Insights · Convert · Landing pages
Landing page design: 10 rules for pages that turn clicks into enquiries
By Tom O, Senior Performance Specialist
Published · 3 minute read
The short answer
A landing page that converts has one job and one audience. Match the headline to the ad or search, say what you do and for whom in the first line, show proof beside the decision, offer one clear next step, keep the form short, make it fast on a phone and remove anything that leads visitors away. Then test one change at a time.
I have built and tested landing pages for solicitors, clinics, advisers, trades and software companies. The details change; these ten rules do not.
1. One page, one job
A landing page exists to get one type of visitor to take one action. A page about conveyancing should not also try to sell wills and family law.
2. Match the headline to the click
If the ad says "Fixed-fee conveyancing in Leeds", the headline should say the same. Visitors decide in seconds whether they are in the right place.
3. Say who it is for
"For first-time buyers in Leeds and Bradford" tells the right people they are in the right place, and the wrong people that they are not.
4. Put proof beside the decision
Your star rating, a strong review and a relevant accreditation belong next to the form or button, not at the bottom of the page.
5. One main call to action
"Get your fixed quote" in a colour that stands out, repeated down the page. Not "Learn more", "Contact us" and "Download" all competing.
6. Keep the form short
Ask only what you need to call someone back well. Every extra field loses some people who were ready to enquire.
7. Offer more than one way in
Some people prefer to call, some to book online, some to fill in a form. Make all three easy, especially on a phone.
8. Remove the exits
A full website menu on a paid landing page gives visitors a dozen ways to wander off. Keep navigation to a minimum.
9. Make it fast on a phone
Most clicks come from phones. Compress images, avoid heavy sliders and check the page loads quickly on mobile data.
10. Test one change at a time
- Pick one changeA new headline, a shorter form or proof moved higher.
- Run it for long enoughUsually a few weeks, depending on traffic.
- Judge it on qualified enquiriesNot just on form fills. More, worse leads is not a win.
- Keep the winner and test againSmall gains add up over months.
About the author
Tom O, Senior Performance Specialist. Tom runs campaigns across Google, Meta and LinkedIn and leads our landing page projects, making sure every pound a client spends has a clear commercial purpose.
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