Landing Page Design

Landing page design refers to the process of creating a standalone web page specifically aimed at achieving a single marketing goal, such as capturing leads or driving sales. Key elements include a compelling headline, persuasive copy, and a strong CTA.

Start by determining its purpose and your target audience. Use a landing page builder like Unbounce or HubSpot to design a layout with a clear headline, engaging visuals, and a strong CTA. Ensure mobile responsiveness and fast loading times. Regularly test and optimize for better performance. Partnering with a digital agency can help you to achieve the best results on your landing page.

A landing page should be clean and focused, featuring a compelling headline, clear value proposition, high-quality visuals, and a strong CTA. Include trust signals like testimonials and reviews to build credibility.

Start with a compelling headline, followed by a subheadline for additional context. Use high-quality visuals and clear, concise copy. Incorporate social proof and ensure a prominent CTA. Keep the design clean and mobile-friendly.

All right, welcome back for another deep dive. And today. Ooh, this is a good one. It is, right? It is, we’re tackling landing pages, landing page design. And I know you’ve been wanting to learn more about this for a while. Absolutely. You sent me a bunch of research, articles, even a whole list of tools. Yes. So we’re gonna get into all of that. Awesome. But you know how important first impressions are, right? Oh, yeah, yeah. Like, think about it. In the online world, your landing page is like the first impression. Totally. It’s that handshake. It is, it’s that digital handshake. Yeah, yeah. So we gotta nail it. Absolutely, and that’s why I think this is so crucial, because they’re not just like, you know, a pretty page on the internet. These are strategically designed to get people to take an action. Which is the heart and soul of marketing, what we call conversion. Okay, so it’s not just looking good, it’s about getting results. 100%. What I’m curious about is, how is a landing page different from like your main website? That’s a really good question. So think about it this way. A website, like your homepage, is like a bustling city center. There’s a lot going on, lots of different paths to take. A landing page is more like a storefront. It has one clear purpose. To guide visitors towards a very specific thing, right? A product, a service, an offer, whatever it is. So think about it this way. Every element on that page, the headline, the images, the text, is intentionally designed to nudge that visitor towards one action. So it’s all about focusing that user’s attention no distractions, just a clear path to the goal. I love that, clear path to the goal. And actually speaking of, your sort is go deep on these. Oh, do that. The essential ingredients, seven of them. Seven, all right, let’s break them down. Okay, so first up is the headline. Okay. You have like near seconds to grab someone’s attention. So true. It needs to be very clear, very concise, but most importantly, it needs to highlight the benefit to the reader. I’m imagining something bold. Yes. Maybe even a little bit provocative. Yeah. Something that just makes you want to keep reading. It’s like the subject line of an email. Oh. If it’s not compelling. Yeah. Nobody’s opening it. Right, and then what? So they’ve seen the headline, they’re like, okay, I’m interested. Boom, visuals. Visuals. So you, as one of your sources put it, you show the candy. I like that. High quality images or videos that instantly tell you what the offer is. That makes- A picture’s worth a thousand words, right? It is. But then you also need. Words. Words, copy. Yes. So we’ve grabbed their attention with that killer headline. Yeah. We’ve got the visuals. Now we need some really great copy. Yes. What are we talking about there? So think clear, concise, benefit driven. Mm-hmm. Your sources emphasized bullet points. Yes. Short paragraphs, easy to scan. Right, nobody wants to read online, like a big wall of text. No, nobody has time for that. Exactly. And then we come to the call to action. Okay. The CTA. Oh yeah, the CTA. This is where you tell the visitor exactly what you want them to do. Sign up now. Yes. Download the free guide. Yeah, things like that. Exactly. The CTA, it needs to be very prominent, very clear. Okay. And use that really action oriented language. Okay. Some studies even show that specific colors and button shapes. Oh wow. Can make a difference. So it’s not just the words, it’s like the whole presentation of that button. Absolutely. Fascinating. And with so many people on their phones these days. Right. Responsive design. Oh yeah. Is no longer optional. Right. It’s like essential. Yeah. So