If you want to improve the performance of your online marketing activity, using landing pages is a great place to start.
They help you increase the relevance of your content and allow you to speak directly to the needs of a specific audience. When done well, landing pages often lead to higher conversion rates and better results from your marketing campaigns.
In this article, we’ll cover what a landing page is, why it works, and how you can create landing pages that convert.
What is a landing page?
A landing page is a stand-alone page on your website, usually created to support a specific online marketing campaign.
It’s called a “landing page” because visitors typically land on it after clicking through from email campaigns, paid social ads or Google Ads.
Landing pages are focused on a single product, service or offer — and they guide users toward one clear call to action (CTA).
What are the benefits of landing pages?
One of the biggest benefits of landing pages is the ability to speak directly to a specific audience.
For example, imagine you run an accountancy firm that works with many kinds of businesses. Your main website can’t realistically be tailored to all of them. But if you bid on a keyword like “accountancy for startups”, you can send that traffic to a dedicated page written for startup founders.
You could send them to your generic services page, but a tailored landing page — one that focuses on startup-specific benefits — will feel more relevant and is far more likely to convert.
That’s the power of landing pages: they increase relevance, build trust faster and convert more visitors.
Easier message testing
Because landing pages operate independently from the rest of your site, they are also easier to test. You can experiment with different layouts, messages, headlines or CTAs without affecting your main website.
If you’re sending traffic from several sources, having stand-alone landing pages also helps you measure which approach works best for each audience.
What makes a good landing page?
A successful landing page delivers a clear, compelling message to a specific group of people — and motivates them to take one clear action such as contacting you, signing up or making a purchase.
Below are the essential elements of landing pages that convert.
A clean structure and design
A simple, minimalistic layout helps visitors understand the message quickly. Every landing page should include:
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A clear headline
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Benefits of your product or service
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Social proof
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A strong call to action
Removing distractions helps visitors stay focused on what matters — the action you want them to take.
Even though landing pages are stand-alone, they should still feel consistent with your overall brand, including your colours, fonts and tone of voice.
A clear, benefit focused headline
Your headline is usually the first thing visitors will read, so it needs to grab attention and make the benefit obvious.
It should be short, clear and focused on the outcome your audience wants.
For example, an accountant targeting startups might use:
Eliminate Financial Stress and Grow Your Startup
Let Our Experts Take Care of Your Finances So You Can Focus on Growth
Short, punchy, benefits-focused content
Visitors clicking through from an ad or email already have a sense of what you offer. Your landing page should build on that by focusing on benefits rather than listing features.
Keep paragraphs short and make sure your key content appears “above the fold” on desktop or within the first scroll on mobile.
A strong, prominent Call To Action
Your CTA should be bold, eye-catching and easy to find. use contrasting colours where possible so it stands out from the rest of the page.
The CTA text must also be clear and action-oriented. Examples include:
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“Get Started Today”
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“Book Your Free Consultation”
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“Join Thousands of Happy Customers”
Don’t be afraid to test different CTA styles to see what performs best.
An easy form or checkout process
For your landing page to convert, the action you want people to take must feel simple.
If you’re selling a product, make sure the checkout is smooth. If you’re collecting leads, keep the form short.
HubSpot recommend no more than:
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5 fields for B2B forms
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3 fields for B2C forms
The easier it is to complete, the more conversions you’ll get.
Testimonials, case studies and trust marks
Once visitors understand the benefits and see a clear CTA, they need reassurance that they can trust you.
Social proof — such as testimonials, reviews, case studies or trust badges — provides that reassurance.
Research suggests that 72% of consumers take action only after reading a positive review, so including social proof on your landing page can significantly increase conversions.
Case studies are especially effective for complex services, as they show the real-world results and customer experiences behind your promises.
Thinking about creating your own landing pages?
If you’re starting to see how landing pages could improve your online marketing, you might also feel a little overwhelmed by the design and technical setup.
That’s completely normal — but it’s also where I can help.
If you’d like support with landing page creation, design, copy, or setup, feel free to get in touch.
Drop me an email or give me a call on 07828796700 and I’ll help you get your landing pages live and converting.
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