A landing page is often the first impression your website visitors have of your business. Unfortunately, many landing pages are riddled with mistakes, leading to high bounce rates and low conversions, which could mean visitors aren’t taking the desired actions. Whether your goal is to have them fill out a form, download a resource, sign up for a newsletter, or make a purchase, the good news is that crafting the perfect landing page isn’t rocket science—it just requires a mix of smart design, psychology, and strategy.
In this blog, we’ll explore the essential steps to creating a landing page that drives results, converting visitors into leads, clients, or donors. Whether you’re a business owner or a non-profit director, these principles will help you design landing pages that work for your goals.
Start with a Clear, Compelling Headline
The headline is the first thing visitors see when they land on your page, and it needs to hook them instantly. A strong headline should do two things: it should grab attention and communicate the value of your offer. Your visitor should immediately understand what you’re offering and why it matters.
For example:
Weak Headline: “We Offer Great Services.”
Strong Headline: “Get More Leads With Our Proven Digital Marketing Strategies.”
A headline like the latter directly speaks to the visitor’s needs and promises a solution to their problem. In other words, it uses good old-fashioned psychology—specifically, the desire for solutions and ease.
Pro Tip: Focus on benefits, not features. Instead of listing what your product or service does, highlight how it improves your visitor’s life.
Make Your Call-to-Action (CTA) Impossible to Miss
One of the biggest mistakes on landing pages is a weak or hidden call-to-action (CTA). Your CTA is the button or form that tells visitors what to do next, whether it’s signing up, downloading a guide, or making a purchase. The CTA should stand out visually and be placed strategically across the page.
Make It Visible: Use contrasting colors to make the CTA button pop on the page.
Be Direct: Instead of vague phrases like “Submit” or “Click Here,” use clear, action-oriented language. For example: “Get My Free Guide” or “Start My Free Trial.”
Create Urgency: Add time-sensitive elements like “Limited Time Offer” or “Join Now -Spots Filling Fast” to encourage immediate action.
Psychology Tip: People are more likely to take action when there’s a sense of urgency or when they feel they might miss out. Tap into this fear of missing out (FOMO) in your CTA design.
Simplify Your Forms
A long, complicated form can kill your conversion rate. Visitors don’t want to spend time filling out unnecessary fields. The key to a high-converting form is simplicity. Only ask for the information you absolutely need—name and email are often enough. If your landing page requires more information, break it up into smaller steps rather than one overwhelming form.
Here’s what to keep in mind:
Minimize Fields: The fewer fields, the better. Test shorter forms for better conversion rates.
Use Progress Bars: If your form needs to be longer (e.g., a registration form), include a progress bar to show users how far along they are.
Add Social Proof: Highlight how many people have already completed the form or joined your program to reassure potential customers.
Psychology Tip: When people invest even a little time into something (like starting a form), they are more likely to follow through and complete it. A sense of progress encourages commitment.
Use Visual Hierarchy to Guide the User’s Attention
Humans process visual information faster than text, and they scan a page in predictable patterns. A well-designed landing page uses a visual hierarchy to guide the visitor’s attention to the most important elements—the headline, CTA, benefits, and testimonials.
Here’s how to create a strong visual hierarchy:
Use Large Headlines: Make your headline and subheadings larger than other text to ensure they stand out.
Contrast Colors: Use contrasting colors for important elements like the CTA buttons to make them pop.
White Space is Your Friend: Don’t crowd your page with too many elements. White space helps important components stand out and makes the page feel easier to navigate.
Psychology Tip: The human brain is wired to follow certain visual cues like size, contrast, and alignment. By organizing your landing page with these principles in mind, you naturally direct your visitors’ attention to where you want it.
Leverage Social Proof to Build Trust
Before making a decision, most people look for validation from others. That’s why social proof—testimonials, reviews, and case studies—is crucial for a high-converting landing page. It provides reassurance that your product or service delivers on its promises.
Here’s how to effectively use social proof:
Customer Testimonials: Include quotes from satisfied clients or customers. Make sure they’re specific about the benefits they experienced.
Case Studies: Showcase real-world examples of how your product or service solved a problem for someone.
Trust Badges: Add logos of well-known brands you’ve worked with or certifications you’ve received to build credibility.
Psychology Tip: People are influenced by the actions and opinions of others, especially when uncertain. Seeing proof that others have benefited from your offering gives new visitors the confidence to convert.
Highlight the Benefits with Clear, Scannable Copy
While your design catches attention, your copy must hold it. The content on your landing page needs to be concise, benefit-driven, and easy to scan. Break up your text with bullet points and short paragraphs so readers can quickly digest the most important information.
Here’s what to focus on:
Benefits, Not Features: Explain how your product or service solves a problem or improves the user’s life. Features tell, benefits sell.
Bullet Points: Use bullet points to list benefits. For example, “Increase conversions by 50%,” “Save time with automated tools,” etc.
Short Sentences: Keep your copy simple and to the point. Avoid jargon or overly technical language that might confuse visitors.
Psychology Tip: Most people skim web pages, so make your copy easy to scan. Highlighting benefits with bullet points and subheadings helps visitors quickly understand why your offer matters to them.
Optimize for Mobile Devices
With the majority of web traffic now coming from mobile devices, your landing page must be mobile-friendly. A page that looks great on a desktop but is hard to navigate on mobile will cost you conversions.
Key points for mobile optimization:
Responsive Design: Ensure your landing page adapts seamlessly to all screen sizes.
Fast Loading Times: Mobile users are less patient with slow-loading pages, so optimize images and scripts to reduce loading times.
Clickable Buttons: Make sure CTAs and forms are easy to tap on mobile screens. Use larger buttons to account for touch navigation.
Psychology Tip: Frustration with a poorly optimized mobile experience can lead users to abandon your page altogether. A seamless mobile experience keeps them engaged and moving toward conversion.
Test and Optimize Constantly
The best landing pages aren’t created in one go—they’re the result of continuous testing and improvement. Even if you follow all the best practices, small tweaks can make a big difference in performance. A/B testing is a great way to compare different versions of your landing page to see what resonates most with your audience.
Here’s what to test:
Headlines: Test different headlines to see which one grabs more attention.
Call-To-Action Buttons: Experiment with different button colors, placements, and text.
Forms: Try reducing form fields or changing their layout to improve completion rates.
Psychology Tip: Human behavior is unpredictable, so always be willing to test new approaches. What works for one audience might not work for another, and data-driven tweaks help you get the best results.
The Wrap
Creating the perfect landing page requires an understanding of both design principles and human psychology. By starting with a compelling headline, simplifying your forms, and using strong CTAs, you can direct visitors toward conversion. Add in social proof, scannable copy, and a responsive design, and you’ll see your landing page’s effectiveness skyrocket.
The key is to always test and optimize. No matter how good your landing page is today, continuous improvement will ensure it stays effective in the long run. By applying these strategies, you’ll create a landing page that not only looks great but also drives real results.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.