If We Assume There Are as Many Landing Pages as Campaigns. While that might be an exaggeration, there are certainly plenty of landing pages—small microsites that expand on topics hinted at in banners, or sections of a website that ad messages direct us to. All of them are designed to encourage a specific action—whether it’s making a purchase, leaving contact information, downloading files, or simply reading an article (where you’ll be bombarded with more ads). With so many landing pages out there, how can we ensure that ours stands out? There’s no universal recipe, but here are a few tips to follow:

Focus on the Goal

The most important point here is that the goal should be singular—well planned and clearly defined. Make sure the page doesn’t offer too many distractions or escape routes, such as linking to other content or pages. For this reason, avoid including a traditional menu. Focus all efforts on highlighting the goal—use visuals to illustrate the benefits the user will gain, include a catchy headline, and most importantly, make sure the Call to Action (CTA) button is clear and highly visible. The CTA should immediately convey the action you want the user to take: „Buy Now,” „Download Free Sample,” „Book Now.” These elements should be the most visible on the page and stand out from the background.

Benefit-Focused Language

The language on your landing page should be benefit-oriented from the very first headline: „Make your travel dreams come true today,” „Don’t wait—enjoy the confidence our product offers,” „Claim one of 1,000 free samples.” These are examples of how to greet users and immediately communicate the benefit they’ll receive. The rest of the messaging should continue to reinforce these benefits—it’s not enough to just list product features; you need to explain how the customer will benefit. The language should be simple, with clear, concise messages explaining who you are, what you offer, and what the user needs to do to get it.

Simple, Attractive Design

These days, we’re used to the idea that how something is presented can be just as important as what is being communicated. For landing pages, the design should emphasize the benefits without distracting from them. High-quality images that align with the message, readable fonts, and icons that enhance the communication—all these elements should be well coordinated. The landing page should not be overloaded with graphic elements.

It’s also important that the landing page design is consistent with other materials for the product or service, such as banners, brochures, etc.

Well-Designed Form

The form should be short and simple—requiring too much information can discourage users, reducing the likelihood of completion. Ask only for the most important details to increase your chances of gathering more data in a later stage. If you’re planning a separate thank-you page, that can be a good place to ask for additional information. Ensure that the form’s data is being collected properly and stored in the right place.

Testing

For your landing page to be effective, you’ll need to put some effort into testing it and be ready to make changes if necessary. A great approach is to conduct A/B testing—create two versions of the landing page that differ in some element (such as layout, button text, or images), and test which one performs better. Don’t forget to track conversions—make sure everything is properly set up to monitor how the page is doing.

Also, be sure to test the page on mobile devices—your campaigns will inevitably reach mobile users as well.

Of course, each of these points could be expanded upon and additional tips could be provided, but by following these simplified guidelines, you’ll have a good chance of creating an effective landing page that serves its purpose.