Create a Landing Page That Performs Great

What is a landing page?

No matter if you’re in marketing, sales, or product design, you know the value of a well-crafted landing page. A landing page is a standalone web page designed to generate leads or drive sales, ultimately helping to boost your revenue. Unlike regular web pages, landing pages focus on a single call to action (CTA) and are typically linked to specific marketing or advertising campaigns. This focused approach means there are certain best practices that most landing pages follow.

Landing pages vs. front pages

A typical homepage or general website features a full navigation bar with numerous links that guide users to other pages or content. In contrast, an effective landing page has only one link or multiple links that all lead to the same destination. The single CTA on a landing page minimizes distractions, leading to higher conversions by reducing the chances of users being tempted to leave the page.

Your brand’s homepage serves entirely different purposes. It showcases your brand’s identity, allows users to explore different features, access blogs and support articles, or even apply for jobs. However, the homepage isn’t necessarily designed to drive immediate purchases. That’s where landing pages come in.

Since landing pages are linked to specific campaigns, you don’t need to worry about users missing out on product information. They’ve arrived at your landing page because something—an ad or a post on platforms like Google, Bing, YouTube, Facebook, Instagram, or Twitter—caught their attention. With well-targeted campaigns leading to user-friendly landing pages, you attract high-quality leads genuinely interested in your product.

Best practices for creating a landing page

What makes a landing page user-friendly? The key is simplicity—your landing page should be clear, concise, and focused solely on driving the main CTA.

Copy

Your landing page’s copy should deliver one clear message. The headline should directly promote the action you want visitors to take and highlight the benefits of taking that action.

Visual Design

The visual design should be clean and straightforward. Unlike your homepage, this isn’t the place for elaborate brand elements—avoid complex animations or intricate designs that could distract visitors from completing the main action.

CTA

Landing page CTAs are usually buttons, sometimes paired with an input field if you need to gather user information. To make sure your buttons get clicked, ensure they stand out visually. Use a color that contrasts with your page background and include clear, direct text on the button. For example, if the goal is to have visitors book a demo, label the button clearly with “Book a Demo.”