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Landing Page Design Guide

Landing Page Design Guide: Mistakes, Tips, Best Practices, Examples & More

Table of Contents

This guide is tailored for beginners in landing page design, offering essential knowledge and strategies to create impactful landing page ideas and the best landing page examples that capture attention and increase conversions. It is ideal for entrepreneurs, new designers, or marketers looking to enhance their online presence with well landing page design.

What is a Landing Page?

What are landing pages? A landing page is an independent webpage that a visitor arrives at after clicking on an advertisement, a link in an email, or a similar digital location. Unlike general websites, it has a singular, clear objective known as a Call to Action (CTA).”

Its simplicity helps guide visitors toward your desired conversion objective, whether it is subscribing to a newsletter, enrolling in a webinar, or buying a product.

What is Landing Page Design?

Landing page design encompasses the visual layout structure, and usability of a landing page. It includes strategically organizing components such as text, graphics, forms, and buttons to make an appealing and user-friendly space that motivates conversions. 

Effective design concentrates on aligning these elements with the brand identity and objectives of the landing page, ensuring that every aspect, from color palettes to navigation, contributes to prompting the intended user action.

Why Landing Page Design Matters?

The effectiveness of a landing page is greatly influenced by its design. A user-friendly and visually appealing design can maintain visitor engagement, increasing the chances of accomplishing the desired goal. Elements like clarity, navigation simplicity, and persuasive calls to action play pivotal roles in determining conversion rates. Moreover, skillfully created landing page designs contribute to building brand credibility and trust, vital for engaging visitors and driving conversions.

The Purpose of Landing Pages: Conversions, Engagement, and Beyond

Purpose of Landing Pages

Landing pages play a crucial role in digital marketing strategies as they concentrate solely on conversion objectives. However, their advantages go beyond just turning visitors into leads or customers. Here’s an in-depth exploration of the main functions of landing pages:

1. Conversions: The Core Objective

The primary aim of a landing page design is to boost conversion rates. Unlike regular website pages, landing pages are tailored to encourage visitors to complete a specific action. This might include downloading a document, subscribing to a newsletter, joining a webinar, or completing a purchase. Every aspect of the page, including design, content, and navigation, is optimized to guide the visitor towards this objective, ensuring a seamless and persuasive conversion experience.

2. Enhanced Engagement

Landing pages are created to engage visitors the moment they arrive. Through the strategic use of visuals, copywriting, and interactive elements, these pages aim to capture interest and maintain it long and active enough to convey the value of the offered product, service, or resource. Engagement is critical because it is the precursor to conversion; only engaged visitors will consider taking the desired action.

3. Data Collection and Insights

Landing pages serve as tools for collecting valuable data about potential customers. By integrating forms that capture information in exchange for offers, businesses can gain insights into their audience’s preferences, behaviors, and requirements. This data maintains significant value for refining future marketing efforts and improving overall strategy.

4. Testing and Optimization

Another notable benefit of landing pages is their appropriateness for A/B testing. Marketing professionals can generate several versions of the same page, each with differences in design, content, visuals, or calls to action (CTAs), to determine the most successful version. This experimentation aids in pinpointing the most effective elements that encourage conversions, offering insights that can be utilized in other marketing materials.

5. Brand Building

Although the primary objective of a landing page is conversion, it plays a vital function in brand building. A  well-designed landing page that aligns with a company’s branding and communication aids in making a unified image in the minds of customers. It strengthens the brand’s principles and commitment, vital for promoting enduring relationships and customer loyalty.

6. Segmentation and Targeting

Landing pages enable the segmentation of visitor traffic and enable more precise communication. By directing various segments to distinct landing pages, businesses can provide more personalized and relevant content. This customization enhances the probability of conversions as the messages and offers are adjusted to meet the specific needs and interests of each segment.

7. Direct Sales and Promotions

E-commerce enterprises can utilize landing pages effectively for direct sales and promotional activities. Landing pages can spotlight special deals, time-limited discounts, or exclusive products, creating a sense of urgency and encouraging quick action.

