A landing page is a standalone web page designed with a single, focused objective. Unlike your homepage, which serves multiple purposes and audiences, a landing page is built to convert visitors on one specific action, whether that is filling out a form, making a call, or requesting a quote. When designed well, landing pages are among the most effective tools in your digital marketing toolkit.
What Makes a Landing Page Different
A regular website page has navigation menus, multiple links, and various calls to action that give visitors many options. A landing page strips all of that away to focus attention on a single goal. There is typically no main navigation, no sidebar, and no competing links. Everything on the page exists to move the visitor toward one specific action.
This focused approach is what makes landing pages so effective. By removing distractions and keeping the visitor's attention on one thing, you significantly increase the likelihood that they will take the action you want.
Start With a Clear Headline
Your headline is the first thing visitors see, and it needs to immediately communicate the value of what you are offering. A strong landing page headline is specific, benefit-driven, and relevant to whatever brought the visitor to the page in the first place.
If someone clicked an ad about affordable kitchen renovations, the landing page headline should reinforce that message. Something like "Transform Your Kitchen Without Breaking the Bank" directly addresses what the visitor was looking for and encourages them to keep reading.
Write Persuasive Copy
Landing page copy should be concise, benefit-focused, and structured for scanning. Most visitors will not read every word. They will scan the headline, subheadings, and bullet points before deciding whether to take action.
Focus on Benefits Over Features
Instead of listing what your service includes, explain what it does for the customer. "A custom website designed for your business" is a feature. "More customers finding you online and getting in touch" is a benefit. Lead with the benefit and use features as supporting evidence.
Address Objections
Think about the concerns that might prevent someone from taking action and address them proactively. If cost is a common concern, mention your affordable pricing or free consultation. If trust is an issue, include testimonials and credentials. Removing objections before they form in the visitor's mind keeps them moving toward conversion.
Design for a Single Goal
Every element on your landing page should support the primary conversion goal. If the goal is to get form submissions, every section of the page should build toward the form. Remove anything that does not directly contribute to that objective.
Above the Fold
The most critical content should be visible without scrolling. This includes your headline, a brief value proposition, and either your call to action or a clear indication that one is coming. Visitors make quick judgments about whether a page is worth their time, and the content above the fold determines whether they stay or leave.
Visual Hierarchy
Use design elements like size, colour, contrast, and spacing to guide the visitor's eye through the page in the order you want. The headline should be the largest text. The call to action button should be the most visually prominent element. Supporting content should be clearly secondary.
Build Trust With Social Proof
On a landing page where you are asking visitors to take a specific action, trust is essential. Include testimonials from satisfied customers, logos of businesses you have worked with, relevant certifications, or case study results. Social proof reassures visitors that they are making a good decision.
Position your social proof strategically, ideally near your call to action, where it can address last-minute hesitation and tip the balance in favour of conversion.
Optimise Your Form
If your landing page includes a form, keep it as short as possible. Every additional field reduces the number of people who complete it. Ask only for the information you absolutely need to follow up. For most lead generation pages, a name, email, and phone number are sufficient.
Make the form visually prominent and easy to fill out on both desktop and mobile devices. Your submit button should use clear, benefit-oriented text rather than a generic "Submit" label.
Test and Refine
Even well-designed landing pages can be improved through testing. Try different headlines, images, button colours, and form layouts to see what produces the best results. Small changes can lead to significant improvements in conversion rates. Use analytics to track how your page performs and make data-driven decisions about what to change.