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What makes an effective landing page?

When running an online campaign, something like PPC, social media advertising or other marketing campaign, it should send the customer to a landing page. This is a page specifically designed to capture the interest of the people who have engaged with your marketing, as they shouldn’t just link to your homepage. They should be designed to specifically meet the aims of your marketing campaign. So read on to find out how to make sure that yours is effective.


The phrase goes “you shouldn’t judge a book by its cover”. But ignore that, in this instance, people are automatically goes to judge a book by its cover, or website/business by its landing page. Apparently it takes people a mere 7 seconds to make a judgement about somebody, and the same applies to your business, so you need to make that first impression count. Make sure your landing page is clean, clear and well-designed with modern and high-quality imagery, font and layout.


As well as images and appearance, there will (likely) need to be some text. To go back to good old English Language at school; inform, engage and entertain. It’s a simple formula but pretty easy to get wrong as well. Don’t waffle, don’t miss the point and if possible, make it engaging and entertaining.

Gain trust

We’ve spoken before about how reviews and recommendations are really powerful sales tools, and you shouldn’t miss them here as well, particularly if you’re aiming to bring in new customers. 70% of customers consult reviews before making a purchasing decision, and positive and visible reviews can create a 74% increase in sales. So you should embrace reviews, and if you can put a name and a face to them, it makes it all the more personal.

Clear call-to-action

Your marketing campaign has attracted their attention and they’ve clicked on the link, they’re already interested in what your message is, now what do they do? Is your aim to get people to buy something, sign up to your newsletter, give you feedback or refer a friend? Whatever it is, make sure they can do it on the landing page, and make sure they know they can do it there – tell them they can. The more obvious your call-to-action is, the harder it is for the customer (or potential customer) to ignore it.

Do you need help setting up a landing page for a specific campaign you’re running, or do you need the campaign set up completely? Let us know: hello@webfwd.co.uk

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