that means your landing page needs to look good on any screen size. I get frustrated when I land on a site and it’s all jumbled up. Oh yeah. On my phone. It creates such a bad user experience. Totally. And research shows that people will just abandon a site. Yeah. If it’s not mobile friendly. If it’s not easy to use. Oh. Yeah. And one of your sources actually highlighted a study that said mobile users are five times more likely to leave. Five times. If it’s not optimized for mobile. That’s huge. It’s massive, yeah. Wow. Okay. So this is to the next ingredient which is social proof. Okay. What is social proof? This is where you’re building that trust. Okay. And credibility by showcasing a testimonials reviews case studies. Right. Like when I’m buying something online and I see a bunch of five star reviews. Exactly. I’m like okay other people like this. Yeah. It reassures you that that offer is actually legit. Yeah. Totally. And that it’s valuable. Okay. So we’ve got the headline, the visuals, the copy, the call to action, the responsive design, the social proof. Okay. What is number seven? Minimal navigation. Okay. What is that? So this is where you really wanna remove any distractions that might lead your visitors away from your goal. Okay. Think of it as like creating this clear path and you’re minimizing their chances of getting lost along the way. So you’re almost doing the opposite of what you think. Kind of counterintuitive. Or like limiting. You’re limiting choices. Yeah. You’re limiting what they can do. Exactly. Cause you’re not giving them the full website experience. Right. So it’s a very specific experience. It’s a. To get them to do a very specific thing. Like think about it. You wouldn’t put a browse other products, but right next to the checkout. Yeah. On an e-commerce site. Totally. Because you want them to focus on finishing that purchase. Yes. So it’s about minimizing distractions. Yeah. And maximizing conversions. I like it. Yeah. So now we’ve got those seven essential ingredients. We do. And now I wanna know some best practices. Okay. So let’s talk about how to actually like bake this landing page cake. I like that. So the first principle is single focus. Okay. One landing page. Okay. One job. Resist the temptation to put multiple offers. Okay. Or calls to action. All right. On one page. Okay. So if I’m running an ad for example, and I’m saying free e-book. Yes. And they click on it. That landing page should just be about that e-book. Exactly. There shouldn’t be a sidebar. Those sidebar. With a bunch of other blog posts. Right. Or other products. Or. Keep it very focused. Yeah. Like keep it laser focused. Laser focused. On that one thing that we want them to do. Which is download that e-book. Yes. Exactly. Anything else is just gonna. Clutter. Clutter. And increase the chance they get distracted. It’s like when you’re trying to do a task. And all of a sudden. Notifications. Notifications start popping up. Oh my gosh. Yeah. And then I like lose my train of thought. You lose your focus. Yeah. And it’s harder to get back. We love that analogy. Yeah. It makes so much sense. Yeah. And it highlights another best practice. Which is. Add to page relevance. Okay. Really crucial. Okay. So what is add to page relevance? So imagine. You click an ad that says. Yeah. 20% off shoes. Okay. But then. The page you land on. Yeah. Just a general shoe website. No mention of the discount. What would you feel it? I would feel annoyed. Like I was tricked. It’s like a bait and switch. Yeah. And it totally erodes trust. It makes me not wanna. You don’t trust them. Trust them. Yeah. Buy from them. So it’s so important that that landing page directly reflects. Yes. The promise of your ad. So if it says free ebook on landing page design. That landing page. It better be about that. Better be screaming that. Screaming from the rooftops. Headline, the visuals, the copy. Yeah. All of it. All of it. And that makes for a better user experience. Absolutely. But you’re saying it also can improve your ad performance. Yes. Because platforms. Like for example, Google ads. Yeah. They actually reward you for relevance. Okay. So if people click your ad. And then they’re actually staying on that page. It tells Google that you are delivering on your promises. Okay. And that means lower ad costs. Oh. And better placement in the search results. So better user experience. Yeah. And potentially lower advertising costs. Win, win, win, win. And speaking of user experience. Yes. We can’t forget about loading speed. Oh, nothing worse than a slow website. It’s like the digital equivalent of waiting in a long line. It is. And people, let’s be honest, are very impatient. So if your page takes too long, they’re just going to hit the back button and go