How To Design a Sales Funnel Landing Page for Profitable Campaigns- 3-step Effortless System Successful Businesses Like Yours Can Not Afford to Miss

Written by Laura Farkas

Updated September 9, 2021
how to design a sales funnel landing page

Design is important when it comes to conversions, and this is true when you are setting up a sales funnel, too. Today we are going to talk about the best practices to design a sales funnel landing page; what to add, how to structure your content, and what to avoid. 

At LMNts Marketing, we have planned, designed, and implemented hundreds of lead magnet-type landing pages and would like to share our insights with business owners who are just embarking on this journey. 

What Is a Sales Funnel Landing Page

First things first: you need to understand the purpose of the design and the benefits of having a sales funnel landing page. It is a standalone page on your website (or your funnel builder) that has one purpose: to make your audience take action. No matter if you call it a lead magnet, sales page, squeeze page, or landing page; the concept is the same: drive people down your sales funnel and buy into what you have to offer.

To develop a successful sales funnel, you will need to join together a series of landing pages, so your audience always knows what the next logical step is and what you want them to do. That’s why sales funnel design is extremely important. You can’t just randomly create individual jigsaw pieces and expect them to fit perfectly together. 

As a business owner or marketeer, your job is to welcome first time website visitors, show them what you have to offer, get them to take action, and to build a relationship with them to take them closer to the point when they are ready to make a buying decision. 

How to Design a Landing Page for a Funnel

The design of the landing page will depend on the purpose of the page, and its place in the funnel. You need a different design (and call-to-action) for the beginning of the relationship and for relationship building, or closing the sale. However, the main goals of every sales funnel landing page should be:

  • To feature your business in the most appealing way
  • To tell the audience how you can solve their most urgent problems
  • To create desire in your audience to solve their problem
  • To make them consider buying from you

The Headline

People’s attention span is shrinking every day, due to the speed of the information highway. Without a powerful headline that stops them in their tracks, you will have no chance of getting their attention. 

Image via

The headline will also need to talk about your audience’s problem, and not just how great you are. Using NLP methods to choose the right words for your ideal client is also a great way of ensuring that your headline resonates with your target audience. If you don’t promise  a solution to your visitors’ problem, don’t expect them to stay and read on. 

Your headline should be between 10 and 20 words, fit in one or two rows. 

Keep your headlines simple, straight to the point, and enticing. Ask a question, promise a solution, or do both. 


In the body of the landing page (middle section), you will need to expand on the headline. You already answered one question: “What”. Now it’s time to tell them about the “how”and  the “why”. 

You will also have to set yourself apart from your competitors; detail the benefits, offer guarantees, and display your previous results. 

Matching the language of your landing page to the one your audience is using will help your message resonate with them. Use examples, phrases they understand, and break down the text using short paragraphs, lists, and bullet points. 


In the call-to-action, you are answering the question: “what next?” We see so many landing pages with confusing CTAs and messages that are not clear enough. You will have to give your visitors a clear instruction on what they should do to benefit from what you offer. The general rule is that there should be only one clear call-to-action in the copy. 

Start with the End In Mind for Your Sales Funnel Design

When we engage in funnel marketing, we always reverse-engineer the process. We ask people what they want to sell, then create landing pages that will lead visitors to the sales page. 

Let’s say you are a business coach charging £5,000 per month. You cannot expect people to go straight to the sales landing page, open their wallet, take out their credit card, and sign up. You want to build a relationship. 

Once we know what the ideal outcome of the process is, we can begin with the sales funnel design. We map all the steps and create a series or funnel landing page plans that will do the following: 

  • Build trust
  • Create reciprocity 
  • Set expectations
  • Create credibility 
  • Generate engagement

You might start with a free video giveaway that will require people to submit their details on the site. You will need to answer the most burning questions your visitors have in the video. Once they signed up, you can maybe start implementing quiz funnel marketing to learn more about your target market and engage in meaningful conversations. 

After the freebies, you can introduce special offers, low ticket items, or even a free consultation or personalised report. This will deepen the relationship, feature you as an expert, and create reciprocity. 

