Making every click a conversion: 10 tips for the perfect landing page

Landing pages are an essential part of any campaign, and deserve special attention. An effective landing page is equal parts design and visitor psychology.

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So, you’re going to run a job ad campaign for recruitment. You’ve hand-picked all the images, made sure they’ve been formatted for all the different channels. You’ve written the text with special care and found the exact right words, and you’ve pinned down your target audience with a hefty amount of market research. Now the only thing left is to send them to your homepage and they’ll figure it out themselves, right?

Wrong. Attention spans on the internet are growing ever shorter, and the person who clicks your ad will do so for a very specific reason. They may recognize a problem they have in your image or copy, or they may have just clicked out of interest. But what comes next is what takes them from visitor to client: the landing page. 

Landing pages are an essential part of any campaign, and deserve special attention. An effective landing page is equal parts design and visitor psychology. Let’s dive in and see how you can build a successful landing page using our 10 tips! 

1. Focus on one conversion message

If you’re building a landing page, you must first have a clearly defined goal for it. Don’t try to do everything at once, stick to one message and one required action. That’s more than enough for one website, don’t you think? You shouldn’t ask too much from your visitor: they’re here with a clear goal, and if they get confused they may well leave. Keeping your message simple will also help you set a clear goal for your conversions and your campaign in general.

2. Put your main message on the first screen

Most visitors to a landing page will not scroll down through the whole page. That’s why you need to always have your main message visible at the very top of the landing page. If you have any icons, exciting visuals, and video, it’s always a good idea to put that right at the top, as a visual invitation to read on. The most important thing here is to prevent confusion whichever way you can, so try not to clutter up the top of the page too much. Here are a few good examples of what that can look like.  

If you have any CTA button that you want to include (and you should definitely have one), then the best thing to do is to put it on a sliding banner, so it follows your user down the page, should they choose to scroll. That way your main button is always available to them once they decide to take the next step. 

3. Make your content match the query

When people arrive on your page, they should instantly be able to tell why they’re there, even if they’ve already forgotten what it was exactly they clicked to get there. The “why, what, how” should be apparent from all of the text, images, and fields that you choose to put on the page. If you did tip #1 correctly, this shouldn’t be a problem, but keep it in mind regardless. 

Also, make sure that what’s here matches the promise from your ad. If it’s information that you promised in your ad, give it to the visitor immediately. If it’s a job opening or another form of exciting career opportunity, make sure it’s clearly explained and there’s a way to actually apply. Any effort you ask from a visitor, even something as simple as having to scroll, is a possible trigger for them to leave.  

4. Keep visitors on your page: remove the exits

So you have the visitor where you want them, they know where they are and why they’re there. You should then make sure that they don’t have too many distractions: remove all but the most essential navigational options from the page. You don’t want them to look at your homepage or “about” page right now, just this one.

Of course, half the work here is making sure that your visitor can find what they need on the page (see tip #3). Prevent them from looking for extra information by making your landing page a one-stop-shop! 

5. Need forms filled? Stick to the essentials

We understand you need your visitor to leave their information. It’s a problem as old as landing pages, which means that there has been ample experimentation with this specific problem. 

Three things are important to keep in mind: 

  • Don’t overload your visitor with forms: there is no reason to have more than one. And within that form, don’t overload them with fields and checkboxes. 
  • Make sure that whatever you choose to ask for, it’s mobile-friendly. Make your form slightly too hard to fill for a mobile user, and you’ve lost them. As mobile users make up 50%+ of all website traffic (and have since 2020), this has become absolutely paramount for any website. 
  • Having to upload anything (like a cv for instance) is a hassle, even more so from a phone. If you can avoid upload buttons, please do. 

To summarize: make easy-to-fill forms that look equally good on a phone screen. 

6. Make the benefits of filling out a form apparent

You want to make filling out the form a no-brainer. Remind visitors of what they’ll get if they leave their information at every turn. The benefits should be so interesting that they can hardly say no! In recruitment marketing this could be a job opportunity, or another type of step that visitors could take towards their dream job.

