A guide to landing pages

Digital Marketer

Creating a landing page can appear to be a simple task. You don’t have to be a developer to publish something professional using a drag and drop builder and you can do it in a matter of hours.

However, going in blind is not advised. Here are some best practices to increase conversion rates.


Ensure messaging and creative mirror adverts and the landing page

One of the main reasons for using landing pages is to ensure that you are delivering users to a page that matches their expectations. Match your landing page language (and style) to the ad’s you’re running in search or social to signify that visitors have made a “good click.”


Because landing pages are more difficult to design, it is best practice to focus on the creative direction of the landing page first followed by the accompanying assets. This will allow full creative control for the more complex task of creating a compelling and engaging landing page.  


Make use of clear, captivating copy

A good piece of copy should not read like copy. It should be simple and easy to understand. It should be as simple to read as the front of a magazine Though some products necessitate longer material (and, as a result, longer landing pages), the majority benefit from keeping things brief. Consider fewer paragraphs and more bulleted lists.


Keep the heading and copy to the top of the page

The upper half of a newspaper’s front page is referred to as “above the fold.” However, it now more typically refers to what is shown on a screen before scrolling down. In any case, it’s precious real estate that you’ll want to make the most of.


Place the title, unique sales proposition, and most crucially, the call to action above the fold to keep these aspects visible. Only put what is necessary onto the screen – too much above the fold can make it harder to read the CTA but make sure everything a visitor needs is displayed right instantly.


To guide the eye, use directional cues

Because it’s uncommon for a landing page to be so short that nothing displays below the fold, providing visual indications that lead the eye downward is a good idea. These cues can include literal points, such as arrows, as well as other forms, images, animations, or even copy that keep visitors scrolling and reading happily.


Similar directional cues should be employed to assist prospects in locating your call to action. Use bright, contrasting colours and a simple shape—buttons should appear like buttons—to make the CTA stand out from the crowd. You can also use arrows, animations, or even images of people pointing to draw attention to it.


Ensure clear contrast with the CTA

A CTA button in a contrasting colour will assist the mobile landing page visitors in achieving whatever conversion goal that has been set. It’s also easier to connect crucial copy and your CTA if they’re in contrasting colours. Remember that mobile users are always on the lookout. Don’t play with amateur mistakes like having the CTA the same colour as the landing page.


Reduce the number of navigational elements

A great landing page concentrates on a single conversion goal, so keep additional distractions to a minimum. Refrain from inserting outside links away from the landing page, such as site navigation, more calls to action, or even links back to your homepage. Your landing page will perform best if it is self-contained.


Only request information that is essential

How much or how little information to provide in your forms? There is no perfect answer, but the ideal compromise is to collect only the information required to qualify a lead. The fewer fields on a form, in general, the greater the conversion rate. This is because each new field added to a form adds more work for the visitor, resulting in fewer conversions. A lengthy form appears to be more labour and can be frequently avoided. 


Include real and genuine social proof

Provide an aura of legitimacy to the offering the landing page is showcasing. This can be achieved by displaying authentic, personal testimonials that include elements such as full names, job titles, logos, place of residence, photographs or even a video. In addition, social proof can also take the form of reviews, star ratings, case studies, awards and user stats.


Exhibit the product or service in action

Displaying the product or service in a realistic setting allows visitors to imagine themselves as a customer. It’s also a good way to describe how a product or service operates. Visuals may help capture and maintain a user’s attention, whether through still images, step-by-step animations or example videos.


Emphasise the offer's value

Highlight the offer’s features in a concise paragraph or with a few bullet points. The landing page description should provide visitors with more than just a list of what is included in the offer or service; it should also clearly show the value of the offer or service and provide a compelling incentive to take further action. Instead of saying, “Includes specifications of product XYZ,” try something like, “Find out how XYZ can enhance productivity by 50%.” In essence, it’s best practice to underline how the offer or service addresses a specific issue, need or interest shared by your target audience.


Wrapping up

This list of recommended practises for landing pages is by no means exhaustive, and there are other aspects to consider, such as buyer personas (and how to integrate them into your landing page design).

However, for the majority of organisations and marketers, following these landing page suggestions will be more than enough to achieve a high conversion rate.


Have a call

We’d love to talk to you about how Make it Clear can support your organisation. Book a call.