Once you have nurtured your leads, you will be able to ask the question: “are they ready to buy?” This is usually done using a sales page with strong call-to-actions and clear messages about the benefits of what you have to offer.

You have to design sales funnel pages differently, depending on where the visitor is in their buying journey. 

Top of the Funnel Landing Pages

This is normally the first interaction you have with the website visitor, so you will have to appear credible, relatable, and helpful. You don’t normally ask for the sale, so you have to promise something in exchange for them signing up to engage with your brand. 

This design is simple, straight-to-the-point, engaging, and its goal is to get visitors to make quick decisions. Offer something with a high perceived value for your audience. 

Mid Funnel Landing Pages

In the middle of the funnel, it’s all about building a relationship and getting engagement. You can use videos to deepen personal connections, or a quiz funnel to find out more about your potential customers’ problems and give them tailored recommendations. You can recommend low ticket products or services, or another free download. 

You will also have to qualify your audience mid-funnel, and this means that you can segment your audience and put them on the right follow-up sequence. You can have different customer journeys planned for those who are “just looking”, those who are moderately interested, and people with strong buying signals. 

End-of-funnel Landing Pages 

At the end of the funnel you will need to go for a yes-or-no answer. It’s as simple as that. There are certain ways you can get people to give you a straight answer and to guide them to say yes. Limited time offers, limited number of spots, or tiered pricing work really well. If you implement these elements, you will see your conversion rates skyrocket.

The Importance of Good Copy: Headlines Turn Landing Pages Into Conversion Machines

Copywriting is a skill. While there might be some web designers who can put together a stunning sales funnel design, they might not be wordsmiths. You have to use psychology when writing your landing page copy, understand your ideal client, and use the trigger words that will entice action. 

SEO, good copy, and great design go hand in hand when it comes to successful funnel marketing. 

The formatting of the copy is equally important. Your headlines should be clearly visible, and in a prominent position on your page. The call-to-action button should also be hard to miss. Here are a few great example of top marketers’ landing pages: 

As you can see, both copies use “action words”, I and You, and very short paragraphs to break down the text. They also use images/videos to make the content appear genuine and the brand approachable. Anik Singal’s even uses the pronoun “your” in the call-to-action button. 

On the second landing page section, you will see a tick list, which is a powerful element of every landing page. You will also see an image representing – well -YOU enjoying the content. It’s all about language, structure, and psychology. 


How to Brand Your Landing Page for Funnel Marketing

Your landing page needs to be “on brand”, no matter what you do. Of course, you don’t necessarily need a top navigation, as it might distract your visitors from taking action. What you need, however, is:

  1. Your company logo
  2. Your company colours implemented
  3. Branded unique images
  4. A strong mission, vision, and values statement implemented in the copy
  5. Testimonials
  6. Accreditations/Awards
  7. Money back guarantee
  8. No SPAM guarantee


Is Your Landing Page Building Confidence in Your Audience?

People visiting your landing page will need to know that you are a real person, not a robot. You have to think about the questions your visitors might have when finding you, and answer every one of them. Period. 

build trust with landing pages

You should also display your credentials, testimonials, and results in a way that it builds trust and doesn’t appear fake. 

Are you a legitimate business? Do you have a contact link, company registration displayed? These are things your audience is checking, especially the ones who have been burnt before. 

Written testimonials will help you build trust and credibility, and they can be featured in any landing page. Always use real names and photos when possible.

Video testimonials are even more powerful than written ones. They are more authentic, personal, and detailed. 

Case studies are great for sales landing pages, as they help people get answers to the last questions they have before making a buying decision. They are usually not featured on lead capture pages and free giveaway landing pages. 

You can also add social media screenshots to build your reputation and credibility. If someone sent you a great message or comment, you can feature it on the sales pages. 

Go for the Sale with Your Landing Pages

The one button you want your customer to notice and click on is the signup one. That’s why you have to direct their eyes visually towards this element of your sales funnel design. If you are not sure where to place your CTA buttons or links, you can use a heat map software (AI) to help you. 

