What is a landing page?

A landing page is a page visitors land on after clicking an ad, a CTA on your website, promotion on social media, or more AND is designed specifically to convert those visitors into leads. Landing pages include an offer or resource like an eBook, template, webinar, or product with the goal being to receive the visitor’s contact information in exchange for the offer. The main goal of a landing page is to generate leads and draw them into your sales funnel.

How to Design Your Landing Pages

Keep it Simple

You want your landing page to be focused on the offer you have and the action you are trying to get visitors to take. To accomplish this, it’s important to keep your landing page simple and minimize distractions. A few ways to do this are:

  • Hide or remove the navigation menu and minimize the amount of external links (if any) that are on the page. This will keep visitors on the landing page and focused on what’s on the page you brought them to.
  • Focus on one offer. You don’t want to overwhelm your page’s visitor with multiple offers. Keep it simple and concentrated on one offer.

Use Relevant and Interesting Visuals

As you design your landing page, you want to use images, graphics, or a video that are relevant to what you are offering and are engaging for the visitor. Here are a few great examples:


You can also include a short video on your landing page. While not necessary, some people prefer video over reading, so a brief video explaining what the user will gain from this offer can help in improving conversions too.

Your Lead Capture Form

A lead capture form is a form a visitor will fill out to receive your offer or more information about your offer. The goal of this form is for the visitor to provide you with their contact information so that you can follow up with them.

The length of this form and the fields in it is entirely up to you, but keep in mind that as the form gets longer, the number of people willing to complete it will decrease. The shorter the form, the more people will likely fill it out. There are pros and cons to this. Those who are willing to complete a longer form are likely a higher quality lead, but sometimes the longer forms will result in you missing out on potential leads entering your sales funnel. As you create your lead capture form, think about what your ideal result or goal is from the form.

Clear and Concise Copy

A landing page’s copy should be clear and concise. You don’t want to ramble or say in 3 paragraphs what could be summed up into 3 sentences. The goal is to capture the reader’s attention, show them the value of the offer, tell them why it can help them, and inspire them to take your desired action. You want to limit the “fluff” and be transparent and to the point.


The majority of the time the headline is the first thing a visitor will notice and read once they land on your page, so you definitely want your heading to be clear and captivating. It should catch the visitor’s attention and encourage them to continue reading. The language you use in your heading and subheading will vary depending on your brand. Some businesses may keep it clear and professional while others will be more light-hearted or humorous. Think about the emotions you want the reader to feel when they read your headline.

Call to Action

Your call to action (or CTA) should be easily visible and placed “above the fold” to ensure everyone who visits your landing page can clearly and easily see it. Oftentimes the call to action is in the form of a button or in a bold, noticeable color so it stands out from the rest of the page’s content.

The CTA should be so good that it would seem crazy to not act. Use action words and make it clear what the user should expect if the desired action is taken.

Your Value Proposition

When designing your landing page and writing your content, think about your value proposition. What will the user gain from your offer? Why does it matter? On your landing page, you need to show the value of your offer. Explain why they need it, why it’s important, or why it is going to ease their pain point. Show the user the value of the offer to them and why it is valuable for them.

Social Proof

Word-of-mouth has proven to be the most impactful form of marketing, so it’s no surprise that testimonials and reviews carry a lot of weight. If you have some reviews or testimonials that are relevant to what your landing page is promoting, then adding some to the page can make a big impact.

Be careful though. You don’t want to add so many testimonials that it takes over the main goal of the page – for the visitor to take action. Find a good balance in showing social proof to aid in showing the visitor the value of your offer without adding so many that the page seems more like a testimonials or reviews page. In some cases, the use of testimonials might not make sense so think through this as you create content for your landing page. A good question to ask is “Will these reviews/testimonials help the visitor in their consideration of my offer?

Ready to begin increasing your conversion rate and generating more leads? Start creating an amazing landing page and getting leads like never before! If you find you need some assistance with your landing page creation, contact us to learn more about how we can help.

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