Landing Page Design – Modern marketing campaigns are all about funnelling traffic to the right page on your site. To be successful, you need the perfect landing page design. It doesn’t matter if you’re running campaigns on PPC, social or email.

Landing page design makes or breaks a website. We detail what is a landing page here.

Despite this, few marketers actually know what makes a landing page good or bad. This is understandable, as landing pages require a combination of amazing design, landing page copy and user experience to convert people into sales.

Creating each of these is a difficult skill. Most companies struggle even to find the expertise to write effective landing page copy:

Landing page qualification pie chart.
There is a shortage of people who can optimise a landing page. Image credit:

What is Landing Page Design?

A landing page is a standalone web page dedicated to one product or promotion. They’re used during marketing campaigns so that users who click on an ad or social post land on a page which is focused on their needs.

Landing page design header image.

Hence the name.

So say, for example, you’re running a Facebook ad campaign to try and sell some ½ price doughnuts. You want anyone who clicks on the ad to land on a page which is dedicated to this.

Landing pages also help you capture visitor information to effectively target your campaigns and content marketing efforts. They can be designed for multiple purposes, such as downloading whitepapers or eBooks, hosting webinars, and more.

It also helps you focus on one specific promotion or informative piece without sharing that space with other information.

The landing page is the first thing your current and prospective customers see. Using landing pages is an important part of any online marketing strategy and makes a huge impression on how the public views your brand.

Landing page design example image
Landing pages are a crucial chance to make a good first impression on your leads. Image credit: Igor Miske

Landing page design is one of the main bottlenecks in any landing campaign.

Knowing how impactful it can be will help get you in the right mindset needed to gain favourable results.

Let’s dig a little deeper into the benefits of landing pages.

Lead Generation

Landing pages help generate leads for your website. Even better, they help you to generate better leads. As we’ve seen, landing pages make it easier to direct campaign traffic towards more specific content.

Many people send all their traffic to their site’s homepage without considering that a landing page will give them better results.

It also makes it easier to track and target your various audience segments. This makes it easy to distribute the information to your marketing or sales team, as you’ll quickly develop a more in-depth picture of your key audience personas.

Landing pages help you collect demographics on your visitors. This helps the marketing team understand the types of buyer personas that migrate to your site for your products and services. This provides in-depth information that can then be transferred into marketing campaigns.

Measure Marketing Campaign Success

Whenever a landing page is created on your business website, you create another marketing asset for your team.

Through tracking and monitoring those metrics, the marketing team can assess how well your marketing efforts are performing, how many visitors you have, and whether or not the leads you generate are converting.

This helps optimize your site and improves marketing efforts and retention.

How to Design an Effective Landing Page

One of the reasons companies fail to take advantage of landing pages is that they just don’t know how to make them. Most people don’t realise that you don’t really need any design skills to make a killer landing page.

Countless tools out there will do the legwork for you.

All you need to understand is the essential ingredients for an effective landing page. Here’s what you should include:

Hero Copy

Hero copy example - Landing page design
High-contrast colours and bold claims are a surefire way to grab users’ attention.

Your hero copy is sort of like an expanded headline. Essentially, the goal here is to capture users’ attention and entice them to read on and eventually convert. You can follow the same rules here as you would with any other headline.

One popular option to grab users’ attention is to make some kind of concrete promise.

For example, SaaS brands often claim they can boost revenues or customer acquisition by a fixed percentage.

Body Copy

Amazon image - Landing page Design
Body copy should concisely and engagingly communicate your unique selling points.

Your copy should be clear and concise. Your visitors should be able to see the value of your product and stay interested in what you have to say. Using tools like bullets and other items to break up monotony works well. If you are not comfortable creating your content – then consider hiring a copywriter or a content agency to help.

Additionally, social proof is crucial for landing pages.

Using customer success stories and testimonials has a profound psychological impact on users. People trust their peers far more than they trust any marketing professional.

If they see someone who is like them succeeding with a product, they’re highly likely to make a purchase.

Landing Page Design Images

Landing page design images
Images are also a crucial ingredient in any effective landing page.

Every landing page should have relevant images to help the customers understand what the promotion is about and what they will receive. Images also help the aesthetics of a landing page, which is very important to the customer journey and experience.

Usage-case images are very important for achieving conversions.
The more you can feature images of your product or service in action, the better your chances of making a sale. Obviously, this is easier for some businesses than others.

Repeated Calls-to-Action

Call to action landing page design graphic
It’s important to use multiple CTAs on your landing pages.

This is the most overlooked element of a successful landing page. In fact, many marketers completely misunderstand how to use CTAs. That is, it’s common to see landing pages with only one CTA.

This is a massive error.

Sure, you’ll probably have at least some success with one CTA. However, the rationale behind offering multiple conversion points is that it maximises your chances of making a sale.

Your goal should be to include 3 to 4 chances for your users to convert, each time opting for a different sales angle.