When you implement a sales funnel landing page to close the deal, you will have to follow a certain structure in your copy. Here’s an easy way to do it: 

  1. Address the pain points of your audience
  2. Offer help
  3. Highlight and reinstate the benefits of your product or service
  4. Handle the potential objections (what are they asking while reading your sales letter?)
  5. Give them clear instructions on how to take action (CTA)

Ask for the Sale, Upsell, and Downsell In Your Funnel Marketing

A funnel can be never-ending, and it should certainly not stop at the first sale. If you don’t have a follow-up strategy for people who already bought from you, you are leaving the bulk of the money on the table. 

After the purchase is complete, you can ask people to upgrade, and sell them more. Or you can just send them a special discount code for the next product in your next email. 

Likewise, people who abandon their cart need to be presented with a downsell offer. Maybe they don’t trust you enough just yet to give you all their money, but they like you enough to read the page. So why not offer a lower priced product or service they will benefit from? Once they have that, they might come back to upgrade, as they are confident enough to buy from you. 

Creating a customer journey map for your funnel that includes all your offers is the best strategy to design a highly profitable sales funnel.

Sales Funnel Landing Page Design Checklist

sales funnel checklist

As you can see, a lot goes into designing a winning sequence of sales funnel landing pages. Planning is essential, and we always start with this step. Here’s a simple checklist for you to use when planning your next funnel and testing a new product or service. Are you looking for help with your funnel marketing? We offer a free sales funnel overview and are happy to answer your questions. 

  • You have a high value product with a buying market
  • You have a free lead magnet to collect prospects’ details
  • You have your customer journey mapped out
  • Your brand is strong, reputable, and well represented in the copy
  • You have an appealing headline on your landing pages
  • You offer guarantees 
  • You have social proof represented in your sales pages
  • All landing pages have one call-to-action
  • Your brand is personal, likeable, and trustworthy 
  • You have tested your funnel and follow up sequences. 

Liked the content? Don’t forget to share, like, and comment. Your feedback is appreciated. 

Content marketing used to have a bad rep, and many business owners believe that it takes too long to see results and investing in creating blogs and videos is a waste of time. While trends change faster than ever, you can still build an empire and attract your ideal clients using a content marketing agency for branding, reputation management, and lead generation. This post will cover everything you need to know to make content work for you and your business long term. 

What Is Content Marketing

Content marketing is the creation, distribution, and promotion of branded content with a clearly defined audience in mind. That said, everything you do online can be classed as content, such as your comments on blog posts or social media posts, your professional profiles, and your vendor accounts. However, without a strategy and a clear understanding of the target market, you can be wasting a lot of time and energy on messages that will never reach the right people. 

Content marketing is not limited to the online sphere, either. You can publish content in printed magazines, as well as on radio or TV. After all, some traditional ways of marketing are still working for some businesses. If you are unsure which channel to use to build your brand messages, you might want to get in touch with a branding content marketing agency that can advise you on the potential results of each method of distribution. 

The Types of Content Marketing 

Depending on your business, your target audience, your budget, and your brand visibility, you can choose to engage in one or more content distribution strategies. Generally speaking, social media requires the lowest startup cost, and it is one of the most competitive channels. You can create content yourself using advanced tools such as Canva, or employ a Virtual Assistant to get the job done for you. If, however, you are interested in going deeper instead of wider, you will need to create engaging and educational content that your target audience will resonate with. 

Using guides, books, case studies, and white papers will strengthen your brand and your status in the industry. Here are some of the most common types of content you can implement in your marketing strategy.



One of the most popular and most well-known types of content is a blog. It usually sits on your website and allows you to update your current and potential customers about what is going on with you and educate them on your products or services. Blogs have existed almost since the birth of the internet, and WordPress, the most popular website builder of today also started off as a blogging platform. 

Blogs need to be informative, useful for the reader, relevant, and easy to share. As the attention span of people has shrunk significantly in recent years, you need to pay attention to the readability of your text. A good content marketing agency will make sure that the blog post is not only easy to find and share, but also easy to read. 

Social Media Posts

As mentioned, starting off with a free social media account will give you a basic level of visibility in your market. You can create a company page on all platforms before your website is ready to attract visitors. However, social media posts need to be crafted in a way that they stop people scrolling. And that’s a challenge. Visuals are great, but eventually you want people to take action; like your page, share your content, or check out your site. 

