Landing page 101 — Do’s and don’ts to keep in mind
Landing pages are specifically designed pages created to attract users and direct them toward a concrete action, such as making a purchase, subscribing, or downloading content. Unlike a general website, these pages have a defined purpose: converting visitors into potential customers or leads.
Users typically arrive at landing pages through social media, ads, or email marketing campaigns. For this reason, their design must be clear, direct, and aligned with business objectives.
However, despite their importance, design mistakes are common and can directly impact conversion rates. From confusing headlines to information overload, every element of a landing page must be carefully evaluated to ensure its success.
Below, we analyze the key aspects of designing a functional and attractive landing page, while avoiding the most common mistakes.
The importance of a coherent headline
The headline is the first thing users see when they land on the page. A good headline should not only grab attention but also align with the expectations set by the ad or content that brought the user there.
If your social media campaign used a specific tone, the landing page headline should reflect that same style to ensure consistency.
For example, if an ad promises “Exclusive offers for subscribers,” the landing page should reinforce this message with something like: “Discover your exclusive offers here.” This reassures users that they are in the right place, building trust and increasing conversion rates.
Concise and direct copywriting
Another common mistake is overloading the page with too much information. Excessive text or visual elements can overwhelm users and dilute the primary purpose of the page.
The goal is to convince users to take action as quickly as possible, so the text should not be redundant or too long. Instead, maintain a clear and direct approach.
For example, if you’re offering an e-book download, you only need a brief summary of the content, an attractive image of the cover, and a clear CTA like “Download now”. Provide only the essential information to encourage users to complete the action.
Placement and continuous testing
A common issue is that important information is not placed in the most visible area, or that key elements triggering user action are “hidden”.
Information above the fold
Testing and adjusting landing pages is essential for optimizing performance. Without testing, it’s difficult to know what’s working and what needs improvement.
For example, click tracking tests help identify where users click and which elements attract attention, so they can be positioned above the fold. If users are not engaging with the CTA, experiment with its placement, color, or text to make it more effective.
CTA: the heart of the landing page
The CTA (Call to Action) is the most crucial element of an effective landing page. It serves as the primary indicator guiding users toward the desired action. A strong CTA should be clear, concise, and easy to find.
Phrases like “Buy now,” “Subscribe,” “Book a demo,” or “Download for free” work well because they are direct and specific.
If your page lacks a prominent CTA, you risk confusing the user, which may lead them to leave the page without taking action.
Remember: If a user reaches your landing page, marketing has done its job — now, it’s up to the page to hold their attention and guide them toward the next step. A few well-chosen words inside the button should be enough to drive action.
Understanding the user and the goal
Users are the counterpart of a landing page. If proper research has not been conducted, the landing page may fail to attract the right audience, compromising its effectiveness.
If you don’t know who your users are, what their needs are, or what they are trying to achieve, it will be difficult to design a page that resonates with them.
This is why preliminary research is essential to better understand users and design with them in mind.
Just as you need to understand your users, you must also understand the goal of the landing page:
- Is it a campaign to collect email addresses?
- Is it designed to sell a product?
- Does it promote a limited-time offer?
Asking specific questions about the purpose of the page and the desired outcome will help align the design with business expectations and objectives.
A user-centered approach allows you to connect with visitors more effectively and increase conversions.
Iterating and evolving the Design
Above all, iteration is the most important factor in landing page design. As mentioned earlier, content placement should be tested, its impact analyzed, and its structure continuously refined.
For a dynamic, gradual, and scalable impact, designers must continuously test and improve the landing page’s structure and design.
Final tips for an effective landing page design
Lastly, here are key details that designers should also consider:
- Optimize for mobile: Since smartphones are the most used devices, the design should prioritize responsive layouts.
- Less is more: A landing page should be direct and focused, meaning it should not have a complex information architecture or be difficult to navigate.
- Prioritize communication: Always include a direct contact section so users can ask questions, provide feedback, or request more information about the services or products offered.
A well-designed landing page provides essential information, features a prominent CTA, and connects with visitors in a cohesive and engaging way.
By understanding user needs, maintaining message consistency with the campaign, and testing different versions, you can create a digital resource capable of driving conversions and strengthening relationships with potential customers.
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