What is a landing page? Definition of 

A landing page, also known as a one-page site, is a website that does not contain any additional tabs and is designed for one specific action to be performed by the visitor. This could be buying a product, signing up for a newsletter, downloading an e-book or registering for an event. The main features of a landing page are minimalism, clarity of message and a strong call to action (CTA).

One-page sites are characterized by simplicity and clarity, making it easy for the user to quickly understand what to do. An effective landing is one that focuses on a specific goal and eliminates any unnecessary distractions.

If you don't want to deal with creating a landing page yourself and prefer to have experienced professionals handle it, our agency is at your service. We specialize in creating pages that maximize conversions and support your business goals. Have us create a professional landing page.

What is the landing page most commonly used for?

Landing pages are often used in marketing campaigns, especially those focused on sales or lead generation. Companies use them to promote new products, sign up users for webinars, collect email addresses for newsletters or offer free product samples. By precisely targeting a single action, these sites are more effective at converting visitors into customers than traditional websites, which can be saturated with too much information and options.

A sample landing page created by our agency:

Why is it so important to skillfully design a sales landing page?

Skillful design of an ona page is crucial, because without it, you simply won't be able to achieve your goal. An effective landing page can significantly increase the conversion rate, which directly translates into a successful marketing campaign. When it is poorly designed, users can quickly become discouraged, leave the site and not perform the expected action, which means a loss of potential customers and profit. A well-designed page also increases users' trust in the brand, which is especially important for new products and services. Ultimately, an effective landing page is a tool that allows companies to achieve their marketing goals more efficiently and cost-effectively.

How much does a landing page cost?

The cost of creating a landing page in an agency or with a freelancer can vary depending on the scope of the project and the client's requirements. In our agency, the prices start from about 3000 PLN net and can reach 10000 PLN net. The price is influenced by factors such as the complexity of the project, the number of features to be implemented and the degree of personalization. A professionally made landing page is an investment that can quickly pay for itself through increased conversions and improved sales results.

Learn more about landing page and website pricing in our article: How much does a website cost? Current prices and factors affecting the cost of a website

How to design a good sales landing page?

Now that you know what a landing page is, why its skillful design is so important and what the pricing issue is, let's move on to a detailed discussion of how to design an effective one page website. In this section, we'll give you a step-by-step look at what techniques and tools you can use to get the most out of your site's sales potential.

Determine the purpose of the landing page

If you don't know the purpose of your landing page yourself, users are even less likely to know what to do once they get to it. Therefore, the first step in designing a landing page is to clearly define the purpose of the page. Think about what specific thing you want to achieve - whether it's selling a product, generating leads, signing up for a newsletter or downloading an e-book. Every element on the page should support this goal - without unnecessarily distracting the user. Defining the goal allows you to focus on the key elements that will drive users to take the desired action.

How do you determine the purpose of a one page website?

• Identify your company's main needs: Do you want to increase sales? Expand your newsletter subscriber base? Increase the number of downloads of your e-book?
• Identify your target audience: Who is your ideal customer? What are their needs and expectations? You can learn more about this in our article: What is and how to determine the target group? Practical tips.
• Determine what data you want to collect: If your goal is to generate leads, you need to decide what information is most important to you (e.g., email address, phone number).

Sample hero landing section with webinar signup form:

Choosing the right tools to create a landing page

For those inexperienced in website development, WordPress is the right platform, and the Elementor plugin simplifies the process of creating a landing page with its drag-and-drop feature. Elementor offers many ready-made templates that can be customized.

How to create your own landing page on WordPress?

Even people inexperienced in website development can create their own simple landing page using WordPress and tools such as Elementor. WordPress offers a number of plugins and templates that simplify the process of designing and personalizing a page. With intuitive interfaces, you can easily add and edit content, change the layout of the page and customize its appearance. As one of the most popular drag-and-drop page builders, Elementor allows you to create professional-looking landing pages without any coding knowledge.

Attention: Although it is as possible to create a landing page yourself, it is always worth considering the help of professionals. Experts know exactly how to design pages that not only look attractive, but most importantly sell effectively. A professionally designed landing page will greatly increase your chances of success on the Internet. 

