Create a Landing Page That Performs Great

What is a Landing Page?

Landing pages are a key tool in marketing and sales strategies. They are standalone pages built with one purpose: to convert. Whether the goal is to generate leads, drive sales, or encourage a specific action, landing pages are designed to guide visitors toward that single objective. Unlike a typical website, landing pages avoid distractions by focusing on just one call to action.

Landing Pages vs. Front Pages

A common website or front page serves multiple purposes. It usually has a navigation bar with links to blogs, product details, company information, customer support, and more. It’s meant to showcase the brand and give visitors room to explore.

A landing page is the opposite. It removes distractions and keeps visitors focused on one specific action. Whether that’s signing up, booking a demo, or making a purchase, the entire page is built around moving the visitor in that direction. By offering fewer choices, landing pages tend to deliver higher conversion rates.

Front pages are where people can get to know your brand, explore different services, or dive into additional resources. Landing pages, on the other hand, are about taking action now.

Since landing pages are often linked directly to advertising campaigns, visitors usually arrive already interested. They might have clicked an ad on Google, Facebook, Instagram, or another platform. This means landing pages don’t need to educate from the ground up. The visitor already has some context. The job of the landing page is to make the next step simple and obvious.

What Makes a Good Landing Page?

A well-built landing page is straightforward and focused. The copy should deliver a clear message with one goal in mind. The headline should lead visitors directly to the action you want them to take and explain why it’s worth doing.

The design should be clean and minimal. Complex visuals, heavy animations, or extra navigation elements only get in the way. The page should lead the visitor’s eye straight to the call-to-action button without introducing other options or distractions.

Landing page CTAs are usually buttons, and sometimes they include input fields if you need to collect information like an email address. The key is to make the CTA button stand out. Use clear, direct language on the button, like “Book a Demo” or “Start Free Trial.” The color should contrast the rest of the page to draw attention.