What also works is offering free access to insider information. Maybe you create a magazine about your company, and what it’s like to work there? Include interviews with experts who work in your company, and ask them for their view on the product and perhaps on hiring. This gives candidates valuable insights that help them determine if your company is the right fit for them. And the ones that click “download” are probably the same highly motivated candidates that you would want to collect the personal information of.

If it’s applications you’re after, then make very clear what visitors will get from leaving their personal information. Will you include them in a hiring database? Or perhaps they have a chance of landing their dream job if they sign up? This is very campaign-specific, but believe us when we say that the possibilities are endless. 

7. Leverage social proof

Your visitor lands on your page with a problem, and they must believe that you have the solution to that problem. Social proof means proof that your solution works: show happy employee reviews, pictures of successful projects, and easy-to-understand numbers like percentages that show your success rate. All of these things work together to inspire confidence and show your visitor that they’re in the right place. 

For employer branding these social proofs could be pictures of employees with a short text about your company in their own words. Pictures or video of real employees working together, having fun and debating can also be used as social proof. Have a look at what your company culture is like and how you can best capture it. 

Some other types of social proof that you may want to use: 

  • Customer or employee reviews of your company
  • Pictures and video showing what it looks like to work at the company (like these)
  • Badges from well-known companies you’ve worked with
  • Media mentions

Pro Tip: If you have a former user who you know loves your product, ask them for a testimonial, and maybe even a picture. These sorts of things are landing page magic when it comes to improving conversion rates. 

8. Give your CTA button a different color, and put copy on it

This may feel like a small tip compared to the others, but your CTA button may well be the most important part of your entire landing page. A click here usually means a conversion, which is why you should do everything in your power to get people to CLICK HERE.

There are really only two things to know about this button, and they’re both essential: 

  • Give it a color that matches what’s behind it. Color is a very important psychological trigger: orange stands for energy and action, while green or blue stands for knowledge and trust, respectively. And color matters: in one specific case, researchers found that a green button converted up to 88% better than an orange one. However, this is only the case because the product matches the color. In some cases, green will outperform orange and vice versa. Testing is the best way to find out what works! 
  • Put engaging copy on it that tells you exactly what you get out of a click. “Order now”, “Give me a free e-book”, or “Apply for this dream job” are some examples. The clearer the message, the quicker the click. 

9. Retarget landing page visitors

Your visitor landed on your page because they had a query that matches what you can offer. That’s a valuable insight that you can now use to retarget them with a more specific offering. If your initial ad was designed to be as broadly attractive as possible, then the retargeting ads can get specific. These specific ads can even net you a much better result than the initial campaign, as you’ve already filtered out the ones interested enough to click. 

Let’s say you’re a shipping company, you could run a recruitment campaign with 3 types of pictures: one showing people working on a boat, another showing a crane pilot, and a third with an office worker in a port environment. All could lead to the same landing page where people need to select which group they belong to.

After this campaign, you can use the data you collected to create 3 separate more specific landing pages, each focusing on a different type of shipping job. These pages can then be re-targeted at the interested parties from the first campaign with more specific visuals and copy. You’ll notice that the success rates will be much higher, as you’re showing highly relevant information to exactly the right people. 

Important to note: don’t forget to exclude the ones that converted, or you’ll simply annoy people who are already using your services. 

10. Don’t forget to get creative! 

Just because we’re giving you all these proven tips about landing pages, doesn’t mean that there’s no room for you to get creative. Like you may have seen in the earlier example, every brand does landing pages differently! And why not stand out? Making your landing page fun, engaging, or good-looking are all just other ways to keep your visitor interested. If it doesn’t work, call it a test and try something else. And who knows, you might stumble upon the landing page best practice of the future! 

Set yourself up for success with a great social ad campaign

Of course, getting people to your landing page is at the base of all of this. Do you want to run great recruitment ad campaigns, but are you lacking the time or the resources to set them up? Then Wonderkind can help! We take care of your recruitment ad campaigns from A to Z. Just deliver us your copy, and our Talent Attraction Technology will fill in the blanks. We use best-in-class visuals to build amazing ads to run automated campaigns with, across many different channels. Our technology knows your audience and presents them with the ads they want to see, when they want to see them. 

Would you like more information? Contact us for a demo. 

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