somewhere else. One of your sources actually said that a one second delay. Okay. In page load time. Yeah. Can lead to a 7% reduction in conversions. Whoa. That’s a lot. It’s massive, yeah. Wow. So how do we make sure that our landing pages are loading like lightning? There are a lot of very technical things. Like optimizing image sizes. Right. Minimizing code, things like that. Leveraging browser caching. I’m not even sure what that means. We don’t have to get into it. Okay. But it can get very geeky, but trust me, it’s worth the effort. To optimize for speed. Absolutely. Okay. So we’ve got a single focus. Yeah. Add to page relevance. Mm-hmm. Loading speed. Yeah. That’s the last best practice. Okay. So we’ve talked about it a little bit. Yeah. But A-B testing. Yes. It is probably one of the most powerful tools. For sure. In your arsenal. I remember I shared that anecdote about changing the button color and like being surprised by the results. Yeah. But I’ve only scratched the surface. Okay. So how it works. Yeah. Essentially you are creating two versions of the same page. Okay. Each with just a slight variation. Okay. And then you can define an image, a button color. Anything that you think could impact conversions. And then you show those versions to different people. Okay. And see which one does better. So we’re doing like a little experiment. Little experiment. To see which one gets more clicks. Exactly. It’s on that download button. Exactly. Whatever it is. And the beauty of this is that it takes the guesswork out of it. Yes. You are letting the data guide those decisions. I like that. Yeah. So what kind of tools are there to actually do that? A lot of these landing page builders we’ll talk about later have AB testing built in. Oh. But you can also use like standalone tools. Like you go optimize. Oh. Optimize League, VWO. Got it. They all let you create those different versions. Oh, okay. Track, analyze. Got it. The whole nine yards. Okay. So we’ve got the essential ingredients. We’ve got those best practices. Now I’m ready for tool time. Okay. Let’s get into those tools. Let’s talk tools. We’ve got a good mix here. Okay. Design resources and landing page builders. Okay. Well, let’s start with design. Okay. One that caught my eye was landing folio. Okay. It looks like an amazing resource for designers. Really wanting to make those visually stunning pages. Yeah. They offer templates, design components, even helpful tips on how to use them. Okay. Landing folio. I’ve got it. What else? And landing folio actually partners with some big design tools. Okay. Figma, Webflow, Tailwind CSS. I’ve heard of those. Figma is for like those slick interface designs, right? Yeah. User interface. Yeah. Yeah. Exactly. And Webflow is a website builder. Yeah. That gives you a lot of design flexibility. Yeah. A lot of control. And Tailwind CSS is for like styling. Yeah. It’s a framework. A framework. Okay. That makes it very fast. Yeah. To style your pages. Okay. So if I’m comfortable using those tools, Yeah. Landing folio can help me level up my designs. Exactly. For templates. Okay. And components specifically designed for those platforms. That’s cool. And I saw that landing folio has a mockup generator. What’s that? So you’ve seen those images of like a laptop with the website design on the screen. Yeah. Yeah. Those are called device mockups. Oh. They’re amazing for like showcasing your designs in a way more realistic way. Yeah. It’s like a screenshot. It is like a screenshot. But more professional looking. Yeah. Way more polished. Yeah. For professional looking designs, your source also mentioned Tailwind 2 Webflow. Okay. So I’m guessing that’s Tailwind CSS to Webflow. You got it. What’s that about? It seems like a huge time saver. Okay. For people using both of those. Yeah. Because you can seamlessly transfer Okay. Tailwind designs right into Webflow. So no more copying and pasting code. Exactly. And that brings us to. The landing page builders. Okay. Bring on the landing page builders. Okay. So first up, we’ve got HubSpot. HubSpot. Isn’t that a big marketing platform? They are. Yeah. But they also offer a free landing page builder. Oh, that’s awesome. Which is great for like beginners. Okay. They’ve got a library of templates that are responsive. Oh, perfect. So you don’t have to start from scratch. Yeah. And their drag and drop editor makes it really easy. Yeah. To customize. Okay. Free is always good. But what if I need something a little more advanced? Maybe lead pages. Lead pages. I’ve heard of them. What are they all about? They’re known for having a ton of tools. Okay. Huge library of templates. Advanced A-B testing. Okay. And get this. They even have an AI image generator. Whoa, hold on. AI image. What? Generator. So you can create