In 2014 I discovered the TOMS website by pure coincidence while browsing for a pair of new shoes.

What appeared to be another eCommerce website made a lasting impact on me for years due to their unique ‘One-for-One’ business model.

As any true-blue millennial would agree, the website with a cause is enough to retain their attention for more than 7 seconds. Not surprisingly, I was tempted to make a purchase then and there.

That’s what happens when you end up browsing specially crafted landing pages as well.

What’s a landing page?

Source: Slack

A landing page is a standalone web page that serves a specific purpose. It brings your potential customers closer to the sales funnel by offering them a special deal, unique piece of information, or campaign.

So, can a website have more than one landing page? Yes, absolutely.

You can build as many unique landing pages as you want, targeted towards your segmented customers.

Here’s a lowdown on creating spectacular landing pages that convert:

1.Talk about your Unique Selling Proposition (USP)


 Like TOMS, do you have a story to tell about your brand or business?

What is it that makes you stand out from your competitors?

Why would a customer choose you over other brands?

The answer lies in your USP. It sets the website’s tone or the web page, clearly outlining what to expect for your customers.

For instance, Canva’s USP is – Empowering the world to design.

Play to your strengths and communicate your USP in an effective, compelling manner. It should give customers some value and, at the same time, not be restricted to just a slogan.

From a design perspective, put your brand’s USP in an enticing headline. This is because headlines are usually the mainstays landing pages and capture the attention of the users.

Pro tip: Make the headline short, concise, and tell how your brand provides value to the users. This will do the trick.

2. Say it with an impressive Hero Banner

Source: Mailmunch

A picture speaks a thousand words. But a Hero Banner conveys more than that.

Located ‘Above the Fold,’ it captivates your users by welcoming them to a remarkable narrative.

There are several instances of creating the best hero banners, which entice your target audience. Check out some unique examples we’ve outlined in this post to get a better perspective.

3. Provide social proof

Source: Wrike

“We’re the #1 florists on the market.”

“We create the best Dalgona in the world.”

“We are one of the best UX UI design agencies.”

Okay. Why would your potential customers believe you…unless you provide them substantial proof?

With 97% of consumers saying online reviews impact their purchasing decisions, social proof is indispensable.

Therefore, do include reviews, testimonials, ratings, etc. on your landing pages. Alternatively, show and tell your brand’s prowess through significant milestones like a prestigious award or a noteworthy certification.

This will boost the credibility of your products or services offered.

4. Fine-tune the Call to Action (CTA)

Source: Taboola

The elements your website is ultimately tied to your brand’s conversion goal. These include call-to-actions (CTAs).

Done right, CTA buttons persuade the users to take the next step, be it signing up for a newsletter, downloading an ebook, viewing a case study, and so on. Both design and content are crucial in creating CTA buttons. The choice of font, placement, sizing, and copy are all interwoven.

Here are some quick but surefire tips to get your CTA buttons right:

1. Don’t use generic language such as Read More
2. Give the audience something in return
3. Keep the copy as short as possible
4. Make them pop on the landing page using contrast

5. Pepper the page with visuals

 Source: Mailchimp

Apart from the hero banner, ensure that there are enough visual elements on the landing page, including images, videos, gifs, and illustrations.

Get creative with data representation or how information is presented in general. For example, display significant milestones using an infographic. You can also include product video on the page provided it doesn’t slow down the loading times.

Pro tip: While using visuals, make sure that they are of the right size and are optimized for different platforms.

6. Use creative copy

Source: Teambit

Content is the most crucial element of your website. It brings traffic to your landing page, provides information, and guides potential customers to take the next step.

Get creative with your content and present it in different ways. This will make it easier for them to consume the content and stay on the page longer. Here are some handy tips:

1. Emphasize the benefits and solutions
2. Make every word make sense
3. Keep the writing simple
4. Use a conversational tone
5. Draft a crisp copy
6. Provide incentives to take an action

7. Include FAQs section


FAQs are incredibly useful for landing pages because –

1. You can store additional information for the visitors in a dedicated section
2. SEO-optimized FAQ section plays a critical role in topping the SERPs
3. They also help potential customers get a solution without wasting time

Make sure that you include a well-formatted FAQ section on the site, which is clearly visible to the users. Experiment with different types of design, including accordion, to save space yet have vital information in one place.

8. Create pixel-perfect contact forms


Landing pages that offer information in exchange for contact details contain form with two or more fields. This is an excellent way to capture the leads, which are later nurtured into prospects.

How to design the perfect landing page contact forms?

Here’s how you should proceed:

1. Never ask for information more than what’s necessary
2. Don’t make the users type too much
3. Opt for single-column layouts
4. Offer visual cues
5. Use contrast wherever feasible
6. Don’t be afraid to use white space
7. Focus your attention on crafting the CTA
8. Optimize the forms for the mobile
9. Take the next step of the users into account
10. A/B test the form before taking it live
11. Place the form strategically on the landing page

9. Don’t forget the thank you page


Thank You page is an additional page that builds trust and delight for your potential customers. It is crucial component of landing pages, which asks users to input some information.

The best part about thank you pages is that you can get as creative as you want. It also paves the way to tell the visitors where they can access more information and how.

In essence, the page is all about making them feel good about hitting that CTA button!

Calling it a day

No landing page is created perfectly in one go. And what works for one brand or page may not bring home the same amount of success for the other. Take the cue from TOMS – converse with your target audience and seamlessly guide them to navigate the page. All the same, don’t forget to customize the landing pages based on data and provide them value throughout their journey.

Are you looking for an experience-driven digital solution for your product or service?
Author Akshay Dafade
Akshay is the Lead UX Designer at Pepper Square and he has defined the user experience for some of the finest global brands over the last four years.

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