How do you create a successful landing page?

How do you create a successful landing page?

A great landing page is essential for any website that wants to convert visitors into leads or customers. But what exactly goes into making a great landing page? Here are the top 17 elements of a great landing page, and how to use them effectively.

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Do you want to know what goes into making the best landing page for your website?

Creating a successful landing page is not as simple as throwing up a page and hoping for the best. There are certain design and conversion principles that you need to follow in order to increase your chances of success. In this article, I’ll discuss some of the key elements of a successful landing page and why you should create one for your business.

What is a landing page?

A landing page is a page on a website that is designed to convert visitors into leads or customers.

A landing page is an essential part of any company’s digital marketing campaign. It is usually the first page that a potential customer will see when they visit a website, and it should be designed with the goal of converting visitors into leads or customers.

The ultimate goal of a landing page is to convince the user to take the desired action by using certain techniques, such as appealing to their reason, emotion, logic and desire. This action will often convert website visitors into leads or customers.

Landing pages should offer something back to visitors in exchange for contact or lead information. If you have ever visited a website and been greeted with a page asking you to sign up for something, you have come across a landing page.

There are many best practices when it comes to landing page design, such as:

Landing pages are very effective as long as you can design them well. Creating a landing page is not easy and does require some careful planning out. However, a great landing page can make all the difference in your conversion rate.

Why Do You Need a Landing Page?

Most businesses need a landing page because it’s an effective way to promote a product or service and generate leads or customers. If you run a service based business or a business which sells physical or digital products online, you should consider investing in a landing page strategy. 

There are a number of reasons why a business needs a landing page, but the most important one is that it allows you to focus the readers attention on a specific offer or call to action.

In other words, a landing page is designed specifically to convert prospects into leads and sales. It’s also the perfect tool for businesses that want to develop relationships with their prospects. Having a dedicated landing page is a great way to funnel people towards the next stage of the customer journey.

Landing pages give businesses an opportunity to test out various marketing strategies, such as making offers and collecting email addresses. This way, businesses can find out which tactics drive conversion rates higher.

Another reason why businesses create landing pages is because they want to promote a specific product or service. Maybe they are launching something new and want to test the market. A landing page is a great way to measure interest.

Landing pages are an opportunity to capture data. If you do it right, you’ll get a lot of information about how visitors interact with your website. This includes where they go, what links they click, how long they stay there, and even whether they buy. This allows you to make better decisions when it comes to marketing strategy and product development. That means that you can create products that satisfy customer demand and improve conversion rates.

A landing page can help you: 

Learn why copywriting is essential for businesses of all sizes and how it contributes to creating a successful landing page.

If you’re not sure whether you need a landing page, ask yourself this question: do you want to increase conversions and grow your business? If the answer is yes, then a landing page is a good investment.

By creating a focused, relevant, and targeted landing page, a business can improve their chances of turning website visitors into customers or clients. Which means more sales and revenue for your business.

What are the different types of landing pages?

There are a few different types of landing pages that you can use for your website or digital marketing campaigns. No matter what type of landing page you’re using, the goal is always to convert visitors into leads or customers. To do this, you need to create a page that has relevant content for your audience and includes a strong call to action. The most common types of landing pages are listed below.

What is an E-commerce Landing Page?

E-commerce landing pages are designed to drive sales and usually feature a product or service that can be purchased directly from the page. These pages typically include images, product descriptions, and a price.

Why should you create Landing Pages For Your E-commerce Site?

There are a few key reasons why landing pages are so important for E-commerce businesses:

1. They Help to Target a Specific Audience

When you use a landing page, you can target a specific audience with your product or service. This is because you can control the messaging and design of the page to appeal to a certain type of customer.

2. They Can Boost Your Conversion Rate

Landing pages can also help to boost your conversion rate. This is because they’re designed to encourage visitors to take a specific action, such as making a purchase.

3. They’re a Great Way to Promote a New Product

If you have a new product or service that you’re launching, then a landing page is a great way to promote it. You can use the page to drive traffic to your website and then use effective marketing techniques to convert those visitors into customers.

4. They Can Help You to Generate Leads

If you’re looking to generate leads for your business, then landing pages can be a great way to do this. You can use the pages to capture contact information from visitors and then follow up with them later.

5. They Can Increase Your Overall Sales

Finally, landing pages can help to increase your overall sales. This is because they can help you to boost your conversion rate and also generate leads.

As you can see, there are a number of reasons why landing pages are so important for E-commerce businesses. If you’re not using them, then you’re missing out on a valuable opportunity to increase your sales.

Discover how to write a case study for your business and how it can help create a successful landing page.

Differences Between E-commerce Landing Pages and Product Pages?

E-commerce landing pages and product pages are two different types of pages on a website. Landing pages are designed to drive traffic to a website and convert visitors into customers. Product pages, on the other hand, provide information about a specific product or service.

Both landing pages and product pages are important for driving traffic and conversion. However, there are some key differences between the two types of pages. Landing pages are generally shorter and have a more focused message than product pages. They are designed to persuade a visitor to take a specific action, such as making a purchase. Product pages, on the other hand, provide detailed information about a product or service.

