How to Create Landing Pages That Convert

Creating a high-quality landing page is critical to ensuring that you can convert potential leads and provide them with the information and incentive they need to become satisfied customers. 


Do you know when to use a landing page versus another page on your website? Do you know how to create a more effective, comprehensive landing page? Continuing reading to learn more about the best way to build a landing page and how to ensure that it’s meeting your needs.

1. Know when to use a landing page.

Landing pages have specific goals–usually to increase your leads or overall sales. 


Sometimes, your landing page may be geared toward a specific product or service your business offers. In other cases, you might use a landing page to help track the results of a specific campaign or aspect of your campaign. 


For those that don’t have a specific goal in mind, your website can serve the same purpose.  Your site can simply raise general awareness about your business.

2. Have a clear purpose for each landing page.

The goal of a landing page is to convert and to provide your customers with a clear idea of what they need to do next. 


Your landing page should have no unnecessary distractions or extra content. Instead, it should lead straight to one primary call to action: the specific action you want your clients to take when they visit this specific page. It could be to sign up for a list, to make a specific purchase, or connect with your sales team for more information. 


Prospects who visit the page should know exactly what to do next.

Start with a clear goal for your campaign.

You likely have a marketing campaign that is leading people to this specific landing page. What is the goal of the campaign? Do you want to:

  • Increase sales
  • Get more overall conversions
  • Increase the value of your existing customers
  • Increase your leads

When you know what your page needs to accomplish, you can better track whether it is able to effectively achieve your goals.

Establish the goal of the page.

Before you start working on your page, make sure you know what action you want customers to take when they visit it. Be clear about who your target audience is: the people that you’re trying to reach with that message. That way, you can craft copy that will guide them to it.

3. Create an attention-grabbing headline.

You may have a matter of seconds to grab a visitor’s attention when they arrive at your landing page. Your headline is the first, vital step in that process. Create a headline that:

  • Clearly establishes the purpose of the page
  • Offers a solution to the problem your customer is having
  • Uses vital keywords that establish who your business is and what problem you are solving for your customers

Keep your headline short and sweet. Remember, overall; you have a limited amount of time for your landing page to accomplish its goals.

4. Share information that will help your visitors make a decision.

Ideally, you should focus on the benefits of using your brand. Remember to approach it from the customer’s perspective. With highly specific landing pages, you can focus on the needs of an individual target audience. Your content should share:

  • Why customers should choose you
  • How you can help your customers manage their pain points or achieve their goals
  • What sets your business apart

As with the headline, aim to keep landing page content short and simple. This isn’t the place for distractions or extra information. Instead, stay focused on meeting that primary goal. Remember, your customers can always go to your website or connect with your sales team to learn more about your company.

Consider what details you can provide.

You may choose to offer social proof or to share actual numbers and case examples. You want customers to have a solid idea of exactly what you have to offer, not just a vague idea.

5. Choose images that fit your goals.

A content audit is not a one and done process. Companies need to perform them regularly to make sure that their content is effective and relevant. 


Keeping the content audit spreadsheet or online tool continuously updated will make future audits simpler. Marketing teams should also schedule their next audit when they complete the current one.

Consider what details you can provide.

You want key images to be visible “above the fold,” or on the first page your customers see when they visit your landing page. 


Remember, pictures are often worth more than words–and can, in some cases, convey more than the actual words on the page. Make sure that you highlight the images that are most important, and consider leaving out any that do not help you progress toward your goals.

6. Test your landing page to see how it performs over time.

As you get used to using landing pages, you will understand what is most likely to work for your specific customer base. 


You may find, for example, that your customers respond better when you highlight specific benefits of your product or service–even unexpected ones. You might learn that your customers respond better when you narrow down to two or three images on a landing page, or you might note that a collage tends to better serve your target audience’s needs. 


Test your landing page to see how it performs over time. Consider A/B testing various elements to see how they impact conversions or leads. 


As you continue to test your page, you can make changes that will give you a better idea of how your customers connect with your brand.


Creating winning landing pages is critical to ensuring the success of your marketing campaigns. With these strategies, you can craft better, more effective landing pages to influence more customers to convert.

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