A good social media marketing package will include suggestions, detailed reports, and audience analysis, so you know what’s working and what’s not. Social media is the most competitive and fastest changing content channel of all. 

Email Marketing

Creating email marketing campaigns is essential to creating a winning content strategy. You might know by now that only a very small proportion of website visitors will buy the first time they come across your messages. You will have to follow up. That’s exactly what email marketing automation does for you. Instead of having to pay to contact the same people again, you will be able to message them any time, provided that you asked for and gained their permission. Want to find out more about email marketing automation? Check out our detailed blog post or see our related services.

Video Marketing 

Nothing builds stronger relationships than videos when you are talking directly to your potential clients. You need a video distribution channel and strategy, and make sure that you measure engagement, so you know which topics are the most popular among your audience. 

You can do video marketing on your own site, distribute it on one of the video hosting sites, such as Vimeo or YouTube, or create IGTV or Facebook videos. The choice is yours, and an expert content marketing agency can help you choose the platform that best suits your industry, message, and audience. 

White Papers and Case Studies

For businesses that would like to focus more on reputation and becoming the go-to company when it comes to a specific problem, white papers and case studies should be implemented in the overall content marketing strategy. Here’s the lowdown on the benefits of each type of publication. 

White papers can be based on your internal market research, your insights, or the solutions you have developed to help your customers. They are great for educating the decision-maker and building a strong referral network. If you would like to attract referral partners, white paper distribution will certainly help. 

Case studies can win business that you would otherwise not even dream of getting. They help you zoom in on the expert solutions you create, and generate something we call the “Like Me Moment” ©. It is the point when potential clients realise that they like you, and you have solved the problems of businesses like them. No salesman can convince a prospect sitting on the fence better than a case study. 

If getting a case study or white paper written sounds good, but you don’t know where to start, check out our content marketing packages for more information. 

Press Releases and Media Publications 

Instead of just engaging in inbound marketing and taking care of your own “online real estate”, you can also reach out to potential clients and find them where they look for information. Press releases can be great for SEO purposes, as well as for brand visibility. Make sure that you have something newsworthy, relevant, and timely to share, and get publishing. 

On the other hand, media features and publications can put you on the map as an expert immediately. You can establish yourself as the company with the know-how. No matter if you are featured in an online magazine, a blog, or a printed feature, you might benefit from support from a professional content marketing agency that can find and communicate your superpower. 


The Power of Interactive Content 

In 2022, there’s no such thing as static content. Your main goal should be to engage with your audience, survey the market, and get people to take action. In 2021, we have introduced quiz funnels and other interactive marketing tools that help clients from different industries gain traction and have a real conversation with their audience. We are Typeform partners, which means we can not only create interactive quizzes, but also video engagement funnels on your website. 


Benefits of Using a Content Strategy

Without planning your content, you will not be able to scale your marketing or your business. As the old saying goes: “fail to plan and you plan to fail”. For example, here at LMNts Marketing, we have a social media content calendar that is ready to go before the new year, and we revise every quarter’s results. You can download a blank copy of the social media content calendar if you wish to do the same. 

We also plan the blog posts, guest posts, media publications around campaigns and different events. This helps us measure interest and understand how the market reacts to each message. 

Search Engine Optimisation: Should You Write for the Reader or Google?

There’s an old debate going on in the industry, and the content marketing agency industry is divided. Some say that you should focus on keywords, others are recommending delivering value. The truth is right in the middle. You have to talk to your audience and educate them, provide value with every piece of content, but you also want to be found. A good piece of content will have the right keywords, related keywords, a good structure, great message, actionable tips, and a strong call-to-action. 

How To Talk to Your Ideal Clients Online

There are many marketing agencies that can take care of the keyword research and allocation, but they don ‘t take their time to truly understand your target market. If your messages don’t resonate with your audience, you are wasting a lot of time and effort, and you will never get a positive return on your investment. That’s why it might be a good idea to engage with an expert content marketing agency. 

When we start working with a client, the first thing we do is fill out the ideal client profile together. This helps us understand the audience, no matter if we build a website, create a social media campaign, or write a case study. You can download our ideal client persona sheet and have a go yourself to see if you are hitting the right tone when you are creating content. Apart from completing this exercise with dozens of clients, I have also used the same tool to support mentees taking part in the Help to Grow programme at Lancaster University. 


