The art and science behind landing pages that convert

Explore the steps suggested by a content marketing agency that is essential to building an aesthetically pleasing landing page full of conversions.

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If you were running a brick and mortar business, you wouldn’t put extremely uncomfortable chairs in the lobby, or decorate in a manner that recalls the local DMV. Customers would quickly tire of their surroundings and depart. Yet many businesses are, in effect, doing the very same thing with their websites and landing pages — making the services of a smart content marketing agency all the more important.

The art of great landing page design

Websites and landing pages are the public face of a business and reflect both the competencies and priorities of that enterprise. If your web pages are riddled with spelling or grammar issues, for example, it sends a terrible signal to prospective customers. If the site is cumbersome to use and not intuitive, customers will give up in frustration and fail to convert. Or, even worse, depart for a competitor’s page.

So why use a content marketing agency? And what makes an appealing landing page? For the most part, it can be distilled to a few simple steps:

1. Simplicity and clean design 

Aesthetics are a key consideration when creating a landing page. A cluttered presentation is not only displeasing to the eye, but it also reduces functionality. Worse, it simply looks unprofessional. Good landing page design is clean, sleek, and simple. A landing page should always be designed around one key objective: A conversion.

2. Consistency in branding

All landing pages should display good continuity with the website as a whole. Logos and other branded elements should remain consistent as should brand voice.

3. Effortless navigation

Businesses can’t afford to lose customers because of poor design or UX. A great landing page needs to close the deal. Landing page navigation should be intuitive and effortless, but also limited. You want the visitor to remain focused on converting, and too many navigational options may send them off in another direction, never to return.

4. A clear and compelling CTA

A great landing page has a succinct and persuasive pitch. Your call to action should also be prominently placed. Use appropriate color, design, and text elements to make your CTA stand out.

5. Refined, concise sales copy

A good landing page doesn’t waste a single word. All copy should be calibrated to convert. Be direct, be compelling and explain the value proposition as simply as possible.

Other key tips

In addition to mastering design, tone, and voice, businesses should ensure that landing page functionality is a priority. Forms for collecting leads and social sharing options should be simple to use and work flawlessly. Because businesses are asking visitors to take an extra step when they fill out boxes or click to share, these processes need to be as frictionless as possible.

Testing is another key part of an effective landing page design. Running some simple A/B tests can help you determine which design elements are the most engaging, and help you make the choices that lead to maximizing conversions.

While there are many options for template-based do-it-yourself options for landing page design, businesses seeking to build the most professional and engaging pages possible should consider partnering with a content marketing agency that specializes in design and website development.

The takeaway

At BIGEYE, we believe that great landing pages are the result of stellar design, creative copy, and rigorous testing. If you’d like to maximize your conversions, please don’t hesitate to reach out today to learn what a great landing page can do for your business.

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