When a visitor clicks on an ad, it’s more effective to send them to a specific landing page rather than your generic homepage. Even though landing pages are excellent tools for driving conversions, there’s more to the equation than just creating them. The highest converting landing pages have a few things in common, which we’ll cover below.

Curious to know how to make your landing pages more successful? Landing pages that see high conversions tend to have these seven features.

1. A single, well-defined goal

What do you want visitors to do when they reach your landing page? Do you want them to fill out a form? Sign up for your newsletter? Order your product? By identifying your goal, you can create a landing page that supports it. Each landing page should have one goal, and all actions should help visitors complete it.

2. Written to a target persona  

Refer to your buyer personas so that you have direction when writing copy for your landing pages. Consider the wants and needs of your visitors as well as the state of mind they are in. By tapping into your visitors’ pain points, you can address their challenges and offer them something of value.

3. Tailored messaging  

Visitors come from all different places, including Facebook, Instagram and Google. Consider changing your message depending on where your users are coming from. In a perfect world, you should have a tailored landing page for each ad group, but that’s a tall order to take on right away. Start with your most frequently visited landing pages and work on changing the messaging.

4. Limited exit points

Pay attention to all paths leading to and from your landing page. It’s important to limit exit points because you want to keep people on your page for as long as possible. The more they read and interact with your page, the more likely they are to convert. If you give visitors several opportunities to leave, they might just do it.

5. One-click conversions

Users should be able to convert in a few clicks. Start by looking at what steps users need to take to get from Point A to Point B. If you need to take steps out, do so. The best ways to make conversions easier are by adding visible CTA buttons, using contrasting colors and adding trust factors.

6. High-quality copy and images

Some visitors may only know your brand from your landing page. So, make it great. Write compelling copy, add high-quality images and follow a crisp design. Be clear about your offer and what visitors can expect by signing up. And, avoid pop-ups at all costs.

7. Mobile friendliness

Since more people are accessing the web from their mobile devices, your landing pages need to be mobile friendly. Neil Patel has a great article on creating mobile landing pages, which is worth checking out. Some of the things he discusses are fast load times, clickable buttons and a thumb-friendly design.

Landing pages are one of the most important tools you have for converting visitors into customers. For high-performing landing pages tailored to your audience, be sure to include the seven features listed above.