Landing pages require careful crafting to engage users and steer them toward your form to submit their information. If you’re starting from scratch or fixing up an existing landing page, make sure you use these tips on how to design a landing page to convert leads and create more opportunities.

What is a Landing Page?

A landing page is a web page designed to persuade users to take one specific action. Most often, that action is to fill out a form, register for an event, sign up for an email list, or purchase a product. 

How to Design a Landing Page: Best Practices

As you are creating your landing page to convert leads, it’s important that you keep several important elements in mind. When all working cohesively, these crucial elements and best practices can help you create new opportunities and grow your business.

Related: Implementing Lead Generation Strategies that Work

Remove the Navigation and Links

As mentioned before, the purpose of a landing page is for visitors to take one specific action. In an effort to ensure a visitor takes this action and no other, is by leaving them no other choice. A well-designed landing page should have little to no navigation or links that could divert the user from their path to converting. You can include navigation or linking opportunities for users to explore your website or visit other pages on the “thank you page” or the page they are directed to after submitting their information.


Find Your Hero Image or Video

As soon as a user lands on the page, their eyes should gravitate toward a powerful visual. A hero image or video usually near the top of the page. This visual or graphical element should be relative to the landing page’s content. For example, the product you’re selling or the guest speaker of your webinar.


Create a Strong, Eye-Catching Headline


After the hero image attracts their attention, your heading and subheading keeps them interested. Headlines should be short, sweet, and concise. Clever, witty headlines are sure to win over your audience and keep them engaged. If you’re wondering how to write a landing page headline, look for inspiration on the pages of your favorite brands.


Write Supporting Body Copy

This is where you really pull them in. If you are looking for visitors to hand over information like their name, email, and phone number, then you really need to tell them what they are getting in return when writing the copy. Setting the expectation that submitting their information is worth the pay off, is more likely to lead to a conversion. Supporting body copy should include a unique selling position, the benefits of your offer, social proof like reviews, expert endorsement, or a certification.

Make Your Call to Action Clear

Don’t leave your users wondering what to do next. If you want them to sign up for a newsletter, schedule a demo, RSVP to an event, or download an ebook, make sure your landing page call-to-action says just that! It’s also a best practice to include your CTA multiple times on the longer landing pages.

Craft Your Form

Creating a lead generation form has its own set of best practices, as a form can make or break a landing page conversion performance. Just as you’ve set up the body copy to support that your offer is worth the user’s information, your form should support that too. Your landing page form should not ask for more information than your offer is worth. Consider the value of your product, newsletter, event, or ebook when determining the type and amount of form fields you include.


Related: Lead Generation Forms: 8 Examples That Will Actually Get Leads

Don’t forget the follow-up!

After a user converts and becomes a lead, it’s up to YOU to determine how that turns into an opportunity for growth. Be sure your sales team is notified when any leads come in and that there’s timely follow up. Consider using marketing automation software that automatically emails leads when they submit a form, or create entire workflows from conversion to won opportunities!

Marketing is an art form, and one that we know well. If you need help with how to design a landing page – or creating a marketing strategy and campaigns that get users to a landing page, Ironmark can help. Contact us today to see how we can help you turn website visitors to customers.

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Written by Kaytee Nichols

Kaytee is an Account Manager with a bachelor's degree from UMBC and 6 years of marketing industry experience. She loves working with clients to understand their goals and develop full scale marketing plans to help them grow their businesses.