unique images for your pages. So like I could say, woman smiling, holding a phone. You got it. And it would create an image. It would. Which is a game changer. Oh, that’s crazy. People who like don’t have the design skills. Right. Or the budget to hire a designer. That’s pretty amazing. Okay. So we got HubSpot for beginners. Lead pages for like the more advanced features and the AI magic. What else? Yeah. Okay. Last but not least, we have Unbounce. Unbounce. What are they known for? They’re really focused on conversion optimization. Okay. So their platform is packed with features. Okay. Designed to help you just squeeze every drop of performance. Right. So what kind of features? They have like dynamic text replacement. Okay. Advanced targeting. Mm-hmm. And of course, really robust A-B testing. Okay. That sounds powerful. Yeah. So we’ve got a lot of options. Yeah. Landing folio for design inspiration. Mm-hmm. HubSpot to get started. Yeah. Lead pages for those advanced features. And the AI. And the AI Unbounce for those who are serious about those conversions. Exactly. But I’m curious, do these tools, like do they have free trials? Most of them do. Oh, that’s good. Free trials, limited free plans. So you can test them out? Exactly. Before you commit. Always good to try before you buy. Yes. Especially with software. Especially software. Okay. So we have covered a lot. We have. We’ve explored those seven essential ingredients of a high converting landing page. Yeah. We talked about how to put it all together. We did. We even looked at some tools. A lot of tools. But I think it’s time to take a step back now. Okay. Think about what this means for you, the listener. Absolutely. So let’s connect those dots and talk about the big picture. Let’s do it. Okay. Okay, so I’m thinking, where do we even begin? Yeah. It can feel overwhelming. Because there are so many moving parts. Yeah. But I think it’s helpful to remember that a landing page at its core is all about driving that one action. Okay. So start with, what is that action? Okay. What do you want people to do? Yeah. Sign up for your email list. Yeah. Download that guide. Mm-hmm. Request a demo, whatever it is. Define that goal. Yes, define the goal. Okay, so we’ve got the goal. All right, then think about your audience. Right, who are we talking to? Yeah. Who are you trying to reach? Yeah. What are their needs? Yeah. What kind of messaging is gonna resonate with them? So it’s not just about throwing a bunch of design elements together. Yeah. It’s really about understanding the audience. It’s about strategy. And tailoring the experience to them. 100%. Once you have those things, then you can start thinking about all those elements. Okay. We just talked about. Right. Headline, clear, concise, benefit-driven, visuals, high-quality, relevant, copy, persuasive, easy to read. Don’t forget that call to action. Oh, the call to action. It’s gotta stand out. It does. Use those action verbs, tell them what to do. Tell them exactly what to do. Download now, you know, that kind of thing. Yes, and remember all those tools we talked about? Yes, the tools. They can really help you with all this design inspiration, drag and drop builders, advanced features, whatever you need. And don’t forget the free trials. Oh yeah, try before you buy. I love a free trial. Me too, takes the pressure off. Yeah, you can play around. You can experiment. See what features you like before you actually commit. Absolutely. Okay, so speaking of trying things out. Yes. We cannot forget the power of A-B testing. Probably one of the most effective ways to improve those pages. I love it. It’s all about continuous improvement. Yes, always testing. Test everything. Headlines, images, button colors. Yeah, layouts, whatever you think might make a difference. Let the data tell you what’s working. Don’t be afraid to get creative. Oh yeah. Some of the best landing pages I’ve seen are the ones that like break the mold. They break all the rules. Yeah, a little bit. They try something unexpected. Exactly. The ones that are surprising. Yes. And delightful. Don’t be afraid to experiment. Have fun with it. Yes. And always keep learning. Always be learning. Because this world is constantly evolving. Constantly changing. So you gotta stay curious. Stay curious. Up to date. Up to date. On all the latest. Best practices, everything. Trends, yeah, okay. Okay. So I think we’ve covered. We’ve covered it all. Just about everything there is to know. Yeah. About landing page design. Yeah, for now. At least for now. It’s always changing. We’ve gone from the basics. We did. To some really advanced concepts. We did. I’m hoping you’re feeling ready to create your own landing page. I hope so too. Your own high converting landing page. Yes, it’s been so