How Does a Landing Page Work?

A landing page works by focusing a user’s attention on a singular goal and guiding them toward completing an action.

When a user arrives, the landing page provides all the necessary information relevant to what was advertised or linked. If designed effectively, it minimizes distractions and uses persuasive elements like testimonials, benefits, and compelling offers to convince the user to complete the CTA. 

Upon clicking the CTA button, the user might be asked to fill out a form, make a purchase, or subscribe, completing the conversion process.

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Different Types of Landing Pages and Their Functions

Types of Landing Pages

Landing pages can be classified into different types based on their specific function and the kind of response they aim to elicit from visitors.

Each type is tailored to facilitate various stages of the marketing funnel, from awareness through conversion to re-engagement.

Here’s a breakdown of the common types of landing pages and their distinct functions:

1. Lead Capture Pages

These are the fundamental types of landing pages designed primarily to collect contact details from visitors in return for valuable offerings, like a free ebook, webinar registration, or newsletter subscription. The core purpose of a lead capture page is to grow a business’s marketing database and nurture leads through email marketing or other follow-up tactics.

2. Click-Through Landing Pages

Click-through landing pages serve as a bridge between potential customers and a product or service in e-commerce and lead generation scenarios. Their purpose is to familiarize visitors with the product or offer before sending them further down the conversion funnel. These pages usually provide comprehensive descriptions of the product or offer and encourage visitors to click through to a checkout page or a more detailed page where the transaction can be finalized. They are commonly used to promote specific promotions or time-limited offers.

3. Squeeze Pages 

A squeeze page is a subtype of lead capture pages, that has a particularly focused aim: to collect only a couple of details, like an email address. These pages typically contain minimal content beyond the offer itself such as a free trial or ebook and the form fields. They are designed to implement a single specific action and are often utilized in situations requiring swift lead capture, such as exit-intent popups.

4. Sales Landing Pages

In contrast, sales landing pages are focused on immediate product or service sales. They are carefully created to be highly persuasive and are often longer than other page types, offering comprehensive details necessary for potential buyers to make informed decisions. These pages include benefits, features, testimonials, and robust assurances (such as money-back guarantees) to address objections and facilitate the sale.

5. Unsubscribe Pages

Although classified as a type of landing page, unsubscribe pages are specifically designed to manage opt-outs from subscriptions. While their primary purpose is to enable users to unsubscribe, these pages frequently attempt to retain subscribers by offering alternatives such as adjusting email frequency, switching to different email types, or pausing subscriptions instead of completely unsubscribing.

6. Viral Landing Pages

These landing pages aim to raise awareness and generate excitement about a product, service, or event by maximizing shareability. The content featured on these pages is often entertaining, engaging, and persuasive, motivating visitors to share it with others. Offers may include giveaways or contests designed to incentivize sharing and promotion.

7. Event Registration Pages

These pages are designed to streamline event registrations, such as for conferences, workshops, or webinars. They provide comprehensive event information (date, time, venue, speakers, agenda) and a clear registration form. They frequently incorporate persuasive elements like speaker biographies, testimonials from previous attendees, and countdown timers to engage immediate action.

8. Thank You Pages

After a visitor completes a form or finalizes a purchase, they’re often directed to a thank you page. The thank you page serves multiple purposes: confirming the transaction (or form submission), providing next steps (like download links or instructions on what to expect next), and offering additional relevant resources or upsells.

How can I design my landing page?

Designing a highly efficient landing page requires incorporating strategic, design, and psychological elements that can boost user engagement and conversion rates. Here’s a detailed roadmap for designing a landing page that effectively attracts and converts visitors.

Selecting the Right Tools and Templates

Begin by selecting the appropriate tools and templates. Opt for a landing page builder that aligns with your requirements. Platforms such as Divi and ClickFunnels provide intuitive interfaces, drag-and-drop functionality, and customizable templates. These features can streamline the design process, enabling you to develop professional-looking pages even without needing extensive coding expertise.

