So, you’re running ads, you have a great email strategy and your social posts are engaging. But all of this is useless without a landing page that converts your traffic into customers.
No matter the channel they used, you know the users who visit your page already have some form of interest in what your business is offering. A strong landing page allows you to focus their attention, highlight your value, and remove distractions that can derail conversions. It’s where your messaging, design, and strategy all come together.
Without a strong, well-built landing page in your corner, your ads, emails and social posts become worthless and your traffic quickly leaves without ever generating a real impact.
In this blog, we’ll be looking at why you need a strong landing page, what makes a good page, and how you can fix yours.
Why landing pages matter (across all channels)
Your marketing campaigns are only as effective as the page you send your traffic to. You could have the best targeting, great ad copy and a killer call to action (CTA), but without a landing page that reflects your ad and what you’re selling, you’ll find you don’t get converting customers.
A chain is only as strong as its weakest link. Your ad campaigns could have great engagement and click-through-rate (CTR) and be excellent at getting traffic to your website. But, if your landing page isn’t up to par, you’ll soon find that the all important traffic disappears before completing the action you want them to.
So, how does a good landing page impact each marketing channel?
Paid Ads (PPC)
Every click costs money, so you want to give yourself the best chance at converting users. A targeting landing page where the content on the page matches the ad copy creates a seamless experience.
Email Campaigns
Your audience already knows who you are and what you offer, so you already have a head start, compared to the people you find in a PPC campaign (unless you’re running a remarketing campaign). A landing page in this context allows you to expand on the message you’ve already been sharing on email.
Organic Social Media
Organic social media is designed to grab attention and interact with users on a more personal level. Whether it’s a link in your bio, or the odd post sending users to your website, you need to make sure your landing page follows the same tone with content that is going to keep their attention.
No matter the source, all traffic that comes to your landing page has to make the same decision – take action, or leave. With a strong landing page that engages your users and offers them insight and education on your product or service, you reduce the likelihood of the latter happening.
Different types of landing page
While there are a number of different landing page styles, not all of them serve the same purpose. The style you choose depends on your goals and objectives – are you looking to capture email addresses, drive sales and leads, or to educate your audience?
Here are some examples of the different types of landing pages a business can use.
Squeeze Page
A squeeze page is a super effective way to capture basic information such as a user’s email address. They’re usually used for competition entrants, or to allow access to a piece of gated content. Often, this page doesn’t require a user to scroll for more information – it’s a basic design, with one clear CTA.
Lead Capture Page
A lead capture page is often quite similar to a squeeze page, but offers more information to a user. There’s still a clear CTA to encourage users to input their details, only this type of page offers more context. This could be in the form of more benefits and features, and the team behind the service or product.
This type of page is great for businesses running paid ads. You need to make the journey from click to conversion as straight forward as possible and this type of page does exactly that.
Thank You Page
A ‘Thank You’ page can be more than a line of text on a page after a user clicks ‘submit’. These pages, while offering confirmation of a successful purchase or form submission, can be used to keep the user on your website for a little while longer. Use this as an opportunity to send the user to your blog or podcast page where they can find more insights from the business they’ve already contacted. It builds that trust and authority and means they’re more likely to go from a lead to a paying customer.
Unsubscribe Page
No business wants to have users unsubscribe from a service, but it is inevitable. Rather than having no communication at all once a user hits the unsubscribe button, a dedicated page allows both them and you to gain a bit more insight into the ‘why’. An unsubscribe landing page means you can offer them the chance to change their preferences, instead of having them leave. Usually your email marketing provider will have a feature where you can customise what your users see when they click ‘unsubscribe’.
Common landing page mistakes
When it comes to a strong, well-performing landing page, there are several things to avoid.
No Call to Action (CTA)
The journey from click to conversion needs to be as simple and straightforward as possible. And a clear call to action does just that. It’s a bold, concise button that tells users what to do next. Whether it’s ‘call now’, ‘buy here’ or something a little more fun, your landing page needs to have a CTA – without one, your customers are left wondering where to go.
