A landing page is a standalone web page designed with a single focus: converting visitors into taking a specific action. Unlike regular website pages that often have multiple purposes and navigation options, landing pages are laser-focused on one goal—whether that’s collecting email addresses, generating leads, or driving sales.
A landing page is like the entrance to a luxury store. Imagine entering a beautifully designed boutique with clear signage, inviting displays, and a friendly guide who immediately understands your needs. The store’s layout ensures you can easily find what you’re looking for, and every element—from the lighting to the product placement—encourages you to purchase. Similarly, a well-optimised landing page acts as this gateway, creating an engaging and seamless experience that gently nudges visitors toward taking the desired action, whether it’s signing up for a service, downloading a resource, or making a purchase.
In today’s digital marketing landscape, how to create high-converting landing pages is a prudent question for any marketer. Landing pages are critical conversion points in your marketing funnel. They’re the bridge between your advertising efforts and actual business results, making them one of the most important assets in your digital marketing toolkit.
What Makes a Good Landing Page?
The most effective landing pages share several key characteristics:
Focused objective: Each landing page has one clear goal
Compelling headline: Immediately communicates value
Persuasive copy: Addresses pain points and offers solutions
Strong call-to-action: Clear instructions on what to do next
Minimal distractions: Limited navigation and external links
Trust indicators: Social proof, testimonials, and security badges
Responsive design: Works seamlessly across all devices
Landing Page Best Practices
1. Match Messaging with Ads
Nothing frustrates potential customers more than clicking an ad that promises one thing, only to land on a page that delivers something entirely different. Ensure your landing page aligns perfectly with your ad messaging to maintain trust and meet visitor expectations.
Implementation tip: Use Dynamic Text Replacement (DTR) technology to automatically customise landing page content based on the specific ad that brought visitors to your page. This personalisation can significantly boost conversion rates.
2. Keep Key Elements Above the Fold
The “fold” refers to the portion of the webpage visible without scrolling. Place your headline, unique selling proposition, and primary call-to-action above this line to ensure immediate visibility.
Design consideration: Test your page on various screen sizes to ensure these critical elements remain visible across different devices and resolutions.
3. Use Directional Cues
Strategic visual cues play a crucial role in guiding visitors’ attention to your conversion elements on a landing page. These cues can be as simple yet effective as arrows pointing directly to form fields or calls-to-action (CTAs), subtly directing users toward the desired action. Another powerful technique is using images of people looking toward important content, leveraging the psychological effect of following someone’s gaze. Additionally, lines or patterns can be cleverly designed to draw the eye toward conversion points, creating a visual flow that intuitively leads visitors through the page. By incorporating these visual cues, you can create a seamless and engaging user experience that naturally encourages visitors to take the next step, ultimately boosting your conversion rates.
These might include:
Arrows pointing to form fields or CTAs
Images of people looking toward important content
Lines or patterns that draw the eye to conversion points
4. Show Your Product/Service in Action
Demonstrating your product or service in action is a powerful way to help visitors envision the benefits they will gain. High-quality visuals, such as product images from multiple angles, allow users to explore your offering in detail, enhancing their understanding and trust. Videos showcasing key features or use cases can further engage visitors by providing a dynamic, real-world perspective of your solution. Interactive demonstrations, where appropriate, offer hands-on experiences that deepen user engagement and make the benefits tangible. Additionally, before-and-after comparisons effectively highlight the transformative impact of your product or service, making the value proposition clear and compelling
Consider including:
High-quality product images from multiple angles
Videos demonstrating key features
Interactive demonstrations where appropriate
Before/after comparisons
5. Remove Distractions
A focused landing page is essential for driving conversions. Every element on the page should serve the primary conversion goal, eliminating anything that might divert visitors’ attention. Standard website navigation, sidebars, and unnecessary links can cause distractions and reduce engagement. By removing these elements, you create a streamlined experience that keeps users concentrated on taking the desired action—whether it’s filling out a form, clicking a CTA, or making a purchase