Layout and Structure

An effective landing page layout should guide visitors from the headline to the call-to-action (CTA) smoothly. Key elements to include are:

  • A clear, benefit-driven headline.
  • A concise overview of what you offer.
  • Bullet points for clarity on features or benefits.
  • Testimonials or social proof.
  • High-quality, relevant images or videos.
  • Prominently displayed CTA buttons​​.

Psychological Engagement

Leverage psychological principles to make your landing page more compelling. Use imagery that connects emotionally with your audience, incorporate social proof like testimonials and ratings, and make sure trust badges are visible. This approach will convey a sense of security and reliability. Also, remember that placing human faces on landing pages can help create a personal connection and increase trust​​.

Copy and CTA Placement

Your copy should communicate your value proposition and what you offer. The placement of your CTA is crucial. It should be easy to find and encourage immediate action. Utilize compelling language that motivates action and ensures the Call to Action (CTA) stands out by employing vibrant colors or distinctive design features.

Mobile Optimization

Considering that mobile usage has exceeded desktop for web access, it is essential to ensure your landing page is optimized for mobile devices. It means adopting a mobile-first design approach to ensure that the landing page is functional and visually appealing on smaller screens. Test your page across various devices to guarantee a seamless user experience​​.

Use of Urgency and Scarcity

Scarcity and urgency elements, such as countdown timers or limited-time offers, can motivate users to act quickly. These tactics leverage the fear of missing out (FOMO) and can significantly boost your conversion rates​​.

Testing and Optimization

Regularly experiment with various components of your landing page, such as headlines, images, and CTAs, to determine the most effective elements for your audience. Utilize A/B testing to compare different versions of your page and refine based on the outcomes. This continuous process is crucial for enhancing the performance of your landing page gradually.

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Contact us today to learn more and take the first step toward optimized landing page performance.

How long does it take to design a landing page?

Designing a landing page can vary in duration, ranging from 1 hour to a week, depending on the complexity and requirements. For simple projects, pre-designed templates and tools like ClickFunnels or Divi can significantly speed up the process, allowing completion within a few hours. 

However, custom designs requiring unique graphics, extensive A/B testing, and content creation can extend the development time to several days or even a week. 

The duration is also influenced by factors such as the number of revisions, stakeholder approval, and the integration of advanced features like automation and analytics. Moreover, how long does it take to design a landing page is a critical consideration in planning your project timeline.

How much does it cost to design a landing page?

The cost to design a landing page can range from $100 to $3,000, with an average price of about $450. This variation in cost depends largely on whether the design is template-based or custom. 

Template-based designs, utilizing tools like WordPress or Wix, can be on the lower end of the cost spectrum. In contrast, custom designs that require specific web design branding, unique graphics, and tailored user experience strategies typically incur higher costs.

Moreover, other variables, like the complexity of the design, incorporation of multimedia elements, and the proficiency of the designer, also influence the overall cost.

For businesses utilizing Shopify, comprehending the expense of hiring a Shopify expert is equally crucial, as these professionals can significantly enhance the effectiveness and customization of your e-commerce platform. Find out more about how much it costs to hire a Shopify expert in our comprehensive guide.

5 Examples of Great Landing Pages

landing pages design examples

Example 1: Shopify Free Trial Page: 

The landing page for Shopify’s free trial is elegantly designed, featuring a clear call-to-action (CTA) inviting users to begin their trial prominently. It’s an excellent best landing page example of how simplicity and clarity in design can lead to an effective landing page. The page is optimized to minimize clutter and focuses on converting visitors into trial users with minimal distraction.

For those exploring different platform options, understanding the differences between using Shopify and building your website can be crucial. Learn more about Shopify vs. owning your website in our detailed comparison.

Example 2: Unbounce: 

Renowned for creating high-converting landing pages, Unbounce employs compelling, easily understandable CTAs and emphasizes the value proposition. By utilizing dynamic text replacement, Unbounce personalizes the landing page for visitors, potentially boosting conversion rates.

