How to turn landing page visitors into customers

Now that you have your user’s attention and trust, it’s time to turn them into customers.

This is the part where you sell them on your product, how it benefits them should be clear.

Let’s get started 👇

This is part of a series about creating a highly-optimized landing page:

Part 1: How to make an attention-grabbing landing page

Part 2: How to make your landing page credible

Part 3: How to turn landing page visitors into customers

Estimated reading time: 2 min 7 sec

Background

Hey I’m Miguel!

I'm a new grad software engineer living in NYC and a part-time indie hacker. I built Journey Plus, an interface for Midjourney, that was recently acquired!

I used to be a pre-med student, but then I switched to computer science in the spring of 2021, my sophomore year. That's how I got started writing code.

I started with C++, and now I'm mainly building web apps with Next.js, TypeScript, and Supabase.

Clear Call to Action

The call to action also has to be an action statement.

It helps guide users to take the next step to use your product.

When creating copy for a call-to-action, think about where the user is in their journey. Then, figure out the next logical step toward their goal.

One good example of this is Supabase, a backend-as-a-service platform.

Their users are trying to figure out what tech to use for their projects. The next step after picking the technology is to start the project itself.

So supabase used “Start your project“ for their call to action.

Don’t forget to make sure that your call to action is always visible wherever a user is on your landing page.

You can put many calls to action throughout the page or place a call to action in the top right corner of the nav bar.

It will make it easier for them to convert that way.

Benefits

I like to call this section benefits instead of features since it focuses more on the value for the user.

Users only care about the benefits of what your product has to offer, that’s why they pay for it.

Show them how your product can make their lives easier and you will have no problem converting new users into paid ones.

Here’s an example of one benefit from Senja:

Demo

People also want to see your product in action.

This can either be a small demo or a video, but a demo works better since they can try the product immediately.

This allows them to get more context on your product risk-free and also keeps them longer on the page, which establishes more trust.

A demo example from Senja:

Conclusion

The idea of a landing page is for people to figure out if your product is relevant to them or not.

The clearer it is to the user, the better the leads and engagement you will get.

Confusion = no conversions and bad leads

If you want a framework of how to structure your landing page, here is this formula from Niels that I reference often.