7 Traits of Highly Converting Web Pages

Are your landing pages converting poorly? Are you even sure how well your landing pages are converting, at all?

Too many businesses pay too little attention to how well their web designs are converting visitors into customers. Many businesses are just happy to have a website up and running reliably, but are unaware of the money that they are leaving on the table.

Your landing pages converting even just a few points higher can mean huge increases in overall return and yield more for each visitor.

There are some traits that are seen across many highly converting pages. Some are overarching themes, others are little tips and tricks to help you to stand out.

Here are 7 traits of highly converting landing pages that can help your business web page to convert at a much higher rate;

1. Consistent Color Schemes

There is nothing that screams “unprofessional” like a website using a color scheme that is not easy on the eyes. A good landing page will have a consistent theme, and present the company in a professional manner.

Although it might seem basic – more companies than you would  think have hired incompetent designers that have no idea how to put together a palatable color scheme.

A few things you can do to ensure that you present a good looking color scheme include;

  • Use No More Than Three Colors. More than three colors can make a page difficult to read. Be consistent with the way that colors are used. For text, try not to use more than two colors (one for the headings, one for the text).
  • Keep a Consistent Theme In your Images. Make sure that your images keep to your color scheme. You can imbed logos over the top of photos to give a professional look.

A great color scheme is ultimately what makes or breaks a web design in the eyes of the visitor.

2. Highly Visible Calls to Action

From the moment that a prospective customer comes on your website, it should be abundantly clear what action they should be taking.

When a customer lands on your web page, your CTA needs to be front and center. Do you want them to subscribe to your mailing list? Do you want them to contact you about your services? Maybe you want them to purchase a product.

Leave no confusion as to what their action should be if they are interested in the product or service that you provide. Tell them where to go, and tell them what to do.

3. Testimonials that Mean Something

Testimonials need to tell the reader something. They can’t just be quotes from Joe Schmoe. Your testimonials should be coming from recognizable names and industry leaders in your area, preferably. Make sure that you have links to the websites of the individuals or organizations that talked about you, and make it abundant that they aren’t some random person off the street.

Include pictures of those that leave you testimonials after obtaining permission. Connecting a name to an actual face can really drive home the testimonial and give it added weight.

4. Less Can Be More

Although the instinct of many marketers is to try to determine how to fit as many calls to action and informational blurbs on each page as they can – this is generally a trait possessed by poor performing landing pages.

Remember to space things out, and don’t be afraid to push items down the page in order to make things look more organized. Too much information can bounce users off of your page more quickly than you might assume.

5. A Personal Touch

Customers like to know that there are real people at the company that they choose to work with. The inclusion of a founder’s photo, or information about your staff can help to build a personal connection with those that come across your webpage.

Even small touches – such as a note from your CEO or a guarantee from your owner can help to establish a real connection with those that land on the page.

6. An Eye-Catching Headline

On any landing page – your headline is the most important consideration.

Your headline needs to be informational, but present the tone that you are hoping to create.

Some of the different strategies for creating eye-catching headlines include;

  • Include numbers in the headline. People love lists. There is a reason why web pages that include numbers in their headlines are usually toward the top of Google – they perform well and generate click-throughs.
  • They aren’t too long. A good headline will generally have between 5 and 9 keywords. This is the ideal length for any headline.
  • Ask a question. A question forces the reader to answer that question in their head. Doing so will allow you to get them interacting with your copy, increasing the chance of conversion.

7. It Tells a Story


There is nothing that converts better than a good story. Weaving a would-be narrative together can help people to better connect with your product and see how it could impact their daily lives.

Try telling the story of one of your customers and see how your conversion rate reacts. You’ll likely find that including a personable story will help people to connect with your product in a very real way.