Designing headlines and calls to action

Landing page headlines should be short, concise and eye-catching. An effective headline clearly communicates the benefits a visitor will receive by performing the desired action. The CTA (call to action) should be prominent and unambiguous, such as "Buy now," "Subscribe" or "Download e-book."

How to create effective headlines?

• Use clear and understandable language: Avoid complex phrases and technical jargon. The headline should be easily understood by any visitor.
• Focus on benefits: Instead of focusing on the product's features, show what benefits it will bring to the user.
• Add an element of urgency: Phrases such as "Limited offer" or "Today only" can encourage faster action.

How to design an effective CTA?

• When designing a CTA, place it in an easily visible location, preferably at the very top of the page, in the hero section. It's important that the call to action be the first thing the user notices when he or she enters the site. If the goal is to generate leads, the contact form should also be located at the top, to make it as easy as possible for potential customers to take action. 
• Use contrasting colors: The CTA should stand out on the page to attract attention.
• Use strong verbs: Phrases such as "Register," "Buy now" or "Download" are more persuasive than neutral expressions.

For more on creating CTA messages, see this article: Effective CTA (call to action) on a website - what a call to action should look like.

Creating compelling content

Landing page content must be clear and targeted to benefit the user. Remember to avoid unnecessary information -. The user should immediately know what he will gain by performing a certain action.

How to write effective content?

• Understand user problems and present how your product or service solves them, using examples and scenarios that your target audience can understand. Emphasize the benefits, not focusing solely on the product's features, but on how its use can improve life or make work easier.
• Use short sentences, paragraphs and use bold text: Short and concise sentences make the content easier to read and understand, so avoid overly complex grammatical constructions. Divide text into short paragraphs to avoid a "wall of text" effect, and each paragraph should contain one main idea. Use bold and prominent headings to highlight important information and make it easier for users to scan content.
• Reviews from satisfied customers can significantly increase the credibility of your offering, so choose those that best reflect the benefits of your product. Customer testimonials in the form of reviews and ratings can convince visitors to buy, so include a variety of reviews to show a complete picture of the customer experience. If your company has received any awards or certificates, be sure to highlight them.

Using appropriate graphics and multimedia

High-quality images and videos can significantly increase the appeal of your landing page. Make sure the multimedia is related to the offer and supports the page's message. It's also a good idea to use infographics to convey information quickly and effectively.

How to choose the right graphics for a landing page?

• Low-quality images can discourage users and lower the credibility of the site. That's why it's a good idea to invest in professional photographs or use image banks that offer high-resolution images, i.e. Shutterstock. Remember that first impressions are extremely important, and the quality of graphics can be decisive in terms of the perception of your offer.
• Use images related to the offer: Graphics should reflect what you are offering so users can easily understand what they are getting. Avoid images that may be misleading or not directly related to your product or service. Images should support the text and help convey key information, creating a consistent and understandable message.
• Use infographics: they are a great way to convey complex information in an accessible and attractive way. They can quickly and effectively convey data, statistics or processes that would be difficult to understand in text form. 

An example of professional photography for a landing page:

Usability and user experience (UX)

When designing any website, you must always keep user experience (UX) in mind. The landing page should be intuitive and easy to navigate so that users can find what they are looking for in the shortest possible time.

How to improve UX on a landing page?

• Avoid too many elements that can distract the user. Focus on a clear and transparent page layout. An excess of graphic elements, text or animations can confuse users and make it difficult for them to find the information they need. Minimalist design that focuses on key content and activities helps users quickly understand what they need to do and what benefits they can gain.
• All interactive elements should be easily accessible and intuitive to use. Make sure they are clearly visible and strategically placed on the page. Important messages should stand out in color and placement so that users can easily see them and understand their function.

Landing page vs contact forms and simplicity of navigation

Contact forms should be as simple as possible. Too many fields to fill out may discourage users. If more information is required, consider filling out the form in stages. Site navigation should be intuitive and only direct the user to perform the desired action.

How to design effective forms?

