Landing Page
A landing page is a focused, standalone web page designed with a single goal, like capturing leads or promoting a specific offer from a campaign.
What is the difference between a landing page and a homepage for my business website?
Think of your homepage as the lobby of your business. It’s designed to welcome everyone, provide a general overview of who you are, what you do, and guide different types of visitors to various sections of your site like your blog, services, or contact page. It has multiple jobs and serves a broad audience.
A landing page, on the other hand, is like a private meeting room designed for a specific purpose. It’s a standalone page, separate from your main website navigation, with one single, focused goal. Visitors typically arrive here after clicking on a specific link from an email, a social media post, or an ad campaign. Its job isn't to encourage exploration; it's to persuade the visitor to take one specific action.
The key difference is focus. A homepage is for browsing, while a landing page is for converting. By removing distractions like menus and sidebars, a landing page keeps the visitor concentrated on the single Call to Action (CTA), which dramatically increases the chances of them completing that goal.
How do you design a high-converting landing page in Figma before building it in Webflow?
The process begins long before the first pixel is placed in Figma. It starts with a clear strategy. We first define the single most important action a user should take on the page. Is it to download an ebook, sign up for a webinar, or book a demo? Every design decision flows from this goal. We then create a wireframe to map out the structure and flow of information, ensuring the user journey is logical and frictionless.
Once in Figma, we build out the visual design. This involves creating a compelling Hero Section with a powerful headline, writing concise, benefit-driven copy, and establishing a clear visual hierarchy that guides the user’s eye towards the CTA. We incorporate trust signals like testimonials and client logos, ensuring every element is consistent with your core Brand Identity. The design is meticulously planned for a seamless user experience on all devices.
Crucially, we design with the final build in mind. Our deep understanding of Webflow means we create designs in Figma that translate perfectly into a high-performing, responsive website. This smooth Figma to Webflow handoff process ensures the final product is not only beautiful but also technically sound and optimised for performance from day one.
What are the most important elements for a successful landing page in 2025?
A successful landing page is a masterclass in focus and persuasion. The single most important element is a clear, compelling, and singular Call to Action. If you ask a visitor to do too many things, they will likely do nothing. This CTA should be supported by a powerful headline that instantly communicates the value of your offer and connects with the user's problem.
Next, you need persuasive and concise copy paired with high-quality, relevant visuals. People scan, they don't read, so your copy should highlight benefits, not just features. This should be backed by strong social proof. Testimonials, case studies, partner logos, or user statistics build trust and reduce hesitation, making visitors feel more confident in their decision to convert.
Finally, technical excellence is non-negotiable. The page must be fully responsive, looking and functioning perfectly on any device. Blazing-fast page speed is essential to prevent visitors from bouncing before your content even loads. If you have a form, keep it as short as possible. Only ask for the information you absolutely need to reduce friction and increase completion rates.
Why should I use Webflow to build landing pages instead of other website builders?
Webflow offers a unique combination of design freedom, performance, and flexibility, making it an ideal platform for building high-impact landing pages. Unlike template-based builders that can be restrictive, Webflow gives you complete creative control. This means your landing page can be a truly custom creation that perfectly aligns with your campaign's aesthetic and Brand Identity, without being forced into a pre-built box.
Performance is another key advantage. Webflow produces clean, semantic HTML and CSS, which is fantastic for both Technical SEO and loading speed. A faster, better-optimised page keeps users engaged and is favoured by search engines. This technical quality is a core reason why we build exclusively on Webflow for our partners.
Webflow also excels at iteration. You can easily duplicate landing pages, tweak headlines, change images, and publish different versions to run A/B tests. This agility allows you to continuously optimise your pages for better performance without needing a developer for every small change, making your Conversion Rate Optimisation (CRO) efforts much more efficient.
How do you improve a landing page's conversion rate over time?
Improving a landing page isn't a one-and-done task; it's a continuous cycle of learning and refinement. The process starts with solid tracking. By setting up analytics correctly, you can measure key metrics like conversion rate, bounce rate, and user behaviour. This data tells you what’s working and, more importantly, what isn’t. It turns guesswork into an informed strategy.
With that data, you can form hypotheses and run A/B tests to validate them. Does a different headline grab more attention? Does a shorter form get more submissions? Does changing the button colour from blue to green increase clicks? By testing one variable at a time, you can systematically identify the changes that lead to meaningful improvements. This iterative process is the foundation of effective Conversion Rate Optimisation (CRO).
This is where a true partnership makes a difference. Instead of getting bogged down in data analysis and testing methodologies, we can guide you through the entire process. Our subscription model is perfectly suited for this ongoing optimisation, ensuring your most critical campaign pages are always evolving and performing at their peak. If you're curious about the potential wins hiding on your current site, a great place to start is with our Free Site Audit.