fun. It has been. To dive deep on this with you. It has, but before we wrap things up. We’ve gotta give them those resources. Oh yes, the resources. You know, the links to everything we talked about. Those are tools. All the tools, everything. Head to the show notes for all of that. It’s all in the show notes. And you know, if you have any questions. Yeah. You wanna share your experience? Yeah, we’d love to hear from you. Reach out. Yeah, reach out. Let us know. Let us know. We love hearing from you. We do. Okay. Until next time. Until next time. Happy designing. And happy converting. All right, so we’ve talked about all these ingredients and these best practices. But now I’m thinking for our listeners, where do they even begin? Well, it’s true. It can be a little bit overwhelming. There are so many different moving pieces. Yeah. But I think it’s helpful to remember that at the core of it, a landing page has one job. Okay. And it’s all about driving that one specific action. Right. So first, you gotta start with, what is that action? Okay. What do you want people to do when they get to that page? Right. Do you want them to sign up for your email list? Okay. Download a guide. Mm-hmm. Request a demo, whatever it is. So define the goal first. Define the goal. Okay, so we’ve got the goal. And then think about your audience. Okay, yeah. Who are you trying to reach? Who are you talking to? Yeah. What are their needs? What are their pain points? Mm-hmm. What kind of messaging is gonna actually resonate with them? So it’s more than just like throwing some design elements on a page. It’s really understanding who you’re talking to. It’s about strategy. Yeah. And tailoring that experience. Absolutely. Okay. So once you have those things in place, Okay. Then you can start thinking about all those elements we talked about. Right, like those headlines? Making them clear, concise, and benefit-driven. Yeah, high-quality visuals. Yeah. That are relevant. Make it easy to read, persuasive. Yeah, and that call to action. Oh, the call to action. You’re gonna park your bag. You gotta make it stand out. Oh, yeah, stand out. Tell people what to do. Yes, use those action verbs, like here, you know. Download now. Yeah, that kind of thing. And remember, all those tools we talked about, they can help you with this. Yeah, we talked about design inspiration. We had the drag and drop builders. Drag and drop builders. Those advanced features, whatever you need, there’s a tool out there. A lot of them have free trials, too, right? Yeah, most of them do. So I’m all about trying before you buy. Me too. Especially with software. Especially with software. You wanna know what you’re getting? Play around with it. Yeah, play around. See what features you like. Yeah, get a feel for it before you commit. Okay, and speaking of trying things out. Yes. We can’t forget A.B. testing. Oh, yes, A.B. testing. One of the best ways to really improve that landing page over time. Yeah, it’s all about constant improvement. Constant improvement, yeah. Keep testing. Keep testing those headlines, images, the colors, layouts, all of it. Yeah, let the data guide you. Let the data guide you, yeah. But don’t be afraid to get a little creative, too. Oh, yeah, I love that. Because some of the best landing pages I’ve seen are the ones that break the mold. Yes, they break all the rules. Yeah, try something new. Something unexpected. Those are the ones that really surprise you. And they’re delightful. Exactly. So don’t be afraid to experiment. Have fun with it. Yeah, have fun and keep learning. Always keep learning. The biggest world’s constantly evolving. Constantly changing. You got to stay curious. Stay curious. You got to stay up to date. Up to date on everything. All the latest trends, the best practices, all of it. All of it, yeah. Okay, so I think we’ve covered just about everything. I think we have, yeah. When it comes to landing page design. For now. At least for now. Because it’s always changing. We’ve gone from the very basic. We did. To like some really advanced concept. We did. We went deep. I’m hoping you’re feeling inspired and ready to create your own. Yeah, create those high converting pages. Yes, your own high converting landing pages. It’s been a blast talking about this with you. It has. It’s been so much fun. It has. And for everyone listening, if you want to learn more, if you want those links to all the tools we talked about. All the resources, everything. Head to the show notes. It’s all there. It’s all in the show notes. And if you have any questions. Yeah, or you want to share your experience. Yeah, let us know. Reach out. We love hearing from you. Yeah. All right, so that’s it for this deep dive. Until next time. Until next time. Happy designing. And happy converting.