Best Web Design Practices for Landing Pages

  • By info
  • 14 Sep, 2015

Econcept Inc.

In the proverbial customer conversion funnel, a landing page is the part that brings all your traffic together. It’s often the final destination for visitors who are led by an email, PPC campaign or other marketing effort, to a single page with one unified purpose — to take an action. A landing page can prompt the potential customers to make a purchase, subscribe for more information, share something with friends on social media or give feedback on a service or product.

As you go about designing your next landing page, here are some best practices to keep in mind.

Stick to One Action:

People often mess this up by thinking of a landing page like the twin sister of their homepage. They add way to much information about themselves or their business, and it divides the user’s attention between various calls-to-action. It’s a trap!

Whether you’re offering a deal on a certain product, asking for a people to sign up or giving away a download, you want the end goal of the page to be as clear as possible to the visitor. For every non-essential link orbit of distracting information, you increase the chance your visitor will fall off the path toward conversion. One landing page = one action. That is the formula.

Clear-Concise-Compelling-Consistent

These are four essential hallmarks of great copy on a landing page, and if you integrate all four, your page will be a customer conversion engine. The action should be extremely obvious to the visitor, and when calling out the benefits, be sure to use language that makes that action a no-brainer.  That all may seem easy enough (heavy undertones of sarcasm), but you have to find a way to convey that information in bite-size pieces (too much copy is the bane of good web design) that are simple enough to attract the attention of even the most flippant of visitors.

Keep the Design Clean

First of all, don’t lose the web design battle early. It’s really easy to lose a potential customer if the first thing they see is clip art, ugly colors and bad fonts. But beyond basic design aesthetics, it’s important that the design of your landing page is simple to follow, and ultimately leads your visitor to the CTA. Landing pages aren’t the best place to show off your bag of design tricks (think animations and popups), because ultimately, they may distract from the message you’re trying to convey.  

Share, Share, and Share Again!!!

Just like traffic is useless if visitors aren’t taking action, a super high conversion rate is useless if you don’t have a lot of traffic. In order for your landing page to succeed, you have to put in the leg work to get the link out to as many people as possible. Your main website, paid advertisements, social media posts, marketing emails, QR codes, carrier pigeons and any other form of mass communication you have, can and should be used to share your landing page. 

Quick tip — Include social media sharing buttons on your landing page so your visitors can help spread the word.

Landing pages can be used by the biggest and smallest of companies alike, and I highly recommend setting one up for your next marketing campaign. Econcept has many landing page designs from you to choose from, so check them out and start converting more visitors.

Steps in Econcept Website Building

By info 14 Sep, 2015

In the proverbial customer conversion funnel, a landing page is the part that brings all your traffic together. It’s often the final destination for visitors who are led by an email, PPC campaign or other marketing effort, to a single page with one unified purpose — to take an action. A landing page can prompt the potential customers to make a purchase, subscribe for more information, share something with friends on social media or give feedback on a service or product.

As you go about designing your next landing page, here are some best practices to keep in mind.

Stick to One Action:

By info 08 Aug, 2015

In lean times, consumers pinch pennies and eliminate most luxuries. From cutting back on extras to more prudent spending and budgeting, people inject a degree of caution into their financial habits. In such a volatile environment, smaller, local businesses count on your patronage in order to stay afloat; every transaction is precious to them. So when deciding where to spend your hard-earned dollars on tonight’s dinner or a gift for a friend, consider the benefits of turning to local, independently owned businesses within your community.

There are far-reaching advantages to deciding to “shop local.” By supporting local businesses, you are in turn supporting your local economy; significantly more money stays in a community when purchases are made at locally owned – rather than nationally owned – businesses. The   U.S. Small Business Association   and the   U.S. Department of Labor   report the positive impacts of small, independent business on local economies.

