Web Landing Page Design Best Practices and Tools

A well-designed landing page can make all the difference in converting visitors into customers. According to a study, 53% of businesses say that landing pages are a crucial factor in their conversion rates.

A clear and concise headline is essential for grabbing the visitor's attention. This should be a key element in your landing page design. A headline that resonates with the target audience can increase conversion rates by up to 20%.

A call-to-action (CTA) button should be prominent and easy to spot on the page. This is where the visitor takes action, so make sure it stands out. In one example, a CTA button that says "Get Started" was found to be more effective than one that said "Sign Up".

Visitors should be able to quickly and easily find what they're looking for on your landing page. This means using clear and concise language, and making sure the layout is simple and easy to follow.

A well-designed landing page can make all the difference in converting visitors into customers. The average landing page conversion rate across all industries is 5.89%.

A landing page typically follows the same structure, but there are certain elements that high-performing pages pay particularly close attention to. These elements include a clear and concise message, a prominent call-to-action, and minimal distractions.

To create a visually appealing landing page, consider using infographics to explain complex concepts, showcasing products in action, and including interactive content such as quizzes or surveys. These elements can help grab the reader's attention and encourage them to spend more time on the page.

Helpful content is essential for both users and search engines. Visitors are more likely to convert if they find the content on a landing page helpful and informative. Be Clear and Concise: Use clear and concise language to convey your message. Avoid jargon and technical terms that may be unfamiliar to visitors.

Your call-to-action is arguably the most important piece of copy on your landing page, so make sure people notice it. You can make the text a little more bold, increase the size, and use colors and shapes to really draw attention to the section. A flashing arrow pointing at your CTA might be a little much, but some subtle design tweaks can have a big impact on conversions.

Here are some key elements to include on your landing page:

By incorporating these elements, you can create a landing page that effectively converts visitors into customers.

High-performing landing pages typically follow a standard structure.

A key element of this structure is a clear and concise headline that grabs the user's attention.

Effective landing pages pay close attention to certain design elements that set them apart from others.

Choosing an illustrating image for your landing page is crucial to convey a feeling and illustrate how visitors will feel once they receive the offer. A high-quality image can make or break your landing page, so it's essential to get it right.

Use high-quality images that are not blurry or out of focus, as this can hurt your credibility. You can take your own photos, hire a photographer, or use stock images from websites like Pexels and Unsplash. However, be cautious of using stock images sparingly, as they lack originality and personality.

Every element on your landing page serves a purpose, and your image should help clarify what visitors can expect from your page. Ask yourself, "Will this image reinforce my message?" If not, choose a different image that adds value to your landing page.

Here are some options for sourcing images:

Remember, the image should illustrate the offer and convey a feeling. Don't be afraid to split-test different image options to see which one performs better.

A well-designed landing page is all about guiding users towards a specific goal. One key design element to consider is the number of links on the page. Typically, a landing page has fewer links than a homepage, often just one – the link that allows users to convert.

The type of CTAs (calls-to-action) on a landing page is also important. Since landing pages have a single goal, their CTAs are tailored and specific, such as "download our free ebook." This is in contrast to a homepage, which often has broader CTAs like "learn more."

The audience and purpose of a landing page are also crucial design elements. Users who land on a landing page have already shown interest in what you offer, and are more likely to convert. This means you can design the page with a clear and direct approach.

Here are the key design elements to consider for a landing page:

You can choose from popular content management systems like WordPress and Wix, or dedicated landing page builders like Unbounce or Leadpages. However, these options can be pricey, especially for newbies.

If you're on a tight budget, you can opt for HubSpot's Free Landing Page Builder, which offers a range of features that make it easy to create stunning landing pages.

Some of the key features of HubSpot's Free Landing Page Builder include a WYSIWYG editor, an extensive landing page template library, built-in personalization, AI copywriting tools, robust analytics, and integration with Salesforce and HubSpot's CRM tools.

Shopify POS is a great example of how to design a landing page for multiple CTAs. The designers had to cater to three different calls-to-action: starting a free trial, talking to sales teams, and logging into an existing account.

The button colors make a huge difference in this design. High-contrast buttons stand out most against the neutral design.

Shopify chose to use white text on a dark background for the most important CTA: starting a new trial. This is a great way to draw attention to the most important action.

Talking to sales got the same-sized button box with the reverse colors. This is a subtle way to distinguish between different CTAs.

The third and least important action is just a small snippet of linked text beneath each button.

