This is a guest post by Dana Watkins, Program Manager for the BIC and Founder of Snaply Sites.

Your landing page is one of the most important tools in your marketing toolkit. It’s the first impression many people will have of your business, and it needs to do a lot of work in a short amount of time. As website designers for small business, we understand what it takes to create high-converting landing pages that capture attention and drive action. When I design landing pages for Snaply Sites clients, I focus on a few key elements that consistently deliver results. Here’s what you should include on your landing page to make it as effective as possible.

What You Do and Who You Serve

Right away, your landing page should clearly communicate what you do and who you serve. Visitors need to know they’re in the right place within seconds. Use a concise, straightforward headline that spells it out. For example:

  • “Affordable Website Design for Small Businesses.”

  • “Marketing Solutions for Local Restaurants.”

Don’t make people dig for information. Your headline and subheadline should answer two basic questions: What problem do you solve, and who do you solve it for?

Use the Least Amount of Words

Less is more when it comes to landing pages. People don’t read. They scan. Avoid long paragraphs or overly detailed explanations. Instead, focus on short, punchy sentences and bullet points that get your message across quickly. Break up your content with headers, and use whitespace to keep the page clean and easy to navigate.

For example:

  • Highlight benefits with bullet points.

  • Keep text blocks to two or three sentences max.

  • Use images or icons to support your text without overwhelming the design.

Social Proof

People trust other people more than they trust brands. Adding social proof to your landing page builds credibility and reassures visitors that you can deliver on your promises. 

Here are some ways to include social proof:

  • Quotes and Testimonials: Use glowing feedback from happy customers.

  • Logo Wall: Showcase logos of companies you’ve worked with.

  • Customer Feedback: Highlight ratings or reviews.

Social proof not only builds trust but also reinforces your expertise and reliability. Just make sure to use real testimonials or feedback—authenticity is key.

Clear Call to Action

Your landing page should guide visitors toward a single, clear action. What do you want them to do next? Whether it’s booking a consultation, signing up for a newsletter, or making a purchase, your call to action (CTA) should be obvious and compelling.

Tips for a great CTA:

  • Use action-oriented language: “Book Your Free Consultation,” “Start Your Trial Today.”

  • Make it visually distinct: Use buttons or colors that stand out.

  • Place it strategically: Include your CTA above the fold and repeat it further down the page.

Value Add

What’s in it for them? Your landing page should clearly communicate the value visitors will get from taking action. 

This could be:

  • A free resource, like an eBook or checklist.

  • A special discount or limited-time offer.

  • Access to exclusive content or tools.

Make your value proposition compelling and specific. For example, instead of saying, “Sign up for our newsletter,” say, “Get weekly tips to grow your business delivered straight to your inbox.”

A well-designed landing page isn’t about cramming everything into one place—it’s about including the right elements in the right way. By clearly stating what you do, keeping your copy concise, incorporating social proof, adding a strong CTA, and highlighting the value you offer, you can create a landing page that converts visitors into customers. Keep it simple, keep it focused, and make every word count!