Book a Call
Web Design
Copywriting
User Experience
Lead Generation
Website Conversion
ARTICLE #75
How to create a landing page that converts?
Web Design
Copywriting
User Experience
Lead Generation
Website Conversion
Web Design
Copywriting
User Experience
Lead Generation
Website Conversion
Written by:
7 min read
Updated on: August 6, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Online attention spans vanish quicker than free pizza at an office party, so a landing page that genuinely converts is essential for any online business. It’s often the first real contact point between you and potential buyers, and that makes it a big deal. When done well, it can boost sales, increase leads, and create a solid platform for promoting your services. In this guide, we will explore how to turn visitors from curious onlookers to active customers.
A well-structured landing page hinges on understanding your audience, crafting persuasive copy, and refining your design until it feels like a natural fit. According to industry data, the average conversion rate for landing pages sits around 2.35%, while top-notch examples can exceed 11.45%. That alone shows how effective pages can dramatically impact business outcomes.
Online attention spans vanish quicker than free pizza at an office party, so a landing page that genuinely converts is essential for any online business. It’s often the first real contact point between you and potential buyers, and that makes it a big deal. When done well, it can boost sales, increase leads, and create a solid platform for promoting your services. In this guide, we will explore how to turn visitors from curious onlookers to active customers.
A well-structured landing page hinges on understanding your audience, crafting persuasive copy, and refining your design until it feels like a natural fit. According to industry data, the average conversion rate for landing pages sits around 2.35%, while top-notch examples can exceed 11.45%. That alone shows how effective pages can dramatically impact business outcomes.
1. Understand your target audience
1. Understand your target audience
An effective landing page starts with a deep understanding of who you’re trying to reach. Analysing your audience helps you shape the page’s content, visuals, and offers in ways that resonate with their particular needs and hopes. One method is to develop buyer personas.
Buyer personas are hypothetical profiles that capture your audience’s goals, struggles, and decision processes. They include demographic information such as age, location, and profession, alongside behavioural insights like common shopping habits or social media preferences. A well-defined set of personas can boost conversion rates by up to 73%, underscoring their power in tailoring your message.
Customise your landing page according to your audience
Once you know who’s on the other side of the screen, refine your landing page to speak directly to them. Choose words and visuals that highlight how your product or service solves their specific problems. If your users are budget-conscious, for instance, emphasise any cost-saving features; if they’re style-focused, showcase sleek designs or brand aesthetics.
Analytical tools can reveal exactly how visitors behave on your page. Track click patterns, look at traffic sources, compare the conversion rates of different audience segments, and use heat maps to see which areas draw the most attention. Consistent relevance and personalisation increase the likelihood of turning page views into paying customers.
An effective landing page starts with a deep understanding of who you’re trying to reach. Analysing your audience helps you shape the page’s content, visuals, and offers in ways that resonate with their particular needs and hopes. One method is to develop buyer personas.
Buyer personas are hypothetical profiles that capture your audience’s goals, struggles, and decision processes. They include demographic information such as age, location, and profession, alongside behavioural insights like common shopping habits or social media preferences. A well-defined set of personas can boost conversion rates by up to 73%, underscoring their power in tailoring your message.
Customise your landing page according to your audience
Once you know who’s on the other side of the screen, refine your landing page to speak directly to them. Choose words and visuals that highlight how your product or service solves their specific problems. If your users are budget-conscious, for instance, emphasise any cost-saving features; if they’re style-focused, showcase sleek designs or brand aesthetics.
Analytical tools can reveal exactly how visitors behave on your page. Track click patterns, look at traffic sources, compare the conversion rates of different audience segments, and use heat maps to see which areas draw the most attention. Consistent relevance and personalisation increase the likelihood of turning page views into paying customers.
2. Create a compelling headline
Headlines pack a punch. In fact, around 80% of readers stop at the headline, deciding in a split second whether to read on or bail out. That’s why a bold, concise title that aligns with the reader’s interests is so crucial. Occasionally, building curiosity or urgency can work wonders, but always keep it genuine—no one likes clickbait.
Some people use question-based headlines to hook interest, though it’s wise not to overdo it. Another approach is to sprinkle in words or ideas that spark emotion, such as “exclusive” or “limited.” These can imply scarcity and encourage quicker decisions. Keep experimenting: what works like a charm today may fizzle out tomorrow, so regular testing is key.
