How to Create a Landing Page That Converts
A landing page has one job: get a specific visitor to take one action. Here is how to plan, write and build one.
Step 1: Choose One Goal
Decide the single action the page exists for: join a list, book a call, register for a webinar or buy. Every section should support that action. Pages that try to do several things usually do none of them well.
Step 2: Match the Traffic Source
Write for the people who will arrive. A visitor from a search ad for a specific problem expects the page to address that problem immediately. Dynamic text replacement, available in builders such as Leadpages, can match the page headline to the ad keyword automatically.
Step 3: Write the Headline and Offer
State the outcome the visitor gets, not your product's name. Follow with one or two sentences explaining what they receive and why it is worth acting now. Avoid claims you cannot support.
Step 4: Structure the Page
| Section | Purpose |
|---|---|
| Headline and subheadline | State the outcome and who it is for |
| Call to action | One button or form, visible early |
| Benefits | What changes for the visitor, in plain terms |
| Details | What exactly they get, how it works |
| Proof | Verifiable credentials, real examples or real reviews |
| FAQ | Answer objections that stop people acting |
| Final call to action | Repeat the action at the end |
Step 5: Build the Right Page Type
Opt-In or Squeeze Page
Short, focused on a free resource in exchange for an email address. See lead magnets for offer ideas.
Sales Page
Longer, built to answer every serious question before a purchase.
Webinar Registration Page
Topic, date, time zone, what attendees will learn and a short registration form.
Thank-You Page
Confirms the action, tells people what happens next and can offer a sensible next step.
Step 6: Build and Publish
A landing page builder saves time on hosting, forms, integrations and mobile layouts. If you plan to test, choose one that includes A/B testing on the plan you can afford. Compare options in best landing page builders, or follow how to use Leadpages for a specific walkthrough.
Before you send traffic, check the page on a phone, submit a test entry, and confirm the lead arrives where it should.
Step 7: Test and Improve
Once the page has steady traffic, test one meaningful change at a time. Our guide to A/B testing landing pages explains how.
Frequently Asked Questions
What should a landing page include?
A clear headline, a short explanation of the offer, supporting details or proof you can verify, a form or button for one action, and as few distractions as possible.
How long should a landing page be?
Long enough to answer the questions a visitor has before acting. A free download may need a short page; a higher-priced offer usually needs more explanation.
Should a landing page have navigation?
Usually not. Removing the main site menu keeps attention on the single action the page is built for.
What is the difference between a squeeze page and a sales page?
A squeeze page is a short page that asks for an email address, usually in exchange for a free resource. A sales page is longer and asks the visitor to buy.
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