Squarespace landing pages: top tips for high-converting pages

A landing page is a page designed for a specific purpose or tied to a specific campaign. In contrast to your home page, which provides a nice overview of your business and links to all your products and services - a landing page is focused on a very specific goal or aim. It could be to sign visitors up to a course, to sell a digital product, or to get visitors registered for a mailing list. Landing pages are treated a bit differently to the rest your website - you don’t link to them from your navigation, and they are often used for a limited period of time, and tied to a specific campaign. But, and here’s the important bit - because they are laser-focused on achieving a specific aim - they can be really effective at helping you crush your marketing goals.

Sounds great, right? Read on to learn how to create a landing page on Squarespace that achieves your specific goals.

Define the goal and create laser-focused content

For a landing page to be successful - the first thing you need to do is get laser focused on the goal you want it to deliver, and then reflect that goal all the way through the content. So this first step is all about having a very clear goal in mind. Whether it's to attract people to join a webinar, promote a product launch, or provide a free trial - you should be clear on what you want the landing page to do. Once you are super clear on this, it becomes much easier to customise your message and persuade your visitors to take action. Everything on the page should serve the purpose of the main goal. Let’s say you want your visitors to sign up for your course:

Write copy that explains what the course is and how it will help them meet their needs and challenges
Make it clear that you understand their pain points and how the course will help address them
Describe what makes your course unique and better than anything your competitors are offering
Think through any objections they might have and address these directly in your copy
Include testimonials from past users of your course to help persuade and build trust and credibility
Include calls to action (CTAs) throughout the page that make it easy and clear for them to see what the next steps should be

Use design to encourage conversion

As you know, Squarespace offers infinite ways to design and customise templates and you can get really fun and creative to add personality to your Squarespace website. But with your landing pages - you really want to keep things simple, attractive and focused on directing visitors towards achieving your conversion goal:

If you’re selling a product or service - include images or video demos to help your visitors understand the product and start to picture how they might use it themselves.
Break your text up using different formats like bullet points, accordion text, quotes, paragraphs and headlines and sub-headlines in different font sizes
Place your CTA in multiple locations along the page to maximise the opportunities to seal the deal and convert
And lastly - hide your normal site header and footer, so visitors don’t get distracted and move elsewhere on your website before converting

Optimise your landing page for search

Like any other page on your site, you’ll want to make sure your landing page is optimised for search. Start by doing your keyword research to find high volume, low competition keywords you can rank for. Focus on one main keyword (or keyword phrase) per landing page, and be sure to use it throughout the copy, as well as in your page title and meta description, which will encourage people to click on your site from the search engine results page. Use the main keyword and synonyms of it in your headings and sub-headings, making sure all your content is ‘singing from the same hymn sheet’.

Create an offer your visitors can’t refuse

The most successful landing pages have some key elements in common. Here are the key things to have in mind:

Include a strong hero image that will appeal to your visitors on an emotional level
Make sure your value proposition is obvious even if your visitors only skim the headlines
Your copy should focus on benefits, not features - your visitor should be 100% clear how you can help with their needs, desires and pain points
Focus on a single, crystal clear call to action
Remove anything that could distract visitors from that call to action (such as links to other pages on your website)
Include testimonials from existing clients/customers

It’s hard to get all of these elements exactly right first time round - so don’t be afraid to test out different elements or even A/B test different versions of your landing page - maybe trying alternative headlines or phrasing your CTAs in various ways. And of course - keep an eye on your Squarespace analytics to measure bounce rate, conversion rate, and time spent on the page. Use this data to find areas that need improvement and make changes to your design, content and optimisation strategies accordingly.

Landing pages are a great tool to get your audience to do something you want them to do - sign up for your webinar, download your ebook, or buy your digital course - and Squarespace is a great tool for building high quality landing pages that convert. I hope this post has helped you understand what the key elements are to make yours more successful!