If you are looking to capture more leads on your website, then creating a targeted landing page should be a priority on your list. Landing pages that are focused on a specific goal, are a key component to paid campaigns, email marketing, or SEO efforts that generate more leads. 

Good website landing pages can boost your return on investment, while a dull landing page can leave your business inquiries stagnant. There are thousands of ways you can put a landing page together, but one that suits your agenda will be defined by many factors. In this blog post, we’ll lay out some landing page essentials and elements to think about when building your optimal landing page. 

Identify Your Customers and Their Needs 

Before you start thinking about what your landing page will look like, making sure you know who your audience is will influence other elements. Who is your audience? What problem are they facing? What do they want or need in order to solve that problem? These are all questions you should think about when generating the appropriate copy that will speak to your audience directly. In order to engage them, you must understand their struggles and worries. If you can show them that you understand their problem and can offer a viable solution, then they will be more than willing to opt-in, purchase, or download your product or service. 

Have an Objective-Focused Landing Page

After you’ve identified the problem, you must think about the goal of your landing page and the kind of action you want your visitors to accomplish. If you’re offering an expensive class, then collecting their email address might be the best action. That way, you can start building a relationship with each prospect and instilling trust. If you are selling a product like shoes, then your objective should be to make the purchase process very straightforward.

Page Copy

One of the trickier elements of a landing page is developing the page copy. The goal is to make your product or service the hero. Re-iterate the customer’s problem and how you’re going to solve it for them and make their lives easier with your product/service. Those talking points should be explained in the main portion of your landing page copy.

Copy Length

Long copy can possibly deflect users right away depending on what you’re trying to sell. If you’re selling a service that requires a higher commitment, then longer copy could be beneficial when trying to showcase the benefits of your service. On the other hand, if the purpose of your landing page is to collect email addresses, then limited copy and an attention-grabbing headline is optimal. 

Unique Value Proposition

Depending on your offer, you should ask yourself what it is that visitors must know and highlight those points. You can further entice users by highlighting the benefits. This will help your UVP (unique value proposition) and help customers see the value in your offer. Point out what they will gain from using your product/service and what they would lose if they don’t purchase, opt-in, or download. You especially want to make sure your copy is very clear and speaks to their pain points. The less fluff in your copy, the better!

Strong Call-to-Action & Design

First impressions count, so ensuring that your page appeals to customers will also determine whether they stay on the page or leave. That doesn’t necessarily mean you have to have an extravagant design. Most times a good landing page is minimalistic and straight to the point.

Tip: Remove any possible distractions by eliminating site elements that are unnecessary. For example, some landing pages do not include the site navigation. The point is to keep visitors focused on the objective when they land on your page.


Your call-to-action (CTA) should stand out and be visible (above the fold) to visitors. Your CTA copy should be compelling enough to make the visitor want to click and ideally should be the only link on the page. Try to avoid having multiple links on your page as they can reduce overall conversion rate. When it comes to your CTA button, you also want to make you’re using a color that makes it stand out and contrast from the other colors on your page. Something that people have misconceptions about is using arrows on your page. Some think it may look tacky, but they do work really well when guiding people to the site form or the CTA button.

Site Forms

Site forms should be short and you should only be collecting information that is absolutely necessary. Information like phone number and date of birth can make visitors skeptical of sharing that kind of information and could potentially leave the page. If you have a product or service that’s going to take some work to persuade or convince a visitor to fill out a form or make a purchase, taking advantage of badges of trust can help motivate the visitor. They will serve the purpose of positive reinforcement as well as trusted user reviews. 


One important thing to remember is that not all landing pages are created equal. There are many different “formulas” you can use to build your page. It’s best practice to keep testing your call-to-action button, copy, layout, and other elements on the page to see what works. 


There are so many different components and resources that go into creating a landing page that converts, but putting in the work and implementing these general tips will help you build a page that is highly targeted and generates leads for your business. 

If you don’t have the tools or resources to create a custom landing page, New Target has an excellent team that can help you create your optimal landing page. Speak to one of our team members through our site chat for quick questions or reach out to us by filling out our form.

A global team of digerati with offices in Washington, D.C. and Southern California, we provide digital strategy, digital marketing, web design, and creative for brands you know and nonprofits you love.

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