scheme across multiple different pages and offers.
Immediately after the image is the CTA since visitors will be drawn to the image first, then their eyes will scroll directly underneath it so the CTA will be the first thing they see.
Here’s another example that uses consistent branding with its images:
Continuing down the page, you can see how the images being used help complement the copy that’s surrounding them.
One of the biggest mistakes people make on their landing pages is including images that look good but have little to no relevance to the copy or the offer.
(Think stock photos, for instance.)
If you’re going to use images, you want them to add to the page — not just be filler pieces.
Finally, getting to the offer and CTA, the same consistent imagery has been used to get people to visualize what owning the offer could do for them — the benefits.
The key, when you’re choosing images, is to ask yourself: “What does this add to the page?”.
If it doesn’t directly (and positively) impact the message you’re trying to get across or help you use less copy overall, chances are you can make your pages stronger without having the images included.
Your goal with the images you use is to help people visualize taking ownership of the offer — which will help increase your conversion rates and help people remember your brand.
Tip #8: Split Test Your Ideas & Angles
Finally, one of the best tips we can give you in terms of building strong landing pages is always remember: they are a work in progress.
Even if you have a standout winner you still want to keep testing and tweaking it to continually raise your conversion rates across the board.
Split testing your ideas and angles are how you take a page with decent conversion rates and turn it into something that’s highly profitable.
A/B split testing is when you take a “control” page — the page that’s received the highest conversion rate — and begin testing and tweaking different elements of it in an effort to lift the conversion rates even higher.
That could be testing a different headline, a different call to action, a different design, a different sales angle altogether, or any other element on the page.
Then, you use the split testing feature in software like ClickFunnels to direct traffic to each version of the page while measuring the change in results.
When you’re running split tests, though, you don’t want to make a ton of changes each time you run a new test.
Instead, focus on one aspect of the page that you want to tweak, drive enough traffic to it to determine which version wins, and then use that version as the control for your next test.
The idea here is to generate new ideas you think may perform better, duplicate your “control” page, implement one of those new ideas, and then start driving traffic to both pages.
How to Start Split Testing Your Ideas
A good formula for creating a hypothesis is: “If we change [specific element], then [expected outcome], because [reasoning].“
For example…
- “If we change the headline text from ‘Our Product Rocks‘ to ‘Increase Your Efficiency with Our Product,‘ then the click-through rate will increase, because it more directly communicates the benefit to the user.”
- “If we change the CTA color from gray to red, then conversions will increase because the red CTA is more attention-grabbing.”
- “If we change the layout to place testimonials closer to the CTA, will it increase conversions because the social proof is fresh in the visitor’s mind?”
Here’s an example from the Your First Funnel Challenge
The image above became the control and is what’s running today.
However, it originally looked a bit different.
Check out the original below:
The 2nd version was enough to get something up and running. But it felt cluttered and busy, which is why the control version that’s running today became the winner.
The updated version is less cluttered, more focused, and includes a better hero shot of both Russell and Damon.
It uses the same headline, subheadline, and surrounding messaging, though.
This is a great example of only changing one thing at a time while you’re running split tests.
In this case, it was the design of the page, itself, that got updated with the newer design coming out ahead in terms of conversion rates.
Landing Page Elements You Can Split Test
- Headlines and Subheadlines: Test the impact of direct versus indirect headlines, or how well different benefits or features resonate with your audience.
- Call-to-Action (CTA): Experiment with the wording of the CTA, its color, size, and its placement on the page. Each change could impact its visibility and effectiveness.
- Layout and Design: Test different layouts to see which ones enhance understanding and guide the visitor’s journey more effectively. Experiment with element placement, color schemes, whitespace usage, etc.
- Images: Test different types of images (realistic, illustrative, professional, user-generated, etc.) to see which ones increase engagement and trust.
- Copy: Test different tones (formal, casual, humorous, etc.), lengths (long-form, bullet points, short and punchy, etc.), and types of information provided.
But, remember, only run 1 test or tweak at a time so you know which element you’re testing actually performed at a higher level.
You can use the A/B split testing feature inside of ClickFunnels to run smart split tests and develop strong controls.
Click here now to give it a try.
Final Thoughts
When you’ve done the hard part of getting people onto your landing pages, you want to make sure you’re capitalizing on every opportunity you have to convert them into new leads and customers.
By using the tips broken down in this guide, you can make sure your landing pages are as relevant as possible to your audience while also making sure you keep the attention you worked so hard to get in the first place.