Basecamp shows how to highlight the hardest-hitting parts of a testimonial to make it stand out, rather than cutting down someone else's words and attributing it to them.

This approach can be seen in the way Basecamp presents reviews for its product, showcasing how it can increase conversion rates by a significant amount.

By using testimonials effectively, businesses can increase conversion rates by as much as 380% when a page shows reviews for an expensive product.

To create a landing page that captures your audience's attention and drives conversions, it's essential to keep things simple. A cluttered design can overwhelm visitors and distract from your key message.

Consider the information flow on your landing page, as it can greatly impact how visitors engage with your content. Optimize your buy box for conversion by making it prominent and easy to use.

A responsive design is crucial in today's mobile-dominated world. Make sure your landing page looks great on all devices, from desktops to smartphones.

Here are the top landing page best practices to keep in mind:

Simplicity is key when it comes to landing page design. Keeping the overall design simple can help direct people to the information you most want them to see.

Consider information flow to guide the user's attention to the most important elements.

Optimizing your buy box for conversion is crucial, as it's often the key to making a sale.

Visual elements can make or break a landing page, so focus on using high-quality images and graphics that support your message.

A responsive design is essential to ensure your landing page looks great on all devices.

Analyzing traffic and device source can help you understand where your visitors are coming from and how to optimize your design accordingly.

Testing your landing page designs is vital to see what works and what doesn't.

Prioritizing UX research will help you create a landing page that truly resonates with your target audience.

Judging your landing page's performance against industry norms is crucial to know if it's performing as expected.

Industry benchmarks can serve as a baseline to compare your results, but don't be discouraged by other companies' results, as every business is unique.

You must check out some industry benchmarks to set your expectations and track your progress over time.

Diagnosing and healing your landing pages is possible if you pay attention to the metrics, and setting benchmarks will help you identify areas for improvement.

No matter what's going on, having a clear understanding of your landing page's performance will help you make data-driven decisions to boost conversions.

Conversion Optimization is a crucial aspect of web landing page design. A well-optimized landing page can significantly boost your conversion rates.

Businesses that use Leadpages landing page templates enjoy average conversion rates of 11.7%, which is five times higher than the industry average.

To optimize your landing page for conversion, it's essential to create a clear path to conversion. This means guiding visitors to your lead form using creative directional cues. Here are some ways to point your visitor to a conversion:

A highly optimized buy box includes what Ezra calls "conversion asset stacking." This means including a purchase button, sales copy, pricing, review stars, and unique selling propositions. The buy box is a small section of each landing page that needs to make a big impact.

A conversion rate of 5% means that out of 1000 visitors, 50 of them completed the desired action. This metric is essential for determining the success of your landing page.

The cost per conversion is a financial metric that calculates how much you are spending on acquiring each new lead or conversion on your landing page. This metric helps you evaluate the efficiency and profitability of your marketing campaigns.

By optimizing your landing page for conversion, you can significantly boost your conversion rates and achieve your marketing goals.

Mobile Optimization is crucial for any landing page. More than half of website traffic comes from mobile devices.

To start, make sure your landing page is responsive, adapting to different screen sizes. This will give visitors a seamless experience, regardless of their device. Uber's landing page is a great example of this, with a simple design and fast loading times.

A responsive design is essential for mobile optimization. This means using collapsable menus, large finger-friendly buttons, and avoiding video autoplays. Using an image compressor like TinyPNG can also help lower image size for faster loading time.

When it comes to design, simplify your landing page by removing unnecessary elements that can distract or confuse visitors. This includes navigation menus, sidebars, pop-ups, and animations. Be fast and responsive, ensuring your landing page loads quickly on mobile devices.

To engage visitors, use eye-catching images or videos, and incorporate social proof, such as customer testimonials or case studies. This will build trust and demonstrate the value of your product or service. A clear and concise call to action is also essential, making it easy for visitors to understand what action to take.

Here are some key tips for optimizing your landing page for mobile:

Creating effective content for your web landing page is crucial to capturing visitors' attention and encouraging them to take action. To achieve this, you should provide visuals that grab their attention, such as infographics, product demos, and interactive content.

To create engaging visuals, consider the following tips:

By incorporating these visual elements, you can create a landing page that is both informative and engaging, making it more likely to convert visitors into customers.

Writing compelling copy is a crucial step in content creation. It's the words on the page that will capture your audience's attention and guide them to take action.

