How To Design A Landing Page to Improve Conversion

Macbook Pro on Blue showing Unsplash website landing page
Photographer: Patrick Fore | Source: Unsplash

What makes a good landing page? To answer that question, a lot.

You will need to carefully pick and place elements to create a well-constructed landing page for increased conversion rates.

Keep reading, and we’ll outline everything you need to know.

What is a landing page?

To start off, what exactly is a landing page?

A landing page is a standalone web page that a person "lands" on after clicking through from an email, ad, or other digital location. – Mailchimp

Generally, a landing page is aimed to increase conversion rates or gain new leads for a business. So when it comes to comparing a landing page and a normal webpage, is that a landing page’s main priority is to convert a user.

Above the fold

Above the fold diagram of a Fonseka Innovations landing page

The fold is a term used by web designers and Internet marketers to describe a web browser window’s bottom border. – The Daily Egg

The area above the fold is the most impactful part of a webpage. It is the first piece of content that a user first loads your webpage and plays a vital part in the conversion process.

To get the most out of your above the fold content, consider the following for your landing page:

  • A convincing headline
  • Persuasive Copy
  • A call to action (CTA)
  • An interesting image.


A compelling headline is the start of the conversion process. Your headline should grab the reader’s attention and describe your service within a short sentence. Be sure to keep your headline short and sweet by having a maximum of 15 words.

There are some great tools like 25 Headlines to help you write great headlines for your landing pages.


Having a call to action (CTA) above the fold will help guide the reader through your landing page or straight to a contact form. You can design your landing page to follow a click flow to lead a user to a contact form.

Remember to keep your CTA clear and noticeable. Pick contrasting colours to make the button stand out from the copy.

Landing Page Content

AIDA Principle
Source: Artfulbits

AIDA Content

The AIDA principle is a method of how to target a market effectively. The acronym describes a common list of actions a reader’s engagement with a page.

A – Attention (Grab the attention of the consumer)
I – Interest (Describe the customer’s interest)
D – Desire
(Convincing the customer with the information they want to hear)
A – Action
(Guiding the customer to a specific action i.e. Signup Form)

If your landing page content follows this principle, it should increase the chances of conversion. The AIDA concept is explained

New York, New York. The city that never sleeps. The Big Apple. The city so nice, they named it twice! Whatever name you know the city by I think it’s safe to say everyone will recognise the bright lights and high rises that help make New York, New York. I spent 6 days exploring the big city, from night viewings on the Top of The Rock to golden hour on Brooklyn Bridge and it lived up to and surpassed every expectation I had. Explore the full collection of photos from my time in NYC at ✌️
Photographer: Joshua Earle | Source: Unsplash


Images, diagrams, infographics and other visual content can be very useful when creating a landing page. They allow the user to take a break from reading content. Video content can also be used to keep the user on your landing page for a longer period of time.


Testimonials and reviews for your service/product will always provide a positive impact on your landing page. It gives the consumer some peace of mind knowing that other customers were satisfied with your service/product.


A contact form is essential when trying to convert a customer. It is the finish line in some ways. But be sure to ask for information that is most important first. Data such as an email address, phone number and full name are critical. If you don’t get this information, how will you get in touch with them later?

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