A Master Class in Landing Page Design

The Key Element of Conversion Rate Optimization

A great landing page design will make it easy for your target audience to find what they’re looking for on their path to conversion. Landing page designs are an essential part of all marketing campaigns given more than 60 percent of web page visitors will click on display ads if they think it’s relevant to their search. This captive audience is hoping that clicking your ad will provide them with the information they’re looking for faster than digging through organic page listings to find additional information about products and services.

Why Does Landing Page Design Matter?

Before covering the elements and features needed to design the best landing page, it helps to understand why landing page design is important. Many marketers often get hung up on creating great display ads that get people to click through to your company site, but that is only half the battle. Running ads can be very expensive and surely producing a high clickthrough rate is important, but if you cannot convert this traffic on your landing page with a clear call to action your investment is lost.

Building Trust with Visitors

Good landing page design is important even if a visitor still ultimately clicks away. A landing page may be the first impression a customer has of your brand, business and product. This is especially true if they click through from a search results page.

The Key Elements of Landing Pages

There is no single way to design a landing page. Despite that, most landing pages that perform drive a high conversion rate have similar features and follow specific layout guidelines and best practices.

Headers and Hero Banners

The header or hero banner is what appears “ above the fold “ on a landing page. That means it’s visible to the user without scrolling. It’s the first thing a visitor sees as a result and is the most valuable real estate on the page. This is the “make or break” moment for your page.

  • A headline that makes a pitch and incites curiosity or motivates conversion
  • Your branding
  • A clear and distinctive call-to-action


The header contains the pitch and a call-to-action, but your audience may need more information before they’ll take action. The main content of your landing page should fill in the details and elaborate on why they need your product or service. The content should make a compelling argument and present the user with a value proposition. In short, use your content to convince the visitor to take the next step.

The Layout

The design itself plays an important, yet subtle, role in your landing page’s effectiveness. A beautiful design that uses white space and colour contrast well is more inviting.


Finally, most landing pages contain a footer section. This part of the page usually includes legal disclaimers and copyright notices. In some cases, it may also include links to other pages, social media, and contact information. However, over years worth of experience designing effective landing pages, we’ve learned that placing a well-crafted call to action in the footer as a final thought can deliver marked improvement to the conversion rate.

Great Landing Page Design Examples

When you follow best practices and use the most important elements that make up successful landing pages the creative website design process can lead you just about anywhere. Looking at the following landing page design examples you can see how unique each design is, while the fundamentals remain consistent within each example.

Landing Page Optimization Tips

With a thorough understanding of how your landing page works and what should be included within the design the next step is understanding how to optimize your landing page.

Set a Clear Goal for the Page

The very first step in crafting an effective landing page is to set a goal. Ask yourself, what should this page do?

Write Compelling Copy

Landing pages that convert well convince the user to take the next step, but what makes compelling copy? In short, tt depends on what you want to achieve with the landing page. If you want someone to sign up for a free trial to your service or application you’ll want to include the benefits they will experience in doing so. What does your offering do that your competitors do not?

Have One Clear CTA

A common mistake for marketers is to have more than one call-to-action on a landing page. This does not mean limiting your page to a single button or lead generation form, but focusing all your CTAs on one action. It’s important for the CTA to stand out and be the obvious next step as if there is any confusion in what the next step is, the user will not convert.

Use Images to Support the Message

Choosing images or illustrations that support the primary message on your landing pages is very important. If your offering makes it easier for teams to collaborate remotely choose imagery that showcases just that. With software and web apps specifically, showing screenshots of the application interface and how easy to use it is go a long way in driving conversion.

Make It Interactive

Today’s customers want to be involved, so you may consider creating a more interactive landing page. You might invite someone to click a button or submit a form, but could you do more to engage them?

Testing and Tweaking

Best practices for landing page design always include testing. You may think you have a winning design, but it may not perform the way you think it should. A/B testing is used to compare variants of a landing page. You may have only minor differences, such as slight tweaks to the copy. You might compare different layouts or different images to see which performs best.

Tips for Good Landing Page Design

Once you’ve decided on the content for your landing page, it’s time to lay it out. Remember that design plays a role in both convincing your visitors and helping them navigate your offer.

Less Is More

Minimalism has been considered trendy in web design for the last few years, but there’s good reason behind it, much like the age-old saying, “less is more.”

Use White Space Effectively

White space or negative space is the area that isn’t occupied by elements like text or images. White space is like the “breathing room” around the other elements on your page. Less white space can make a page feel cluttered. Too much white space, by contrast, can make elements feel disconnected.

Use a Heat Map to Optimize Layout

While white space can be used to direct the user’s attention towards what you want them to pay attention to, a heat map can provide insight into how visitors are engaging with your page and help you organize elements in a way that keeps people moving through the preferred conversion path.

  • F pattern: the user starts at the top left, scans to the right, and then moves down a line and repeats

Choose Fonts and Typefaces Carefully

Another key component of landing page design that people often overlook is typography. Typefaces can help make your page easier to read or harder to read.

Select the Right Colour Scheme

Just as typefaces convey emotional messages to visitors, so do colours. Blue is often associated with trust, tradition, and confidence. Green may be associated with money, health, and the environment.

Improve Your Landing Page Performance Now

There are many factors that go into good landing page design and optimization. If you want to get the most out of your ad campaigns and marketing spend creating an optimized landing page is critical.

Parachute Design Group Inc. is a boutique Toronto web design agency specializing in beautiful hand-made website design, custom logo design and branding.