Create a Landing Page That Performs Great

What is a Landing Page?

A landing page is a special type of website designed to get people to take a specific action, like signing up for a newsletter or making a purchase. Whether you're working in marketing, sales, or design, you know how important it is to have a good landing page because it helps increase your sales or generate new leads. Unlike regular web pages, landing pages have just one clear goal—called a call to action (CTA)—and are usually linked to a specific marketing campaign. Because they focus on just one thing, landing pages follow a set of best practices to be as effective as possible.

Landing Pages vs. Front Pages

A front page, like the homepage of a website, usually has a navigation bar with lots of links to other pages, like blogs, product pages, or contact information. But a landing page is different. It should have just one link or multiple links that all direct users to the same action. This makes it easier for visitors to focus on what you want them to do, which can lead to more conversions.

Your brand's front page has a different purpose. It's there to show off your brand’s personality, let people explore your site, and find out more about your products or services. But it might not be the best place to make a sale or get someone to sign up for something. That’s where landing pages come in.

Landing pages are usually part of specific campaigns, so people who land on them are already interested in what you're offering. They might have clicked on an ad or a link from Google, social media, or other places on the web. Because of this, landing pages are great for getting high-quality leads who are genuinely interested in your product.

Best Practices for Creating a Landing Page

What makes a landing page effective? It should be clear, simple, and focused on one goal. The message on your landing page should be straightforward, with a headline that encourages visitors to take the action you want. It should also explain why doing this action will benefit them.

Visually, the landing page should be clean and not too flashy. This isn't the place to use lots of animations or complex designs that might distract people. The main focus should be on the CTA, which is usually a button.

To make sure people click on the button, it should stand out. Use a color that contrasts with the background of the page and include clear text on the button, like “Sign Up Now” or “Get Started.” This makes it easy for visitors to understand what they need to do.