Headlines pack a punch. In fact, around 80% of readers stop at the headline, deciding in a split second whether to read on or bail out. That’s why a bold, concise title that aligns with the reader’s interests is so crucial. Occasionally, building curiosity or urgency can work wonders, but always keep it genuine—no one likes clickbait.
Some people use question-based headlines to hook interest, though it’s wise not to overdo it. Another approach is to sprinkle in words or ideas that spark emotion, such as “exclusive” or “limited.” These can imply scarcity and encourage quicker decisions. Keep experimenting: what works like a charm today may fizzle out tomorrow, so regular testing is key.
3. Design an attractive layout
A strong visual hierarchy points visitors to the most valuable parts of your page. It also helps them move smoothly from one section to another without feeling lost or bored. A well-thought-out layout can potentially keep users around longer, which in turn can result in higher conversion rates.
Thoughtful use of whitespace is equally important. Too much clutter can push visitors away, but whitespace eases cognitive load and boosts comprehension by up to 20%. That extra breathing room allows people to focus on your message instead of feeling overwhelmed.
Choose the colour scheme and high-quality media
Colour can shape how people feel about your brand. Roughly 80% of brand recognition ties back to colour choices, so it’s not something to pick at random. Different hues can have psychological implications—blue often signals trust, while green can represent growth.
Images and videos also work wonders. Content with visuals gets up to 94% more views than text-only pages, and data suggests that around 16% of top-performing landing pages include videos. High-resolution media can hold attention for longer and encourage visitors to stay on the page.
Create a mobile-responsive design
Around 58.67% of website traffic comes from smartphones and tablets, so ignoring mobile users is like shutting your shop’s doors to half your customers. According to Google, 61% of visitors leave a site if they bump into mobile issues, and 40% switch to a competitor right after. A responsive layout adjusts to every screen, keeps text clear, and makes buttons easy to tap—even for those with larger thumbs. It’s a bit like rolling out a welcome mat for everyone, regardless of the device in their pocket.
A strong visual hierarchy points visitors to the most valuable parts of your page. It also helps them move smoothly from one section to another without feeling lost or bored. A well-thought-out layout can potentially keep users around longer, which in turn can result in higher conversion rates.
Thoughtful use of whitespace is equally important. Too much clutter can push visitors away, but whitespace eases cognitive load and boosts comprehension by up to 20%. That extra breathing room allows people to focus on your message instead of feeling overwhelmed.
Choose the colour scheme and high-quality media
Colour can shape how people feel about your brand. Roughly 80% of brand recognition ties back to colour choices, so it’s not something to pick at random. Different hues can have psychological implications—blue often signals trust, while green can represent growth.
Images and videos also work wonders. Content with visuals gets up to 94% more views than text-only pages, and data suggests that around 16% of top-performing landing pages include videos. High-resolution media can hold attention for longer and encourage visitors to stay on the page.
Create a mobile-responsive design
Around 58.67% of website traffic comes from smartphones and tablets, so ignoring mobile users is like shutting your shop’s doors to half your customers. According to Google, 61% of visitors leave a site if they bump into mobile issues, and 40% switch to a competitor right after. A responsive layout adjusts to every screen, keeps text clear, and makes buttons easy to tap—even for those with larger thumbs. It’s a bit like rolling out a welcome mat for everyone, regardless of the device in their pocket.
4. Use persuasive copywriting
Landing pages thrive on short, clear statements that quickly tell visitors what’s in it for them. This is not about bombarding people with jargon. Instead, highlight the real benefits your product or service provides. “Save time and reduce frustration with our easy-to-use software” has far more appeal than “Our software has a user-friendly interface.” Show visitors how their lives or businesses could improve with your solution.
Short paragraphs are generally more digestible. Keep language straightforward, and only sprinkle in technical terms when absolutely necessary. The objective is to give people everything they need—no more, no less—to feel confident about taking the next step.
Add customer reviews and address objections
A little social proof goes a long way. About 92% of individuals trust personal recommendations above any other form of advertising, so toss in genuine testimonials, short case studies, or statistics from satisfied users. For instance, “Join over 10,000 happy customers who’ve boosted productivity by 50%” can reassure new prospects that you’re legit.
If prospective buyers often worry about price, reliability, or any other recurring concern, tackle those questions head-on. Clarify the potential return on investment, emphasise any warranties or support policies, and show real-life examples of success. That level of transparency often converts doubt into trust.
Storytelling makes copy more persuasive
Facts can be dull on their own. Stories, on the other hand, help people picture themselves using a product or service. They can be up to 22 times more memorable than blunt statements. For instance, sharing a quick anecdote about a client who overcame a common obstacle with your product is more compelling than merely citing bullet points about features.
