Getting someone to click on your advert, search result or social media post is only half the battle. Once they arrive on your website, you need to give them a good reason to stay, trust your business and take the next step.

That is where a well-designed landing page can make a real difference. A landing page gives visitors focused information about a particular product, service, offer or campaign, with the aim of encouraging a specific action.

When done well, it can help increase conversions while also building confidence in your business… but how can you create landing pages that do both?

What is a landing page?

A landing page is a dedicated web page designed around a particular marketing objective. Unlike a general website page, which might provide information about several aspects of a business, a landing page usually has a much narrower focus.

For example, a business running Google Ads for a particular service could send visitors to a landing page specifically about that service rather than its homepage.

The page can then answer the questions a potential customer is likely to have and make the desired next step clear.

Start with one clear objective

The first step is deciding what you want visitors to do.

Do you want them to:

Request a quote?
Book an appointment?
Make a purchase?
Fill in an enquiry form?
Download a guide?
Sign up for an event?

Trying to achieve too much on one page can make the visitor journey confusing. A focused landing page should have a clear purpose and a call to action that supports that purpose.

Make the message match the campaign

Imagine someone searches for a specific service and clicks on an advert promising a particular solution. They then arrive on a generic homepage with little information about that service: they may simply leave.

Your landing page should match the message that brought the visitor there. If your advert promotes a particular service, the landing page should immediately confirm that they are in the right place.

It should explain what the service is, who it is for and why they should consider your business. This consistency can make the customer journey feel much more straightforward.

Explain the benefits, not just the features

People want to know what a product or service can do for them. Instead of simply listing features, explain the practical benefits.

For example, a web design agency could talk about mobile-friendly design, but it should also explain how a responsive website can provide a better experience for visitors using smartphones and tablets.

Your landing page should answer the basic question every potential customer is asking: ‘Why should I choose this?’ Keep the language clear, relevant and focused on the customer’s needs.

Build trust with evidence

A visitor may be interested in what you offer but still be hesitant to make contact. This is where trust signals can be particularly valuable.

Depending on your business, these could include:

Customer reviews
Testimonials
Case studies
Industry accreditations
Relevant qualifications
Client logos
Guarantees or assurances where appropriate
Examples of previous work

You do not need to cover the page with every award or testimonial you have ever received. Choose evidence that is relevant to the decision the visitor is making.

Real-world evidence can help turn a page that makes claims about your business into one that demonstrates why those claims are credible.

Make your call to action obvious

A landing page should make it easy for visitors to understand what happens next. Your call to action might say ‘Request a quote’, ‘Book a consultation’, ‘Get started’ or something more specific to your business.

Avoid making visitors hunt for the contact form or scroll through several pages to find out how to get in touch. At the same time, avoid filling every section with competing buttons. One clear primary action is often easier to understand.

Reduce unnecessary friction

Every extra obstacle can give a potential customer another reason to abandon the page. If you are asking someone to complete a form, only request information you genuinely need at that stage.

Make sure the page works properly on mobile devices, loads quickly and is easy to navigate. If someone has arrived because they are interested in a particular service, they should not have to work hard to find the information they need.

Don’t forget SEO and AI search

Although landing pages are often associated with paid advertising, they can also contribute to organic visibility. A well-structured page that provides genuinely useful information about a service can potentially attract relevant search traffic.

Clear headings, useful content, descriptive page information and a technically sound website all help search engines understand what the page is about.

As search increasingly incorporates AI-generated answers and recommendations, having clear, trustworthy information about your business and services can also contribute to your wider online visibility.

Test, measure and improve

Your first landing page does not have to be perfect. Monitor how visitors interact with it and look at metrics such as traffic, conversions and conversion rate. You can then test different headlines, calls to action, layouts or messaging.

Sometimes a relatively small change can make a noticeable difference. Treat your landing page as an ongoing part of your digital marketing strategy rather than a page you create once and never revisit.

Turn interest into action

A successful landing page needs to do two jobs well: give visitors confidence and make taking the next step easy.

Clear messaging, relevant information, genuine trust signals and a straightforward call to action can help bridge the gap between someone simply browsing and someone ready to enquire or buy.

Is your website getting visitors but not enough enquiries or sales? Get in touch with our digital marketing and web design team to find out how we can help you create landing pages that are built around your audience, your goals and the actions you want visitors to take.

How To Use Landing Pages To Drive Conversions & Build Trust