How to Create a Landing Page That Converts

How to create a landing page that converts 

10 MINS
Claire Sy

A landing page exists for one reason: to convince website visitors to take an action that will plop them into your sales funnel. If people are going to your landing page, but not doing what you want them to do, you just need to make a few tweaks here and there to improve your conversion rate. 

Without a landing page, your site visitors will land on your busy homepage and can’t easily find what they’re looking for. Many get frustrated and leave without buying anything, losing you sales. Plus, it will be hard to figure out what aspects of your website you need to improve. 

Luckily, it is not hard to create a great landing page since they all have a few elements in common. So, this article will help you learn what a landing page is, what it’s for, and how to make good landing pages through a step-by-step guide, 

Landing pages 101: Everything you need to know 

A landing page is a webpage where visitors arrive, usually after clicking on an ad or a link. These pages are designed to focus on a single goal or offer, making it clear and easy for visitors to respond to that call-to-action. 

Landing pages are vital in digital marketing since they help convert visitors into customers or leads. They provide a direct and relevant destination for users from marketing campaigns. They’re also key for: 

  • collecting user data 
  • enabling personalized marketing 
  • allowing for easy tracking and optimization of campaign performance. 

10 key components of a good landing page 

A high-converting landing page typically includes several key components that work together to effectively engage visitors and encourage them to take action. You’ll want all your landing pages to have a: 

  • Headline. The headline is the first thing visitors see and should clearly state what the landing page is about. It needs to be attention-grabbing and relevant to what the visitor is looking for. 
  • Subheadline. Just below the headline, the subheadline should offer a bit more detail, reinforcing the message of the headline and encouraging visitors to keep reading. 
  • Images or videos. Visual elements are crucial since they quickly communicate what the product or service is about. 
  • Call-to-action (CTA). This is the most critical part of the landing page. The CTA button or link should stand out and tell visitors exactly what you want them to do, like ‘Sign Up’ or ‘Buy Now’. 
  • Benefits and features. This helps visitors understand what they will gain so you need to write this clearly. 
  • Social proof. Including testimonials, reviews, or logos of well-known customers can build trust and credibility. 
  • Lead capture form. If the goal is to collect information, a form for visitors to fill out is essential. It should be simple, not asking for too much information at once. 
  • Trust elements. Security badges such as SSL certificates, privacy statements, and guarantees can help reassure visitors that their information is safe. 
  • Navigation links. Minimal navigation links help keep the visitor focused on the CTA, reducing distractions and the chance of them leaving the page. 
  • Responsive design. The landing page should look good and work well on any device, whether it’s a desktop, tablet, or smartphone. 

10 steps to create a landing page 

Creating a successful landing page involves several crucial steps, each focused on optimizing the page for maximum engagement and conversion. 

  1. Identify your audience

Different types of landing page visitors can come across your site, but you need to determine who your target audience will be. Once you figure that out, be sure to get to learn all about them. You need to know: 

  • what they like 
  • what they need 
  • how they behave online 

By researching these aspects, you can design your landing page to appeal to their interests and preferences. This will make your page more relevant and engaging to them. If more visitors like what they see, the chances they’ll respond positively to your call-to-action increases. 

  1. Set clear objectives

Clear objectives for your landing page set the direction of your site. Define what you want to achieve with the page – this could be generating leads, selling products, or collecting email addresses. You must pick a clear and measurable goal. 

For example, instead of having a vague goal like ‘increase sales’, you can set a specific target like ‘increase product sales by 20% in one month’. This way, you can accurately gauge the success of your landing page and make better decisions based on actual data for future improvements. It aligns every element of your landing page to your desired outcome. 

  1. Choose a landing page template

You can always code your website from scratch, but if you’re limited on time, don’t have any coding resources or experience, or are on a tight budget, your best choice is to get a template from a website builder. 

The best landing page builder offers a variety of templates and intuitive drag-and-drop features. These platforms simplify the process so you can create landing pages without the need for coding skills. They provide flexibility in design and functionality, enabling you to customize your page to fit your specific needs and objectives. 

Select a template that aligns with your objectives while also resonating with your target audience. The landing page design and layout you choose should be visually appealing since it’s often the first impression a visitor has of your page. In fact, studies show that 50% of the internet say that web design greatly influences their decision to stay and engage. 

Look for a layout that complements your message and objectives, whether it’s a simple design for collecting emails or a more complex layout for showcasing products. Web.com offers a versatile selection of website templates for various industries. The right template can significantly enhance the effectiveness of your landing page in achieving your desired goals. 

Plus, Web.com’s website builder offers your own domain name so you can customize your landing page URL to reflect your business name while telling them immediately where the link they’re clicking is taking them. 

  1. Craft a compelling headline

On a landing page, the headline is the first piece of text visitors see. It’s meant to quickly grab their attention and give them an idea of what the page is about. 

That’s why it should speak directly to your audience’s interests or needs while effectively summarizing the benefit of your offer. Keep it concise and engaging. This way, your visitors are prompted to continue reading and explore what you have to say. 

  1. Write effective landing page copy

Landing page copy is the text on a landing page, therefore it’s the main content of your page. A good copy can turn visitors into customers or subscribers just by clearly explaining the benefits of what you’re offering. 

