Published on 04/07/25
How do you create an impactful landing page?
Creating a landing page is a bit like creating a perfume.
It's the sweet combination of several ingredients that work together to create a perfect alchemy that's sure to reach its target. Well, a landing page is the combination of the knowledge of a growth marketer, a data analyst, marketing and design to build THE page that will ensure many visits and conversions. But what are the not-so-mysterious ingredients in this recipe? At ARNEO, we've deciphered the secrets of a successful landing page, and we're delighted to share our best practices with you.
A landing page: much more than just a page
Think of your landing page as your company's online showcase. It must captivate, convince and convert in the blink of an eye. But remember, it's not just another page. It's a powerful marketing tool, designed to generate leads, qualify prospects and increase your conversion rate. A landing page is often the first interaction with your business following a digital campaign, be it Google Ads, social networks or emailings. It should therefore be designed as a hook to entice your visitors to find out more about your brand.
The two types of landing pages
Did you know that there are two types of landing pages? Each serves a different purpose, but can be complementary in an overall strategy:
- Content Landing Page: Educational and informative, it aims to feed your audience with rich, in-depth content. Ideal for SEO and long-term nurturing, it is often richer in navigation and content. For example, a page explaining "How to choose your CRM" is a content landing page that educates and informs.
- Conversion Landing Page: Direct and action-oriented, it's designed to convert immediately, whether for registration, purchase or download. It's generally simpler and more direct, with a focus on the call to action (CTA).
Strategy and Objectives : The key to success
To maximize the impact of your landing page, it's crucial to define a clear and unique objective for each page. Whether it's to generate leads, make sales or encourage registrations, every element of your page must be aligned with this objective. For example, a landing page for a webinar should have the sole aim of encouraging visitors to register.
Define your KPI's
Once you've identified your main objective, it's essential to define key performance indicators (KPI's) to measure the effectiveness of your landing page. This will enable you to adjust and optimize your strategy on an ongoing basis. For example, tracking the conversion rate or time spent on the page can give you valuable insights.
Design: The art of capturing attention
A modern, visually appealing design is essential to hold your visitors' attention. Choose a clear typographic hierarchy, a color palette consistent with your brand, and exploit whitespace to air out and enhance your key content.
Waterline
The waterline is the visible part of your page without scrolling. It's crucial because it's the first impression visitors will have of your landing page. Make sure your value proposition and CTA are visible above this line to maximize engagement.
Visual aspects
- Striking headline: Make sure it matches the ad clicked to ensure continuity with the visitor's intent. For example, if your ad promises a special offer, this offer should be immediately visible on the landing page.
- Clear value proposition: Formulate a strong value proposition, visible right from the top of the page. Explain quickly what problem you're solving and what benefits you're offering.
- Social proof: Include testimonials, customer logos or case studies to reinforce trust. For example, reviews from satisfied users or logos of well-known customers can greatly influence visitors' decisions.
Simplify your forms
Make it easy to complete your forms by limiting them to the essentials. Offer only the minimum fields required, validate in real time that the information has been entered correctly, and clearly indicate progress to reassure the user and collect qualitative data. For example, a newsletter registration form should only ask for email address, possibly optin to comply with RGPD and current European regulations.
Performance: Measure, test, optimize
The performance of your landing page is based on three key issues:
- User experience: Visitors quickly become irritated with every second they wait. A slow page can encourage them to leave without engaging further.
- Business plan: Every second of delay potentially reduces the conversion rate. Optimizing loading speed is therefore crucial to making the most of the budget invested in the campaign.
- SEO and visibility: Google favors fast pages in its rankings. Good technical performance can therefore improve your organic visibility.
Core Web Vitals
Optimize Core Web Vitals to improve user experience and SEO. These indicators focus on loading speed, interactivity and visual stability. For example, Largest Contentful Paint (LCP) measures the loading time of the largest visible element, which should be less than 2.5 seconds.
Conclusion: Your landing page deserves the best
A well-designed landing page is the cornerstone of your digital campaign's success: it's the fruit of iterative work, combining several areas of expertise. Don't forget to test several versions, measure your KPI's and learn from real usage data to maximize your impact.
At ARNEO, we don't just follow trends, we anticipate them to offer you future-proof solutions. Do you have a landing page project in mind? Our experts are here to guide you to success. Contact ARNEO today and let's work together to turn your visitors into loyal customers!