A guide to building effective landing pages. Discover how to create great content, strong calls to action and forms that make someone click to convert.

1. CLICK THIS
Convert Visitors to Prospects

2. LORRAINE BALL
Marketing Strategist
Recovering Corporate Executive
Amateur Photographer

3. THE MAGIC LANDING
PAGE

4. ATTRACT THE RIGHT
PROSPECTS
Solve a specific problem with
a specific solution for
a specific segment of your market

5. EVERYONE IS DOING IT!

6. PROPOSE AN EXCHANGE

7. VALUABLE OFFER
Give visitors a reason to make the
exchange

8. WHAT CAN YOU TRADE?

9. WHAT CAN YOU TRADE?
• Industry data or survey results
• How-to guides
• Case studies
• White papers, resource lists
• Score cards and check lists

10. COLLECTIONS

11. WHAT ELSE?
• Discounts or special offers
• Product previews
• Invitations to special events
• Podcasts, webinars, videos
• Calculators

12. FREE TRIALS

13. IMMEDIATE PAYOFF

14. THE PERFECT LANDING
PAGE
Lead visitors to YES!

15. SINGLE PURPOSE

16. PROMINENT CTA

17. MORE DESIGN TIPS
• Limit Navigation
• Testimonials
• Benefits
• Close with CTA

18. HIGHLIGHT THE FORM
• Color and Contrast
• Encapsulation
• Directional Cues
• White Space

19. MOBILE RESPONSIVE
•56% of
traffic to your
website comes
from mobile
devices

20. STREAMLINE FOR MOBILE

21. SUBMISSION FORM TIPS
Ask for Less, Get More

22. ONLY ASK FOR WHAT YOU
NEED
5% Conversion dip if phone
number is requested
Source: Unbounce
4% Conversion dip if street
address is requested
Source: Unbounce
2% Conversion dip if city
and state are
requested
Source: Unbounce

23. WHAT DO YOU REALLY
NEED?

24. DESIGN MATTERS
• Left align
• Single column
• Clear questions
• Smart errors

25. BUTTON STYLE
• Contrasting colors
• 1/3 width of form
• Subtle movement
• Go big

26. COLOR MATTERS
Yellow
Optimistic & Youthful
Gets attention of
window shoppers
Red
Energy
Increases heart
rate, creates
urgency
Blue
Trust & Security
Associated with
banks and
businesses
Green
Wealth & Relaxation
Easiest color for the
eyes to process
Orange
Aggressive
Call to action:
Subscribe, buy
or sell
Black
Powerful & Sleek
Luxury product
marketing
Pink
Romantic & Feminine
Product marketing
to women and girls
Purple
Soothe & Calm
Beauty product
marketing

27. STRONG CALLS TO
ACTION
• Keep it short
–1 – 3 Words
• ALL CAPS –
–CLICK NOW not Click Now

28. COMMAND ACTION
• CLICK, REGISTER, GO

29. PROMISE A BENEFIT

30. DON’T SUBMIT

31. IF YOU BUILD IT,
WILL THEY COME?
Not unless you actively promote

32. DRIVE TRAFFIC
• From other pages on your site
• From social media
• From online ads
• From offline promotions

33. INTERNAL LINKS

34. SOCIAL SHARE

35. EVERY PAGE
Is a Landing Page

36. EVERY PAGE IS A LANDING
PAGE

37. LEAD VISITORS
• Uncluttered Pages
• Simple Menu
• Great Search Function
• Logical Next Steps

38. LOGICAL NEXT STEPS
• Schedule appointment
• Apply for a job
• Ask a question
• Search FAQ
• Read a case study
• Download a research paper
• Complete an assessment
• Browse products
• View portfolio
• Subscribe to a newsletter
• Read blog or company
news
• Leave a review
• Subscribe to a newsletter
• Watch a video

39. WHAT’S NEXT?
Auto response campaigns, email
newsletters, phone calls and more

40. QUESTIONS?

41. SPECIAL OFFER
FREE Audit of Your Landing Page
Email link with subject line:
Audit My Page

42. LORRAINE BALL
Contact Me:
lorraineball@roundpeg.biz