Social Sharing

Social share landing page design graphic
Your landing pages should also include icons to encourage users to share your content.

Your social platform icons and buttons should be on the landing page to keep your audiences connected to you in various ways. This will help extend your reach to other audiences and increase your followers.

You may want to consider having a thank-you page or confirmation page that lets the customer know their information was received. Any additional information they may need to know should be on this page.

How to Design a Landing Page: Tips and Tricks

Finally, it’s important to remember the relationship between your landing pages and your display ads. Specifically, you want to create a unified user experience as someone clicks through from an ad to your site.

You’ll likely see high bounce rates if you use inconsistent branding or messaging between your PPC ads and landing pages. Essentially, this is because users find inconsistent experiences jarring and off-putting.

PPC campaigns are a quick and easy way to draw interest. Your campaigns must be unique and catchy.

To create these types of campaigns, you should use Google Adwords or some other PPC network that will help you get the ads set up and be able to track your lead generation and conversions.

Your ad sizes matter. Using a variety of banner ad sizes will give your campaigns variety and attract a different audience.

Key things to remember:

  • You should have a daily budget.
  • Add your call and map extension to your ads if you have an actual location.
  • Determine set times to target the right audience.

The Power of A/B Testing

A/B testing allows optimising landing pages by trying multiple variants and determining which performs best.

Some elements to test include:

  • Headlines – Test different taglines, emojis, urgency
  • Copy – Try different text, lengths, tones
  • Layout – Experiment with placement/size of elements
  • Images – Swap stock photos, including video
  • CTAs – Vary text, colours, and sizes of call-to-action buttons
  • Offers – Test discounts, free trials, giveaways

Use analytics to identify pages underperforming on conversions. Create a hypothesis on improving them and set up an A/B test.

According to Unbounce, pages that are A/B tested see an average conversion rate increase of 49% compared to untested pages.

Optimizing Landing Page Copy

Along with great design, your landing page copy can significantly impact conversions. Follow these best practices:

  • Catchy, benefit-focused headline – Highlight the main value proposition
  • Succinct subheaders – Draw attention to key sections
  • Scannable bullet points – Break up blocks of text
  • Clear CTA copy – Use action words like “Register Now”
  • Active voice – Avoid passive language like “was designed”
  • Avoid jargon – Explain acronyms, simplify language
  • Urgency cues – “Limited spots remaining!”

The copy should resonate with your target persona’s needs and guide them smoothly through the conversion path.

Several emerging trends are shaping the future of landing page design, including:

  • Interactive landing pages: Interactive landing pages allow users to interact with the page in a more meaningful way, which can lead to higher conversion rates. For example, an interactive landing page for a software product might allow users to sign up for a free trial or watch a demo video.
  • Personalization: Personalized landing pages are designed specifically for each visitor based on their interests and demographics. This can be done by using data from the visitor’s browsing history or social media profiles.
  • Video: Video is becoming increasingly popular on landing pages, as it can be a very effective way to engage visitors and communicate the value of your product or service.

Benefits of hiring an Internet marketing consultant for businesses of all sizes

Internet marketing consultants can provide several benefits for businesses of all sizes, including:

  • Expertise: Internet marketing consultants have the expertise and experience to help businesses develop and implement successful digital marketing campaigns.
  • Time savings: Internet marketing consultants can save businesses time by handling all aspects of their digital marketing, from strategy development to campaign execution.
  • Cost savings: Internet marketing consultants can help businesses save money by developing and implementing cost-effective digital marketing campaigns.
  • Improved results: Internet marketing consultants can help businesses improve their website traffic, leads, and sales by developing and implementing effective digital marketing campaigns.

FAQs About Landing Page Design

Frequently Asked Questions on Landing Page Design

How many form fields should you include?

It’s best to limit your form fields to 2-4. Any more can deter conversions. Only ask for the essential information needed.

Should you include testimonials?

Yes, social proof, like testimonials, can increase conversions by up to 34%. Gather positive quotes from satisfied customers.

What page speed should you aim for?

Pages that load in under 2 seconds convert 50% better. Compress images, minify code, and optimize for faster speeds.

Is mobile responsiveness important?

Critical! Over 50% of traffic is from mobile devices. Test that your landing page looks and functions great cross-device.

How often should you A/B test?

A/B testing should be ongoing. Continuously test new variants to find incremental optimizations over time.

What makes for effective calls to action?

Clear, concise language like “Register”, contrasting buttons, and strategic placement above the fold.

Should you eliminate navigation?

Yes, reduce distractions by removing main site navigation links on a landing page.

When considering the design of your landing page – the images and call to action are very important. But also think about what is working today with conversions. Landing pages now tend to have a sales video embedded or even a custom animation created. How would these improve your conversion? These tips will help you design your website’s landing pages to get effective results that attract various audiences for your business.

Leave a comment

Your email address will not be published. Required fields are marked *