Landing pages are a must have in your campaign strategy because they are a fantastic tool for driving leads, sales, and awareness of a specific product or service.

Landing pages require different sales tactics to website pages, and it can be tricky knowing how to create a landing page and how to optimise it for conversions. That’s why Infoserve has put together a list of 10 landing page tips to get you started. 

What is a landing page? 

A landing page is a standalone web page that is generated specifically for a campaign or business advertisement. Its purpose is to promote a specific product, service or offer; generate leads; and drive conversions. A landing page can be both paid and unpaid, depending on the goals and lifespan of the campaign. 

1. Create a benefit focussed headline 

Create a benefit focussed headline that immediately demonstrates how you plan to eliminate your customer’s pain point. Don’t create headlines that are deceptive, misleading or vague; this will diminish trust in your offer. 

Top tip: Match the headline on your page to the blue link text on the SERP for optimum engagement and SEO functionality. 

2. Increase loading speed 

Slow loading speed will drive customers away from your landing page before they even get the chance to browse it. 

To improve your landing page’s loading speed, optimise and condense images, eliminate unnecessary content, and enable browser caching. 

3. Reduce clutter 

When it comes to landing pages, simple is always better. 

Remove unnecessary links, buttons and drop down menus and make your offer the sole focus of the page. Customers should get the information they need from your landing page immediately. This will catch their attention and make it clear exactly which action you want your customer to take next. 

4. Focus on ONE CTA 

The purpose of your landing page is to encourage customers to take a desired action, so make sure this is the only action they can take. 

Focus on optimising for ONE call to action (CTA) only, and scatter it at convenient intervals throughout the page, ensuring it is both at the top and bottom of your landing page. If your CTA is to fill out a contact form, position it at the top of the page. 

Your CTA should command urgent action, so avoid generic ‘click here’ or ‘call now’ buttons. Phrases such as ‘hire our bespoke web designer today’ are far more effective on landing pages. 

5. Make your landing page visually attractive 

Draw your customer in by making the page visually stand out. Depending on your brand this could be sleek, stylish and simple, or bright, colourful and bold. Either way, make sure it grabs your customer’s attention immediately. 

Top tip: Try split testing (A/B testing) 2 separate landing page designs to see which design encourages the most engagement. 

6. Optimise for mobile 

Invest in responsive design to ensure your landing page is eye-catching and functional across all devices. More people than ever are using mobile devices to browse through the SERPs for quick solutions; investing in responsive design for your landing page is vital. 

Small, fiddly buttons and slow loading designs will remove a customer’s urge to take your desired action. 

7. Include proof of value

A landing page is often a customer’s first contact with your business so develop trust in your service by rounding off your unique selling proposition with reviews, testimonials and case studies. 

These will keep viewers on your website whilst they make the decision on whether to take action. It will also show that they can trust you enough to convert into customers. 

8. Speak to your target audience 

As with all things digital marketing, keep your target audience at the centre of all decisions. This includes using language they respond to, provide immediate solutions to their key pain point, and encourage engagement using their internet habits. 

9. Include video content to support your offer 

According to Hubspot, ‘80% of video marketers claim that video has directly increased sales’, with a majority of customers claiming video content helps inform their buying decisions. 

Customers are becoming more enamoured with video content than text, so including high quality video that provides value to your customers at the top of your landing page will drive conversions. 

10. Test, test, and test again 

Okay, you don’t need to test 3 separate times, but testing the effectiveness of your landing page is crucial to increasing the number of conversions it obtains. Once you’ve tested and your landing page is live, check its progress at regular intervals and make any necessary adjustments to improve its performance. 

For this, you do need to check, check and check again. 



Not sure where to start? 

Here at Infoserve, our web design experts are on hand to help you create and build a unique, functional and responsive website, and our PPC and SEO team help your website get found.