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Imagewerks Marketing Landing Page Conversion Rate Optimization

How to Design Landing Pages That Convert

Posted by Molly Geipel on September 5, 2017 at 2:20 PM

Behind every great digital marketing campaign is a great landing page—or should be. Incorporate these characteristics in your design to create landing pages that support your marketing with a healthy supply of leads. 

Landing pages are dedicated to a single marketing initiative. They allow you to generate and track leads by focusing visitors on a single conversion goal that guides them to the next step in your sales funnel.


The following landing page attributes work to unite design and copy for a strategic, conversion-focused experience that creates a compelling case for your offer. You don’t have to use every tactic outlined in this post, but when you sit down to create a new landing page, you should consider how each of these elements could be used in your design.

If you’re asking visitors to give up their contact information, you need to offer them something of value in return. The golden rule of landing pages is that they must be a give and take.

Every landing page should contain an appealing offer in line with how much info you’re asking for in return. Not only does your offer give visitors a necessary incentive to engage, but it’s also an opportunity to demonstrate the value of your product or service, increasing the likelihood of future conversion.

Clear Call-To-Action
The focus of your landing page is the conversion goal, identified by your call-to-action. Your visitor should understand what you’re asking them to do within seconds of opening the page. To increase your chance of conversion, make your call-to-action bold, descriptive, and actionable. Instead of just saying “Submit” on your button, label it something more descriptive to better motivate action, for example “Download my free e-book.”



We’ve all experienced it in one form or another: we kind of want something, realize it might slip through our fingers, and suddenly find we have to have it. The scarcity technique plays up our human desire to want what we can’t have, indicating that the availability of the offer is dwindling. For example, a landing page for a workshop might say, “Only 3 spots remaining!”



Nothing moves us to action more effectively than a sense of urgency. When you’re running late in the morning, you’re miraculously able to get ready in half the time it normally takes you. When you see a countdown timer on a landing page telling you there’s only one day left to claim an offer, you’re much more likely to take action.


Add a countdown timer to landing pages with a time-sensitive offer, such as an upcoming webinar or workshop. The sense of dwindling opportunity will inspire a feeling of urgency and motivate action.


Special or Limited Time Offer
Very similar to the urgency technique, telling visitors that a particular offer is available only for “Limited Time” or that it is a “Special Offer” indicates that the offer won’t be around forever, so if they want to take advantage of it they better act quickly. Urgency, scarcity, and “special offer” techniques can be combined very effectively.


Responsive Design
It’s no longer safe to assume visitors are on a desktop or even a laptop. Make sure your landing page is easy to read across all devices so that you don’t risk losing a potential lead because your page didn’t load properly.

Intuitive Form
To increase the likelihood that visitors will fill out and submit your form, it’s important to make sure it’s as simple and intuitive as possible. Remove any unnecessary fields so visitors aren’t overwhelmed by the task. The fewer fields, the better.

Color and Contrast
Use color strategically to indicate items of importance. Use a different color for your CTA button than the rest of the page to make it stand out. To draw even more attention to it, design your page in shades of a color, then choose a bright contrasting color for your CTA button.

Select high-quality, high-resolution photos that clearly reflect your offer. Use an image with a clear focal point or directional movement to draw the user to an important page element.

White Space
Just as important as the visual elements on your page is the white space that surrounds them. Make sure there is a generous padding of white space around your call-to-action button to give it prominence.

Social Proof
Social proof is the influence that popular opinion exerts over our buying decisions. We’re wired to think more highly of things recommended by others. Including short excerpts from customer testimonials, embedding positive tweets, or including social share buttons are all good ways to implement social proof.

Keep Your Focus
Every element of your landing page should be geared toward your conversion goal. Any unnecessary information on the page is just a distraction. You should even remove navigation menus and other typical page elements in order to keep the focus on the offer at hand.

Landing pages are just one part of the lead-generation machine that is your website. Download our free e-book, 21 Website Must-Haves, to make sure your website is working as hard as it can for you.

Imagewerks 21 Website Must Haves Download Link

Topics: Web Design, website design, website performance

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