Persuasion here doesn’t mean trickery. It’s about framing the product’s value in a down-to-earth way. Emphasise benefits, swap complicated wording for plainer language and weave in a few relatable narratives that speak to the real-world needs of your audience.
Landing pages thrive on short, clear statements that quickly tell visitors what’s in it for them. This is not about bombarding people with jargon. Instead, highlight the real benefits your product or service provides. “Save time and reduce frustration with our easy-to-use software” has far more appeal than “Our software has a user-friendly interface.” Show visitors how their lives or businesses could improve with your solution.
Short paragraphs are generally more digestible. Keep language straightforward, and only sprinkle in technical terms when absolutely necessary. The objective is to give people everything they need—no more, no less—to feel confident about taking the next step.
Add customer reviews and address objections
A little social proof goes a long way. About 92% of individuals trust personal recommendations above any other form of advertising, so toss in genuine testimonials, short case studies, or statistics from satisfied users. For instance, “Join over 10,000 happy customers who’ve boosted productivity by 50%” can reassure new prospects that you’re legit.
If prospective buyers often worry about price, reliability, or any other recurring concern, tackle those questions head-on. Clarify the potential return on investment, emphasise any warranties or support policies, and show real-life examples of success. That level of transparency often converts doubt into trust.
Storytelling makes copy more persuasive
Facts can be dull on their own. Stories, on the other hand, help people picture themselves using a product or service. They can be up to 22 times more memorable than blunt statements. For instance, sharing a quick anecdote about a client who overcame a common obstacle with your product is more compelling than merely citing bullet points about features.
Persuasion here doesn’t mean trickery. It’s about framing the product’s value in a down-to-earth way. Emphasise benefits, swap complicated wording for plainer language and weave in a few relatable narratives that speak to the real-world needs of your audience.
5. Write a clear call-to-action (CTA)
The CTA is where the magic happens. It’s the small button or link that separates a casual visitor from a paying customer. Strong CTAs are clear, and concise, and ideally convey some urgency. Using first-person pronouns—such as “Start my free trial”—can outperform third-person phrases by over 90%, because it feels more personal.
“Get your free eBook” often attracts more clicks than generic placeholders like “Submit” or “Click here.” Show visitors the direct benefit, and they’ll be more inclined to follow through.
Placement and tone of your CTA
Where you put the CTA can make or break the user experience. When placed above the fold (the part of the screen visible without scrolling), it often leads to higher click-through rates. On longer pages, consider adding extra CTA buttons after key sections. The more relevant your prompt is to the content around it, the more likely someone will click.
Use colours that stand out against the background to draw the eye. One experiment from HubSpot found red CTA buttons outperformed green ones, possibly because the contrast was sharper. Also consider action verbs that inspire movement, such as “Get,” “Try,” or “Begin.” For example, “Begin your free trial” often outperforms the more static “Free trial available.”
It’s wise to keep testing different CTAs to see what resonates with your visitors. One size never fits all, so continuous tweaking is part of the process.
The CTA is where the magic happens. It’s the small button or link that separates a casual visitor from a paying customer. Strong CTAs are clear, and concise, and ideally convey some urgency. Using first-person pronouns—such as “Start my free trial”—can outperform third-person phrases by over 90%, because it feels more personal.
“Get your free eBook” often attracts more clicks than generic placeholders like “Submit” or “Click here.” Show visitors the direct benefit, and they’ll be more inclined to follow through.
Placement and tone of your CTA
Where you put the CTA can make or break the user experience. When placed above the fold (the part of the screen visible without scrolling), it often leads to higher click-through rates. On longer pages, consider adding extra CTA buttons after key sections. The more relevant your prompt is to the content around it, the more likely someone will click.
Use colours that stand out against the background to draw the eye. One experiment from HubSpot found red CTA buttons outperformed green ones, possibly because the contrast was sharper. Also consider action verbs that inspire movement, such as “Get,” “Try,” or “Begin.” For example, “Begin your free trial” often outperforms the more static “Free trial available.”
It’s wise to keep testing different CTAs to see what resonates with your visitors. One size never fits all, so continuous tweaking is part of the process.
6. Optimise for search engines
A landing page that nobody finds is about as useful as a bicycle in the desert. Keyword research is crucial: look for terms your audience uses in their searches, and lean on tools like Google Keyword Planner or SEMrush for guidance. Spotting keywords with decent traffic but limited competition can give you a leg up.
