Design a High-Performing Landing Page

What is a landing page?

If you're in marketing, sales, or product design, you know how crucial a well-designed landing page is. Landing pages are standalone web pages created to capture leads or drive sales, ultimately helping to grow your revenue. Unlike regular web pages, landing pages feature a single call to action (CTA) and are typically linked to a particular marketing or advertising campaign. Their focused purpose means they follow a consistent set of best practices for optimal performance.

Landing pages vs. front pages

A typical website or homepage features a full navigation bar with numerous links leading to other pages or content. However, a well-designed landing page should focus on a single link, or at most, a few links all directing to the same goal. By limiting the number of options, the landing page reduces distractions and increases conversions, as users are less likely to be drawn away by competing choices.

In contrast, your brand’s homepage has a different purpose. It should showcase your brand’s personality, allow users to explore various features, access blogs and support articles, or even apply for a job. However, it's unlikely to lead directly to a purchase. That’s where landing pages come in.

Landing pages are often linked to specific campaigns, so you don’t have to worry about users lacking information about your product. Visitors typically arrive after being drawn in by an ad or post on platforms like Google, Bing, YouTube, Facebook, Instagram, or Twitter. With targeted campaigns and user-friendly landing pages, you attract high-quality leads who are genuinely interested in your product.

Best practices for creating a landing page

What makes a landing page easy to use? It’s simple, direct, and limits user choices to just the main call to action (CTA). The copy should deliver one clear message. The page’s header should encourage the action you want visitors to take and highlight the benefits of doing so.

The design of the page should be minimal. Unlike your homepage, this isn’t the place for flashy animations or complex elements. You want to avoid anything that might distract users from the primary goal of the page.

CTAs on landing pages are usually buttons, sometimes with an input field if you need to gather user information. To increase the likelihood of clicks, make sure the button stands out visually. This can be achieved by using a contrasting color for the button compared to the background and by ensuring the button text is clear. For example, if you want visitors to schedule a demo, label the button “Book a Demo” in bold, straightforward language.