Inconsistent messaging
As with any marketing, consistency is key. The messaging in your campaigns and landing pages needs to correspond with each other so it’s clear to a user they’re in the right place. Your brand tone of voice needs to be clear and connected throughout each and every touchpoint your customers have with your brand in order for a seamless buying journey.
No mobile optimisation
More and more users are browsing and buying on mobile, so your landing page must be built with smaller screens in mind. If your page doesn’t load correctly, is hard to navigate, or takes too long to display on mobile devices, users will bounce almost immediately.
Lack of social proof
People trust people, it’s as simple as that. Whether its testimonials, ratings or case studies, these bits of social proof can transform a user from ‘not too sure’ to ‘ready to buy.
Stock imagery
People crave genuine human interaction, and generic images on your website can make your brand feel untrustworthy. Users can spot stock photos a mile away, and they may question the authenticity of your brand. Where possible, try to show your face, using photos of you and your team to build rapport between you and your audience.
Distracting design
No one wants to land on a page with too many colours, cluttered design and competing elements. It can, too quickly, overwhelm your audience and distract them from completing your intended goal. The design on your landing page should lead the user smoothly towards the CTA.
Slow load times
There’s nothing more frustrating than landing on a page that takes forever to load. It’s off-putting and often leads to high bounce rates. A study from Portent found that landing pages that load in one second convert three times higher than those that load in five seconds.
What makes a strong landing page?
A strong landing page has a clear purpose, zero distractions, and is built around the psychology of trust and action.
Here’s what sets the high-performing ones apart:
Singluar focus
A great landing page does one thing and one thing well. You want to create a space where it’s clear what the end goal is, without distraction. Don’t ask your users to do too many things – like booking a call, following your Instagram account and signing up to the mailing list all on one page. Instead, show a clear path to conversion that’s easy to follow.
Video
You’ve seen us talking about the importance of video and the impact it can have on a business. This applies to your landing page too. A study from HubSpot found that 38.6% of marketers say video is the #1 landing page element that impacts conversion. By including a video relating to the content on your landing page, you bring the user in on a deeper, more personal level.
Clear value proposition
As soon as they land on your page, users need to know immediately what it is you offer, and how it helps them. Using short, benefit-driven headings and subheadings you can speak directly to their pain points and establish a strong sense of trust and authority.
Trust builders and social proof
People can be sceptical online, so backing up your services/products with real-life testimonials and case studies will help build trust. Case studies and logos of trusted clients also work well as proof of your great service.
Good user experience (UX)
You could have the best offer and the most persuasive copy in the world, but if your landing page is clunky, slow, or frustrating to use, visitors won’t stick around. By ensuring you have fast load times, a mobile optimised page and easy-to-use forms, you’re on to a winner.
What does QBD say?
Whether you’re looking to make more sales, generate more leads, build your database, attract new clients or promote your content, a well-designed landing page can help you achieve your objectives.
Landing pages should be engaging, memorable, persuasive and direct.
They need to capture the reader’s attention, build credibility, educate them about the product or service you’re offering, then prompt them into action.
You can have the best ads, the smartest email campaigns, and the most engaging social posts in the world, but if your landing page doesn’t convert, it’s all wasted effort. A landing page is the bridge between your marketing and your results. It’s where you prove your value, build trust, and guide someone from curiosity to commitment. Without a strong landing page, your ad spend gets flushed away, your emails lose momentum, and your social traffic bounces before it ever matters. But with the right structure, message, and design, a landing page becomes the engine that drives real growth.
Remember, your landing page should feel effortless. Fast to load, easy to scroll, clear to understand, and simple to act on. If a visitor has to think too much or wait too long, you’ve already lost them.
Get a free audit
At QBD we offer a free website audit service to help you build a better experience for your customers. Whether you’re looking for advice on an existing landing page, or want a review of your website as a whole, we can help.
Simply fill out the form below and a member of our growth specialist team will be in touch.
About the authors
Molly Sneath
Molly is our PPC & Digital Marketing Specialist.
As well as managing QBD’s marketing activities, she supports multiple clients and projects with her skills in SEO, social media management and Pay-per-click, specifically Google Ads. She also has strong copywriting skills and writes blogs for clients who have a monthly subscription with us.