by The Computing Australia Group | Creating Highly Effective
Landing Pages
Landing pages are often the backbone of digital marketing campaigns-but many businesses still struggle to make them convert. If your landing pages aren’t generating enough leads or sales, the issue is rarely the product or the offer. In most cases, the problem lies in the structure, messaging, design, and optimisation of the page itself.
What Is a Landing Page?
Unlike typical website pages-which educate, inform, and allow users to explore freely-a landing page has one focused goal. Depending on your business, this goal might be:
- Filling out a form
- Downloading a resource
- Booking a consultation
- Purchasing a product
- Signing up for a newsletter
- Claiming an offer or discount
Think of a landing page as a digital sales rep. Its job is to guide users toward a single action, using persuasion, clarity, and strong value messaging.
There are many types of landing pages, including:
- Lead generation landing pages (form-based)
- Click-through landing pages (bridge pages for ad campaigns)
- Sales landing pages (long-form persuasive content)
- Product-specific landing pages
- Event registration landing pages
- Squeeze pages (email collection with minimal content)
Regardless of the type, the objective remains consistent: turn a visitor into a lead or customer.
How to Create an Effective Landing Page: The Complete Guide
1. Craft a High-Impact Headline
Your headline is the first thing people see-and often the make-or-break moment for conversions.
A great landing page headline should be:
- Clear: communicate the main benefit instantly
- Value-focused: tell visitors what they gain
- Specific: avoid vague or generic phrases
- Aligned with the ad: match the message users clicked
Examples of strong headlines:
- “Boost Your Website Conversions in 30 Days-Without Redesigning Your Site.”
- “Get Your Free Cybersecurity Audit Today.”
- “Start Managing Payroll in Under 10 Minutes.”
2. Write a Compelling, Benefit-Driven Copy
Best practices:
Landing pages are not blogs. Users want answers fast.
Lead with benefits-not features
Instead of:
“Our software uses advanced automation tools.”
Say:
“Save 10 hours a week by automating your payroll tasks.”
Make it personal
Use words like you, your, and get to speak directly to the reader.
Maintain scannability
Break content into small paragraphs, bullets, and bold highlights for easy absorption.
Include social proof
Testimonials, reviews, case studies, and trust badges significantly improve conversions.
Reinforce the CTA throughout
Mention key benefits right before the call-to-action button to boost clicks.
3. Design a CTA That Stands Out
Your Call-to-Action (CTA) is the most important element on the landing page. Every design choice should lead visitors toward clicking it.
Characteristics of a great CTA:
- Uses a strong action verb: Download, Get, Start, Book, Access
- Has a contrasting colour that visually pops
- Includes clear value: “Get My Free Guide” instead of “Submit”
- Is placed above the fold (but can repeat lower on the page)
- Feels low-risk (microcopy like “It’s free!” increases conversion)
Examples:
- “Get Started Free”
- “Download the Checklist”
- “Book My Free Consultation”
A CTA should be impossible to miss and easy to understand.
4. Keep Important Elements Above the Fold
Place the following above the fold:
- Primary headline
- Subheadline
- Form or CTA button
- Key benefit statement
- Optional hero image or video
The faster someone understands your offer, the higher your conversion rate.
Advanced tip:
Use sticky forms or floating CTA buttons to make conversion effortless on mobile and desktop.
5. Ask for Only the Information You Need
Form fields have a direct correlation with conversion rates:
The more fields you add, the lower your conversions go.
Best practice for most landing pages:
- Name
- Email address
If the offer requires it, you can add more-but always justify why you’re asking.
Avoid requesting:
- Phone numbers (unless absolutely essential)
- Physical addresses
- Sensitive personal information
Users convert when the process feels easy and low-risk.
6. Remove All Navigation and External Links
That means:
- No top navigation
- No sidebar menus
- No footers with links
- No outbound links
Every link you keep is a leak in your conversion funnel. The user should have only two choices:
- Take the desired action
- Leave
Minimal friction = maximum conversions.
7. Ensure the Page Is Fully Responsive
Your landing page must:
- Load quickly
- Adjust smoothly to different screen sizes
- Use large, clickable buttons
- Have forms optimised for mobile input
- Avoid heavy images or unnecessary scripts
A non-responsive landing page will immediately lose credibility and conversions.
8. Focus on Keyword Alignment and Search Intent
Your landing page should:
- Match the keywords users are searching
- Align with your Google Ads copy
- Answer the user’s specific question or need
- Use naturally placed keywords throughout
- Have keyword-optimised headings (H1, H2)
Poor alignment results in:
- High bounce rates
- Low Quality Scores in Google Ads
- Reduced conversions
Always write landing pages with both users and search engines in mind.
9. Use A/B Testing to Improve Conversions
Split testing (A/B testing) is one of the most effective optimisation strategies.
You can test:
- Headlines
- CTAs
- Images or videos
- Form lengths
- Colour schemes
- Layout structures
- Social proof placements
Small changes often lead to significant improvements in conversion rates.
Use tools like:
- Google Optimize alternatives (2025 editions)
- Optimizely
- VWO
- Unbounce
- HubSpot A/B testing
Never assume-always test.
Additional Advanced Conversion Strategies
To reach elite-level performance, consider implementing these expert tactics.
Use Visual Hierarchy
Guide visitors’ eyes using:
- Large, bold headlines
- Strategic spacing
- Colour contrast
- Directional cues (arrows, visuals)
- Highlight boxes
Good visual hierarchy removes friction and encourages action.
Include Trust Elements
People convert when they feel secure. Add:
- Testimonials
- Case study highlights
- Client logos
- Media mentions
- “100% Secure Checkout” badges
- Certifications and awards
Trust elements are especially critical for financial, legal, and technical industries.
Add a Hero Image or Video
Use:
- Product photos
- Team images
- Workflow screenshots
- Short explainer videos (30–60 seconds)
Video can increase conversions by up to 80% when done well.
Use Scarcity and Urgency Wisely
Psychological triggers can boost conversions significantly.
- Limited-time offers
- Countdown timers
- Limited seats
- Only X spots left
Be honest-artificial scarcity hurts trust.
Optimise Page Speed
To improve speed:
- Compress images
- Use lightweight fonts
- Minimise scripts and plugins
- Enable caching and CDN
- Use clean, modern hosting
These are some tried and tested tips on how to create an effective landing page. Optimised and well-designed landing pages are a great customer conversion tool. Are you looking for one? Contact us or reach out to us at sales@computingaustralia.group.
Jargon Buster
Above the fold – The area of a webpage that can be seen without scrolling.
Bounce rate – The number of visitors who come to a website but leave before moving on to other pages or taking any action.
Responsive page – The ability of a web page to adapt to the different screen sizes of different devices.
FAQ
What is the main purpose of a landing page?
A landing page is built with a single goal-conversion. Unlike a normal webpage, its purpose is to guide visitors toward taking one specific action such as filling out a form, downloading a resource, booking a consultation, or making a purchase. Every element on the page is designed to support this single objective.
How long should a landing page be?
Why should landing pages not include navigation links?
What information should I collect on a landing page form?
Only request the minimum details required to deliver your offer. For most lead-generation landing pages, a name and email address are enough. Asking for too much personal information-like phone numbers or physical addresses-can discourage users and reduce conversions.
