Do you remember the pure joy of bowling as a child? Bumper lanes made it impossible to fail! You just had to roll the ball and watch it take down at least one pin. The excitement was all about which pins would fall and how many. But as adults, our bowling skills often leave the ball in the gutter. Similarly, running your business and marketing without landing pages is like bowling without those trusty bumpers – unpredictable and often frustrating, unless you’re a pro, of course!

Landing pages are like guiding bumpers for your customers, keeping them on track to convert – to hit those marketing pins! To achieve your marketing goals and make marketing fun again, you need landing pages. In this comprehensive guide, we’ll equip you with everything you need to craft exceptional landing pages for your business and optimize them for maximum conversions.

Table of contents

• What is a landing page?
• Why are landing pages important?
• Websites vs landing pages
• Types of landing pages
• Before you create a landing page
• How to write a great landing page
• Landing page optimization
• Landing page examples

What is a landing page?

Imagine a visitor clicking on a tempting call to action (CTA) for an irresistible offer. A landing page is where they “land” next. This offer could be anything – a product, a discount coupon, a free guide, a demo – and the CTA could be anywhere, from a Google ad to a newsletter signup button on your homepage. A landing page focuses solely on that specific offer, providing all the necessary details for the visitor to make a well-informed decision.

Why are landing pages important?

Landing pages are not merely important; they are essential for boosting conversions – one of your most crucial metrics. How? Let’s imagine someone clicks on your product ad and lands on your homepage. Overwhelmed with information and choices, they might just bounce. However, an effective landing page changes the game. By focusing solely on the product’s features and benefits, with a clear button or form to claim the offer, the chances of conversion skyrocket. Here’s how landing pages translate to success:

• More leads and sales: Higher conversion rates mean more sales, sign-ups, free trials – the list goes on. Businesses with 30+ landing pages have been shown to generate generate 7x more leads than those with less than five.
• Higher ROI: By simply tweaking the destination URL, you get more bang for your buck – whether you invest in ads, your website, email services, or other channels.

But the benefits don’t end there. Optimizing your landing pages with the techniques outlined in this guide will help you:

• Increase brand credibility: Incorporating trust signals like influencer endorsements, partnership badges, reviews, and compelling statistics enhances your credibility, even if the user doesn’t convert immediately.
• Create a memorable experience: The highly customized nature of landing pages – tailored copy, captivating imagery, and focused messaging – makes for a personalized and unforgettable experience for each user. In a nutshell, landing pages enhance user experience and drive conversions through laser-focused messaging that speaks directly to each visitor’s needs.

Landing pages vs. websites

While both are web pages, understanding the distinction is key. Some businesses build landing pages directly into their websites using platforms like SquareSpace or WordPress. These landing pages then reside within the website’s domain. Others use marketing automation platforms like Marketo, creating landing pages on a subdomain. For instance, instead of website.com/ebooks/beginners-guide-to-saas, the landing page might live at marketing.website.com/beginners-guide-to-saas. Think of your website as the grand library of your business information, while a landing page is a focused study room dedicated to a specific offer.

Types of landing pages

Just like there are countless offers, there are countless types of landing pages: event landing pages, webinar invitations, product spotlights, newsletter signups, and more. However, all landing pages generally fall under two main categories: lead generation and click-through.

Lead generation landing pages

Instead of your final product or service, lead generation landing pages offer something enticing further up the sales funnel, like gated content. By sharing their contact information to access this offer, the visitor becomes a lead. Now, you can nurture this lead through your funnel into a loyal customer through personalized follow-ups, whether it’s a phone call or an email. Lead generation landing pages typically feature an on-page form for users to request the offer. Once submitted, they’re directed to a thank you page that outlines the next steps. This could be a message assuring them a representative will be in touch, a notification that the guide has been sent to their inbox, or a button to instantly download the content.

B2B businesses, those with high-value items, and e-commerce businesses looking to build their email lists often favor lead generation landing pages.

Make landing pages with crazy-high conversion! Find out how in our guide >> How to Make Great Landing Pages

Click-through landing pages

In contrast to lead generation pages, click-through landing pages are form-free. They dedicate themselves to showcasing the offer’s features and benefits. The CTA button on these pages takes the user to a new page where they can claim the offer. You’ll often see click-through landing pages used for bottom-funnel offers or sales where the next step might be an account creation portal, an app store, or a checkout window.

E-commerce and SaaS businesses are big fans of click-through landing pages, but any business can utilize them effectively.

