How many people who land on your website turn into customers?
While it would be great for every website visit to end in a conversion, research data shows that this is as far from the truth as possible.
According to the Unbounce Conversion Benchmark Report, the median conversion rate for home improvement services was 3.8%. In other words, for every 100 website visits, service-based businesses in the home improvement sector only acquired 3-4 customers. The numbers are similar across all industries, with most brands securing a CR in the 2.4% to 6.2% range.
Now, if you're looking for ways to grow your business, one of the best things you can do is invest in a landing page design that will help you convert clients and drive results.
So, without further ado, these are the top examples of landing pages for you to take inspiration from, along with a few tips on making each strategy work for you and your brand.
Call Pittsburgh Service
Online, as in real life, you have limited time to make a stellar first impression on your prospects.
In fact, research suggests that consumers form brand impressions super-fast, sometimes within as little as 50ms. And although these impressions most often are design-related, it's safe to say that the thing that will convince web visitors to convert is your value proposition.
With this in mind, one of the best things you can do to boost landing page conversions and drive positive results is to optimize your unique sales proposition and the rest of the copy on your site.
Improving readability, employing a user-oriented layout, and choosing a highly accessible font are all excellent starts. However, if you want to achieve the best possible results (high conversion rates), what you want to do is address your customers' pain points and communicate how you intend to solve them.
This is what Call Pittsburgh Service does on its website. Check out how this business demonstrates that it understands its audience's frustrations in the section right below the hero image:
First, the brand points out it knows what it's like to hire inexperienced and unresponsive contractors.
Then, it promises to deliver worry-free professional service.
It further points out its commitment to clear and prompt communication.
States that it doesn't hide fees or cut corners.
And finally, the brand reminds customers that they offer a satisfaction guarantee.
Classic City Fencing
The second crucial design strategy you must employ if you want your Wix website to convert and drive results is to use visuals that will attract user attention and help present your brand as a professional and detail-oriented business.
Achieving this doesn't have to be too complicated. All you need is a high-quality image that's relevant to your brand. However, make sure you stay clear from stock photography. Although stock images can be an excellent choice for your site's blog section, they can also rob landing pages of the authenticity consumers want from brands.
So, instead of risking the possibility of appearing to web visitors as inauthentic, dare to choose original and authentic visuals instead. Even if it means displaying less than magazine-worthy photos of your products/services.
If you check out the Classic City Fencing website, you'll see how the brand applies this strategy. In the Fence Installation Services section of the homepage, this brand displays images of past projects, ensuring that web visitors know what they can expect to receive when they hire the business. Do the photos show breathtaking estates and next-level fences from Disney-worthy castles? No. But, chances are, Classic City Fencing's target audience isn't after fairytales in the first place. Instead, they want to find a reliable business they can trust to deliver on its promises.
While we're on the subject of trust, it's not a bad idea to consider ways to enrich website landing pages with business-winning elements that will encourage visitors to perceive your brand as credible and trustworthy.
The easiest way to do this is to display social proof in prominent page sections to attract your target audience's attention and convince them to give your brand a chance.
For instance, if you check out the Menlo Coaching website, you'll see that this brand adds social proof to every section where web visitors have to decide whether they wish to continue interacting with the site.
This is an ingenious way to boost conversions, as it places conversion-inspiring elements exactly where they matter the most. And, because the brand has hundreds of super-positive customer testimonials to show off, it comes as no surprise that it's one of the best-performing businesses of its kind.
As an alternative to showing off customer stories and testimonials, you can also use trust badges and industry-relevant certifications to boost your brand's credibility and improve the conversion rates on your landing pages.
And the best part is, this is neither a difficult nor an expensive fix. For instance, if your brand has earned a specific certificate — like the BSCG 3rd party certification on the ATH homepage — you can ask your designer to include the badge in a relevant section on your site.
But even if you don't have any third-party certificates or awards to show off, you can still add trust badges to your landing pages. Popular ones include BBB trust badges, Google Guarantee emblems, PayPal Verified logos, and security certificates.
And, if you wish to take things to the next level, it's also not a bad idea to work with a professional designer. Ask them to create attractive and convincing quality assurance badges, money-back logos, and other trust-inspiring symbols that might help you convince landing page visitors to place their confidence in your brand.
Bye Bye Poop
As you explore design strategies that will help your Wix landing pages convert and drive results, it's not a bad idea to take a moment to reflect on consumer behavior. More precisely, think about the reasons people don't convert.
According to the Baymard Institute's research, 48% of cart abandonments happen due to a lack of transparency concerning price. So, if you want to guarantee that your potential clients stick around on your website and turn into clients, consider whether adding a pricing element, like the one on the Bye Bye Poop site, might help you convert more people.
Note that you don't have to put down the exact amount your services will cost. But giving web visitors a rough estimate will help set their expectations. Plus, it will increase conversion rates thanks to a straightforward approach that prioritizes customer experience.
While discussing transparency (and managing customer expectations), it's not a bad idea to consider that your web visitors are sure to have additional questions. Even if you've perfectly optimized your copy and visuals to explain the services your business offers.
For this reason, consider enriching your Wix landing page with an informative FAQ section, like the one on the Thankbox homepage.
Collect frequently asked questions and do your best to provide straightforward, comprehensive answers. This will guarantee that your prospects know what they can expect to receive by investing in your services. And it will maximize your chances of meeting their expectations, automatically leading to better reviews and a more positive brand image.
As you explore ways to optimize landing pages for conversions and brand growth, remember that, in some cases, a simple FAQ section won't help you give web visitors all the answers they need. That's why you must understand that convincing prospects to convert heavily relies on:
Showing you understand their pain points
Educating them on how they can (or can't) solve their needs
Presenting them with your solution and the benefits it offers
Proving that your products and services deliver results
In some cases, all of this requires a lot of time and patience from your potential clients. But, in these cases, you can safely rely on interactive content to lead your prospects through the buyer's journey.
Creating a quiz, like the one on the Eachnight landing page below, is a great way to present web visitors with solutions guaranteed to meet their needs.
Plus, because interactive content gets 52.6% more engagement than its static counterparts, it's easy to conclude why investing in this type of solution might benefit your business.
The second example of a Wix landing page that converts thanks to innovative ways of helping web visitors understand the benefits of choosing a business comes from Dopple Press.
As another instance of a business relying on interactive content to boost customer experience, Dopple Press shows the full potential of using the Wix platform and the services of an experienced Wix web design team.
Just look at how easy and intuitive its color palette tool is. It encourages web visitors to tap into their creative sides, effectively shows them the endless possibilities of risograph printing, plus keeps casual browsers engaged thanks to a fun little web app that works perfectly on Wix.
The Spot 4 Dogs
Finally, as you explore strategies for creating Wix landing pages that convert and drive results, don't forget the highest-value element on any website: the call to action.
By taking the time to compose and design a compelling CTA button, you will immensely improve the conversion rates on your site.
Plus, if you employ lead magnets, like the Free Consultation section on The Spot 4 Dogs website, you're guaranteed to see improved results, automatically driving growth for your service-based small business.
Creating a Wix landing page that converts and drives results isn't always a straightforward experience. Sometimes, you and your design team will have to experiment to identify the approach that works best with your brand's unique target audience.
However, if you follow the principles of winning web design — which you can learn about in this ebook — you're guaranteed to see exceptional results.
So don't hesitate to educate yourself about the elements that boost landing page conversions. And don't be shy to reach out. At Phantom Eye Design we’re happy to help you create the best website for your needs.