Example 3: Wise (formerly TransferWise):    

Wise uses a simple design approach, presenting clear and concise information about its services. The emphasis is on transparency and building trust, with upfront disclosure of fees and comparisons with traditional banks to highlight their competitive edge.

Example 4: Airbnb: 

Airbnb’s landing pages are customized to encourage hosts to register. They offer transparent details on potential earnings and the advantages of hosting, utilizing appealing images and clear language to attract users to join their hosting community.

Example 5: Webflow: 

Webflow’s landing pages distinguish themselves by showcasing the platform’s capabilities through interactive design and real-time visual demonstrations. The page effectively communicates the user-friendly nature and powerful features of the Webflow designer tool.

Top 5 Critical Landing Page Design Mistakes

Overloading with Information: 

One common mistake is cluttering a landing page with excessive information, which can overwhelm visitors and dilute the main message. Instead, focus on key points that encourage action and avoid lengthy paragraphs or unnecessary details that may divert attention from the call to action (CTA).

Unclear Call-to-Action (CTA): 

A landing page should have a clear, compelling CTA. Vague or multiple competing CTAs can make sure visitors understand the next steps, leading to lower conversion rates. Ensure the CTA is prominently displayed and straightforward about what the visitor will get by clicking it.

Ignoring Mobile Users: 

Neglecting mobile optimization is a significant error, especially considering the increasing usage of mobile internet. A landing page that doesn’t display properly on mobile devices is likely to frustrate users and lead to higher bounce rates. Prioritizing mobile-friendly design is crucial for reaching a wider audience and fostering effective engagement.

Slow Load Times: 

Slow loading times can also deter potential leads, as they may lose interest and leave the page before engaging with the content. Enhancing page load speed can be achieved by optimizing image sizes, utilizing browser caching, and reducing the use of heavy scripts.

Lack of Trust Signals: 

Trust signals such as testimonials, guarantees, and third-party endorsements can significantly influence conversions. A page lacking these elements might fail to convince visitors of its credibility, making them hesitant to complete the desired action.

5 Landing Page Best Practices

landing page design best practices

Clear and Concise Headlines: 

Your headline is typically the first thing visitors will see, so it should clearly and concisely convey the value of your offer. Make sure it aligns with the ad or content that brought the visitor to your page to maintain continuity and reduce bounce rates.

Use High-Quality Visuals: 

Integrate appealing and relevant images or videos that complement the text and reinforce the message. Visual elements aid in conveying complex information swiftly and attractively, increasing the chances of retaining visitor engagement.

Optimize for Conversions: 

Besides having a clear CTA, ensure your landing page layout is designed to guide visitors toward taking action. This can be achieved by using contrasting colors for the CTA button, keeping important content above the fold, and using directional cues like arrows pointing toward the CTA.

A/B Testing: 

Continuously test various versions of your landing page, including headlines, images, and CTAs, to see which elements perform best. A/B testing enables you to refine your strategy by identifying what resonates with your audience, ultimately improving conversion rates over time.

Keep Forms Simple: 

If your landing page includes a form, keep it as simple as possible. Request only essential information to reduce friction and abandonment rates. Each additional field in a form can decrease the chance of someone completing it, so prioritize the essentials.

Top 7 Landing Page Design Builders For Startups & Businesses

1. Carrd

Carrd offers a user-friendly platform for creating simple, responsive, and cost-free landing pages, perfect for individuals and businesses. It is tailored for personal profiles, portfolios, and small projects, Carrd provides a range of templates or the option to start from scratch, ensuring swift deployment with minimal hassle. Its intuitive interface caters to users of all technical abilities, facilitating easy design and publishing of their site within minutes.

2. ConvertKit

ConvertKit is the best for bloggers, content creators, and businesses prioritizing email list growth. Seamlessly integrating with email marketing campaigns, ConvertKit offers tools to create captivating landing pages aimed at driving newsletter signups. Customizable landing pages enable alignment with brand identity, while robust analytics facilitate tracking of conversion rates, making campaign optimization for enhanced performance.

