5 Principles for a Successful Landing Page

A website design made out of clay

Landing pages are powerful tools that can be utilised for a variety of different digital marketing strategies. It should do everything in its power to specifically target your audience’s needs with a product or service they’re interested in and ultimately direct users to highly compelling and converting pages. Here are the 5 key principles to making a successful landing page. Have further questions? Contact a member of the team, or book onto the next digital marketing webinar.


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1 – Make Your Copy Compelling!

One of the most important elements to consider when creating a properly functioning landing page is the copy you include within the targeted page. Including compelling copy and content that speaks directly to your desired audience, and in turn, desired sales, conversions, or leads, will increase the success of a landing page exponentially.

A few questions to consider when you are writing copy are: Are you targeting the right audience with the copy you are using? Is the content too lengthy, and, in turn, will it turn people away from your landing page? Are you including short, sharp, and snappy sales terms that will appeal to your audience?

Research your audience!

Having a strong understanding of your target audience will help you write compelling copy to hook your desired users. Understand their fears, wants, and needs – then target these effectively with your product or service.

Clearly Display Your USPs

Ensure you are clearly and concisely presenting your sales points to your audience on the landing page. Make them stand out by using quote/bold text, headings, and imagery that demonstrates this immediately to a user. The longer the user has to search to find these, the more likely they are to miss them. 

Focus On Outcomes

Focus on the benefits and outcomes of your service or products within a landing page’s copy. You want the user to see why they NEED this product, not just the generic features it has that they can find across a million other sites.

Write an Impactful Headline

It sounds obvious, but this will be the first points of interaction with a landing page. Ensure your headers are compelling, tell the user all they need to know, and encourage them to read further/engage with the page.

2 – Good Layout and Design

For all webpages, layout and design are crucial for the user experience. Having a clear layout that strategically places information within the design and images is essential. Here are a few quick tips from our graphic design consultants to ensure your landing page is well-designed for brand, aesthetic, and user experience:

Simplicity is king

Having visual simplicity that isn’t overly cluttered and clearly displays your USPs and brand is essential for an effective landing page. This allows the page to focus on valuable propositions, the benefits of your service and product, and focuses visitors on your desired calls to action and conversion points. You’ll want a good balance between blank space and content-rich space to help direct the user’s attention to the right areas.

Good Quality Videos and Images

Nothing will put your potential customer off more than poor-quality, fuzzy, or unprofessionally made media. A good image/video will tell the story of your product or service clearly and quickly for prospects. Make sure your media demonstrates its purpose effectively (e.g. a video showcasing ease of use should be easy to understand). 

Make Use Of Colour and Brand Guidelines

Research demonstrates that colour palettes and consistent colours for things such as calls to action can help guide the behaviour of a site visitor and improve overall conversion rate. This will also create consistency across your digital marketing efforts and allow for your brand and product to be easily recognised.

A good overall sense of brand awareness with the user is essential for optimised conversion rates. Identify what you’re trying to represent and execute that the use of colour and imagery! Our experts can help with a free 1-2-1 on branding consultation.


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3 – Optimise the Page For All Devices

You have probably experienced a poorly mobile-optimised website and understand how unappealing this as a user. A mobile website that incorrectly displays images over text, or has text too small to even be legible screams unprofessionalism and a lack of care for the service or product. This will only deter potential conversions, leads, and customers – the exact opposite of what you are trying to achieve!

As around 45% of users access the internet via mobile devices, ensuring your landing page is mobile-optimised is an absolute must. Wondering how best to optimise for any device? Why not have a chat with our digital marketing consultancy experts. We’re always on hand to help you with your needs!


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4 – Use Enticing Calls to Actions

Call to actions are the bread and butter of any good landing page! Calls to action, or CTAs, are the motivational point for users to interact, engage, and convert with your brand, products, and services. CTAs in the most useful, relevant places, guide users to take specific actions. It’s easy to improve the overall conversion rate optimisation within a landing page just by including relevant CTAs.

Desired conversion points or actions could be discovering more about your business, signing up for a newsletter, or actively buying a service or product. A good ratio between the amount of content and CTAs on a landing page will give visitors guidance on the desired actions you wish them to take without overwhelming them. Below are several examples of CTAs you could implement:

  • Encouraging users to download an incentivised PDF with product information/services information that would be useful to the desired audience. You can also then retarget these users with email marketing!
  • Wording them with enticing USPs. An example could be “Buy Now for a 10% Discount”.
  • Directing visitors towards an enquiry form lower on the page and filter them through as potential leads.


5 – Establish Trust With Testimonials

Why should a user buy or enquire if they have no idea who you are? How will they know your business is professional and not a scam? Establish trust with your new visitors by including relevant customer testimonials and other key trust indicators (e.g. Trustpilot, Google Reviews) that will highlight you as a reliable and professional business.

This could also include case studies from previous businesses you’ve partnered with, quotes from magazines/publications that highlight your business. It has to be relevant to the service or product to be most effective.


Conversion Rate Optimisation Matters!

Designing a conversion optimised landing page is a crucial element in getting the results you desire. Following these steps will help in the overall conversion rate optimisation of the page as well as prevent higher bounce rates and poor engagement with the page. The better optimised, the better the results! If you still need help, our digital marketing consultancy experts are available across the week to help you improve your landing pages. Enquire online and see how our website critique services can help you today! 


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