That’s why you need to write clear and convincing text explaining how your product or service is useful and can solve problems. Keep your words simple so it’s easy for people to understand. Your goal is to show the value of what you’re offering and make it attractive, encouraging people to buy, sign up, or download something. 

  1. Use images and videos

When your landing page is just a huge block of text, your visitors can easily get bored. High-quality images and videos capture attention and illustrate your offers more vividly. 

But picking random images and videos won’t cut it. They should serve a purpose, whether it’s to demonstrate how a product works, showcase the results of a service or simply evoke an emotional response that aligns with your message. 

Remember, visuals are often the first thing visitors notice, so they should be carefully selected to make a positive and lasting impression. 

  1. Optimize for mobile

With 55% of web traffic coming from mobile devices, mobile optimization is crucial for your landing page as. It’s important to ensure that your landing page looks good and functions smoothly on various screen sizes, from smartphones to tablets. 

A mobile-friendly page provides a better user experience, which is essential for keeping visitors engaged in your site. This means having a responsive design that adjusts to different screen sizes, ensuring that text, images, and buttons are easily readable and clickable on a smaller screen. 

  1. Design an effective CTA

A well-made CTA that’s easy to find can really help get more people to respond to your page. 

The CTA should be clear and grab attention, encouraging people to do something like sign up, download, or buy. Make sure it looks different from other parts of the page, maybe with a bright color, so it stands out. 

Your CTA’s placement is equally important. It should be easy to see, ideally placed after you’ve explained your offer well. This way, people are more likely to click on it because they understand and are interested in what you’re offering. 

  1. Test different versions of your landing page

A/B Testing is a powerful strategy for optimizing your landing page. It involves creating two versions of your landing page with one key difference between them. It could be a variation in the headline or the Call-to-Action (CTA). You then show these different versions to your audience while tracking which one performs better in terms of your desired outcomes. 

This allows you to pinpoint which of your landing page’s elements are most effective so you can fine-tune your design and content. This way, you can make data-driven decisions to enhance the effectiveness of your landing page. 

  1. Analyze your performance

Once you’ve finalized everything in your landing page, all you need to do is keep track of your performance and determine whether you’re doing good. Utilizing analytics tools, you can track various metrics that provide insights into how visitors interact with your page. Key metrics to focus on include: 

  • Conversion rate. This measures the percentage of visitors who take the desired action (like signing up or making a purchase). A higher conversion rate indicates a more effective landing page. 
  • Bounce rate. This shows the percentage of visitors who leave your page without taking any action. A high bounce rate might suggest that your landing page isn’t engaging enough or doesn’t match what visitors are expecting. 
  • Traffic sources. Understanding where your traffic comes from (search engines, social media, email campaigns, etc.) can help you refine your marketing strategies and better target your audience. 

You can use Google Analytics to see how well your landing page is doing. This tool tells you how many people visit your page, how long they stay, and if they do things like sign up or buy something. It also shows where these visitors come from, like from social media or search engines, and what devices they use 

Best practices when creating a landing page 

Keep text to a minimum 

Use scannable headers and subheaders so visitors get the gist of what you’re offering and why it’s important for them. Keep all copies focused on them and their needs. Do not include any links that will take them off the page, or you could lose them. 

Use a striking photo or image 

We all know that pictures speak a thousand words, but when it comes to marketing, they can also make an emotional connection faster and better than anything else. Just make sure the photo or image you use is simple and relevant to your offer. 

Build credibility with quotes 

Whether your clients are Fortune 100 companies or small mom-and-pop businesses, adding short quotes from one or three of them is a great way to quickly build credibility and demonstrate that you deliver on your promises. 

Insert a real-life success story 

Instead of quotes, you could use a real-life success story to build credibility. While you can keep it as text, a short (60-second) video that is embedded on your page will make a bigger impact. 

Use a contrasting color for CTAs 

Important headlines and calls-to-action should use a contrasting color so they will stand out from everything else on your page – and grab attention. 

Ask for minimal information 

This might be the most important element your landing page needs, because if you start asking for a lot of information – more than just name or email address – it will feel intrusive, unnecessary, and probably take too long. 

Create a high converting landing pages today 

Landing pages are a key element of a website, designed to encourage visitors to focus on a single action, like buying something or signing up for information. They simplify the visitor’s experience by providing a clear and direct message, increasing the chances of achieving your desired outcome, such as more sales or subscriptions. 

Take these tips and apply them to your own website with the help of Web.com‘s DIY website builder, complete a vast library of templates for different industries. Experiment with different designs, messages, and calls-to-action to see what resonates best with your audience. 

Remember, each website and its visitors are unique, so what works for one might not work for another. If you want to delve into specific features, you can always leave it to the experts. Our web design professionals will help boost your website towards success. 

  • Claire Sy

    Claire is a Content Marketing Writer at Web.com. Although she’s just started her content marketing journey, she’s eager to write compelling articles while learning more about the SEO and marketing world. Growing up, Claire had always loved reading, but she started taking an interest in writing through poetry and stories. She also likes playing chess in her spare time.

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