Use a bold, problem-focused headline to start off your landing page. This will help grab the visitor's attention and make them want to read more. Consider the voice of the customer when writing your landing page copy. Mine reviews and social media, and incorporate the words and phrases your audience uses into your landing page copy.

Compelling copy is written with your brand voice in mind. Consistency is key, even when it comes to targeted promotions and campaigns. Use a typical structure for your landing page copy, which includes a headline, a tagline, the actual copy, visuals, and a call-to-action.

Here are some key elements to include in your compelling copy:

Remember, compelling copy is not just about writing a few good sentences. It's about crafting a message that resonates with your audience and guides them to take action.

Having high-quality images on your landing page is crucial for credibility and professionalism.

Using low-res images can make your site look unprofessional and amateurish.

You can source images from various places, including taking your own photos, hiring a photographer, using stock images, or generating custom AI images.

Taking your own photos is a great option if you have a high-quality camera and editing skills.

Hiring a photographer can be expensive, but great images can make or break your landing page.

Stock images from sites like Pexels and Unsplash can be a good option if you're looking for affordable high-quality images.

However, these images lack originality and personality, so use them sparingly.

You can also generate custom images using AI, which can be a good option if you want a specific image that you can't find anywhere.

The purpose of an image on your landing page is to convey a feeling and illustrate how visitors will feel once they receive the offer.

Specific images may work better than others, so it's essential to split-test your options.

Your image should help clarify what visitors can expect from your page and add value to the content.

Here are some options for sourcing images:

Analytics and tracking are crucial steps in optimizing your landing page. Google Analytics is a free tool that provides detailed information about website traffic and user behavior.

To get the most out of Google Analytics, you can use it to track landing page performance and make data-driven decisions about optimization, just like Unbounce does.

Hotjar is another tool that provides heatmaps and other visualizations of user behavior on a website. This can help you identify areas for improvement on your landing page.

You can also use Google Search Console to track data related to Google search, including countries, search queries, and website technical issues.

Here are some tools for tracking landing page performance:

Monitoring user behavior is essential for optimizing your landing page. By tracking metrics such as sessions by source, you can identify the channels or sources that drive visitors to your landing page.

The best way to track user behavior is through analytics and tracking tools. By using these tools, you can identify areas for improvement on your landing page and make data-driven decisions about optimization.

Some important metrics to track include sessions by source, which can help you understand where your landing page traffic is coming from.

Conversion Rate Optimization is crucial for any web landing page design. Businesses that use Leadpages landing page templates enjoy average conversion rates of 11.7%, which is five times higher than the industry average.

A well-designed landing page can increase conversions, generate leads, and drive sales. The buy box, a small section of each landing page, is a highly optimized set of conversion assets that includes a purchase button. It's essential to include sales copy, social proof, unique selling propositions, and image format under the Add to Cart button.

To optimize your buy box for conversion, consider using conversion asset stacking. This involves breaking up the information on your landing page design with other elements like images, and making sure the product carousel features images that look good.

ConvertKit is a great example of how to effectively use color on a landing page. By incorporating a variety of hues and shades, they're able to create a visually appealing design without straying too far from their style guides.

The use of white space on their landing page is also noteworthy. Instead of leaving a blank section above the subheading, ConvertKit's designer added handwritten notes to the visitor. This is a smart use of microcopy that helps visitors get a sense of the brand's personality.

In fact, the ConvertKit landing page demonstrates that you don't need to stick to a small number of complementary colors to create a great design. With a little creativity, you can add more variance to your page without sacrificing style.

A high submission rate is crucial for conversion rate optimization. It's the number of people who have completed your lead form and landed on your thank you page.

You can tweak your page to increase this number, but make sure to A/B test so you know what's working. This will help you identify the changes that have a positive impact on your submission rate.

A/B testing is a great way to experiment with different versions of your page to see which one performs better. By doing so, you can optimize your page to increase conversions and improve your submission rate.

The goal of a landing page is to convert visitors, so a high submission rate is essential for achieving this goal.

Conversion Rate is the most important metric for determining the success of your landing page, representing the number of visitors who took the desired action out of everyone who landed on your page expressed in percentages.

A conversion rate of 5% means that out of 1000 visitors, 50 completed the desired action.

The average conversion rate for businesses using Leadpages landing page templates is 11.7%, which is five times higher than the industry average.

This highlights the importance of design in conversion marketing, as conversion experts at Leadpages have created landing page templates that are optimized for maximum engagement.