Planning Your Content Strategy

We often recommend carrying out market research before engaging with a content marketing agency and creating a long term strategy. If you are starting a new business, service, or product line, or changing your niche, it is crucial that you know all about your competition, your market size, the trends, the hot topics, and the unwritten rules. That’s why we often start our brand collaborations with a marketing SWOT. 

A marketing SWOT analysis is a great tool to highlight the strengths and weaknesses of your current positioning, marketing, and targeting. It can also reveal the opportunities and threats, and help you with strategic planning. Simply put, a marketing SWOT is a 360 of your current marketing activities, highlighting the best course of action long term. 


Interested in our marketing SWOT services? Book one of our experts and get a full report on your positioning to support your content strategy.

Once you have a full picture of your current marketing, you will need to create goals for each campaign. Some businesses prefer running themes (we do quarterly campaigns around specific services), others simply focus on the core business when creating content. No matter what method you choose, it is important that you create a strategy, a timeline, and measurable goals. It is a good practice to run the same theme across every channel to stay consistent and focus on your marketing goals.

How To Measure the Results from Your Content

Content creation and distribution results are not as easy to measure as paid campaigns, for example. However, if you have an advanced tracking and conversion strategy, you can measure the results of your content campaigns. Tracking links and finding out how long people spend reading your posts on your site is simple, using some marketing automation and tracking tools. 

Measuring your email marketing campaign effectiveness is one of the easiest things to do, thanks to the advanced tracking features companies offer. As ActiveCampaign partners, we can install tracking links, provide detailed analysis and reports on the performance of your campaigns. 

Tracking social media engagement and conversions manually would be a challenge, but -thanks to the advanced tools available in the marketplace – it is very simple. Our social media marketing packages include advanced reports, including audience growth, hashtag popularity, and information on which type of content does the best in the marketplace, or on each platform. 

Measuring the results of outreach publications is also simple if you have Google Analytics set up on the site. You will know where your visitors are coming from, how long they spend on the site, and even where they are located or what technology they use. 

The Main Benefits of Working with a Content Marketing Agency

Now that you know the basics of creating a plan to reach your ideal clients, you might be thinking that it’s easy as pie. You don’t see the point working with a content marketing agency on your strategy, and you are confident enough that your admin staff or VA can do the job. Here are a few facts that might change your mind. 

Industry Knowledge

An expert content marketing agency will know your industry, the main publications, players, and forms of writing that do well. You don’t have to reinvent the wheel. 

Playing By the Rules

Content creation is a game that is played by strict rules. If you over-optimise the text or spam search engines, you will not only get zero results, but might also get your accounts banned or shadow-banned. 

Advanced Technology and Tools 

Content marketing agencies have access to the latest tools that can ensure that your brand is as visible as possible. From video creation to writing and social media scheduling, they take care of everything that you would normally spend days or weeks on. 

Strategic Planning

Without a content plan, you are not likely to build up to the momentum that helps you get inbound leads every day. With the right strategy, taking into consideration where you are now and where you want to be, you can measure progress month-by-month. 

Specialist Dedicated Team

You might think that it’s cheaper to employ a VA or part time staff to take care of your brand instead of working with a content marketing agency, but this is not always the case. First, an agency has a lot of experience and are much faster at creating content than virtual assistants. Secondly, you will have more control over the costs. You pay a fixed monthly fee, no matter if it takes the agency five hours or one to complete a project. The same is not true when it comes to employees, freelancers, or virtual assistants. 

Measurable Results and Advanced Reporting 

An expert content marketing agency is able to deliver timely reports, make suggestions on how to improve your conversions and results, giving you more value than an internal team or a freelancer. 

Want to know more? Schedule a free content marketing overview and find out more about the benefits of content marketing. 

Would you like to master content marketing? Read my latest book on BookBoon.



Submit a Comment

Your email address will not be published. Required fields are marked *

sixteen − 10 =

Let’s talk about your business

Instant access to our free digital marketing sales funnel resources: