Landing page is like a book cover. While visiting a bookstore, it is the cover of the book that usually makes us pick the book up from the shelf. Landing page is often the first place a visitor sees on our site, it is not a homepage, but a specially designed section with an offer. We usually find ourselves here by clicking on an online advertisement, such as a PPC search ad, a banner or a PR article on a news server.

It is very important to choose the best landing page builder when setting up your online presentation since it is this page which will determine your success online. However, even the best builder can be futile if you don’t follow some of the crucial principles when setting up your page. Here are 8 great tips what to watch for a remember while building a successful landing page:


1) Say everything important in the title

We have very little time on the Internet to get user’s attention. After entering an unknown site, the user spends only a few seconds before making the assessment whether it makes sense to read further. The key heading is therefore crucial, and it must clearly and concisely state what we offer and the benefits our offer brings.

Anything that does not fit directly into the headline can be further elaborated in one highlighted sentence just below it. Nothing more. If the wording of both is easy to understand and engaging, then there is a chance that the user will stay a little longer and we will have the opportunity to convince them to convert.


2) Divide the page into smaller sections

There is no one-size-fits-all rule about how long a landing page should be and how much content to present on it. Generally speaking, the more serious a decision the site encourages, the more arguments and information needed to convince the visitor. Look at some examples of successful landing pages here:

The page must contain, in addition to the headline and subtitle, other necessary information, including so-called value statements. Another essential component is the call-to-action itself associated with the contact form and conversion button. In addition, there may be various case studies, customer feedback, benchmarking data, and many other information that can help lead. Regardless of the length of the landing page, you need to subdivide the text using subtitles, bullets, or visually separated blocks to help the visitor read it more easily.


3) Use images and graphics to enhance your message

When designing a landing page, we must not forget that design also has meanings that should be consistent with our message. For example, if we use people’s images, then their clothing, face expression and overall impression need to match the values ​​and ideas of the individuals who represent those values.

But design is not just photography. Also, colors, font, and other graphic elements have a character that affects the overall meaning. You can read more about it in the article:


4) Hide the menu and everything that distracts you

All roads lead to Rome – this was true in the ancient world. On the bidding pages, however, each path to the conversion goal must lead. There is only one of them – filling in and sending the contact (inquiry, order) form. Anything that distracts you must be kept, including the main site navigation or footer information. Read here about the psychology behind choices people make online.

You should bear in mind that you have already made considerable efforts to get the potential customer to this place. Pointing it now in any other way than the send button would be pure marketing nonsense.


5) Focus on the form, location, and text of the conversion button

The conversion button can have different functions. These include, for example, going to the signup page, redirecting the user to the order, or sending the contact form directly. In all cases, it must be large enough, have a contrasting color to the surroundings and, last but not least, have an impressive caption. This should be clearly legible and give a brief indication of what happens after a click (eg, “download a book”).

It is equally important that there be a call-to-action near the button, that is, an instruction for the user associated with the declared benefit. (eg: “Download the funniest book for a merry winter evening for free.”)


6) Present your credibility

As in the physical world, there is also a digital need to convince the customer that our company deserves his trust. Various information and visual elements on the landing page can help. First of all, it is useful to present the views from people who have already experienced us. These include customer feedback, citing social comments, or displaying ratings and ratings from various catalogs, search engines, and other online services.

Other arguments can also help to give a good impression. These include certifications, awards, associations and chambers, strong brands between partners and customers, detailed contact details or names, photos and profiles of team members.


7) Maintain consistency with other elements of the campaign

It’s always a good idea to ask what a user saw before they got to the landing page, and what happens after they leave it. Your bidding page should correspond to the other elements of your campaign. It is necessary to repeat the text of the main offer, re-enter the sales arguments and to mention all the numbers, prices, discounts and other that the visitor has already seen on previous promotional materials and that motivated them to enter the landing page.

Let us not forget that communication takes place not only by word but also by image. The visual style of the offer page must therefore match the design of the banners, videos, newsletters and last but not least the overall brand identity.


8) Prepare a separate landing page for each offer

You most likely have more than one offer for your customers. In this case, it is good to prepare a separate landing page for each of them for several reasons. On the one hand, each menu page will focus on only one theme, which will make it easier and more straightforward. You will also get a better starting position for SEO and you will be able to more easily align the main title, headline, lead paragraph, image caption, etc. Read more about rules concerning a good lead paragraph. With each additional landing page there is a new subpage on the web, which again increases the chances of growing traffic from organic search.