Before you create a landing page

Now that you’re convinced of the power of landing pages, it’s time to start building! But hold on. Before you churn out those 41+ landing pages to reel in 600 leads, it’s crucial to do your homework. Ask yourself these important questions to make sure your landing pages are purposeful, impactful, and specific:

1. What’s my goal? What is the desired outcome when a visitor lands on your page? A purchase? A form submission? To whip out a harmonica and serenade you with a bluesy tune? Okay, maybe not the last one, but you get the point. Every strategy starts with clearly defined goals. Before you can track conversions, you need to define what a conversion looks like.
2. Who is my audience? And we’re not talking about your general target market. Who are you trying to reach with this particular campaign? Your messaging will differ depending on whether you’re targeting loyal customers, newsletter subscribers, or a cold audience. Understanding your audience is key to crafting landing page copy that truly resonates.
3. How are they getting to my landing page? A visitor coming from a Google ad will have a different mindset than someone clicking through from an email, a social media post, or a banner ad. Consider this when designing the visuals and messaging.
4. Who am I competing against? Okay, this is actually three questions in one: Who are my competitors? What are they doing well? And how can I emulate their success? Imitation is the sincerest form of flattery. If your competitors are doing something that works, don’t be afraid to take inspiration. They’ll probably even thank you for it (maybe!).

How to write landing pages that convert

Once you’ve answered these fundamental questions, you’re ready to write landing pages so persuasive and captivating that they practically convert themselves. A winning landing page boasts a compelling headline, scannable body copy, a crystal-clear call to action, and a strategically crafted thank-you page. Here’s how to write landing pages that deliver:

1. Start with an appealing offer

Your product or service is your star attraction, but to capture leads effectively, you need a compelling lead magnet. This is something your audience finds so valuable that they willingly exchange their contact information for it. A high-quality guide, an informative webinar, or even a discount on their first order can do the trick.

2. Create a strong headline

The perfect landing page headline varies depending on the page itself, the offer presented, and the CTA that led the visitor there. In some cases, mirroring the ad headline is best to create a seamless experience and ensure message match. This is particularly important for Quality Score in Google Ads. Other times, a more creative or evocative headline is needed to grab attention and inject your brand personality. Incorporating emotional words and phrases can work wonders here. Whatever you choose, your headline must answer your user’s most burning question: What’s in it for me? When in doubt, a benefit-focused headline is a strong starting point. Remember, you can always A/B test and refine your approach.

3. Write concise and engaging copy

Copy that converts is clear, concise, credible, and compelling.

• Clear copy speaks in plain, conversational language that resonates with your customers. It is easy to read, well-organized, and follows a logical information hierarchy. With only about eight seconds to convince users to capture your visitor’s attention, conveying your offer’s essence at a glance is vital.
• Concise copy gets straight to the point, delivering essential information to inform and pique your audience’s interest—without unnecessary fluff. You can always add extra information towards the bottom of the page using accordion-style FAQs.
• Credible copy relies on facts rather than opinions and incorporates trust signals, which we’ll explore in detail later.
• Compelling copy strikes the right balance between features and benefits, employing powerful language that resonates.

4. Add a form

Lead-generation landing pages require a lead capture form. The key is to gather enough information for personalized follow-ups without overwhelming the visitor with too many fields. A good rule of thumb is to stick to seven fields or fewer. Name and email address are usually sufficient, asking for a phone number only if absolutely necessary. You can then request additional details to qualify or score your leads further down the line.

5. Follow up with a thank you page

A thank you page is not an afterthought; it’s a crucial step in the conversion process. Firstly, it assures visitors that they’ve successfully completed the required steps. Secondly, it provides instructions for accessing the offer, whether it’s checking their inbox or clicking a button to download the content directly. Finally, thank you pages present a prime opportunity to introduce visitors to additional resources or even guide them towards a lower-funnel offer.

How to optimize your landing pages for conversion

The steps above will get you a good landing page. Follow the steps below as well, and you’ll have a conversion-driving, high-performing landing page. Let’s dive into the world of landing page optimization:

1. One goal, one CTA

Each landing page should ideally focus on a single goal with one primary CTA. Additional links—navigation links, footer links, social share buttons—act as secondary CTAs that can distract from your main objective. Minimize or eliminate these distractions to keep your visitors focused. For longer landing pages, consider using multiple CTAs throughout the page that all lead to the same form or destination, as shown in the example below. Notice how the main navigation is removed, presenting the user with a clear path.

Free guide >> The 36 Best Call to Action Phrases (Ever) 

2. Keep it clean and organized

As previously mentioned, prioritizing information on your landing page is key. The most important elements – your CTA, key benefits, and value proposition – should be visible above the fold (before scrolling). Present the remaining information in an organized, easily scannable manner, using visual elements for balance (remember the power of F and Z patterns!). For SEO optimization, use tabs, dropdowns, or accordion-style features to incorporate additional copy without cluttering the page.

3. Use trust signals

Trust signals are essential for landing page conversion, and they come in many forms:

• Customer quotes: Sprinkle in powerful quotes from testimonials and case studies or showcase customer reviews directly.
• Influencer endorsements: If confidentiality is not an issue, display logos of well-known brands that endorse your product or service. Quotes from influential figures in your industry also work wonders.
• Data: Get creative with data! Display statistics like “Over X five-star Google reviews,” “Trusted by X customers,” or “Over x leads generated/money saved.”
• Awards and recognition: Highlight any partnership badges or certifications. Being featured in a publication or even being a finalist for an award adds credibility, even if you didn’t snag the win.

4. QA your landing pages

Before unveiling your landing page to the world, step into your visitor’s shoes. Read through the entire page, fill out the form, and ensure the correct thank you page loads with a seamless offer delivery. If you’re using tracking tools, confirm that the information is being passed on to your CRM or database. Don’t forget to repeat this process on different mobile devices.

