A well-crafted landing page can make a giant difference between a casual visitor and a paying customer. Brands spend time and resources driving traffic; however, without an optimised landing page, the efforts can fall flat. This is where landing page design best practices start to matter the most. From the right CTA placement to mobile optimisation, every element matters in boosting those conversions.
Let us explore the key strategies for building landing pages that look great and convert effectively.
Strategic Call to Action (CTA) placement
Your CTA is the heart of your landing page. Your CTA, such as “Sign Up Now” or “Get Started Free”, should be convincing, visible and easy to click. A strategically placed CTA guides the users towards conversion without overwhelming them.
Best practices for CTA placement
- Position the primary CTA on the header so the users see it without scrolling.
- Repeat the CTA at logical intervals throughout the page.
- Use contrasting colours so the button stands out against the background.
- Keep the CTA copy action-oriented. E.g., “Submit” or “Download Now”. This encourages the users to immediately sign up.
Convincing and benefit-driven copywriting
The copy on your landing page should be able to answer one key question: “What’s in it for me?” Vague messaging and long paragraphs can confuse visitors and hurt conversions. A convincing and great copy builds confidence and nudges the users closer to taking action.
Copywriting tips for high conversion landing pages
- Focus on benefits rather than just features. E.g. Airbnb’s emphasis on the experience of “Live anywhere. Feel at home”, instead of listing technical property details.
- Address the customer’s pain points directly. E.g. Grammarly’s landing page addresses the pain of writing errors, “Great writing, simplified.” Immediately focusing on the solution.
- Use short, scannable sections with bullet points. E.g. Trello uses bullet points or vectors to explain its features, making it easier for the user to skim and understand the benefits.
- Add testimonials, reviews, or case studies to build trust. E.g. Slack features the logos of the top companies using their platform, building trust and credibility for first-time visitors.
Engaging design elements supporting conversions
Good design is not just about aesthetics; it’s about guiding the users towards a conversion. It is noteworthy that your design should support your message and not compete with it.
Best landing page practices for visuals:
- Keep the layout clean with plenty of white space. E.g. Apple’s product pages use ample white spaces, focusing on the product and the CTA.
- Highlight the key sections of your landing page with visual hierarchy (colour contrast, headings, bold text). E.g. Asana uses headings and contrasting sections to guide the user through product features and benefits effectively.
- Use images or videos that showcase your products or services. E.g. Canva uses demo videos showing how quickly users can create designs, visually demonstrating value.
- Avoid cluttering or distracting elements that take away attention from the CTA. Basecamp’s landing page focuses only on its USPs by highlighting them, driving higher conversions.
Fast loading speed for a better user experience
Even the most beautifully designed landing page won’t convert if it takes time to load. Proved with experience that a delay of even a few seconds drastically reduces conversions. A fast-loading page creates a smooth user experience, improving search engine rankings.
Tips to improve landing page speed
- Use lightweight code and minimise your scripts.
- Compress images and videos.
- Enable browser caching and a Content Delivery Network (CDN).
- Test the performance of your landing page regularly with tools like Google Page Speed Insights.
Optimise for mobile view
While the majority of users browse on mobile devices, optimising your landing page for smaller screens is non-negotiable. A mobile-optimised landing page ensures your users don’t miss out on valuable conversions from smartphone users.
Mobile-friendly landing page best practices
- Keep your forms short and easy to fill out on mobile. For example, Uber’s driver sign-up form requires minimal typing and is concise.
- Use responsive design for layouts to adjust seamlessly.
- Ensure your CTA button is large enough to tap without zooming.
- Test your landing page across multiple devices for a consistent and smooth experience for all users.
To summarise, creating a high-converting landing page requires a balance of persuasive copy, smart design, technical performance, and being mobile-friendly. Following these landing page design best practices, you can turn your visitors into loyal customers.
Don’t forget to start by reviewing your current landing page, checking your CTA placement, writing a great and compelling copy, and testing your landing page’s speed across devices, especially mobile. Small improvements can deliver big results. For more information, contact us at hello@saifeecreations.com or 07965 480 324
