Design and Optimise Landing Pages

  • Introduction

  • Why use Landing Pages?

  • Before you Build your Landing Page

  • What Makes a Good Landing Page?

  • Measure Landing Page Performance

  • Conclusion


Landing pages are described as a “web page which serves as the entry point for a website”. They provide various places for potential customers to land and learn about you. 

It’s becoming increasingly difficult to attract and then retain people’s attention, especially online, which means it’s more important than ever to design and optimise your landing pages for conversions. Optimised landing pages are one of the best ways to obtain information about your potential customers and/or people that took an interest in you by visiting the landing page. This information is vital in making attempts to convert these prospective customers.


Essentially, your landing pages are all about generating leads and prospective customers


You want to design and optimise your landing pages in persuasive, engaging and interesting ways. You need to remember that people visiting your landing page are more than likely seeing and hearing about your business for the first time, so the need for a great first impression is extremely important.

Why use Landing Pages?

Let’s talk more about the details of the necessities of landing pages. Landing pages pay a massively critical role in acquiring leads, as mentioned, but what other benefits do they bring?


Lead intelligence 

Landing pages allow you to find out more about a person. Landing pages often involve some sort of form to find out basic information such as email address and name. However, these forms can actually be adjusted to find out more necessary information. You can increase the length and questions involved to help you understand your prospective customers that little bit more. The more you learn about these prospective customers, the more you can cater and aim your marketing efforts and content towards them. You can also find out more about those returning visitors - where they’re coming from, what they’re interacting with, their location in the buyer’s journey, and so on. Again, knowing all this information will help your business improve its strategy and how you’re attracting and engaging these people.


Site SEO boost

Each time you publish a new landing page, you add another indexed page onto your website. This then gives you a whole new opportunity for you to show in search engine results. Alongside this, if you create landing pages that are optimised for search engines (using SEO), the more chance you’ll get of appearing in search engine results. If your page appears in the results of a keyword search, there’s a higher likelihood that these people will convert as they were actively searching for what you’re offering them.


Maintain lead flow 

Your landing pages are going to create and maintain an ongoing lead flow. People find your landing page, are converted, turn into customers; and the cycle continues. It’s an evergreen strategy as your page will be available to everyone for as long as you keep it available for. Providing that the content on your landing pages is evergreen too, they will remain relevant and useful for as long as you want them to be. Timeless landing page content includes how to guides, tutorials, resources, FAQs, and so on.



The more landing pages you have, the more insights and data you will have to analyse. You will be able to understand thoroughly what’s working and what isn’t, as well as understanding more about what’s effective and what your prospective customers like to see, or what they want to see. From the data you acquire, you’ll be able to learn things such as…


How visitors interact with certain elements

What pages are most effective

How visitors convert

What elements work and what don’t


And so much more. The more information and insights you gain, the more you can optimise your landing pages and therefore get the most out of them. Insights essentially help you continuously improve your performance.



Before you Build your Landing Page

Before building a landing page, there are some all important factors you need to ensure everything is done right.


Define your goal/s

When you’re doing anything for business, you need to define your goals. You need to determine what you want to get out of the landing page and what would be considered successful. Without defining your goals, you won’t be able to effectively design and optimise any landing page you do. Your goals will help shape the content of the landing page.


Find your competitors

In business, you’re going to have competition. You’re going to have to seek out this competition and determine what they’re doing, how they’re doing it, how they’re performing, and any other information you can derive that will be useful for you to grow as a business. If it’s clear a certain approach works very effectively, think about how you can adapt this approach and do something similar to hopefully get a similar effective response.


Define your audience

At the point of designing landing pages, your business should have already hopefully defined your target audience. You need to understand your audience and understand what engages, entices and interests them. Knowing all this truly helps you aim your landing page content towards them, their wants and needs and what they enjoy. The more personalised your landing pages are towards your specific audience, the more likely they are to show interest and convert as you’re giving them what they want.

What Makes a Good Landing Page?

When you’re making a landing page good, you’ve got to ensure you tick a few boxes. These boxes include…


Making it short, sweet and simple

Content on your landing page needs to be short, sweet and simple. The more complicated content is, the more overwhelming it is and the more difficult it is to digest and understand. If content is difficult to digest, you’re more than likely going to discourage people and actually encourage them to leave the page.


High quality content

As well as short, sweet and simple; your content needs to be high quality. It needs to add value to your visitors lives and help them understand how you can help them. The content you write needs to be useful, it needs to provide benefits and be valuable to the reader. The more valuable and high quality your content is, the better the impression you’ll make.