3. Unbounce

Unbounce caters perfectly to small businesses with allocated marketing budgets aiming to optimize their landing pages for conversions. Offering a wide array of features including A/B testing, dynamic text replacement, and a selection of over 100 templates, Unbounce provides ample tools for customization. Its drag-and-drop builder simplifies the creation of custom pages without the necessity of coding, while integration capabilities allow connectivity with CRM, email marketing, and other tools, streamlining marketing efforts.

4. Swipe Pages

Swipe Pages are specifically designed for creating mobile-first landing pages that load swiftly and look impressive on mobile devices. Recognizing the increasing volume of mobile traffic, Swipe Pages offers features such as AMP support to guarantee that landing pages are not just visually appealing but also optimized for rapid performance on smartphones and tablets. Additionally, Swipe Pages includes A/B testing and built-in analytics to aid in refining and perfecting mobile marketing strategies.

5. Leadpages    

Leadpages is designed specifically for entrepreneurs and marketers seeking to facilitate direct product sales through their landing pages. It offers robust e-commerce tools integrated into its landing page editor, including one-click upsells, embedded checkout forms, and payment gateway integration. Leadpages also provides high-converting templates and a comprehensive drag-and-drop builder, simplifying the creation of landing pages optimized for sales.

6. Landingi

Landingi is a cost-effective landing page builder tailored to small businesses looking to create professional-looking landing pages without substantial investment. With over 300 templates and a flexible drag-and-drop editor, Landingi enables users to effortlessly create custom landing pages. Additionally, Landingi offers A/B testing tools and integrates with various marketing tools, helping small businesses maximize their reach and conversion rates without exceeding their budget.

7. Zapier Interfaces

Zapier Interfaces excels in automating workflows between landing pages and other applications, making them a standout choice for users seeking operational efficiency. Ideal for streamlining tasks like data entry, email notifications, and lead management, this builder facilitates seamless automation of various processes. With Zapier Interfaces, users can create interactive and dynamic landing pages that trigger actions in other apps based on predefined conditions. This capability significantly enhances the efficiency of digital marketing campaigns by automating key tasks and processes.


This guide highlights the significance of effective landing page design in achieving success in online marketing. We’ve provided beginners with actionable tips to create landing page designs that are visually appealing and impactful in converting visitors.

Effective landing page design includes understanding your audience, presenting a clear value proposition, and consistently refining your designs. Utilize these tips to start your journey with confidence, creating landing page ideas that effectively engage and convert your audience. Are you ready to begin? Take the next step and create landing pages that leave a lasting impact.

Need a Website That Works as Hard as You Do?

If you’re looking to transform your online presence with a website that not only looks stunning but also performs effectively, ClickySoft, a top Dallas web design company, is your go-to solution. 

Our skilled team is prepared to assist you in designing a website that not only meets but surpasses your expectations. Don’t hesitate to make your digital presence impactful! Reach out to us today and start your journey towards a more prosperous online business with ClickySoft. Let’s collaborate to create something extraordinary!


How much does it cost for someone to build a landing page?

The cost to create a landing page can vary between $100 to $3,000, depending on whether it’s a basic template or a custom design. Factors like design complexity and the designer’s expertise also affect the price.

What is the best landing page builder?

The best landing page builder depends on your needs. Popular choices include Unbounce for A/B testing, Leadpages for ease of use, and Wix for beginners.

What does a landing page builder do?

A landing page creator empowers users to develop web pages designed to boost conversions, offering functionalities to insert forms, images, and content elements effortlessly, eliminating the requirement for coding skills.

Where is the best place to create a landing page?

The best place to create a landing page depends on your platform preference and feature needs. Platforms like Unbounce, Leadpages, and Wix are commonly used for their user-friendly interfaces and robust features.

How does a good landing page look?

A good landing page is visually appealing, with a clear call to action, minimalistic design, and content that quickly communicates value to visitors.

What is the difference between a website and a landing page?

A website encompasses numerous pages and offers detailed information about a business, whereas a landing page is a single page concentrated on converting visitors into leads, commonly utilized for targeted marketing campaigns.

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