6. Include Authentic Social Proof
Social proof is a critical factor in building trust and credibility with visitors. Effective social proof includes customer testimonials with full names and photos, which humanise your brand and add authenticity. Case studies showcasing specific results provide detailed evidence of your product’s effectiveness. Review scores or ratings act as quick indicators of reliability, while client logos or partner badges demonstrate established relationships with reputable entities. Additionally, social media endorsements can further validate your offering by showing real-world approval from satisfied customers
Effective social proof includes:
Customer testimonials with full names and photos
Case studies with specific results
Review scores or ratings
Client logos or partner badges
Social media endorsements
7. Craft Clear and Compelling Copy
Landing page copy should be concise, benefit-focused, and persuasive. Start with a strong headline that clearly communicates the primary benefit of your offering. Break text into scannable chunks using subheadings to improve readability. Use bullet points to highlight key benefits succinctly while addressing potential objections directly within the copy. Focus on “you” language to emphasise how the product or service solves the visitor’s problem rather than centred on your company’s perspective
Follow these guidelines:
Lead with a strong, benefit-oriented headline
Break text into scannable chunks with subheadings
Use bullet points to highlight key benefits
Address potential objections directly
Focus on “you” language rather than “we” statements
8. Optimise for Speed
Page loading speed directly impacts conversion rates. A delay of just one second can reduce conversions by 7%. Page loading speed is a crucial factor for maintaining visitor interest and reducing bounce rates. Research shows that even a one-second delay can significantly impact conversion rates. To ensure your landing page loads quickly (ideally under three seconds), compress images without sacrificing quality, minimise code and scripts, leverage browser caching, use a content delivery network (CDN), and eliminate unnecessary plugins or widgets. These steps not only enhance user experience but also improve SEO performance.
Ensure your landing page loads in under three seconds by:
Compressing images without sacrificing quality
Minimising code and scripts
Leveraging browser caching
Using a content delivery network (CDN)
Eliminating unnecessary plugins or widgets
9. Design for Mobile Devices
With mobile traffic accounting for over half of all web traffic, optimising landing pages for mobile devices is non-negotiable. Responsive design ensures that your page adapts seamlessly to different screen sizes. Incorporate touch-friendly buttons and form fields to make navigation effortless for mobile users. Maintain readability without requiring zooming and ensure fast loading times on mobile networks. Simplify content to suit smaller screens while retaining focus on the conversion goal
Your landing page should:
Use responsive design that adapts to screen size
Feature touch-friendly buttons and form fields
Maintain readability without zooming
Load quickly on mobile networks
Simplify content for smaller screens
10. Test and Update
Continuous improvement through testing is essential for landing page success. A/B testing allows you to compare different versions of headlines, copy, form lengths, CTAs (text, colour, position), images/media, and overall layout/design to identify what resonates most with your audience. Regular testing ensures your landing page evolves based on data-driven insights rather than assumptions, enabling consistent optimisation for higher conversions over time
Continuous improvement through testing is essential for landing page success. Implement A/B testing to compare different versions of:
Headlines and copy
Form length and fields
CTAs (text, colour, position)
Images and media
Page layout and design
Lead Generation Landing Page Best Practices
Creating effective lead-generation landing pages requires careful attention to detail to ensure that visitors are encouraged to share their contact information. Here are some best practices to enhance your lead generation efforts:
1. Reduce Form Friction
Long forms can be intimidating and often lead to lower completion rates. To mitigate this, consider the following strategies:
Use multi-step forms: Break down the form-filling process into smaller, less daunting chunks. This approach makes the task feel more manageable and increases the likelihood of completion.
Only Ask for Essential Information: Minimise the number of fields to reduce friction and make the form quicker to fill out. This approach aligns with the principle of only asking for what you need, as seen in best practices for landing pages.
Clearly Explain Why You Need Each Piece of Information: Transparency builds trust. By explaining why certain information is required, you can reassure visitors that their data is being used responsibly.