Landing pages also tend to be more visually appealing than product pages. This is because they need to stand out and grab the attention of visitors. Product pages, on the other hand, can be more text-heavy since they are providing detailed information.

Both landing pages and product pages are important for driving traffic and conversion. However, there are some key differences between the two types of pages. Landing pages are shorter, have a more focused message, and are more visually appealing. Product pages provide detailed information about a product or service.

Related: Learn how to structure a blog post and how it can help create a successful landing page.

What is a sales page?

A sales page is a page created for the main purpose of convincing visitors to make a purchase. Sometimes this page can also be used for other purposes, such as collecting email addresses and promoting a special offer.

What are lead generation landing pages?

Lead generation landing pages are designed to capture a visitor’s contact information, usually in exchange for a freebie or other incentive (the lead magnet).

The lead magnet should be related to the product or service being offered by the landing page. This then pulls visitors in, introducing them to the product or service.

Lead generation pages are more of an ongoing method of acquiring new subscribers. Often, the desired action is to provide an email address for future communications. Emails can be used to acquire new subscribers of many different types of products and services, on an ongoing basis.

What is an opt-in page?

An opt-in page is a simple page with some kind of form on it. It encourages visitors to subscribe to a newsletter, download free material, or purchase a specific product.

What is a squeeze page?

Squeeze pages are designed to get a visitor to sign up for a newsletter or build an email list. This page is usually used in conjunction with an opt-in form. 

Event registration landing pages

Event registration landing pages are used to sign people up for events, usually conferences or workshops. These pages usually include event details and a form to sign up.

What makes a good landing page?

There are many different types of landing pages available, and each one is designed differently. So, how do you create a good landing page?

A good landing page is a great place for visitors to find out more information about your product or service. But most importantly, a good landing page persuades the prospect to take action.

Related: Learn what a content brief is and how it aids in creating a successful landing page.

A landing page is a page designed to drive users to the desired action. They are therefore created to address a certain goal. Their objective will vary depending on the campaign they are used for. This may be an on-page action, such as providing an email address, filling out a form, or clicking on a call-to-action button, or it may be an off-page action, such as making a purchase or downloading an app.

To create a successful landing page, one must be able to work out the desired action of the landing page. Using this goal, one can then work on how best to present the products/services/content of the landing page to the visitor. This means that it should have clear calls-to-action (CTAs) telling them what steps they need to follow next. For example, buy now, sign up, register, more information, next steps etc.

There are certain best practices to follow when creating a good landing page in 2023.

What are the best practices for landing pages?

Creating a great landing page can be critical to the success of your business growth. Here are 19 tips to help you create killer landing pages and optimise your conversion potential:

Determine a goal for your landing page

Landing pages are typically designed with a single conversion goal in mind, so it’s important to determine what you want your visitors to do before you create one. Your landing page should form part of your wider content strategy and contribute to your broader business goals. Therefore, determining a goal shouldn’t be an issue.

Be clear about your purpose on your landing page so visitors know exactly where to go next. This makes it easy for your visitors to take the desired action.

Know your audience

Do your research on your ideal customer. Who are you trying to target? Have you developed a persona?

The content should provide a solution to their problem or present a desirable ‘something’ to them. Whoever your target audience is should be immediately apparent and the content should be relevant to them.

Keep it simple

A landing page should be simple to understand. The page should be clean, straightforward and easy to navigate. The page should be free of distractions. Too much clutter will only distract and confuse visitors.

However, the design should be creative and able to effectively communicate your message.

Include a strong headline that grabs attention

A great headline is one of the most important elements on your landing page. The headline should be clear, concise and eye-catching, and accurately reflect the product or service being offered.

Ideally, your headline will communicate your offer’s value proposition, include a CTA and encourage the reader to read further.

Landing pages with a strong headline and value proposition are more likely to convert visitors into leads or customers.

Keep the copy short and sweet

The copy on your landing page should be short and to the point. The copy should provide clear information about the product or service. Short paragraphs are easier to follow. Longer copy tends to confuse people.

Sections and Headers

Use clear headings and sub-headings to guide readers through the page. You should be able to deduce from the header what you can expect to learn in that section.

Use bullets or numbered lists to break up text. This helps users scan quickly and absorb more information.

Have a clear call-to-action (CTA)

Your desired call-to-action is the goal or purpose of the landing page. Remember, you are trying to convince users to take action. Therefore the CTA should be:

  • clear, concise and inviting;
  • displayed prominently 
  • provide clear motivation to take an action;
  • create a sense of urgency;
  • encourage visitors to take the next step;
  • ensure the desired action is the only logical choice;
  • and repeated when necessary.

A well-designed call-to-action (CTA) is an important part of your landing page copy. It can be the difference between a website visitor converting into a customer, and a website visitor leaving your site without taking any action.

Encourage a conversion with an enticing offer and persuasive language

In order to encourage a conversion, you need to use persuasive language and make an enticing offer.