  • Local businesses are more likely to utilize other local businesses such as banks, service providers, and farms.
  • For every $100 you spend at local businesses, $68 will stay in the community.
  • Independent retailers return more than three times as much money per dollar of sales to the community in which they operate than chain competitors. Independent restaurants return more than two times as much money per dollar of sales than national restaurant chains.
  • Small businesses employ 77 million Americans and accounted for 65% of all new jobs over the past 17 years.

In addition to helping build the local economy, there are also notable intangible benefits that come from supporting businesses in your local community.

  • Local businesses are owned and operated by your neighbors! They care about and are invested in the well-being of your community and its future.
  • Local businesses are more accountable to their local communities and donate more money to non-profits.
  • Supporting local businesses is good for the environment because they often have a smaller carbon footprint than larger companies.

It isn’t always the easiest or most convenient option to visit a local independent business rather than a large national chain that might be down the street. However, there are plenty   of ways you can help support your local economy in Massachusetts by thinking local first:

  1. Try the menu at a local restaurant for lunch or dinner
  2. Purchase a birthday present at a local gift shop
  3. Join a local gym
  4. Visit a local nursery or hardware store for your lawn and garden needs
  5. Get your car serviced at a local mechanic
  6. Visit a Massachusetts   farmer’s market   to purchase the ingredients for your family dinner. There are   Buy Local groups   throughout the state advocating   locally grown food products

So the next time you need to run out for some groceries or do a little shopping,   seek out a local business   and see what they have to offer! You could discover some great products and services while helping to build a strong and successful community around you.

Join the conversation and tell us about a great local business in your community


By info 21 Jul, 2015
Getting a brand new   website   is exciting. We know it's a big step for your business, and to make it go as smoothly as possible, we have outlined our basic 5 step process.

Step 1 - Information Gathering

The first step to the design process is to gather information. During this stage you will be in contact with your   sales representative , so that they can help you decide what type of website is best for your business. Some of the topics you will cover during this step include:
  • Purpose: What is the purpose of the site? Are you looking to sell products online? Do you hope to drive more traffic to your restaurant?
  • Audience: Who is your target audience? Does your business cater to party hearty college students, or are you geared more towards families? Are you looking for new clients, or are you providing information to existing clients? Useful categories to think about include age, sex, interests, and location of your audience.
  • Content: What type of content do you already have? Is this a face-lift for an existing site, or is this your very first website? Do you have photographs, or will your designer need to find images for you? Do you have a logo? Do you have a vision of how you want your website to look, or do you want to leave it up to the pros?
  • Scope: How many pages do you want on your site? How quickly do you need this project completed?
You will want to gather any content you want on your website, this will include:
  1. The name of your business
  2. Your domain information (if you have it)
  3. Business information
    1. Hours of operation
    2. Location
    3. Phone number
    4. Email
    5. Products/Services
  4. Logos and Graphics
  5. Photos
  6. Text
    This will include staff bios, descriptions of products, mission statements,slogans etc.

Step 2 - Initial Design


Once all the information and content has been gathered, your   web designer   will put together an initial homepage design. This page will only act as a visual reference, a starting point for the rest of the website. If you like the design style, the rest of the site will be built using that same framework.

Note: Links, menu buttons, and social media links will not work during this phase, that will all be taken care of further along in the design process.

Step 3- First Draft


Once you have given the designer the thumbs up on an initial design, they will build out your first draft of your website. This will be the first incarnation of your website.

At this point you will want to check the website for any inaccuracies, typos, and let your designer know of any changes you would like made.

It is likely that you will have many drafts of your website, as your web designer hones in on your vision.

Step 4 - Final Draft

Once your designer has fixed any issues, and you are happy with the way it looks, it will enter the final draft. At this point your designer and developer will work on the behind the scenes information (this includes adding a favicon, working on   SEO , and setting up your Analytics and tracking).

Step 5 - Going Live!

Woo Hoo! This is the most exciting step, when we   publish your site   for the whole world to see. This is where we connect your site with your chosen domain name. On our end, this step is usually accompanied by cheering and clapping.
Share by: