The Anatomy of an Effective Landing Page

There are many different ways to run a business online, and methods will vary depending on the industry, the target customer, and many other factors. Marketers are often concerned with gaining online exposure, increasing visibility, and attracting web traffic, but the ultimate (occasionally overlooked) goal for all online businesses is not simply generating interest — it’s generating revenue.

In other words, all marketers are in the business of taking visitors and potential customers and transforming them into buyers and users. This is the purpose and intent of landing pages. A landing page is, in most cases, the first thing a visitor will see after clicking on, let’s say, a web advertisement. Note that a landing page is not necessarily your home page; it is a carefully-crafted page that you send visiting traffic to “land on.” Essentially, the job of a landing page is to prompt the visitor to take a certain action, be it purchasing, downloading, or signing up for a membership. An effective landing page captures the viewer’s attention, hence the sometimes used term “lead capture page”.

In all honesty, your website could be designed by best designers in the industry, but if your landing page is lacking, you will most likely end up with a pretty website and not a lot of business. Don’t get me wrong, pretty pages have their appeal, but if you’re not converting those people to customers or members, you’ve wasted a critical opportunity.

So, how do you convert your visitors into customers? The short answer involves repeatedly optimizing your landing page by improving what you have, adding what you lack, and removing content that may be turning visitors away from your products or services. The following are some common focus areas that can be polished to perfection with careful study and constant iterations.


Your headline is the first thing that most visitors will see when they arrive at your landing page, and this should be one of the largest and most thoughtful elements on your page. Not only does the size matter (because you want to grab their attention) but so does the headline’s content. […]


The body of the landing page is the most crucial part, because this is where your main information will be presented. Visitors who get as far as the fine print are seriously considering your offer, so it’s critical to have concise, compelling information that transforms the viewer from a curious, considering visitor into a bona fide customer. […]

Call to Action Buttons

Call to action buttons (or CTAs) are also extremely important. None of your other painstaking efforts will matter if your call to action isn’t clearly visible and highly attractive. When creating your CTA, make sure that it describes explicitly to your visitor what they are doing. Effective CTAs will generally show a step-by-step process illustrating what the visitor will be doing and what they will gain in the end. Doing this makes your CTA clear and leaves your visitor feeling confident in their actions. […]

Trust Indicators

Many landing pages require visitors to enter in somewhat sensitive information such as e-mail addresses and phone numbers, so trust and credibility is a top priority. There are several ways to prove that your site is legitimate and trustworthy, one of them being testimonials. Always consider showcasing positive feedback on your site if you have it. […]


When designing your landing page, think about the way that billboards operate. When you’re on the highway, you only have a few seconds to read a sign. You don’t have to look all over the place; the offer is right there in your line of sight. Above the fold designing means that you are designing your page much like a billboard. If you are designing above the fold, there is no reason that visitors need to scroll down to read pertinent information. […]


When you are rearranging your page elements, try to place similar elements next to each other, as this will make your layout cohesive and organized. Don’t hesitate to utilize white space, as you do not want to overcrowd your page by placing elements on top of each other. Try going for a minimalistic feel when placing your content on your landing page to let your visitors know that you made deliberate choices and offered a very concise offer for their limited time and attention.

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