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July 24, 2020

Landing Pages that Convert

By SpiderGroup

For consistent business growth you need high converting landing pages. A business’ online presence means more than just attracting traffic— once you’ve attracted the right people, you need to show them what they want, and why they need it. Read more about understanding what your customers want in this article on pain points.

Landing pages serve as your foundation to set up a successful business online. An amazing product or service that you offer must also be accompanied by an equally outstanding landing page.

What is a landing page?

Landing pages are the pages that your visitors arrive on after they click a link through to your website. This is the first connection where you can initiate a conversation and possibly close a deal.

Visitors are redirected to your landing page from other sources. These can be organic, such as through keywords and search results. Or, these can be from your paid efforts such as Google Ads. 

In order to be effective, your landing pages must have a specific focus: a call to action aimed at your targeted audience.

Landing pages are used for different purposes; to sell your products, invite visitors for an event, capture email leads, or even offer free trials. It depends on whatever campaign or goal you are currently working on. However, keep in mind that the purpose of your landing pages needs to be clear and relevant to your call to action.

Each page should have its own purpose, be it to inform or gatekeep any content for possible lead nurturing. To put it simply, landing pages are created to increase your conversion rates—to reach your marketing or business goals.

They should exist for a sole purpose: to convert.

Strong headline

The headline is the most important element for your landing page.

An attention grabbing headline sets up an effective landing page. It piques the interest and understanding of your visitors. A killer headline drives your visitors to stay on your page and learn more about what you have to offer.

Once your visitors are on your landing page, you’re no longer fighting for their attention. For the time being anyway! You’ve funnelled them from whatever it was they were doing and into your domain. A strong and effective headline ensures that they stay to give you an opportunity to convince them.

Strong headlines are written in plain language. Tell them up front what your site is all about. Remove the fluff, just give them information they expect from your business.

This isn’t the time for coy and clever, but for  clear and explanatory headlines. Strong headlines are bold, clear, and benefit driven.

Lastly, your headline should attract visitors to complete your call-to-action. It should be straight to the point, solve their problem, and create urgency. This drives them to complete their subscription form or download your lead magnet - whichever action you’re wanting the to make.

Clear call to action

The call to action is what you want your visitors to do. This may be to opt-in to your newsletter, download a lead magnet, watch your videos, or sign up for a free trial. Call to actions will move your visitors further down your sales funnel and closer to becoming customers.

The idea behind call to actions is to get your visitors’ attention to focus on one thing. That’s why your landing pages should accentuate one action each. But it’s fine to have the multiple buttons for the same CTA.  They should be focused so as not to redirect your customers to other places.

A call to action should be simple, clear, and clickable, so as not to distract your visitors. Successful landing page conversions are rooted in clear call to actions that tell customers what to do immediately. 

These CTAs should be present at your headline i.e. at the top of the page and then again at the bottom of page. Depending on the length of your page you may also want to include one in the middle too. If it flows and doesn’t interrupt the overall order of your page! In order to catch their attention and keep it, they should be guided towards the next steps they should take. Telling them exactly what you want them to do.

A clear CTA is the cornerstone of your landing page’s conversion potential , they are designed solely to drive your visitor’s attention to your goal.

Simple design

Distracting elements on your landing pages divert your visitor’s attention away from your call to action. Even with your landing page design, you should adhere to the KISS (Keep It Simple, Stupid) principle.

A simple design ensures that your visitors aren’t sidetracked with a bunch of visual junk. Clean and simple designs with white spaces keep the focus on your goal.

Big fonts compel your visitors to read your copy and make it easy to understand what your offering. Bullet points make it easier for visitors to scan blocks of text.

Even though you’re keeping it simple, visuals are an essential element but should be used wisely depending on your goal. Images and videos should be relevant for your product, support your message and not divert attention. Videos in small spaces of your landing pages are known to increase conversion rates up to 80%.

In addition to keeping their attention focused on your desired call to action, landing pages with simple designs load faster than ones with complicated elements. An optimised landing page ensures that your visitors aren’t frustrated when they are redirected to your page. Lastly, your page should be accessible for all types of screens, monitors, and devices.

Clear and concise copy

Great copywriting drives conversion. Clear and concise copy persuades your visitors and compels them to act. This is an important principle whenever you write content for your landing page.

Landing pages shouldn’t be filled with so-so writing containing lots of fluff— they must be intelligible right from the start. Customers need to know what your offer is about so they can make an immediate assessment whether it’s right for them.

Ultimately, clear and concise copy helps your landing page convert prospects into paying customers.

Being concise means their pain point is immediately addressed and a possible solution is offered right away. Avoid adverbs, modifiers, redundant pairs, and the passive voice.

In addition to a coherent copy, make sure that you perfect your unique selling proposition. Customers buy your products because it enhances their everyday life, provides solutions, and avoids problems – it is not always purely to support your business.

Lastly, write copy that resonates with your visitors by using the same language as them. Leave out the jargon. Talk directly to your customers in a way that they understand, not in a tech-savvy way your industry leaders write.

Minimal form

Landing page forms are important elements for your conversion. Without them, you won’t be able to gather information from prospective customers, which deprives you the chance to nurture them. But when it comes to information that you gather; it can be difficult to determine when is too little or too much.

Asking for too much information on your initial engagement may deter prospective customers from proceeding. You may think asking for too little is equally ineffective as you may not be able to gather enough information to qualify visitors as leads.

However, in this case, less is more. Well within a certain boundary. If someone is signing up to something of great value to them, especially if they can’t get it from somewhere else, it’s fair enough to ask them a few more details. But otherwise, ask for the bare minimum that you need.

This way, you attract prospects to proceed and be able to qualify them with the data you need. For example, do you need to someone’s phone number and email address? Or will their email address suffice. Many people are reluctant to give out too much personal information. Especially to companies they’re unfamiliar with.

Always trim your forms to essential information. Avoid asking for information in a separate field that you could otherwise figure out in another. Oh and try to steer clear of the ‘how did you hear of us’ field. They make forms look longer, and don’t provide great value for you.

Use a template

Using templates for your landing pages not only saves time but also increases your conversion rates. With templates, you can maintain your brand image across all your landing pages.

Landing page templates can also be made with page builders. Depending on your business goals, and skill level there are several page builders you could choose from, each with their own different bells and whistles to offer. If you’re not an amateur when it comes to the technical know-how of design, a page builder is a great tool.

These page builders make it easy for you to drag and drop designs and incorporate important elements to your page. You’ll also have access to analytics, are able to A/B test your pages and can keep track of important metrics for your conversion.


A high converting landing page requires effort in order to be successful. But with the right strategy and consistency, your efforts translate to conversion.

Landing pages are where you engage, nurture, and convert customers. Start by implementing these key essential elements into your landing page and you’ll be well on your way to seeing your conversion rates sky-rocketing. For more advice on designing a website in line with your marketing read on here.

If you’d like work with a business that can design a future-proof site for your marketing objectives, then get in touch with our web design team in Bristol. Our Digital and Design teams work hand in hand to ensure a website that fits all your criteria and, ultimately, generates you new business. 


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