The must haves of a Landing Page

By: on August 03, 2017 Categories: Web Design, Web Development

landing page

A landing page looks like a website but in fact, it works differently, a landing page should have a single action for users, that is call-to-action, they shouldn’t have navigation or any other extra-links.

A user/potential customer lands on this page after they clicked on an ad (a banner, a  pay-per-click) or from your promotional e-mails.

By creating a landing page you have the opportunity to capture your visitor’s attention and increase the conversion rate, this is why you have to pay a little extra attention, do not create a landing page just for the sake of having one.

There are two types of landing pages:

 Click Through landing page They have the main goal to invite the user to click through to another page. It’s mostly used in eCommerce as a marketing tool for “warming up” the potential buyer by giving them enough information, getting them ready for purchasing whatever it is promoted.

 Lead Generations landing pages Their purpose is to collect data from users and give something back for that data. They contain a form for the user to fill in, and they allow visitors to download your content offers (e-books Reports/Whitepapers, newsletters, podcast, checklists, webinar registration, etc), or to sign up for things like contests, demos, free trials, coupons or discounts.

What are the must-haves of an optimized landing page?

Title It’s probably the most important part of a land page because it needs to grab user’s attention and maintain their interest at the same time. It has to be clear and unique, to reflect the content of the page, and include your unique value proposition (UVP).

It is also very important for the title to match the sentence from the add so that the visitor get what they expect to see, otherwise it will be disappointing or confusing.

Include target keywords and be specific, because users search for specific things. And make sure that the keywords are separated by a pipe character (|) or hyphen (-). Also don’t overuse them, limit to about 4 keywords.

Sub header It has to support the title, give additional information, and explain what your offer is about.

 Captivating Design

The design of a landing page doesn’t only have to look good, it needs to have a strong visual hierarchy that will guide the visitor to where you what it to. The ultimate goal of a landing page is to make viewers click.

You should pay attention to colors, fonts, focal points and directional cues and make everything align conceptually with the subject and goal of the page. Also, photo, logo & button must match the add.

The design should be simple, clean and conceived in a way that it doesn’t distract viewers’ attention from the content of the landing page.

You can design your landing page from scratch, or use a professional landing page template.


The copy of your landing page should be short and with a very clear message and enough details about your offer. Avoid long texts, the visitor always expects to find out right away what is it all about.

The copy should revolve around the benefits and privileges that you are offering, explain that you are offering the best deal that is. Write it in a way that visitors feel you are talking to them personally, include the word “you” as often as you can.

If you want to include pictures, which is recommended for a strong visual effect,  make sure that they are relevant to your offer, and they help explain the benefits of the service/products.

Avoid having multiple offers on a landing page, you want to keep your visitors focused on one thing at a time, build a new landing page for each marketing campaign.

At the end you can create a sense of urgency, but only after you are sure that you have a good value proposition and the offer is relevant, by adding a time limit you will make visitors decide quicker.

Include social sharing links to encourage your visitors to share your offer.

CALL TO ACTION buttons and images

One of the most important roles of a landing page is played by the CALL TO ACTION, without it, the landing page would have no sense, it will be just a text for the visitor to read. The CTA is the one guiding the visitors and fulfills the main purpose of the landing page.

Make sure the CTA has a clear copy that describes exactly what will happen when it’s clicked and it’s designed in a contrasting color.

Lead capture form

Used for a lead generation landing page, collects visitors information such as name, email, phone number, etc. At this point, you gather information that will help you with your further marketing campaigns.

A lead capture form should be easy to complete, not taking a lot of visitor’s time and only ask for necessary information. It shouldn’t be discouraging for visitors by asking too much information.

Make sure you have a balance between what you are offering and the information you are requiring. In the eyes of the visitor, it should seem a fair trade.


After you have completed your landing page and have targeted a particular audience the main focus is to drive traffic to your landing page.

You can drive traffic to your landing page by:

-posting the link on social platforms, you could also have a paid ad campaign on social media;

-creating related content on a blog and add the link to it;

-making an e-mail campaign and send the landing page to your subscribers;

-paying for ad campaigns on search engines.

Test to find ways to improve conversions

It’s recommended to test your landing page and see what works best for a better conversion.

A/B test the components of your landing page especially the form length, imagery, and text.  You can use software like HubSpot, Hotjar, or Optimizely.


A landing page is a very useful tool to use in every marketing campaign, it promotes only one product or service, keeping this way the visitors’ attention focused on just that one product/service, increasing your chances of conversion.

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