Once you have a solid list, weave those words naturally into your page. Aim to place them in title tags, meta descriptions, and the opening lines of your content. Avoid pushing them in unnaturally—search engines can penalise sites for going overboard.
Factors that affect search engine results
Short, compelling meta titles (60 characters or fewer) that include your main keyword can improve visibility. Likewise, meta descriptions need to be around 160 characters. These two elements serve as a first impression in search results, so make them count.
Page load speed is another big one. A slow site frustrates visitors and hurts search rankings. Google PageSpeed Insights will highlight bottlenecks. Trim down large images, remove unnecessary code, and consider a reliable hosting service to keep things speedy.
URLs also make a difference. Short, keyword-rich URLs are easier for both users and search engines to read. Something like www.yoursite.com/blue-widgets is clearer and more memorable than www.yoursite.com/product?id=1234.
Even with the best SEO strategies, the real goal is always about serving visitors. High-value content that addresses user needs tends to rank better naturally, so aim to be helpful first and foremost.
A landing page that nobody finds is about as useful as a bicycle in the desert. Keyword research is crucial: look for terms your audience uses in their searches, and lean on tools like Google Keyword Planner or SEMrush for guidance. Spotting keywords with decent traffic but limited competition can give you a leg up.
Once you have a solid list, weave those words naturally into your page. Aim to place them in title tags, meta descriptions, and the opening lines of your content. Avoid pushing them in unnaturally—search engines can penalise sites for going overboard.
Factors that affect search engine results
Short, compelling meta titles (60 characters or fewer) that include your main keyword can improve visibility. Likewise, meta descriptions need to be around 160 characters. These two elements serve as a first impression in search results, so make them count.
Page load speed is another big one. A slow site frustrates visitors and hurts search rankings. Google PageSpeed Insights will highlight bottlenecks. Trim down large images, remove unnecessary code, and consider a reliable hosting service to keep things speedy.
URLs also make a difference. Short, keyword-rich URLs are easier for both users and search engines to read. Something like www.yoursite.com/blue-widgets is clearer and more memorable than www.yoursite.com/product?id=1234.
Even with the best SEO strategies, the real goal is always about serving visitors. High-value content that addresses user needs tends to rank better naturally, so aim to be helpful first and foremost.
Frequently Asked Questions
What should be the length of my landing page?
There’s no universal rule. It hinges on your specific business goals and audience preferences. Many find that landing pages containing at least 500 words work well as a baseline, but some will go much longer if the topic requires it.
Can I have more than one CTA on my landing page?
Having multiple CTAs is acceptable if your page is long enough to warrant different actions or if you want to repeat a primary action in several logical spots. For brief pages, a single, well-placed CTA is usually sufficient.
Is page loading speed really important for a landing page?
Yes. If a page takes more than three seconds to load, people tend to lose interest. High bounce rates lead directly to lower conversions, so a faster site helps keep visitors engaged and in the mood to take action.
Conclusion
Creating a landing page that effectively converts isn’t a one-time task. It’s an ongoing process that involves regular testing, adjustments, and plenty of patience. Different audiences have different triggers, so no single method works for everyone. By drawing on the approaches mentioned here—knowing your audience, designing an appealing layout, writing persuasive copy, and tweaking calls to action—you’ll be well on your way to building a page that does more than just collect views.
Frequently Asked Questions
What should be the length of my landing page?
There’s no universal rule. It hinges on your specific business goals and audience preferences. Many find that landing pages containing at least 500 words work well as a baseline, but some will go much longer if the topic requires it.
Can I have more than one CTA on my landing page?
Having multiple CTAs is acceptable if your page is long enough to warrant different actions or if you want to repeat a primary action in several logical spots. For brief pages, a single, well-placed CTA is usually sufficient.
Is page loading speed really important for a landing page?
Yes. If a page takes more than three seconds to load, people tend to lose interest. High bounce rates lead directly to lower conversions, so a faster site helps keep visitors engaged and in the mood to take action.
Conclusion
Creating a landing page that effectively converts isn’t a one-time task. It’s an ongoing process that involves regular testing, adjustments, and plenty of patience. Different audiences have different triggers, so no single method works for everyone. By drawing on the approaches mentioned here—knowing your audience, designing an appealing layout, writing persuasive copy, and tweaking calls to action—you’ll be well on your way to building a page that does more than just collect views.
More news
Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®