The more I discuss the tactics that small businesses can use to build great marketing campaigns, the more I find myself talking about landing pages. That’s hardly surprising – a great landing page is the key to helping you build better mailing lists, grow your leads and drive sales. In this article, I share five tips to help you create landing pages that will help drive your campaign’s success.

1. Keep it simple

The most essential part of a landing page is that it is simple. A good landing page lets the user take one action – to sign up to a newsletter, or to book an appointment, or to register their interest in a product. Everything on the page should be in support of that one action, and anything that doesn’t support it should be left out.

Try to keep yourself to the minimum of information you need to sell your offer; a strong headline, a short description of the product or service and its benefits, an appropriate image, and a customer testimonial or positive review.

2. Create a strong headline

The headline is one of the first things that a visitor to your landing page will see, and it has just a few seconds to grab their attention. A short, compelling message will help to keep users on the page and encourage them to find out more about your offer. A short, punchy headline that summarises the message of the page is best. Try to keep the length to around 10 to 15 words, and make sure that it supports the offer you are providing.

3. Provide the right offer

The best landing page in the world won’t gather any leads if it offering the wrong product to the wrong people. Landing pages need to be specific – specific to the campaign that you are running, and to the audience that you are marketing to. Make it clear what your customers will get from your offer and how that will help them to solve the problem they are facing.

4. Use a bold call to action

The call to action is what will drive your visitors to convert into leads. Make sure that it is big, colourful and eye catching, and obviously something the user can click. Active language such as “Get a quote” or “Download your eBook” helps drive user engagement.

5. Optimise your forms

Every extra step in completing a form means less users will convert. Keep your forms as simple and streamlined as possible – that means only ask for as much information as you need to move a lead into the next stage of the sales and marketing process.

The best landing pages are the ones that make it as simple as possible for the user to convert to a lead. If you’re ready to start building pages and campaigns that will help grow your business, John Rowbottom Design and Marketing can help. Visit us online at find out more.  


  1. Hey John! Thanks for the post! I’ve been working on getting my latest client set up with a few landing pages and always make sure to keep these key elements in mind!

    You touched on it a little bit in the section on providing the right offer. I just wanted to add that it’s also extremely important to explain what the benefits are for the user. This helps incentivize the offer, re-assuring the user/reader of what they’re getting, and helping you ensure the conversion!


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