Show Progress Indicators: For multi-step forms, include progress indicators to give users a sense of how much longer they have to go, which can motivate them to complete the form.
2. Avoid Manual Entry
To reduce the effort required to complete forms, consider these strategies:
Use Dropdown Menus: Instead of free-text fields, use dropdown menus where possible to simplify the form-filling process.
Implement Auto-Fill Functionality: Allow users to auto-fill fields with saved information, reducing the need for manual entry.
Use Checkbox or Radio Button Options: These options are quicker and easier to select than typing out answers.
Provide Smart Defaults: Use common responses as defaults to reduce the amount of manual entry required.
3. Include a Privacy Policy
Data privacy is a significant concern for users. To build trust and comply with regulations, follow these steps:
Include a Link to Your Privacy Policy: Place this link near form fields so users can easily access it.
Add Reassuring Microcopy: Use brief text to reassure users about how their data will be used.
Include GDPR Compliance Statements: If applicable, mention compliance with GDPR to further build trust.
Use Trust Badges or Security Icons: Displaying security badges can enhance the perception of safety and reliability.
4. Thank You Pages
Thank-you pages are often overlooked but offer valuable opportunities for further engagement:
Confirm Form Submission and Set Expectations: Clearly communicate what happens next after form submission.
Offer Additional Valuable Content: Provide more relevant content or resources to keep users engaged.
Encourage social sharing: Invite users to share their experience or the content they’ve accessed.
Present Secondary Conversion Opportunities: Use this page to offer additional products or services that align with the user’s interests.
Collect Additional Information Through Surveys: Use surveys to gather more insights about users without overwhelming them with too many form fields initially.
Examples of Best Landing Pages
High-converting landing pages are a testament to the power of design, messaging, and strategy. Below are three case studies from renowned companies across various industries, showcasing their unique approaches and the measurable impact of their optimised landing pages.
Case Study 1: Airbnb Host Recruitment
Airbnb’s host recruitment landing page is a masterclass in addressing user needs and driving conversions. The page effectively communicates the potential benefits of becoming a host while simplifying the onboarding process.
Key Takeaways:
Strong headline: Directly addresses income potential, such as “Earn money as an Airbnb host.”
Interactive calculator: Allows users to estimate their potential earnings, making the value tangible.
Minimal form fields: Simplifies the process to get started quickly.
Compelling imagery: Features successful hosts and inviting spaces to inspire confidence.
Step-by-step explanation: Outlines the hosting process clearly, reducing uncertainty.
Impact: Airbnb’s focus on user-centric design has helped it onboard thousands of new hosts globally, contributing to its $8 billion annual revenue as of 2024.
Shopify’s free trial landing page is a prime example of how simplicity and trust-building can drive conversions in the SaaS space. The page eliminates unnecessary friction and focuses entirely on encouraging signups.
Key Takeaways:
Benefit-focused headline: “Start your free trial today—no credit card required.”
Minimal input requirement: Only asks for an email address to begin, reducing barriers to entry.
Social proof: Displays logos of well-known brands using Shopify, building credibility.
FAQ section: Addresses common concerns upfront, such as pricing and trial limitations.
Contrasting CTA button: Uses bold colours to draw attention to the “Start Free Trial” button.
Impact: Shopify’s free trial landing page has contributed significantly to its customer acquisition strategy, with over 2 million active stores worldwide as of 2025.
Across these case studies and industries, several consistent traits emerge that contribute to their success:
Singular Focus: Each landing page is designed around one clear conversion goal—whether it’s signing up for a trial or booking a service.
Strong Visual Hierarchy: Strategic use of headings, images, and CTAs guides visitors’ attention effectively.
Benefit-Orientated Messaging: Pages focus on how the product or service solves user problems rather than listing features alone.
Strategic Use of White Space: Clean layouts improve readability and reduce cognitive load for visitors.
Persuasive Elements at Decision Points: Testimonies, FAQs, or calculators are placed where users are likely to hesitate, addressing objections immediately.
