{"id":147620,"date":"2022-04-28T10:12:05","date_gmt":"2022-04-28T14:12:05","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=147620"},"modified":"2026-02-26T13:41:19","modified_gmt":"2026-02-26T18:41:19","slug":"effective-landing-pages","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/effective-landing-pages\/","title":{"rendered":"What Makes a Good Landing Page?"},"content":{"rendered":"\n

Adding landing pages<\/a> to your website can improve your digital marketing success.<\/p>\n\n\n\n

But, not all landing pages are created equal and knowing what makes a good landing page can help you engage your audience more effectively. Potentially increasing sales, brand awareness, and customer loyalty. Read on for landing page tips, including why you should use them and what makes them effective. <\/p>\n\n\n\n

What is a landing page? <\/h2>\n\n\n\n

A landing page<\/a> is a single page on your website or a stand-alone page used as a “landing” point for a specific purpose like an online marketing campaign. The landing page is where users end up when they click on an ad, an email, or a link posted on social media. You could also create a dedicated landing page for different events to make it easier for people to find all the relevant details.<\/p>\n\n\n\n

While your homepage aims to keep people interested in your website, a landing page creates more detail for your visitors. Depending on how you’re using the page, it should feature elements that convince people to sign up for offers, keep in touch with you through your email list, buy a product, attend an event, or become paying customers.<\/p>\n\n\n\n

What are the benefits of an effective landing page?<\/h2>\n\n\n\n

Because landing pages are more flexible than your homepage and other static content, you can tailor them to a specific audience. You can make these pages more personal, speaking directly to your target market and their values.<\/p>\n\n\n\n

A good landing page can also help improve your ad campaigns. Promoting special events, new products, and sales through digital channels like social media and email marketing is only part of the story. You need an intriguing landing page to grab people’s attention and get them to take action.  <\/p>\n\n\n\n

A strong landing page can help boost your conversion rates, target specific audiences, and determine what kinds of content yield the most engagement.<\/p>\n\n\n\n

Improves your conversion rates<\/h3>\n\n\n\n

Part of what makes a good landing page is providing interested customers with more information. Your social media posts, ads, newsletters, and other content capture a customer’s attention, and the landing page fills in the blanks. <\/p>\n\n\n\n

The average landing page conversion rate varies by industry. Across industries, the average is 2.35%<\/a>, but effective landing pages can increase that to 5.31% and beyond. And using more than 30 landing pages can generate seven times more leads<\/a> than sites that use fewer than 10.<\/p>\n\n\n\n

Helps you target your content<\/h3>\n\n\n\n

Your website homepage, social media, and other digital marketing<\/a> channels reach a broad audience, so you should write them to appeal to more than one target group.<\/p>\n\n\n\n

Create targeted landing pages<\/a> based on your campaign goals so that you can focus your language on a specific audience. For example, if your campaign goal is to focus on nurturing people new to your email list, your landing page might include details of your company that appeal to new customers. <\/p>\n\n\n\n

Conversely, if your goal is to build customer loyalty, create a landing page with a special offer to customers. You can create an email that links to a landing page<\/a> or features that product.<\/p>\n\n\n\n

Provides valuable data<\/h3>\n\n\n\n

You can create landing pages that live on your website, or you can create stand-alone pages. Whichever option you choose, you can track each page’s analytics. Use the data to find out which content is driving the most traffic to your site. This might help you come up with ideas for blog posts, newsletters, and other content that interests your customers. <\/p>\n\n\n\n

When you use landing pages with your ads, you can also check information like how long people engaged with each landing page and which sections of your pages are generating the most interest. If you create a separate landing page for each ad campaign, look through the analytics to see which ads brought the most traffic to your website. <\/p>\n\n\n\n

What makes a good landing page in 2023?<\/h2>\n\n\n\n

Like other technology, website design guidelines evolve with trends. These vary with different types of landing pages<\/a>. Here are some trends to capture on your landing pages this year.<\/p>\n\n\n\n

Video<\/h3>\n\n\n\n

Video content has quickly emerged as one of the best ways to inform customers, and it shows no signs of slowing down. In a recent survey, nearly 75% of people<\/a> said they had been convinced to buy something because of a product demonstration video. Videos are easy to share, so your customers have an easy way to spread the word about your business once they’ve checked your landing page.<\/p>\n\n\n\n

Part of what makes a good landing page is capturing people’s attention. Putting an informative and engaging video on your pages can improve your conversion rates by 86%<\/a>. You want your video to entertain, but keep it short.  <\/p>\n\n\n\n

Write a script and practice it a few times. You want to keep your video between 15 and 30 seconds. Make it as entertaining as you can. If your video is used to supplement an ad campaign, add a call to action<\/a> that encourages people to try your deal.<\/p>\n\n\n\n

Animation<\/h3>\n\n\n\n

Another popular landing page feature in 2023 is animation. You don’t have to make a full-blown feature film, but adding little touches like falling snow in the background or moving your product across the screen can make your page more memorable. <\/p>\n\n\n\n

When you’re working on ideas for your landing page, think of where you can add animation to liven up the experience. <\/p>\n\n\n\n

Branded color scheme<\/h3>\n\n\n\n

Your landing page should match your overall branding, including colors and fonts. You can create campaign-specific elements, including animation and video. But make sure that everything on the page matches your brand voice and tone. <\/p>\n\n\n\n

\"landing
This simple, yet effective, landing page, is clearly branded with the company’s logo and clean, simplistic, color scheme.<\/figcaption><\/figure>\n\n\n\n

Making the most of your copy<\/h3>\n\n\n\n

When it comes to determining what makes a good landing page, using fewer words is better. People’s attention spans are short. Keep your copy conversational and make sure it matches your brand voice. Add compelling headers and include a clear call to action that inspires people to engage with your content. <\/p>\n\n\n\n

Write copy that clearly addresses the benefits of your product or service. Change copy based on your target audience, as what they value in your products and services may differ. <\/p>\n\n\n\n

The landing page below for Uber targets new drivers. There’s a clear call to action appealing to a driver’s ability to make money and control their schedule. Although there’s more copy, the most important points are included in the headers with clear messaging and a call to action to sign up.<\/p>\n\n\n\n

\"example
When you create a landing page, include the highlights in your headers and distinguish them with colors and bold lettering. Image credit: Uber<\/a>.<\/figcaption><\/figure>\n\n\n\n

Equality and inclusion<\/h3>\n\n\n\n

Equality and inclusion are a prevalent trend in 2023. When you create your landing pages, use imagery that features a wide range of people. Use gender-neutral language, so all potential customers feel included.<\/p>\n\n\n\n

If you have forms on your website, skip the title and opt for only the first name and last name fields.<\/p>\n\n\n\n

Creating an effective landing page<\/h2>\n\n\n\n

An effective landing page will have a lower bounce rate, which is the percentage of people who leave the page without taking any action, such as clicking on a link. When you’re ready to start designing landing pages<\/a> to convert more customers, follow these guidelines for the best results. <\/p>\n\n\n\n

Set your goals<\/h3>\n\n\n\n

Your landing page design will vary based on your objectives. A landing page trying to get signups for your newsletter will include different calls to action than a page notifying people of a limited-time sale. <\/p>\n\n\n\n

Common goals include: <\/p>\n\n\n\n