The Basics of Landing Page Design

In today’s digitally-driven business landscape, any inbound marketer knows that hard work extends beyond collecting followers. While generating leads is a crucial first step, converting them into sales is what can make or break a business–and what better way to entice your audience than through your landing page?

Landing pages are essential in persuading customers to buy or invest, but incredibly underutilized. Find out how to best incorporate them into your marketing scheme.

What is a Landing Page?

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True to its name, a landing page is where visitors find themselves after clicking through a Google or social media ad. It’s a standalone page that serves a single, focused purpose: to advertise your products and services. 

As opposed to other pages on your website, a landing page volunteers only a single call-to-action, usually a sign-up or subscription. With an average of only 8 seconds to make an impression on your potential customers, an effective landing page will persuade visitors to provide personal information in exchange for a special offer. 

Landing pages come with a ton of perks. Not only do they help generate leads–you get to collect demographic information and decipher which of your prospects are most engaged. Plus, you accumulate insights on your marketing performance. 

Convinced? Here’s how you can best incorporate a landing page into your marketing scheme.

Identify Your Landing Page’s Audience

Having an average of 10-15 landing pages tied to targeted ads has proven a 55% increase in leads. The math is simple. More pages, more conversion opportunities. But a greater amount of resources will also demand variety. 

To better target audiences, you’ll want to know who you’re reaching out to in the first place. Did your buyer click through a social link? If so, what were its selling points?

Collecting the right type of information will help you segment your customer base and best cater to their distinct needs. Based on your audience’s behavior, you can create separate landing pages that offer various benefits, whether a discount or download. 

Give Your Landing Page Continuity

As the saying goes, it’s about the journey, not the destination. Sure, you’ll ultimately want to make a sale, but your customer might need a little convincing. After all, they aren’t simply signing up for a free eBook or exclusive video—they want a valuable experience.

Your consumer’s journey should be seamless. In a way, your landing page is a stepping stone into your business, and should feel like a continuation of whatever ad it links out from. One way to achieve this is through visuals and keywords. Keep them uniform or similar. 

Decide on an Offer for Your Landing Page

Customers love a freebie—in fact, 77% of them actively seek freebies out. With that in mind, consumers are more likely to do something in exchange for a free trial, resource, or gift.

Focus your page on a single offer that makes a statement about your business. A consultancy firm, for example, might offer a free consultation, whereas a beauty brand might offer a free makeover. 

Landing Page Design

A multitude of offers can work to your advantage–but not on a single page, because too many CTAs can reduce conversion rates by 266%. There’s no such thing as a landing page that’s optimized for everyone. You can tend to various audiences, products, angles, and industries using several pages unified by the tone and visuals of your brand. 

Design Your Landing Page

The anatomy of a landing page is fairly uncomplicated: you’ll want to include an enticing headline, visually appealing images, bite-sized copy, and most importantly, a lead-capture form. Optimizing these components, however, is another story. 

Of the marketers that implement them, 46% agree that design plays a major role in determining a page’s success. More than big, bold fonts and clean visuals, you’ll want to design your landing page for functionality: zero in on what your customers want, and make sure they get it.

A well-designed landing page will communicate meaningful and relevant information without being cluttered. Take the popular educational resource Khan Academy, which employs its homepage as a landing page. In a single scroll, you gather key information such as what Khan Academy is, who it services, and how you can benefit.

Re-Examine Your Landing Pages’ Original Ads

To get to a landing page in the first place, visitors will have to interact with one of your ads. When implemented well, ad clicks result in leads and and money. With this in mind, you’ll want to make sure your ads remain consistent. 

With a click-through rate of only 3.17%, focusing on your pre-click optimization is just as important as your post-click optimization. Ad features you’ll want to consider seasonally reworking are keywords, design, and targeting. 

Google Ads Keyword Planner is an excellent tool for keeping track of trending searches and gauging competition. Alternatively, you can consult Google Trends to align your existing and future ads with elements popular in other online campaigns. 

Monitor and Improve Your Landing Pages

Although they’re standalone elements of a broader website, landing pages shouldn’t be treated as one-trick ponies. You’ll want them to keep turning over conversions for as long as they exist online. Rather than constantly replacing them, observe their impact and gauge where you can make improvements. 

Landing Page Design

There is a number of landing page metrics you’ll want to keep track of, such as views, conversions, and the average time spent viewing your page, among others. Consider whether you need to reword your call-to-action, or perhaps when your page gets the most attention. 

Make changes only where they are necessary. If your visuals or copy are well-received, leave them be. You can sign up for free-forever metric analysis tools such as Databox, which helps measure your goals and KPIs. 


First impressions count, and a landing page is one of your best opportunities to make a good one. Not only does it up conversion rates, but improves SEO rankings, incorporates brand reputability, and cuts advertising costs when yours are performing well. 

A landing page is focused and complements the intent of your existing ads. Through achieving a single, targeted goal, they allow you to cascade into KPIs with more general purposes. 

To get started on building your own landing page, visit Igloo to chat with an expert and see how our marketing expertise can lead to your success. 


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