In digital marketing, your landing page can make or break your campaign. Whether you’re running a Google Ads campaign, promoting a webinar, or launching a new product, your landing page is where the magic happens – or doesn’t.
A landing page isn’t just any webpage. It’s a focused destination designed to drive a specific action, such as signing up for a newsletter, downloading a guide, or making a purchase. The best landing pages don’t just look good – they convert.
So, what makes a great landing page? Let’s break it down.
A Clear, Compelling Headline
Your headline is the first thing visitors see – and often the last if it doesn’t grab their attention. A strong headline should:
- Clearly state what the page is about
- Communicate value or benefit
- Align with the ad or link that led the visitor there
A Strong, Singular Call to Action (CTA)
Your CTA is the goalpost. What do you want users to do? Sign up? Download? Buy?
Make sure your CTA is:
- Singular (don’t ask users to do too many things)
- Visible (place it above the fold and throughout the page)
- Action oriented (use verbs like “Get”, “Download”, “Start”, “Claim”)
Tip: Avoid vague CTAs like “Submit”. Instead, say “Get My Free Trial” or “Download the Guide Now”,
Focused, Minimalist Design
Less is more when it comes to landing page design. Too many options can overwhelm visitors and reduce conversions.
Best practices:
- Remove navigation menus to minimise distractions
- Use whitespace to draw attention to key elements
- Stick to one primary goal or offer
Clutter kills conversions. Keep the page clean, focused, and intuitive.
Benefits Over Features
People don’t buy products or services – they buy solutions to their problems. Instead of listing features like “24/7 support” or “cloud-based dashboard”, translate those into benefits:
- Never wait for help again
- Access your campaigns from anywhere
Tip: Use bullet points to highlight 3-5 key benefits quickly
Trust Signals
If you’re asking visitors to take action, especially to share their contact info or make a purchase, trust is everything. Effective trust elements include:
- Customer testimonials or reviews
- Client logos or media mentions
- Security badges (SSL, payment processing)
- Case studies or performance stats
Social proof increases confidence and drives higher conversion rates.
Fast Load Times
Speed is a conversion killer or multiplier. Every second your page takes to load costs potential leads. Ensure your landing page is:
- Optimised for mobile
- Compressed for quick load times
- Free of unnecessary scripts or large images
Use tools like Google PageSpeed Insights to check performance
Mobile Optimisation
Over half of all web traffic now comes from mobile devices. A great landing page:
- Uses responsive design
- Has tappable buttons and clear fonts
- Loads quickly on mobile data
If your landing page isn’t mobile-friendly, you’re losing conversions.
Consistent Messaging
There should be a clear link between your ad copy or email and the landing page. If users click an ad for a “Free SEO checklist”, don’t send them to a homepage about your digital agency in general.
Alignment = trust. Make sure the visuals, tone, and messaging are consistent.
A/B Testing and Optimisation
Even the best-designed landing page can benefit from testing. Small tweaks can make a big difference. Test elements like:
- Headlines
- Button colours or copy
- Images vs video
- Short form vs long form content
Use online tools to run A/B tests and iterate based on data.
Clear, Easy to Fill Forms
If your landing page includes a form, make sure it’s:
- Short (ask only for essential info)
- Clearly labelled
- Easy to complete on desktop and mobile
Tip: Try using multi-step forms if you need more information. It breaks the process into smaller, less intimidating parts.
A great landing page isn’t about flashy design – it’s about clarity, simplicity, and purpose. Every element on the page should move your visitor toward a single, focused action. Whether you’re capturing leads, promoting a product, or running an event campaign, investing in a high-converting landing page can dramatically improve your ROI.
Need help building high-converting landing pages?
Our team specialises in creating custom landing pages that don’t just look great – they convert. Reach out today to see how we can boost your campaign performance with pages built for action.