Enhanced Landing Page Optimisation Strategies
A/B Testing
A/B testing (also known as split testing) involves comparing two versions of a landing page to determine which performs better for conversion. Needless to say, A/B testing is of immense importance. It’s a data-driven optimisation approach that removes guesswork from design decisions.
Key Components of Effective A/B Testing:
Testing one variable at a time: Isolate specific elements to clearly identify what drives improvements
Setting statistically significant sample sizes: Ensure your test audience is large enough to provide reliable results
Establishing clear success metrics: Define KPIs like conversion rate, bounce rate, or average time on page
Documenting and learning from all test results: Build an optimisation knowledge base specific to your audience
Advantages and Disadvantages of A/B Testing
Advantages
Disadvantages
Provides concrete data rather than assumptions
Requires sufficient traffic to achieve statistical significance
Reduces risk by testing changes before full implementation
Can be time-consuming to set up and run properly
Offers clear ROI by increasing conversion rates
May yield inconclusive results if not designed properly
Allows continuous improvement through iterative testing
Testing multiple variables requires more sophisticated multivariate testing
Can identify unexpected user preferences
Results may be temporary or influenced by seasonal factors
Recommended Tools:
Unbounce: Excellent for marketing teams with built-in A/B testing capabilities
Optimizely: Enterprise-level experimentation platform with advanced statistics
Google Optimize: Free option that integrates with Google Analytics
VWO (Visual Website Optimizer): Comprehensive platform with heatmaps and session recordings
User Experience (UX) Optimisation
User experience optimisation focuses on improving how visitors interact with your landing page, making the conversion process as smooth and intuitive as possible.
Key Components of UX Optimisation:
Intuitive navigation and flow: Create a logical path from entry to conversion
Clear visual hierarchy: Guide attention to important elements through design
Consistent design elements: Build familiarity and trust through consistency
Accessibility for all users: Ensure your page works for people with disabilities
Faster load times: Improve performance metrics for better user retention
Advantages and Disadvantages of UX Optimisation
Advantages
Disadvantages
Improves overall user satisfaction and engagement
Can be subjective without proper user testing
Reduces friction in the conversion process
May require significant design and development resources
Builds brand perception and credibility
Benefits may be difficult to quantify compared to A/B testing
Decreases bounce rates and abandonment
Requires ongoing maintenance as user expectations evolve
Supports better SEO performance
May involve trade-offs between aesthetics and functionality
UX Optimisation Tools:
Hotjar: Provides heatmaps and session recordings to identify user behaviour patterns
UserTesting: Offers real user feedback on your landing page experience
Crazy Egg: Shows where users are clicking and how far they’re scrolling
GTmetrix: Analyzes page speed and performance issues
WAVE: Evaluates accessibility compliance
Email Marketing Integration
Email marketing integration connects your landing pages with your email campaigns to create cohesive user journeys and maximise conversion opportunities.
Key Components of Email Marketing Integration:
Consistent messaging alignment: Maintain the same tone, offer, and visuals from email to landing page
Personalisation tokens: Customise landing page content based on user data
Campaign segmentation: Create dedicated landing pages for different audience segments
Retargeting implementation: Reconnect with visitors who didn’t initially convert
Conversion path optimisation: Design seamless transitions between email clicks and landing page actions
Advantages and Disadvantages of Email Marketing Integration
Advantages
Disadvantages
Creates a consistent user journey from email to conversion
Requires sophisticated marketing automation setup
Increases relevance through personalisation
Can be complex to manage multiple landing page variants
Improves conversion rates through targeted messaging
Needs ongoing maintenance as campaigns evolve
Provides better analytics for campaign performance
May require additional technical integration work
Enhances lead nurturing capabilities
Privacy regulations limit some personalisation capabilities
Email Marketing Integration Tools:
Mailchimp: Provides integrated email marketing and landing page creation
HubSpot: Offers comprehensive marketing automation with landing pages
ActiveCampaign: Features powerful automation and CRM integration
Klaviyo: Specialises in e-commerce email marketing integration
GetResponse: Combines email marketing with landing pages and webinars
Design Tips for Effective Landing Pages
An effective landing page design strikes a balance between aesthetics and functionality, ensuring that visitors are visually engaged while being guided toward conversion. Below are detailed tips on how to achieve this balance, along with the advantages of following each.
