Craft Landing Pages That Win Customers

Your website’s only as good as the leads it pulls in. If it’s spitting out spam or barely registering a blip, you’re in trouble. In my career, I’ve watched businesses flip from flatlining to thriving with one tool: stellar landing pages. A landing page is a standalone web page built for one purpose—grabbing your leads, closing sales, or sparking action. It’s not magic, but you need strategy to nail it.

The flow of landing pages is critical to it's success. Calls to action (CTAs) should point to landing pages and landing pages should point to thank you pages.

Here’s how you can build landing pages that hook your small business customers and keep them coming back in 2024.

Make Your Contact Info Impossible to Miss

Your landing page is where your users connect with you. It can be as simple as a contact page but could also be for a variety of offers. Make your landing page as specific as needed for the purpose intended. However, before your users can get to the landing page, give them all the options needed to contact you in a way that makes sense for them

Your customers won’t trust a website that hides its contact details. Put your contact info where it shines: clickable phone number, email, mailing address, and social media links in your header, footer, or next to your form. This isn’t just about being reachable—it shows you’re legit, boosting confidence for visitors to take action.

• Add a sticky header: Keep your contact information accessible as users scroll, ensuring easy access on mobile and desktop. If appropriate, make your phone number visible for people to reach out if that's their preferred method of communication.
• Test a live chat widget: Try placing a chat option near your contact details to gauge if real-time support boosts engagement.
• Use a prominent CTA: Place a “Contact Us” button in your header to drive users to a dedicated contact page or form. In my case (as the current update of this post) I've chosen "Get Started" for the header and “Contact Me” in the footer... You can test what works best for you.
• Other CTAs: When you have a landing page for a specific purpose (e.g. to download a checklist or report), make sure that CTA is easily accessible... don't forget to test it's location as often as necessary.

Streamline Your Forms for Conversions

Your forms are the key to capturing leads, but placement and design can make or break them. Put a form on every landing page tied to a product or service—don’t make users hunt for it. Keep it simple: ask for just a name and email to cut friction. Ask for more information only if you need to qualify your visitors more. I’ve seen conversions spike when forms use clear labels and guiding tooltips. 

• Add inline validation: Show real-time feedback (e.g., green checkmarks) to confirm correct entries, reducing user errors.
• Test form length: Try a one-field form (email only) vs. a two-field form (name, email) to see which converts better.
• Use clear button text: Make your submit button say “Get Started” or “Join Now” to signal action, not just “Submit.”

Ditch Generic Templates

Your customers can spot a cookie-cutter template a mile off, and it screams “no effort.” Generic designs erode your credibility. Go custom with a landing page that reflects your brand—colors, fonts, and layout tailored to your vibe. A bespoke page isn’t just prettier; it’s built to drive your specific goal, like a sign-up or sale. Stand out, or you’ll blend into the noise. It doesn't have to be a pixel perfect representation of your website but it definitely needs to look like it belongs with your brand.

• Match your brand colors: Use your logo’s palette to create a cohesive, professional look that feels uniquely yours.
• Test unique imagery: Swap stock photos for custom visuals or illustrations to see if they boost user trust and engagement.
• Customize your fonts: Choose one or two fonts that align with your brand personality to enhance readability and style.

Guide Your Users with Precision

A landing page without direction is a maze with no exit. Pick one goal—say, capturing leads—and make every element (headline, form, CTA) point to it. Plan what happens after the action: an email sequence or a related pitch. Clear paths keep your users moving toward your goal.

• Use directional cues: Add arrows or visuals pointing to your CTA to guide user attention and increase clicks.
• Test headline clarity: Try a direct headline (e.g., “Sign Up for Free”) vs. a creative one (e.g., “Unlock Your Growth”) to compare conversions.
• Set up a post-action redirect: Send users to a thank-you page with a related offer to keep them engaged after submitting.

Harness Whitespace for Impact

Whitespace isn’t wasted space—it’s your design’s best friend. Cluttered pages overwhelm users, burying your CTA. Strategic whitespace highlights key elements like forms or buttons, creating a clean, inviting flow. Think of it as a spotlight: leave blank space around your headline or CTA to draw the eye. A minimalist design isn’t just aesthetic; it boosts your conversions.

• Increase padding around CTAs: Add extra space around buttons to make them stand out and encourage clicks.
• Test section spacing: Vary the whitespace between sections (e.g., 20px vs. 40px) to find the balance that keeps users focused.
• Simplify your layout: Remove one non-essential element (e.g., extra text) to test if a cleaner design improves conversion rates.

Your Landing Pages Are Your Edge

Great landing pages don’t just convert—they build your customer loyalty. By prioritizing clear contact info, smart forms, custom designs, focused journeys, whitespace, and relentless testing, you’ll craft pages that work harder than your sales team. Start small: simplify one form or test a new CTA this week. Your business deserves leads that stick—make your landing pages the spark.