5. Optimize for mobile

Speaking of mobile devices, your landing pages need to look and function flawlessly on both desktop and mobile. Adjustments on the back end might be necessary to optimize the display for different screen sizes.

6. Run A/B tests

Every element on your landing page can influence user behavior. Headlines, images, button colors, and even the microcopy on your buttons can impact conversions. A/B testing helps you identify what resonates best with your audience and refine your approach for optimal results.

Examples of great landing pages

Now, let’s bring all these tips to life! Here are some of the best landing page examples to illustrate what makes a landing page truly successful at driving those coveted conversions.

1. Free trial landing page example – CallRail

This landing page example from CallRail is what I found when I clicked on one of their LinkedIn ads. Here’s what makes it so effective:

• Clean design: Above the fold, you’re met with a mere 26 words, six of which belong to the two CTA buttons (both leading to the same offer). The colorful graph design is visually appealing, and the blue buttons stand out sharply against the black background.
• Compelling headline: “Know what makes your phone ring and smartly route inbound calls” instantly clarifies what CallRail does and how it can benefit me.

Scrolling down, we find:

• Trust badges: CallRail proudly displays that it’s “Trusted by more than 180,000 businesses” alongside three trust badges. They’ve also included authentic testimonial quotes from real customers.
• Clear copy: Concise and easy to digest, CallRail uses cards to explain its features and benefits.
• Button at bottom: As this is a long-form landing page, they’ve cleverly repeated the CTA at the bottom with a compelling, fear-based phrase: “You’re wasting money on marketing. Find out where.”

2. SaaS landing page example – Loomly

My search for “social media software” on Google led me to Loomly’s click-through landing page after clicking on their ad.

Here’s why it stands out:

• Targeted messaging: While not the most dazzling headline, “Social Media Software” directly relates to my search query. It’s worth noting that Loomly actually refers to itself as a “brand management platform,” highlighting their smart approach to tailoring messaging.
• Clean design: Just like CallRail, this landing page offers a clear path: start a free trial. Multiple buttons all lead to the free trial signup form.
• Video: An embedded explainer video succinctly showcases the platform’s features and benefits. Studies have shown that incorporating video on landing pages can increase conversions by a staggering 86%.
• Trust badges: Loomly builds trust with testimonial quotes and badges from reputable platforms like G2, Capterra, and Source Forge.

3. Signup landing page example – Lyft

This landing page from Lyft is a masterclass in minimalist, clean design.

Here’s what makes it great:

• Prominent form: The form takes center stage at the top of the page with just one field – your mobile number. While there are additional steps, this smart approach minimizes friction and encourages sign-ups.
• (Really) big headline: With no image above the fold, the headline takes center stage: “It pays (a lot) to drive right now.” This headline is benefit-focused, conversational, and undeniably compelling.
• Information hierarchy: Strategically placed above the fold, “Don’t have a car?” addresses a potential concern and keeps visitors engaged. Further down, you’ll find information about how Lyft works, insurance protection, and FAQs – all essential details, but presented in a way that doesn’t overwhelm.
• Scroll-triggered floating bar: Instead of cluttering the page with numerous CTAs, a floating bar magically appears after a certain scroll depth, providing a persistent call to action.

4. Ecommerce landing page example – Blk & Bold

For our ecommerce example, we turn to Blk & Bold, a company specializing in coffee subscriptions.

Here’s why their landing page hits the spot:

• Strong headline: “Never Run Out of Coffee Again” instantly resonates with coffee lovers by addressing their biggest pain point.
• Clear copy: Three simple steps explain how it works, and the use of the power word “easy” further emphasizes convenience.
• Accessibility: Located in the bottom left corner, a website accessibility icon provides options for customizing the information display based on individual needs.

5. Appointment landing page example – Mr. Rooter

Our final landing page example comes from Mr. Rooter, a multi-location plumbing company. Here’s why it works:

• Large, vibrant image: The full-width image of a friendly, smiling man (likely Mr. Rooter himself) heading to a job on a bright sunny day creates a welcoming and approachable feel.
• Information hierarchy: After clicking on an ad for “plumber near Brockton, MA,” I was immediately reassured by the prominent location in the upper right corner, along with a large, easy-to-find contact number.
• Simple form: With just five fields visible above the fold, booking an appointment is a breeze.

Start writing effective landing pages now

You’re now armed with the knowledge and tools to craft landing pages that convert like magic! Let’s recap the key steps to writing an amazing landing page and optimizing it for maximum conversions:

1. Start with an offer your audience can’t refuse
2. Craft a strong, benefit-driven headline
3. Use concise, compelling, and credible copy
4. Add a simple, user-friendly form
5. Include a thank you page that reinforces the conversion
6. Focus on one clear goal and one primary CTA
7. Maintain a logical information hierarchy
8. Build trust and credibility with trust signals
9. Thoroughly QA your landing pages from the user’s perspective
10. Optimize for a seamless mobile experience
11. Make A/B testing your new best friend