• Reduce the number of fields: The fewer the number of fields to fill in, the greater the chance that the user will choose to fill them in.
• Use clear labels: This will help users understand what information to provide.
• Add optional fields: Allow users to provide more information if they want, but don't require it.

An example of a simple form:

Landing page testing and optimization

A/B testing: Regularly testing different versions of page elements (headlines, CTAs, images) will help identify what works best. A/B testing is a good tool for optimizing a landing page and increasing conversions.

How to conduct A/B testing on a landing page?

• Choose one element to test, such as a headline, image or button color, to understand exactly what affects the results.
• Split traffic evenly: Make sure both versions of the site are displayed evenly so that the results are meaningful.
• Analyze the results: See which version achieves better results and make changes permanent.

There are many tools for conducting A/B tests, but among the most popular are Google Optimize and Optimizely. Google Optimize is a free tool from Google that allows you to easily create and analyze A/B tests, integrated with Google Analytics for detailed analysis of results and understanding of user behavior. Optimizely, on the other hand, is an experimentation tool that offers not only A/B testing, but also multivariate testing and personalization, making it ideal for companies that want to take a deep dive into optimizing their landing pages.

Responsiveness and loading speed of a one page site

Make sure your landing page is responsive, meaning it looks good and works well on different devices - computers, tablets and smartphones. The loading speed of the page is also of great importance. Users quickly lose patience if a page takes too long to load.

How to ensure responsiveness?

• Use responsive templates that automatically adjust to different screen sizes. This allows your content to display uniformly and aesthetically regardless of the device it is viewed on. Test your website on different devices - computer, tablet and smartphone - to make sure it looks good and is functional on each.
• Take advantage of flexible images and containers that automatically adjust to screen size for a consistent look and optimal user experience.

How to improve landing page loading speed?

• Use image compression tools to reduce image size without losing quality. Large, non-optimized images can significantly slow down page loading. 
• Make sure you're using the latest versions of server and browser technologies, such as HTTP/2, which improve data transfer efficiency. HTTP/2 offers faster page loads thanks to features such as multiplexing, which allows multiple resources to be sent simultaneously over a single connection.
• Regularly monitor and analyze your site's performance with tools such as Google PageSpeed Insights or GTmetrix, which provide detailed reports and suggestions for optimization. These tools will help you identify elements that need improvement and provide specific tips on how to optimize them.

Adapting content for SEO

Optimizing your site for search engines (SEO) can increase the visibility of your landing page and attract more organic traffic.

How to optimize a landing page for SEO?

• Make sure your site contains relevant keywords related to your offerings. Conduct thorough keyword research to identify the ones that are most relevant to your industry and that have a high search volume, but at the same time are not too competitive. Place these keywords strategically in headlines, content, page URLs and meta tags, but avoid overusing them so you don't expose yourself to penalties for keyword stuffing.
• Add meta descriptions and title tags that comply with SEO principles and attract users' attention. The meta title tag should be short (about 60 characters) and contain the main keyword, while the meta description should be about 150-160 characters long and concisely describe the content of the page, encouraging users to click through. Both of these elements should be unique to each page and accurately describe what the user will find when they click.
• Make sure that all images have proper ALT descriptions and that their sizes are optimized. ALT descriptions not only help search engines understand the content of images, but they are also used by assistive technologies such as screen readers, making your site more accessible. 

For more on SEO, check out this article: What is SEO and what is effective SEO?. 

Creating an effective one page website - summary

A well-designed landing page not only increases the chances of conversion, but also builds trust in the brand and engages users. Remember that clearly defining your goal, thoughtfully designing headlines and CTAs, creating compelling content, and paying attention to UX and SEO are key elements that determine the success of your landing page. Whether you decide to create the site yourself using WordPress and Elementor or use the services of professionals, remember that any investment in a well-designed site can bring significant benefits to your business.

Want to increase the effectiveness of your marketing campaigns? Trust Two Colours! We will design a landing page for you that will not only attract attention, but also effectively convert interest into real action from your customers.

Learn more about the service itself here: creation of landing page and take advantage of free quote.

We also invite you to see our landing implementations: landing page realizations.