Landing pages play an important role in any digital marketing campaign. These website pages are a crucial part of a potential buyer’s journey after they have seen an ad that appealed to them and clicked through to reach the landing page. This page must then compel the visitor to take further action such as signing up for a newsletter, joining a membership, or buying a product. Landing pages can be designed from scratch by a web developer or can be designed, hosted, and launched easily using a system such as Webflow.
Webflow is a customizable content management system (CMS) that uses servers to host material like text, images, and videos for websites. It is also a visual web creation tool that enables users to create websites without knowing how to code or how to write HTML, CSS, and JavaScript. A drag-and-drop editor like Webflow allows anyone to easily design and launch websites, including high-converting landing pages.
Why Webflow for Landing Pages?
Using Webflow for landing pages is an easy way for brands and marketers to launch beautiful landing pages that increase conversion rates without writing any code. Plus, Webflow is more than just a drag-and-drop interface. It is also a full-featured CMS that manages websites for companies of all sizes, including smaller teams as well as major enterprises.
Landing pages built in Webflow have a responsive design, meaning the sites will perform and look great on any device, whether desktop or mobile. Sites will load quickly, thanks to website optimization. Templates are available to guide design, or builders can utilize pixel-perfect customization for just the right look for any style and brand. The best of all may be Webflow's ease of use, as it allows teams to deploy sites without requiring extensive coding knowledge or hiring web developers.
Webflow vs. Competitors
See how Webflow stacks up against the competition to make a more informed decision.
HubSpot
HubSpot is a comprehensive customer relationship management (CRM) platform for marketing that includes sales and operations services in addition to website building.
Webflow, however, offers the best design control over website design and can let you launch hundreds of landing pages easily.
Unbounce
Unbounce allows users to create easily modifiable sites that they can test with A/B testing. Unbounce also offers AI website copy, if you don’t already have copy written.
This option may make sense if landing pages and lead generation are your only goals. However, Webflow can let you design full websites, in addition to landing pages, making Webflow a more efficient and comprehensive option.
Leadpages
Leadpages, like Webflow, offers templates to make the design process quicker and easier. Also like Webflow, the landing pages you can create are made with an easy drag-and-drop interface to make professional and stylish landing pages to convert leads. Yet Leadpages lacks a proper CMS and A/B testing is only available at the higher tiers.
Key Elements of High-Converting Landing Pages
The following are some key elements that high-converting landing pages should have. This list is not exhaustive, but including these elements increases the chances of a visitor converting.
Compelling Headlines and Subheadings
Headlines should indicate clearly to the reader what the section is about and be compelling enough to get them to want to read the section. It’s also good practice to further break up elements of text into subheadings so that text is easier to read.
User-Friendly Design
A user-friendly design is essential to ensure visitors can use the site easily and intuitively. That includes using high-contrast visuals and easily identifiable navigation buttons and menus. This also entails taking measures to ensure the site loads quickly. Sites will load more quickly using tactics such as lazy-loading images and browser caching for faster reloading for repeat visitors. A good landing page should also be optimized for mobile devices.
Engaging Visuals
Visual elements should be aesthetically pleasing, relevant, and congruent with your brand and style. Visuals should engage the visitor and compel them to continue reading down the page toward the call-to-action (CTA).
Strong Call-to-Action
The CTA is where you make the sale. It should be strong, concise, and clear, compelling the visitor to take some action such as making a purchase or signing up. A CTA should not be vague, cryptic, or difficult to understand. Be sure to tell the user exactly what it is that they should do. If the CTA is a navigation element like a button, it should be large, prominently placed, and eye-catching.
Designing With Webflow: Step-By-Step Guide
Take the following steps to design and launch your Webflow landing page. To speed up the process, Webflow has numerous templates to choose from.
1. Devise a Plan
Before you start building your website, set up a plan of action with goals. What do you want your landing page to look like? What will the CTA be? Is the goal to get visitors to sign up for something or make a purchase? Once you have your goals for the site figured out, you can begin designing and building your Webflow landing page.
2. Start Designing
Use the drag-and-drop interface to get a feel for the tools and to start creating your landing page. Website components such as HTML elements will be on the screen.
These HTML elements include:
- Images
- Buttons
- Divs
- Forms
- Text fields
Webflow allows you to store all of your content so you can dynamically create landing pages using a similar layout.
When designing your landing page, consider using Webflow University tutorials on how to build a Webflow site. Webflow University tutorials and guides provide instruction on specific steps to design, build, and launch your landing pages. You can follow along with a landing page tutorial that will help you build a full site or watch a tutorial video specifically just for building and launching landing pages.
3. Format the Layout
Design the layout of the landing page. Layouts of typical landing pages include:
- Navigation menu
- Heading
- Subheadings
- Body-text fields
- Buttons such as CTA buttons
Follow along in one of the Webflow University tutorials on how to format the page.
4. Add Sections
Include div sections for the body sections, images, and the Hero Section, which is the banner at the top of the page that has an image, a short statement, or a CTA. Add all of your text and images to develop your site and design it how you want it to look. Webflow will automatically make the site responsive.
5. Publish Your Site
When you have the site looking how you want it to look and have included your text, images, sign-up forms, and CTA, you are ready to publish the site. If you have trouble designing or publishing your site, consider hiring a Webflow design agency.
Integrating Lead Generation Tools in Webflow
It’s easy to integrate your lead generation tools with Webflow. Forms, marketing tools, collaboration, and ecommerce capabilities such as Shopify are examples of third-party integration. Integrate HubSpot’s marketing analytics tools to provide insights into visitor behavior. You can also easily embed the code from the third-party services into Webflow sites. Any kind of form, pop-up, or CTA can be integrated.
Webflow landing pages can utilize dynamic content, meaning they keep the same layout and design but show different content. Content is easily updated without having to change any of the underlying code. All content on Webflow pages, including third-party integrated elements, can be personalized to suit your company’s style.
In addition, you can test landing pages with methods such as user testing to make sure visitors can intuitively use the site and to see which parts of the site are well-received by your audience. Analytic tools also track the performance of the site and monitor metrics such as click-through rates (CTR) and conversion rates. You can further optimize your landing page by using research methods such as A/B testing.
A/B Testing Methodologies for Different Elements
A/B testing, or split testing, is when you compare two versions of a website or an element of a website to see which version performs better. Elements that can be tested can include different headlines, images, CTAs, and other parts of a website or app.
Analytics tools make it easy to track performance for A/B testing or websites in general. Design iteratively by changing elements of a site that respond better and lead to higher conversion rates. Use the data from the tools and testing to refine the landing page for optimal performance.
Is Webflow Useful for Landing Page Development?
Webflow landing pages are easy to make, fully customizable, and optimized for fast loading speeds. The built-in search engine optimization (SEO) tools make the site more likely to rank in search results and generate leads that will convert once they reach the CTA.
Choose Belt Creative for your Webflow design team for our expertise and creative touch. Contact us today for personalized assistance using Webflow for landing pages to quickly and easily boost conversion rates and sales.
