Create a Landing Page That Converts
An expert guide to building a high-converting landing page. Structure, copywriting, design and optimisation to turn visitors into customers.
The steps to follow
Set one single conversion goal
An effective landing page has one goal only: a newsletter sign-up, a quote request, a product purchase, an ebook download. Every element on the page should serve that one goal. Resist the temptation to add several different buttons, which only split the visitor's attention. State your value proposition in one sentence: what problem do you solve, and for whom? Identify your audience's main objections and prepare an answer to each one. That clarity will guide every design and content decision you make. Study your competitors' landing pages to understand what works in your market.
Write persuasive copy
Copy is the most important part of your landing page. Open with a headline that gets your main benefit across in under ten words. The subheading expands the promise and builds curiosity. Use the AIDA formula: Attention (headline), Interest (the problem), Desire (solution plus benefits), Action (the call to action). Use bullet points to list concrete benefits, not features. Use precise figures to back up your claims: “47% more conversions” rather than “more conversions”. Address the reader directly as “you”. Create a sense of urgency with offers limited by time or by quantity.
Structure the page for conversion
A landing page follows a precise psychological order. At the top: the hero, with headline, subheading, visual and main call to action above the fold. Then social proof (client logos, user numbers, reviews). Then the benefits in detail, with icons and short text. Add a “How it works” section in three simple steps. Include client testimonials with a photo, a name and a concrete result. Finish with an FAQ section to clear the last objections, and a final call to action identical to the first. The page should carry no external navigation: no menu, no full footer, only links that lead to your conversion goal.
Design for visual impact
Your design should lead the eye to the call to action. Use a clear visual hierarchy: the most important elements are the largest and the highest in contrast. The button needs a colour that stands out strongly from the rest of the page. Keep your palette to two or three colours at most. Use plenty of white space so the content breathes and the page never overwhelms. Images should show the end result or the product in use. Avoid generic stock photos, which undermine your credibility. On mobile, every section should be readable without zooming and the button should sit within thumb reach. Add subtle micro-animations to guide attention.
Optimise load speed
Load speed has a direct effect on conversion: every extra second cuts conversions by around 7%. Optimise images as WebP with compression you cannot see. Minify your CSS and JavaScript. Use lazy loading for anything below the fold. Host your landing page on a fast CDN such as Vercel for response times under 100ms anywhere in the world. Drop third-party scripts you do not need, as they only slow the page down. Aim for a Lighthouse score above 90 on mobile. Largest Contentful Paint should happen in under 2.5 seconds. Test performance regularly with Google PageSpeed Insights.
Set up tracking and A/B tests
Without measurement there is no improvement. Set up Google Analytics 4 with custom conversion events. Install the Meta pixel and the Google Ads tag if you are running paid advertising. Use heatmaps (Hotjar or Microsoft Clarity) to see how visitors behave. Run A/B tests on the key elements: headline, call to action, button colour, hero visual. Test one element at a time so you know exactly what made the difference. Wait until you have at least 100 conversions before drawing conclusions that are statistically sound. Write down every test and its result so you build on what you learn.
Our advice
Your call to action should be visible without scrolling, on mobile and on desktop. That is rule number one.
Add video testimonials if you can: they convert two to three times better than written ones.
Show your landing page to five people from your target audience before you spend anything on ads.
Frequently asked questions
What is the difference between a brochure site and a landing page?
A brochure site has several pages and presents your whole business. A landing page is a single page focused on one conversion goal, which makes it ideal for advertising campaigns.
What conversion rate should a landing page achieve?
A good conversion rate sits between 3% and 10% depending on the sector. Our optimised landing pages regularly reach 8 to 15% thanks to our CRO method.
Can a landing page be changed after it is built?
Absolutely, and we recommend it. Continuous optimisation through A/B testing is how you improve results. We deliver pages that are easy to edit.