Make it easy to convert 

As much as you want to collect information you can’t put such a large barrier up that asks for vast amounts of data. This large barrier will deter people, unless the content behind the barrier holds enough value to make it suitable. You need to make your barrier appropriate for the content. Make sure whatever barrier you put up is easy to use and understand.


A great design

For any webpage you make, you have to make sure you’ve got a great design. Your design needs to be clear and flawless, it needs to work effortlessly and brilliantly. The navigation of your landing pages shouldn’t be difficult or tough to understand. The better and clearer your design, the more effective it’ll be and the better performance it’ll have.


Having a clear call to action 

This continues on from making it easy for people to convert. Your conversion point and call to action needs to be clear and obvious. It needs to be clear what your visitors will be doing or getting from clicking on the call to action. The call to action needs to be suitable and relevant to the content on your landing page. It needs to give your visitors what they want.


Eye catching headlines/titles

This may be obvious. You need to make your title and headlines eye-catching. As a business, you will know the importance and benefits of creating eye-catching and engaging titles. The titles are what people read first, so you need to make the titles enough to grab people’s attention and make them want to keep reading.


Make it about the visitors 

Your landing page is about your visitors; not you. Your website is the place where you showcase yourself, your aspirations and so on. But on your landing page you need to focus on your visitors and show them what you can do for them. They will be more interested in how they will benefit and how your services will be advantageous for them.  


Only ask for necessary information

When deciding on the forms and the barrier you’re going to put up, you need to determine what information you want to gather. You need to ask for enough information that enables you to contact them, e.g. an email address, but don’t ask for too much information that discourages people. If you ask for too much information, people won’t want to give it away and won’t fill in the form. It’s been said that asking for people’s phone numbers and dates of birth can cause your drop off rate to increase to 50%.


A/B testing

A/B testing means experimenting with certain elements and pages and determining which works most effectively and gets the best performance. It is important to do A/B testing as then you discover what your prospective customers react best to and what generates you more leads and more interest.  


Make it easy to scan

As mentioned, your landing page needs to be easily digestible and understandable. Alongside this, it needs to be easily scannable. Your landing page needs to be designed in a way that people that scan and glance at quickly and still understand it. Highlight your main points and don’t hide anything away - make it all clear and concise.


There are a lot more aspects to making a good, optimised landing page. You need to optimise it for search results and ensure that you make it the best it can be for optimum performance. It’s all about making sure your content is enticing and interesting, telling your visitors how you can benefit them. The more you focus on the benefits, the better. People are more interested in the benefits than the reasoning.



Measure Landing Page Performance

When you’re running your landing pages, you’re going to want to know and understand the performance of them. It’s important to keep up-to-date with the results of the pages and how they’re performing, so you can optimise and improve anything that’s necessary. Here are four important metrics that you should consider measuring…


Page views

This is a metric that everyone knows you need to measure. You will need to keep a keen eye on how many views your page is getting. Of course, page views will only tell you how many people visited your landing page - no other details such as clicks. Page views will show you how popular your page is, indicating how effective it is.


View-to-submission rate 

This is the rate between how many people submitted information in relation to how many people viewed your page. You will want to measure this as it allows you to determine whether the content of your landing page is effective and engaging enough; a high view-to-submission rate indicates a successful landing page as a large percentage of the people who view the page are interested enough to submit their information to find out more.


Average session duration

It’s important to monitor how long people spend on your page. It will give you a true indication on whether the content you’re providing is helpful and interesting enough. If session durations are often low, it shows people do not spend a lot of time reading your content and from this you can derive that it’s either too much to read or not interesting enough. You can then make improvements to ensure your session durations increase.


Bounce rate

Bounce rate is along similar lines of average session duration. It allows you to see how many people have left the page without taking any actions. A high bounce rate can mean that your page simply needs improvement, it wasn’t clear to visitors what you were saying or offering or it was misleading and when people clicked on it they were disappointed.





Landing pages offer a place for visitors who take an interest in you to go. Think of them as entrances into the world of you and your business. It’s all about making a great first impression to those who don’t know you.


Landing pages are some of the most effective places to acquire new information about your potential customers


Information can be acquired through forms that act as gateways to content that you’re offering to people. Information can also be acquired through monitoring and analysis; understanding how people interact with your page and how they navigate the information they’ve been given.

You need to focus on having engaging, entertaining and interesting content that makes people want to take an action to be converted and generated into a lead.

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