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How to create an effective landing page

May 28, 2024

A landing page is an integral part of any site as it provides users with vital information about your brand, services, and products. Landing pages need to grab the attention of your visitors and direct them further into your site. Whether it’s a contact form, sub-category page, or ecommerce page, there are key fundamentals that make an effective landing page stand out. 

In this blog, we’re going to look at how to create an effective landing page by sharing five key fundamentals, enabling you to craft a compelling landing page that captivates your audience, drives conversions and boosts sales.

Why are landing pages important?

Landing pages play a crucial role in converting website visitors into leads or paying customers. They serve as the first point of contact for potential customers and are designed to capture their attention and encourage them to take a specific action, such as signing up for a newsletter, downloading a file, or making a purchase. 

A well-designed landing page can help drive traffic, increase conversions, and ultimately boost sales for your business. By focusing on a single call-to-action (CTA) and providing relevant information that resonates with your target audience, you can create an effective landing page that delivers results.

5 key fundamentals for creating effective landing pages

Here are five key fundamentals to keep in mind when creating your effective landing pages which can help increase engagement and drive conversions on your site.

1. Keep your design clean and simple

Clarity should be at the front of your mind when creating a landing page. Users will land on your site and navigate through your pages to look for clear indicators of the information they are looking for. 

For example, if someone visits your site to see a particular service like ‘car valets’, you should have a landing page that introduces the service (by way of a header), uses images that reinforce this service, and content that is optimised for users and SEO. These elements should be the central tenets of your page design further reinforced by elements like contact forms, case studies, sub-category pages, and image galleries.

2. Utilise your ‘hero’ section

The ‘hero’ section of your landing page is key to creating an instant connection with users. The hero refers to the top part of the page (also known as ‘above the fold’). This is the part of a web page that you see the second you click on a link and the page loads. On most websites, it usually features an image with a large heading tag over the top of it. 

Other elements you should include in the hero section are your contact details, account logins, top-level navigation, and contact forms. It should include your most important information or CTAs so your audience can take action instantly. The hero is the first thing a user will see so be sure to keep your landing page consistent and professional and you should see a noticeable increase in traffic and conversions.

3. Include your trust signals

An often overlooked element of a website is trust signals. When we view a webpage, we subconsciously analyse it for any red flags or concerns. One of the best ways to show off your experience and skill is to add trust signals to your landing page. Accreditations are one way to build trust while also allowing for linking between yourself and trusted suppliers. You can also add case study galleries and testimonials to help build further trust with visitors.

It’s important to note that trust signals, while very useful, shouldn’t take up too much real estate on your landing page, so try to fit them in as a carousel or in your footer for example. By doing this, you’ll take your effective landing pages to another level of professional.

4. Ensure your landing pages are responsive

It comes as no surprise when we say your landing pages must be mobile-friendly. Users access websites from a wealth of different-sized devices from mobile phones to tablets to laptops. Responsive design allows you to make your landing pages fit screens precisely and ensure vital information is accessible and visible. 

For example on a desktop, you can pack in a large header image with a top navigation menu and a contact form. However on a mobile device, you have to be more economical with its space. For example, you may only be able to feature a hamburger-style menu for your website navigation, a header with a brief introduction, followed by your content and forms below.  

5. Match your brand style across all landing pages

It’s vital to ensure your landing pages match your brand. This means analysing and potentially redesigning pages to fit a specific aesthetic – from your typeface, to your image styles, and your tone of voice. If you have several landing pages you should make them as uniform as possible for continuity and ease of use. By doing so, you reinforce your brand and make your landing pages even more effective.

Speak to us for expert advice

We hope we’ve given you more of an idea on how to create an effective landing page with our five key fundamentals. By factoring in these fundamentals in your design, you can be sure you’re on track to creating effective landing pages that will captivate and convert your audience the second they hit your website.

If you’d like more expert advice on creating effective landing pages, or you’d like us to take care of your landing pages for you, contact us today. We’re experienced at crafting websites that look as good as they convert, so if you need a hand with your web design, speak to our specialists today!




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