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How to Build Landing Pages that Explode Conversion Rates

Your landing page is the first meaningful interaction a customer has with your brand.

Crafting a landing page that captures attention, inspires curiosity, and ultimately converts visitors into customers is crucial for every small business owner. An optimised landing page drives conversion rates and immediately improves sales.

This article reveals the expert secrets to creating the best landing page, covering everything you need to know to skyrocket your conversion rates.

Why is an Optimised Landing Page Important?

The importance of first impressions can’t be overstated. Forbes reports that:

  • 48% of people say they judge a company’s credibility based on its website design.

  • Users form an opinion about a website in 0.05 seconds.

  • 38% of users won’t stay on a website with an attractive design.

  • The average time a user spends on a website is 54 seconds.

  • 40% of users won’t wait more than 3 seconds for a site to load.

These statistics highlight just how crucial a well-designed landing page is. The first few seconds of your website’s design determine whether people will stay to see the rest. It also decides if the user will trust your brand and how likely they are to make a purchase.

First Impressions

Users judge your website and brand in seconds, so your landing page must give the best first impression it can. A visually appealing design that aligns with your brand can make a significant difference.

Elements such as colour scheme, typography, and layout need to be selected not just for aesthetic appeal but also for their psychological impact on visitors. For example, blue can evoke trust, while orange is excellent for call-to-action buttons due to its visibility.

Mobile Friendly

Your site must be mobile friendly at first glance, meaning all the information is presented neatly, optimised for a small screen. Forbes reports that 54% of all web traffic comes from mobile phones—you can’t risk losing 54% of possible customers due to poor mobile design.

The simplest way to ensure your website is mobile friendly is to use a responsive design. This method has built-in code that adapts your website based on what the user is viewing it from, whether a desktop computer or a mobile device.

Craft Compelling Content

The way you present information on your landing page influences visitor behaviour. Begin with a clear, compelling headline that communicates the core benefit of what you’re offering. It should be catchy and concise, drawing attention and inviting the visitor to learn more.

Next, subheadings should be persuasive and relevant. The short paragraphs under them should be concise, informative, and guide the user toward taking action.

Effective Calls-to-Action

The call-to-action (CTA) is one of the most crucial elements of your landing page. Your CTA should be bold, direct, and compelling. Use strong verbs, powerful incentives, and make sure it stands out visually from the rest of the page.

An effective call-to-action is:

  • Urgent: Inspire users to take action now, not later.

  • Clear: What do you want users to do? Subscribe, reserve, purchase, download, or something else?

  • Valuable: Why should users take action?

  • Unique: A unique CTA will stick with the user rather than being something they just scroll past.

Place multiple CTAs throughout the landing page. Keep them all the same or similar—repetition helps inspire users to take action.

Social Proof

Social proof is a psychological phenomenon where people copy the actions of others. So, incorporate elements that provide social proof on your landing page, such as testimonials, user reviews, and case studies. Also, logos of well-known clients or media mentions also boosts social proof and, therefore, credibility.

Include a mix of long and short quotes to optimise their impact. Placing social proof near CTAs is a great idea, too, since it reassures hesitant customers right before they take action.

Visuals and Media

High-quality visuals like images and short videos enhance the appeal of your landing page. Videos in particular are essential. According to Forbes, users spend 88% more time on websites with videos.

Ensure the pictures and videos you include are relevant and provide concise information. They shouldn’t have long introductions where nothing happens. The first few seconds of a video is what convinces the user to keep watching, so get straight to the point.

Your website must look great on any screen, no matter its size.

User Experience

The better your user experience, the more likely a higher conversion rate. User experience relies on two factors: intuitive navigation and loading speed.

Intuitive Navigation

Getting around your website should be easy. A straightforward and intuitive design lends itself well to simpler navigation, keeping users on your page for longer. Ensure your website isn’t cluttered, information is clear and concise, and buttons are large enough.

Loading Speed

Nothing helps you lose customers like a slow website. Google has discovered that it's a matter of milliseconds—if your site is even 250 milliseconds slower than your competitors, you’re losing customers.

Some techniques to speed up your website’s loading time include removing unnecessary plugins, getting rid of redirects, and using third-party services to free up some of the load on your site’s servers.

Continuous Improvement Through Analytics

Deploying your landing page is just the beginning. Continual improvement through real-time data analysis is crucial for maintaining and increasing its effectiveness. Tools like Google Analytics offer insights into user behaviour patterns, including time spent on the page, bounce rates, and conversion rates.

Regular A/B testing allows you to refine elements such as CTA placement, colour schemes, and even the sales copy. Each tweak and test can lead to better user experiences and higher conversions. For example, testing different headlines or CTA colours can reveal what resonates best with your audience.

Keep in Touch

Invite users back to your landing page and to your product or service by keeping in touch. For example, you can send abandoned cart emails or ask users to opt-in to notifications.

In addition to email, browser and mobile notifications can serve as timely reminders about sales, new products, or limited-time offers. Personalising these notifications based on user behaviour and preferences can make them more effective. For example, if a user browsed a particular category, a notification about a sale in that category might pique their interest.


Creating a high-conversion landing page is an essential strategy for any digital marketing effort. It combines the art of appealing design with the science of user behaviour to transform visitors into customers.

By focusing on design, strategic content placement, the use of social proof, and ongoing analytics, small business owners and founders can craft landing pages that not only attract attention but also drive substantial business growth.


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