Feb 26, 2025
When designing a landing page, the goal is to deliver relevant information to potential customers quickly. It is there to nurture potential customers who might still be on the fence about your products or services and teach them how your business can solve their problems and pain points in order to convert their interest into sales. That means it has to be designed a little bit differently to your main website. With that in mind, let's take a look at some of the best practices for developing a landing page that converts.
What is a Landing Page?
As a website designer in Knoxville, we are often asked about the difference between a landing page and a website. The answer is simple - a landing page is a single standalone page designed with one goal. There are 5 typical purposes that most landing pages will fall under. These include the following:
- To encourage the visitor to click on a link
- To convince a visitor to make a purchase
- To encourage visitors to provide contact information for a follow-up email or call
- To get visitors to share your products or services with friends
- Helping a visitor learn something or leave feedback (e.g., posting a comment or leaving a review)
To fulfill whichever purpose your landing page is designed for, your website designer in Knoxville will present relevant content in an organized and structured manner that helps guide visitors down a specific path towards a desired action - i.e., clicking a link, submitting a contact form, or making a purchase.
Here are some of the important factors that need to be considered by a website designer in Knoxville when building a landing page that converts.
Creating The Perfect Headline
When a visitor finds themselves on your landing page, the first thing they will see is your headline. Most internet users have short attention spans and will read the headline but only skim longer copy, so you must create a headline that will grab their attention and keep them engaged. At the end of the day - headlines sell! The question is, how do you write the perfect headline?
Headlines cannot be ambiguous; they need to sum up the purpose of your page in a concise and engaging way. It must convey how continuing to read the landing page will benefit your visitors, making them more likely to stay on the page and act on your call to action. Lastly, it is important to remember that headlines are not just for human visitors; they must also satisfy search engine bots! Your website designer in Knoxville will optimize your headline to include the keyword you are targeting so your landing page will rank higher in Google search results.
Building a New Landing Page For Each Campaign
One of the most important things about landing pages is that the headline and the content must be a relevant match for what you are trying to sell. If you create a landing page on one topic, but your call-to-action directs visitors to a different product, they will be annoyed, and your brand will quickly lose credibility. If you want to promote multiple products or services, you need to have your website designer in Knoxville create a separate landing page for each campaign.
Choosing Images Carefully
Engaging Call-To-Action
The most important feature of any landing page is a clear and engaging call-to-action or CTA. Without a CTA button, you cannot tell your visitors what next step they need to take. A great CTA has three different elements:
- Color - It is important that it is clear to visitors that the CTA is clickable. The best way to convey this is by using a button with a defined border and making it a contrasting color that stands out from the rest of the page.
- Copy - The text you place on the button is also important. It should contain a strong command verb (Build, Join, Learn, Click), followed by words that evoke an emotion (New, New, Proven), and closed with language to convey urgency (Last Chance, Today, Now).
- Placement - The placement of your CTA button(s) can make a big difference to the click-through rate, so your website designer in Knoxville may want to test a few different placements to see what gets the best result. The proper placement may vary depending on the page's overall design and your landing page's goal. For example, if you want visitors to make a purchase, you may want a large, prominent CTA button below an image of the product. However, if your goal is to have visitors read a specific piece of content, your button is more likely to be next to a summary of that copy.
Keep It Simple!
Finally, your website designer in Knoxville should keep your landing page simple, especially when it comes to actions you want your visitors to take. Lead capture forms are often the death knell of conversion rates because they are too complex and demand too much information. Only ask for the basic information you need, such as name, address, email, and phone number. Asking for large amounts of personal data is only going to put potential customers off!
In conclusion, designing a landing page that converts requires careful attention to detail and focusing on delivering value to potential customers quickly and effectively. From crafting compelling headlines to strategically placing engaging CTAs, every element guides visitors toward a specific action. By keeping the design simple, relevant, and visually appealing, your website designer in Knoxville can create landing pages that capture attention, build trust, and drive meaningful results for your business.
To Your Best Online!
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Ingrid Maddox, Internet Marketing & Strategy Consultant. bluedress INTERNET MARKETING®, an Internet Strategy Consultant headquartered in Knoxville, TN. Internet Marketing Developed, Implemented, and Managed to Full Circle! Organic Internet Search Engine Guru. Turn-Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online.
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