How to Design Your Landing Pages Effectively to Boost Conversions

A landing page is a page on your website that visitors reach by clicking a CTA (Call-to-Action button). This page is one of the fundamental tools of inbound marketing: it contains a form that visitors must fill in to receive content in exchange for their information (contact details, company information, or other data…). These are the pages that turn your visitors into leads — like a salesperson working 24/7! You must therefore take particular care with these pages to make them effective and attract the right contacts.

Here are some best practices that will unlock the full potential of your landing pages.

1. A Distinct Layout

Your landing pages should stand apart from the other pages on your site. However, to avoid confusing the visitor and to reassure them that they are still on your website, always respect your brand guidelines and display your logo.

2. Remove Distractions

To maximise the chances of the form being completed, remove all other possible actions from the page: disable the main navigation, and include no links or buttons on the page other than the form.

3. Make the Form the Focal Point of the Page

The text and any image(s) on the page should clearly explain what the visitor will receive in exchange for the data collected. Your form must be clear and easy to use, and should be the most visible element on the page.

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By applying these three simple principles, you encourage visitors to exchange their information for content. It becomes straightforward to turn a simple visitor into a lead!

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