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Landing pages – why are they so special?

We lost count of the number of calls we received in the past few years from business owners who are struggling to get clients. Every time we receive a call the first thing we do is we look at their website. Why? In 90% of these calls the reason they cannot generate leads and convert them into customers is their website. More specifically the lack of optimised landing pages.
Landing pages are specifically created to encourage visitors to take a specific action, such as making a purchase, filling out a form, or subscribing to a newsletter. Visitor can land on your website after clicking on links from other sites, social media, email, or paid advertising etc. The purpose of the landing pages is to convert visitors into leads, customers, or subscribers.

Why landing pages are essential

Now that you know what landing pages are, you can see why they are essential for any successful marketing campaign.

In short, you need to make sure:

  • Your website stands out and attracts the right potential customers to the right pages.
  • Your landing pages have the right amount of information; they are interesting and relevant. This way it is much more likely that you can convert visitors into paying customers.

Let’s dive a little deeper, and see more reasons why landing pages are so important

Here are some of the key reasons:

  1. Increased Conversion Rates: One of the main benefits of using landing pages is that they can significantly increase conversion rates. By designing a landing page with a clear and compelling call-to-action, you can increase the likelihood that visitors will take the desired action, whether that’s making a purchase, filling out a form, or calling you and enquire further about your services.
  2. Improved Ad Relevance: Landing pages also improve the relevance of online ads, and help with conversion big time. By creating a landing page that has the information the ad title suggests, people will spend more time on your page. Not only that but search engines see it as relevant information which increases the likelihood that they rank your page higher.
  3. Better Data Collection: Landing pages can also be used to collect valuable data about visitors, such as their email address or contact information. This information can then be used to create targeted marketing campaigns and improve the overall effectiveness of your marketing efforts.
  4. Increased ROI: By improving conversion rates and collecting valuable data, landing pages can ultimately lead to a higher return on investment (ROI).

Now that we discussed the importance of optimising landing pages, we will give away the best tips on how to create them.

8 Tips for optimising landing pages

We have put together 8 essential tips for creating landing pages that convert

Start with creating a plan. You need to be clear on:

• Who you are talking to, you need to know your audience
• The goal of your landing page
• The creative and visuals you need to attract your audience and convert leads into customers
• Keywords you want to use

Clear message

One of the most important things to keep in mind when designing a landing page is to keep it simple. Avoid clutter and unnecessary distractions and focus on creating a clear message that will resonate with your target audience.

Copy style

Instead of using hard to understand and technical phrases and words, write in a conversational and straightforward way, like you’d speak to someone in an email. Be authentic and honest for better results.

Create a compelling headline

The headline of your landing page is one of the most crucial elements. It should be clear, concise, and compelling, and should immediately communicate the value proposition of your offer.

Use high quality images and videos

Images can be a powerful way to grab the attention of your visitors and communicate your message. Use high-quality images or videos that are relevant to your offer and help to communicate its value. Instead of using stock photos, you can gain more trust by adding pictures of yourself and your team and/or customers.

Gain trust

Show your audience your happy customers and raving fans: showcase positive testimonials, reviews and/or successful case studies. It is also a good idea to show any professional certificates or partnership badges you might have.

Include a strong call-to-action

Your call-to-action (CTA) is the element that will ultimately drive conversions. In order for the CTA to stand out, make sure you use action-oriented language to encourage visitors to take the desired action.

Test and optimise further

Finally, it’s important to test your landing pages to continually improve their effectiveness. Landing optimisation is an ongoing process, so make sure you build it into your marketing strategy.


In conclusion, landing pages are an essential element of online marketing campaigns. By creating them, you can increase conversion rates, improve ad relevance, collect valuable data, and ultimately increase your ROI.
It’s important to keep it simple, create a compelling headline, use high-quality visuals, include a strong call-to-action, and test and iterate to continually improve their effectiveness.
With these tips in mind, your business can create landing pages that effectively convert visitors into leads, customers, and subscribers.
But if it sounds way too overwhelming, just give us a shout, we would like to help you!