Create great Landing Pages that convert

Landing pages are a fundamental part of your email marketing campaign. Ideally, every campaign that you run should feature a custom landing page.

Landing pages are designed to lead your reader down the correct path once they have clicked on a call to action within your email. The message that your landing page portrays depends on what you would like your recipient to do. Usually landing pages are used to capture more information, and often feature a form which may be empty or prefilled.

To help you build good looking and high-converting landing pages, here are some great landing page best practices to follow:

1. Get to the point

We all know people have short attention spans – so why shouldn’t this be considered when creating a landing page? Online audiences tend to avoid reading through an entire webpage of information, and instead will ‘forage’ through page to find what they’re looking for.

So when you’re designing your landing page it’s important to get straight to the point. A reader has landed on this page because they liked what you had to say in your email campaign, so make sure you address that reason clearly. Highlight the value of what you’re offering and how it addresses their problems. Include your most important attributes: features and benefits.

Use clear headings and sub-headings, easy to read bullet points and emphasize key points by using bolded or italic text. Remember to keep things as simple as possible.

2. Use contrasting colours

No matter what your call to action says, it needs to stand out from the page. Make it easy for visitors to fill out your form and click ‘submit’. Using contrasting colours is a great way to grab a visitor’s attention. If your landing page is white, grey and black, consider using a pink or orange call to action to ensure it really pops off the page.

3. Include your logo

When your customer leaves your email and arrives on the landing page, they need to be sure of exactly where they are.

Your landing page should have your logo placed strategically on the page. The logo shouldn’t be the focus point of the page, but it should be apparent enough so that visitors recognise it as an extension of your brand and email.

This is especially important for those visitors who have come to your landing page from an external source, such as your social media pages.

4. Keep it clean

Avoid filling up your landing page with messy visuals. It can be tempted to go to town on your design, but tests have shown that too many over the top images can hinder conversion. In fact, a cluttered landing page distracts the reader from the main point of the landing page.

Too many graphics will also increase loading times. For visitors on mobile devices, a longer load time can increase customer dissatisfaction, fewer page views and a loss in conversion.

5. Don’t forget formatting

The incorrect format can damage your conversion rates. If a reader can’t absorb the information quickly they may bounce off the page. Clearly lay out your headlines, images, copy and form etc. to create a user friendly experience that guides visitors to convert.

Take a look at this example. The information is easily digested due to the clear formatting. The text on the right potentially could have been listed as bullet points to make it easier to read.



6. Include some social action

In the same way that adding case studies and recommendations can help you make a sale, including third part content can help boost conversions.

Include testimonials, or take a look through your social media profiles to find comments from users that have used your services in the past and said nice things about it.

Consider adding in figures to highlight how popular the product has been, for example ‘Over 2000 people have downloaded this whitepaper!’

7. Be consistent

A study conducted by Marketing Sherpa found that page layout topped the list of elements that have the greatest impact on performance. If certain elements on your page are in different places every time, it can make it hard for visitors to navigate the pages on your website.


It’s important to test elements of your landing page to ensure you are getting maximum results. And of course, every audience and every business is different.

To make it easier when building your landing pages, here is a handy acronym:

I want a landing page that CONVERTS:

C: Clear call to action

O: Offer

N: Narrow your focus

V: Very important attributes

E: Effective headline

R: Resultion savvy layout

T: Tidy visuals

S: Social proof

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