How to Create High-Converting Landing Pages - Best Practices Examples

First, what is a Landing Page?

A landing page is a standalone web page where potential customers "land" after clicking on an email, ad, or other link. The primary purpose of a landing page is to persuade visitors to take a specific action, such as filling out a form or signing up for a newsletter in exchange for something valuable (e.g., ebooks, downloadable resources).

The main benefit of a landing page is its focus on a single, relevant offer.         

This targeted approach minimizes distractions, offering visitors a clear call to action (CTA) without any navigation options to other sections. For instance, a homepage can be an example of a poor landing page due to what researchers call the “paradox of choice”—the more options you give people, the harder it is for them to make a decision and take action.

2 Main Types of Landing Pages

1. Lead Generation Landing Page

• Also known as “lead gen” or “lead capture” pages, these are designed to collect user data through a form, building email lists for marketing purposes. Visitors typically need to provide their email address to access the offer, which may include ebooks, white papers, or guides.
• The data collected not only allows you to reach out to potential customers but also helps you learn more about your audience. With this insight, you can tailor your marketing efforts, focusing on those most likely to convert, thus avoiding spending resources.

2. Click-Through Landing Page

• A click-through landing page provides detailed information about an offer, persuading visitors to click through to a transaction or conversion page. Unlike lead gen pages, these focus on CTA buttons instead of forms.
• The goal is immediate sales rather than data collection. These pages typically include persuasive content like product details or testimonials to engage and convince prospective customers. (For example, a button that says "Schedule a Demo" might lead to a scheduling page)

Best Practices for Landing Pages

1. Maintain a Clear Focus: Imagine you're offering a free ebook. If your landing page also invites users to visit your blog, buy a product, or check out your social media channels, you risk diluting the focus. The more distractions you introduce, the less likely visitors are to download your ebook.
2. Gated Offer: Provide gated content (e.g., free ebooks, valuable resources) that solves a specific problem for your target market in exchange for their contact information.
3. Headline and Subheadline: Use a strong headline to grab attention, and a subheadline (if needed) to elaborate on the promise of your offer.
4. Benefit-Oriented Bullets: Outline the key benefits of your offer in bullet points, making it easy for visitors to quickly see the value.
5. Proof and Credibility: Use testimonials, credentials, and trust icons (e.g., logos of reputable brands) to build trust and credibility.
6. Create Urgency: Focus on a single call to action (CTA) rather than multiple options

Bonus Tip: Keep Lead Forms Simple

When designing your lead form, ask only for the information you plan to use. Generally, the more fields you include, the lower your conversion rate will be. For instance, if you don’t plan to follow up by phone, don’t ask for a phone number. Consider A/B testing to explore new ideas—sometimes the most effective strategies can surprise you.

Effective "How To" Headline Formulas for Landing Pages

• How to Get [Desired Result] in [Time Period]
• How to Turn [Blank] into [Desired Result]
• How to [Desired Result] When You’re Not [Blank]
• How to Fast-Track [Desired Result]
• How to [Desired Result] Even If [Something Challenging]

Successful LP examples we can learn from :

Uber uses an F & Z pattern to guide the eye from "Uber for Business" to the CTA form.

Minimalist design that emphasizes value and convenience with simple graphics.

Wix’s design is creative as the illustration's mountain peak points directly to the main CTA, encouraging visitors to get started.

• They make the first step super simple—just enter your email to get started.

Creating a high-converting landing page involves more than just attractive design—it’s about clarity, focus, and understanding your audience. By following best practices like maintaining a clear focal point, using strong headlines, and keeping your forms simple, you can significantly improve your conversion rates.         

Thank you for reading! I hope these tips help you create landing pages that drive results and boost your business.

Javanshir Hasanali