A Guide to Designing Landing Pages That Convert

Landing pages are a crucial element in digital marketing. They serve as the first impression for potential customers, acting as a bridge between an advertisement and a desired action - whether that’s signing up for a newsletter, downloading an eBook, or making a purchase. The key to a successful landing page lies in its design, structure and optimisation. This guide will take you through the essential steps to create a landing page that maximises conversions.

What makes a great landing page?

First things first, what makes a landing page effective? It's all about grabbing visitors' attention and making people want to take action. Here are some fundamental characteristics of high-converting landing pages:

1. Clear value proposition

Your landing page must quickly communicate the value of your offer. Visitors should immediately understand what they will gain and why they should take action.

2. Strong, engaging headline

The headline is often the first thing visitors see, so it should be compelling and clearly convey the benefit of your offer.

3. Focused and concise copy

A successful landing page keeps distractions to a minimum. The copy should be concise, persuasive and tailored to the audience’s needs. 

4. High-quality visuals

Images, videos and graphics should support your message and create an appealing experience. They should be relevant and optimised for fast loading speeds.

5. Trust signals

Including testimonials, reviews, trust badges and social proof can build credibility and reduce skepticism.

6. Strong call-to-action (CTA)

The call-to-action (CTA) should be clear, persuasive and stand out visually. It should tell the user exactly what to do next, such as "Download Now," "Sign Up Today," or "Get Started." Make that button irresistible.

Structuring content for maximum impact

The structure of your landing page plays a significant role in guiding users toward conversion. A logical and well-organised layout makes it easy for visitors to navigate and absorb information. Here’s how you can structure your landing page effectively:

1. Above-the-fold content

The most critical elements should be placed above the fold—the portion of the webpage visible without scrolling. This includes your headline, subheadline, main image and CTA.

2. Benefits and features

After capturing attention, highlight the benefits and key features of your product or service. Focus on how it solves the visitor’s problem rather than just listing features.

3. Show off a little

Showcase testimonials, case studies, or endorsements to reinforce credibility. Logos of well-known clients or media mentions can also enhance trust.

4. Address the "buts”

Address common objections by including FAQs, refund guarantees, or risk-free trials.

5. Reinforce the CTA

Throughout the page, reiterate your CTA using persuasive language. The final section of the page should restate the offer and encourage immediate action. A landing page should only have ONE type of call-to-action.

The top of the page is prime real estate

The above-the-fold section is the first thing visitors see when they land on your page. If this section isn’t compelling, many users will leave without scrolling further. Here’s how to optimise this crucial area:

1. Eye-catching headline

Your headline should clearly state the benefit of your offer in a way that grabs attention. It should be bold, easy to read and aligned with the visitor’s expectations.

2. Subheadline that seals the deal

The subheadline provides additional context, reinforcing the main message and enticing visitors to continue reading.

3. Engaging visuals

A high-quality image, video, or animation should complement the headline and create an emotional connection with visitors.

4. Clear CTA button

The CTA should be highly visible with contrasting colors and action-oriented text. Avoid generic phrases like "Submit" and use more engaging alternatives like "Get My Free Guide."

5. Minimal distractions

Keep the navigation simple to prevent users from clicking away before converting.

A/B Testing Landing Pages

A/B testing, or split testing, is an essential process for optimising landing pages. It involves creating two or more versions of a landing page and testing them with real users to determine which performs better.

1. Elements to test

Some key elements to experiment with include:

• Headlines: Test different wording, lengths and styles.

• CTA buttons: Try variations in color, text and placement.

• Images and videos: Compare different visuals to see what resonates best.

• Page layout: Test different structures to determine the most effective arrangement.

• Copy length: Some audiences prefer short, concise text, while others respond better to detailed explanations.

  
  

2. Best practices for A/B testing

• Test one element at a time: Isolate a single variable to measure its impact accurately.

• Use a large enough sample size: Ensure your results are statistically significant before drawing conclusions.

• Track key metrics: Measure conversion rates, bounce rates and time on page to evaluate effectiveness.

• Keep iterating: A/B testing is an ongoing process. Continuously optimise based on new insights.

By implementing these strategies, you can create landing pages that not only attract visitors but also drive conversions effectively. Start experimenting, analyse the results and refine your approach to maximise success. See one of our website case studies or contact us for an expert approach!