How to Design Landing Pages for Your Website That Convert

One of the most important elements to using your website to generate new leads is having well designed and thought out landing pages.

Whether you are a small business promoting a new service for local customers through organic traffic, or a large corporation trying to capture that next big contract through a Google Ads campaign the principles remain the same to help you turn visitors into customers.

In this article, we have broken this down into five practical steps you can implement to help you convert.

What is a landing page?

A landing page is a web page on your website designed with a specific goal in mind. Most commonly this will be informing browsers of a service or product with the goal for potential new clients to make an enquiry or purchase.

Make a Good First Impression with a Clear Headline and Introduction

When someone clicks on your landing page, it is essential to make a good first impression. You can do this by clearly explaining what the page is about, and most importantly why it matters for the visitor.

For example if you are a plumbing business and are running an ads campaign for Emergency Plumbing Repairs, instead of using a vague headline such as “Repairs” then you could get creative and use a tone that will entice the browser. In this case, you could try “Reliable Plumbing Repairs with Same Day Availability”.

To back this up, you could also add in additional sub headers to add extra context, such as “Serving homes across Norfolk with 24/7 callouts and no hidden fees.”. By doing this, it will help browsers know they are immediately on the right page, and there is a benefit for them making an enquiry.

By keeping your titles, headlines and introductions relevant to their goal and line with the visitor’s intent could also improve your Google Ads Quality Score, which may lower your cost per click.

Keep Your Page Relevant to the Service You’re Promoting

If you have already created a landing page that is failing to convert then it may be because of the lack of relevance to what the user has clicked on. Whether you are designing an SEO or PPC landing page, the content and images should be specific to the service being promoted. For example, if you are running an ad for “boiler servicing” but the page content is about general home servicing then the user is more likely to leave without taking action.

You should only use wording that matches the original search term or advert and include images and testimonials that are directly relevant to the service.

Landing pages do not need to appear in the navigation menu of your website, so if you have a landing page targeting a service in general, but would like to make this more niche to a specific audience then you can do so.

Design Your Page to be Focused and Free from Distractions

Including additional elements on a landing page can be too distracting for visitors to your website, and can lead them away from your desired goal for the page.

Depending on your website setup you can customise your landing page to hide headers, footers and anything else that is not relevant to the page. You should also avoid other elements such as competing or conflicting offers, unrelated links to other services and links to completely leave your website. If you are struggling with elements of your website, then contact your web designer to help.

Include a Strong and Clear Call to Action (CTA)

Every landing page should have one clear goal, and needs to be obvious, inviting, easy to find and benefits potential new customers.

Elements such as buttons to get in touch, booking calendars and contact forms should be placed near the top, and repeated throughout the page. You should ensure that these buttons and other clickable elements, such as email and phone numbers, are easy to see across all devices.

By replacing vague labels, such as “submit” and “click here” with helpful and inviting language such as “Book an Appointment” and “Get a Free Quote” will make visitors feel confident about the next step.

Build Trust with Social Proof and Case Studies

By using social proof and showcasing other customers’ experiences you can help your landing page become more personable to other users.

We would always recommend that on landing pages you should include:

• Relevant case studies with measurable outcomes
• Blog posts and news articles related to the service to show your expertise
• Provide genuine testimonials from clients who can relay their experience
• Logos of suppliers, partners or schemes that you may be a member of

Also, if the service you are offering is transformative (such as building work) then you could also showcase before and after images.