To improve your conversion rate, focus on creating a clear path to conversion, using creative directional cues such as arrows, anchor text, and negative space to guide visitors to your lead form.

Here are some key factors to consider when optimizing your conversion rate:

By understanding and optimizing these key metrics, you can improve your conversion rate and drive more sales, leads, and revenue for your business.

To create a landing page that truly converts, you need to prioritize UX research. This means understanding your target audience's needs and making informed decisions based on that research. Don't get blinded by the latest design trends, instead focus on getting the basics in place.

The information flow on your landing page is crucial. Marketers should think less about "over the fold" and more about the overall information hierarchy and flow of the content. This will help you answer the right questions, address the right barriers, and manage expectations.

To guide visitors to your conversion goal, use creative directional cues. This can be an image of a person gazing in the direction of your form, a contrasting CTA color, or even arrows pointing to your lead form.

Prioritizing UX research is crucial for building high-converting landing pages. This means getting to know your target audience inside and out, understanding their needs and pain points, and using that knowledge to inform every design decision.

Michael, a CRO consultant, advises marketers to "make sure you get all the basics in place and do in-depth user research" to make informed decisions that impact behavior. This is a far cry from simply tweaking page layouts based on design trends.

Knowing what your target audience needs is the basis for building high-converting landing pages. By conducting thorough user research, you'll be able to create a landing page that effectively communicates your message and converts visitors into customers.

Here are some key questions to ask yourself during UX research:

By prioritizing UX research, you'll be able to create a landing page that truly resonates with your target audience and drives conversions.

A well-designed landing page can make a big impact on conversion rates. According to Example 5, businesses that use Leadpages landing page templates enjoy average conversion rates of 11.7%, which is five times higher than the industry average.

To create a high-converting landing page, you need to prioritize UX research. As Michael says in Example 1, "The better you understand your target audience, the better landing pages you can build." This means conducting in-depth user research to make informed decisions that impact behavior.

The information flow on your landing page is crucial. Consider the overall information hierarchy and flow of the content, rather than just focusing on what's above the fold. As CRO consultant Michael Aagaard says in Example 2, "Marketers should think less about 'over the fold' and much more about the overall information hierarchy and flow of the content on the landing page."

To guide visitors to your conversion goal, create a clear path to conversion. Use creative directional cues such as arrows, contrasting colors, and negative space to point visitors to your lead form. As Example 6 suggests, you can also use images, anchor text, and framing to draw attention to your form.

Here are some key questions to ask yourself when designing your landing page:

By considering these questions and prioritizing UX research, you can create a landing page that truly converts.

Creating a great web landing page is all about striking a balance between providing helpful content and optimizing for search engines. Helpful content is essential for both users and search engines.

To create human-friendly content, keep it clear and concise, avoiding jargon and technical terms that may confuse visitors. Use headings and subheadings to break up the content and make it easier to read.

Buffer's landing page is a great example of how to do this effectively, explaining the benefits of its product in clear and concise language. Slack's landing page also stands out for its use of headings and subheadings that make the content easy to read.

To optimize your landing page for search engines, do some research and investigate keywords and your competitors. Implement proper keyword research and optimize your content for proper keywords by using them in the page title, description, headings, and body text.

Moz's landing page is a great example of how to optimize for SEO, with keywords in the page title, headings, and body text. HubSpot's landing page also includes meta tags that provide additional information about the page to search engines.

Here are some key tips for optimizing your landing page for SEO:

Making your content shareable is also crucial. This means making it unique or novel in some way, so that visitors will want to share it with others.

Testing and variation are crucial elements of web landing page design. A/B testing can help you determine which design elements are working best for your audience.

Ben Labay notes that A/B testing should be used to challenge strategy or test hypotheses directly linked to customer problems or business opportunities. This means you should test elements that are directly related to your business's growth model.

The most essential trick to split testing is minor tweaks with each experiment. For instance, you should stick to testing one element at a time, like a headline or CTA color, to see which element garnered the results.

You can test virtually anything on your landing page, but it's best to limit your test to a few of the most impactful elements of your page, like headline copy, image, CTA color, click triggers, copy on the page, and lead form length and fields.

A/B testing can help you optimize your landing pages and see significant improvements in user engagement, content, bounce rates, conversion rates, and conversion values. For example, HubSpot used A/B testing to optimize its landing pages and saw a 21% increase in conversions.

Here are some key elements to test on your landing page:

By testing and iterating on these elements, you can create a landing page design that resonates with your target audience and drives real results.