People respond to messages that make them feel positive emotions. For example, if you’re writing about a service that solves a problem, emphasise the benefits rather than drawbacks.

Your landing page is key here – make sure it’s clear and concise, and that your offer is too good to pass up. A free trial or a discount on your product or service can be just the thing to push someone over the edge.

Include keywords

Keywords should be used throughout the page to ensure that it’s relevant to your audience. They should instantly recognise that this page is for them. Of course, including keywords will also make sure it is properly indexed by search engines and improve your SEO. Learn how to do your own keyword research.

Match landing page copy with PPC Ads

A good practice is to match the copy on your landing page with the keywords used in your PPC Ads. This will give users a consistent experience and increase the chances of conversion.

Provide supporting evidence

When you’re trying to convince someone to convert on your landing page, it helps to include customer testimonials and credentials. If you need to, you can also provide facts and figures to enhance your offering.

This way, potential customers can see that others have had success with your product or service, and they can feel confident that they’re making a good decision by choosing to convert.

Include images

Adding visual elements such as images, videos or graphics to your landing page can help break up the text and make it more visually appealing. However, don’t go overboard – too many visuals can be just as distracting as too much text. Make sure their context is relevant and they enhance the user experience.

Create campaign-specific landing pages for individual audiences

If you want to be successful with your digital marketing campaigns, it’s important to create campaign specific landing pages. These are designed to meet the needs of your target audience (or persona). Each campaign could have multiple versions of a landing page, each targeting different groups of people, based on their interests and needs.

By doing this, you’ll be able to better target your campaigns and generate more leads and conversions.

Page Speed

Make sure your page loads quickly – no one likes waiting.

Responsive design and User Experience

Every web page should be responsive by default. This will ensure that the page looks good and is easy to navigate on both mobile and desktop devices. Additionally, conversion rates tend to be higher on pages that are designed responsively.

You want to create a user experience that’s focused on the goal and the action. You’ll want to make sure the design leads the customer along that path and doesn’t create confusion or doubt. 

Make sure your colour scheme compliments your brand and follows your style guide. 

Test, Test, Test – Optimise your landing page

Landing pages should be constantly tested and tweaked to ensure the best possible conversion rate. A/B testing is a great way to optimise your landing page and increase conversion rates. You can also try to test your value proposition. Try different designs; layouts; headings; and copy, and see what works best for your business. 

By testing your landing pages, you can see how effective they are at attracting new visitors and converting them into customers or subscribers.

Don’t forget about the ‘thank you’ page

Don’t leave your customer wondering if they have completed the action. If they signed up for a newsletter, make sure they are taken to a thank you page acknowledging that. Use everyone opportunity to keep the prospect engaged and informed. This helps to build trust. 

What are the key components of a landing page?

Whilst we have covered the best practices for creating a successful landing page, you may not need to include everything above. So what are the key components that every landing page needs?

The Offer

This is one of the most important parts of any landing page.


You’ve created a compelling and concise headline. The copy on the page addresses the promise made or the value proposition. The headline is not misleading.


You’ve created consistency across your distribution channels so that the reader instantly recognises why they are there. The copy and the promise are clearly articulated throughout the page. You’re clearly building momentum.


The prospect immediately identifies with the offer and thinks ‘I want this’.


There is a clear visual representation of the offer i.e. include product images or photos of the service being provided. The reader can match the images to the solution they are looking for.

Lead Capture Form or other CTA

Make it simple to complete. Only ask for detailed information if it is required. If you are signing up to an email newsletter, do you want to collect a phone number? If you are booking an appointment for a service, you might see more conversions by asking for more details.

The landing page form should reflect the offer and the promise. Remember:

  • The form should be clearly visible.
  • Appropriate Number of Fields
  • There is a clear and compelling headline
  • There is a clear call-to-action
  • The CTA button has a good colour contrast


What’s the goal of a landing page? To persuade someone to take a predetermined action. Therefore ‘trust’ plays a really important role in the conversion process. What do you need to build trust?

Professional Design – there is no excuse for a poorly designed landing page. There are so many web design tools and no-code landing page builders available that creating a page for your marketing project should be easy.

Relevant Trust Icons – these can include industry bodies and payment providers.

Authentic Testimonials – these must be genuine and from your actual customers. People can spot a fake a mile away.

Clear Privacy Policies – you must comply with legislation. It’s not a hassle and it helps to build trust, so why wouldn’t you comply?

Guarantees and Returns – should you offer a guarantee? These are a good way to build confidence and nudge someone in the right direction. 

Most consumers are protected by online shopping guidelines, so your returns policy should be clearly visible.

Visual Hierarchy

The user experience is really important. Make sure you include visual queues that highlight specific points and priority sections. 

Make sure to follow any brand and style guides that you have. Your page design should be consistent and use fonts and colours that compliment each other. 

Your included images should not compete with your CTA. Any images or graphics should compliment the page design.


There’s no such thing as the perfect landing page. What works for one company or product may not work for your business. However, with a little effort and the right components, a well-designed landing page can do wonders for your business.

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