The internet age has completely changed the way we live. What we used to do in person, we now do online. And with the pandemic raging all over the world, businesses have moved everything on the internet. Businesses use landing pages to effectively market and promote their products and services. Here are the basics of and some development tips for landing pages to help your business attract visitors, lead them through the conversion funnel, and turn them into paying customers.

What is a Landing Page?

A landing page, in digital marketing, is a standalone marketing or advertising web page. Essentially, it is where a user “lands” after they click on a link from an email or from ads they see in Google, YouTube, Instagram, Twitter, Facebook, or other websites. It is a very important part of the web development and design process.

It is not like other web pages. Other web pages are created for a number of different goals – for instance, to provide information, etc. – and to encourage users to explore the site further. A landing page, on the other hand, is created for the sole purpose of receiving and converting traffic from an online marketing or ad campaign.

Landing Page Development

Here are some examples of actions businesses might want users to do on their landing page:

  • buy something
  • leave their contact information
  • subscribe to an email list, newsletter, etc.
  • register for an event

It is a page that calls users to action and transform them into subcribers or paying customers.


  1.  Lead Generation – A.k.a. Lead Gen or Lead Capture. These pages usually have a form to serve as their call to action. They are designed to collect users’ information like names and email addresses. Businesses then use the information to build a customer list. In return, users get free content including products, services, deals vouchers, and others.
  2. Clickthrough – These are usually used by ECommerce and SaaS marketers to send users straight to the sales or subscription page. Clickthrough pages typically have one simple button to serve as their call to action. This button leads users straight to the checkout page.

Do I Need a Landing Page?

Landing pages are the latest trend in Sydney web development, and for good reason. Here are some of its benefits.

  1. It supports your business’ goals. The page is specifically customised to support your business goals. Do you want to promote products? Gain new customers? Sell more? Whatever your ad campaign’s goals are, the landing page is where you can achieve them.
  2. It increases conversions. When they are well developed, it can provide a clear call to action which can influence users to easily subscribe, purchase, or provide information to you.
  3. It generates data and provides insights. Through these pages, you can determine which channels are providing you with the most leads, which campaigns are performing the best, which offers are the most popular. It provides you with useful data to learn more about your customers and inform your marketing strategies.
  4. It influences paid search campaigns. Paid search campaigns are dependent on clickthrough rates which are, in turn, dependent on landing pages. This results in higher lead generation which increases the likelihood of a conversion.
  5. It helps grow you email distribution list. This page is commonly used for generating more and better leads. Once a user clicks on the link on the page or signs up, that means they are interested. This could turn into potential buyers. In addition, the more people are in your list, the more chances of conversion you have.
  6. It boosts credibility. When users feel like your offers help them achieve their goals and needs, you increase your business’ credibility. Since the page can be customised, one of the most common development tips for landing pages is to include testimonials that show off the success other people have experienced with your business.
  7. It improves brand awareness. You can customise your page to look and feel like the rest of your branding materials. This helps in improving brand awareness.

Development Landing Page

The Best Development Tips For Landing Pages

Now that we have discussed what it is and why you need them; let us discuss the best ways to develop them to maximize its benefits and turn visitors into customers.

  1. Keep it simple. Keep the page as simple as it can be, especially the navigation. The content must be immediately visible without having to scroll down. Only include information that are relevant to your offer.
  2. Use colours to your advantage. Choosing the right colours is extremely important. Colours can evoke emotions and can result in either negative or positive responses from the audience.
  3. Choose the appropriate typography. Font size, type, styles as well as spacing matter. They impact readability and understanding. If developed well, typography can direct your audience’s attention to the content and ease the effort necessary to read it.
  4. Improve readability. In order to convey your value proposition, use clear and concise language that is specific, easy to understand, and compelling. Use power words that calls the user to an action. Break up text chunks by using bullet points and lists and use varied font sizes and colours to make the content more scannable.
  5. Optimise. This is perhaps one of the most important development tips for landing pages. Optimise your landing page for SEO. This will increase the change it will get a good spot on search engine results pages. Just as important, optimise for mobile devices since more than half of online activity is done on mobile devices. Both of these are good tips for web development in general.
  6. Add media. Images and videos will make the page more aesthetically pleasing and more informative. Whenever possible, use photos of real people – your staff, customers, etc. Not only will you build loyalty among your people; research also show that images of real people establish trust and improve conversion rates.
  7. Share success stories. You can build customers’ confidence by sharing the testimonials of customers. These will serve as proof of your business’ competence and promise and are effective ways of nudging undecided users towards becoming paying customers. Additionally, prominently display your business’ accolades and other credentials to boost customer confidence.
  8. Show how you can be reached. Clearly display your business name, contact information, and links to your social media pages on the page.
  9. Allow people to share. “Share” is the new word of mouth. Make it easy for users to share your content by making sure the share buttons are visible and easy to use.
  10. Testing, testing, testing. Use A/B testing to determine which of the two variants is more effective in achieving your marketing goals. Ensure that your page editor will allow you to conduct an A/B test. This will allow you to tweak and optimise each element to make your page the best it can be.

Businesses that want to succeed understand how important an online presence is. A well-developed landing page give you the opportunity to create targeted customer-focused marketing campaigns.

Follow these easy development tips for landing pages to make sure this crucial page is professionally-designed, well-structured, and developed to highlight your business’ unique value proposition.