1. Use a Colour Palette that Aligns with Your Brand but Highlights CTAs
A cohesive colour palette reinforces brand identity, while strategically using contrasting colours for CTAs (Call-to-Actions) ensures they stand out. For example, a bold orange or green button on a neutral background draws immediate attention to the desired action.
Advantages:
Enhances brand recognition and trust.
Increases click-through rates by making CTAs visually prominent.
Evokes emotions that align with your message (e.g., blue for trust, red for urgency).
2. Maintain Consistent Typography with No More Than 2-3 Font Families
Typography consistency ensures readability and professionalism. Use no more than two or three font families, pairing complementary styles (e.g., serif for headlines and sans-serif for body text). Adjust font sizes to create a clear hierarchy of information.
Advantages:
Improves readability and user experience (UX).
Creates a polished and cohesive design that builds trust.
Guides visitor’s attention to key messages through size and weight variations.
3. Implement a Clear Visual Hierarchy that Guides the Eye
A well-designed visual hierarchy ensures visitors naturally follow the flow of information on your landing page. Use larger headlines, bold subheadings, and strategically placed CTAs to guide user’s attention.
Advantages:
Helps visitors quickly identify the most important elements (e.g., benefits, CTA).
Reduces cognitive load, making it easier to process information.
Increases the likelihood of visitors completing the desired action by focusing their attention on conversion points.
4. Use High-Quality, Relevant Images that Reinforce Your Message
Visuals play a key role in engagement and trust-building. High-quality images that align with your product or service help visitors connect emotionally with your offering. For example, lifestyle images showing people using your product can make it more relatable and desirable.
Advantages:
Boosts credibility by showcasing professionalism and attention to detail.
Enhances emotional appeal, helping visitors envision themselves benefiting from your product or service.
Increases engagement as users are more likely to stay on pages with compelling visuals.
5. Ensure Adequate Contrast for Readability and Accessibility
Proper contrast between text and background is essential for readability, especially for users with visual impairments or those browsing on mobile devices in varying lighting conditions. Use tools like contrast checkers to ensure compliance with accessibility standards (e.g., WCAG).
Advantages:
Improves readability across all devices and lighting scenarios.
Ensures inclusivity by catering to users with visual impairments or disabilities.
Enhances user experience, reducing frustration and bounce rates.
Why These Tips Matter
Incorporating these design principles into your landing page can significantly improve its performance:
Enhanced User Trust: A clean, professional design signals reliability and competence, encouraging visitors to take the desired action without hesitation.
Creating high-converting landing pages is both an art and a science. Implementing these best practices, regularly testing and optimising, and staying focused on your conversion goals can significantly improve your marketing results.
Remember that landing page optimisation is an ongoing process, not a one-time task. The most successful marketers continually refine their landing pages based on data and user feedback, gradually improving conversion rates over time.
Start by implementing these strategies on your highest-traffic landing pages, where even small improvements in conversion rates can yield significant results. Then, systematically apply these principles across all your landing pages to create a cohesive, high-converting marketing ecosystem.
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Mel is our Partner Strategy & Delivery Manager and also a CIM Chartered Marketer, a testament to her commitment to excellence in the field. But Mel’s contributions don’t stop at the office door. Beyond her professional endeavours, she leads an active life as a qualified run leader and dedicated volunteer. Her experience in these roles has streamlined her leadership and teamwork skills, making her an invaluable asset when it comes to collaborating on projects and ensuring their success. Her sharp insights, strategic thinking, and knowledge have made her a backbone in our team’s ability to drive results for clients in this industry. Mel will make sure that we can approach marketing challenges from all angles and deliver outstanding results for our clients.
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