The landing page is the most critical page on a website; you should remember that moving forward. It should be designed to convince the visitor to perform the intended function of the website. If a website is made to attract subscribers, buyers, or readers, the landing page should be the place where you express that to your visitor. Marketers take a special interest in this page as they are designed to be more targeted and timely.

Characteristics of a Good Landing Page


If you are a photographer who specializes in wedding events, you would want to make your landing page focused on those shoots rather than a generic photography page. This eliminates any number of CTAs (call to action) and directs your audience only to a single purpose or offering. You can have different landing pages, all customized based on how the user arrives at your site. You can direct your visitors from social media posts to a different design and feel, and use a different one for those that click on your PPC. But the important thing is to be specific and focused on your niche.


A good landing page is clean, concise, easy navigation, and fewer distractions. It should only provide the necessary information required to convert. It should also be effective and flexible to update and re-design. There are several landing page software available; two of the most effective software are Unbounce and Instapage. As stated by the experts at, if you have low traffic and just want to create a simple landing page, stick to the Launch plan from Unbounce, while if you are up for having more conversions, Instapage is the right one for you. While the page needs to be simple, the sophisticated analytics to ensure CRO will help you make it effective.

Match It

Themes and design should reflect the purpose of the page that is to inform and court conversion. A user who is looking for a travel agency should be able to see an eye-catching design that fits the message of what you are offering, for instance, “A comprehensive, hassle-free experience”.

How to Make Your Own Page

Organize the Design

The structure of your landing page is essential in enacting its purpose as well as having a higher chance for conversion. The arrangement and the elements incorporated should be geared towards the objectives. You can effectively use attractive designs, buttons, clean background, or a simple form. You must test different attributes of those elements to ensure its effectiveness.

Proper Use of Headers

Headers are used to introduce or give a brief explanation as to why your offer should be taken by the user. Along with the sub-headings, they offer a unique opportunity to promote your page using texts. Make sure you use them to give a concise explanation of the offer or proposition. You only have less than 10 seconds to convince your visitors that your proposition is worth pursuing. So make it convincing and precise.

Mobile Ready

In recent years, the use of mobile devices for online activities is steadily increasing overtaking desktop users. That is why it’s important to make your landing page mobile-friendly. It should be clickable, great latency, easy to navigate, and should look good on different mobile devices. This is also important in terms of getting a better SERP ranking, as search engines are now looking at how your site performs on mobile computers.

Trust Signals

Gaining your visitor’s trust can also be achieved by using multiple trust signals in your landing page. Readers who see well-known brands or read testimonials will be confident that you are giving a legitimate and trustworthy offer.

You can use different forms like testimonials, which expresses satisfaction from previous or current clients as a form of word-of-mouth or endorsements. Likes from different social media platforms are also useful. Also, trust badges in the form of logos from famous brands, coalitions, groups, or recognition you received can elicit a perception of competency on your brand.

Mind the Forms

To have an effective landing page, forms should be as short as possible. Although getting relevant information from your users is important, you don’t want to burden them with tedious fill-out forms. Your conversions will take a negative hit if users are going to fill-out multiple fields. If you want to get more information, you can just place them on the ‘Thank You’ page.

Test It

This is an obvious step in making a landing page or any page for that matter. More importantly for landing pages, adequate testing should be conducted to identify elements that are working for you and those that need some tweaking. So make sure you are thorough during this part of the process.

Your landing page is the cornerstone of your website. Although content is important, if you are making it too complicated and difficult for your visitors to navigate, it is not likely they’ll spend another second on your website. Just like a good businessman dresses impeccably on a client meeting, your landing page is your business surrogate to the digital world.