Due to its role in the customer journey and the quantifiable nature of a landing pages success (a customer either takes the intended action or they do not), landing pages are one of the most rigorously tested tools in a digital marketers arsenal.

Hundreds of thousands of hours of research has been conducted by leading tech giants and digital marketing experts into every tiny element of landing page structure and design. Giants such as Google, HubSpot, and Unbounce have poured vast resources into understanding what makes a landing page not just good, but exceptionally effective at converting visitors into leads and customers.

At Clevr Copy, on top of our years of experience in copywriting, branding and digital marketing, we spend hours a month understanding the latest insights and developments in landing page design, ensuring that any landing page developed by our agency is aligned with industry best practices.

Best practices serve as our north star in designing landing pages that convert. These include:

Every effective landing page starts with a clear picture of its target audience. We do not put pen to paper before we first dive deep into our customers target audience demographic data, interests, pain points, and behaviors. This understanding influences everything from the language and visuals to the layout and navigation of the landing page. By prioritizing the user experience, we ensure that visitors not only stay longer but are also more likely to convert. Our approach involves:

By basing every decision on data and a solid understanding of the target audience, our agency creates landing pages that not only capture the essence of the brand but are meticulously engineered for conversion.

Marketing is about communication. People are busy and distracted.

The very best landing pages begin with a clear, succinct, easy to understand message and a single call to action. The simplest landing pages work the best.

Crafting a landing page that converts requires more than intuition; it demands a data-driven approach, informed by a deep understanding of the target audience and a relentless focus on user experience. Here's how we navigate through the design process to ensure every landing page we create is poised for success.

The length and structure of your landing page will vary depending on the specific end goal of the page.

Landing pages for high-ticket items, such as premium services, prioritize building trust and detailing value through comprehensive content like in-depth testimonials and case studies, aiming to nurture potential clients towards significant investments by addressing objections and emphasizing ROI.

In contrast, low-ticket item pages focus on quick, action-oriented structures that highlight immediate benefits and facilitate easy purchases, catering to impulse buys with clear CTAs and minimal purchase barriers.

The approach to structuring these landing pages varies based on factors such as the audience's commitment level, the product's nature, its position in the sales funnel, and the page's goal, with high-ticket pages integrating more engagement touchpoints and low-ticket pages aiming for immediacy in conversion.

The granddaddy of marketing, David Ogilvy famously said that “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar."

The headline is often the make-or-break element of your landing page. We craft eye-catching headlines that grab attention and clearly articulate the value proposition. A compelling headline paired with a clear, concise message guides the visitor through the page, emphasizing the benefits and what's in it for them. This clarity of communication ensures that the visitor is never left wondering what action they should take next.

The vast majority of our clients' traffic now comes from mobile devices. A responsive landing page is non-negotiable. A high-converting landing page performs flawlessly across all devices, from desktops to smartphones. This responsiveness not only improves the user experience but also favors search engines, contributing to better visibility and traffic. Key aspects include:

CTA (Call to Action) text and buttons are pivotal in landing page design. They are the final step that guides visitors towards the desired action. The right text, colour, and placement can significantly increase your landing pages conversion rates.

One word can make all the difference. ContentVerve conducted a study showing a 90% increase in click-through rate by changing the CTA copy to a first-person perspective ("Start my free 30-day trial" vs. "Start your free 30-day trial"). We are very careful to get these right.

Social proof and customer testimonials play a crucial role in enhancing landing page effectiveness by building trust and credibility with potential customers. When visitors see real-life examples of others who have benefited from a product or service, it reduces their perceived risk and increases their confidence in making a decision.

Nielsen research has shown that "92% of consumers trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising."

Credibility markers, including the logos of businesses that you’ve worked with, awards you’ve won, certificates you’ve earned, and other trust icons, can substantially boost landing page effectiveness by enhancing the brand's trustworthiness and authority in the eyes of potential customers. These elements act as visual endorsements of a company's expertise, quality, and reliability, making visitors more inclined to engage with the content and take the desired action. For instance, displaying industry awards or certifications can signal a commitment to excellence and expertise, while trust icons, such as security badges or accreditation logos, reassure users about the safety and credibility of transactions. Incorporating these credibility markers into a landing page helps to reduce visitor skepticism, build confidence in the brand, and ultimately, improve conversion rates by providing tangible proof of a business's standing and integrity in its field.

In 2019, Visual Website Optimizer (VWO) shared insights from an A/B test where adding social proof in the form of customer logos increased conversions by 68%. This experiment showcases how displaying logos of well-known companies or clients can serve as a powerful form of social proof, boosting credibility and conversion rates.

Whilst the majority of traffic for most landing pages will likely come from referrals or paid sources such as Meta ad campaigns, it’s important not to overlook SEO. We ensure our landing pages are not only user-centric but also search engine friendly, incorporating keyword optimization and best practices in technical SEO ensuring that our pages rank in search results and deliver you new customers for free.

Whilst an effective landing page has a singular objective, the customer journey doesn't end at the landing page. We design our landing pages to seamlessly integrate with the full customer journey and we maximise the potential of your post-click landing pages.

Most websites have a bog standard ‘thanks for your purchase / thanks for your enquiry, we’ll get back to you soon’ thank you page that ends the conversation with their customer when it’s just warming up.

It’s such an egregious waste of an opportunity. The Thank You page is the first page that a customer who is at their most engaged sees, right after they’ve demonstrated a willingness to do business with you. So it stands to reason that ‘Thank You’ pages are critically valuable real estate.

Whether it's upselling customers to another offer, encouraging them to follow your brand on social media, or leading them to explore other offerings, we craft calls to action (CTAs) that extend the relationship beyond the initial conversion. This holistic approach ensures that the landing page is not just a destination but a gateway to deeper engagement with your brand.

The choice of landing page builders is crucial. These platforms offer a plethora of features that empower your team to bring your business objectives to life with efficiency and precision. From drag-and-drop interfaces to a wide array of templates and integrations, they provide the flexibility to create custom landing pages tailored to the specific needs of your campaigns. It’s critical that businesses: