How to Create a Landing Page that Converts Visitors into Leads

Whether you’re a founder or a digital marketer, you have the same goal: to get people excited about your venture and turn them into leads. And one of the most effective ways to do that is by creating landing pages that capture attention and persuade visitors to take action. A landing page, for those who are just getting their feet wet, is a dedicated webpage that visitors land on after clicking a link in an email or an ad. Its primary purpose is to prompt visitors to take a specific action - to convert visitors into leads. However, not all landing pages are created equal, and designing one that converts requires strategic planning, a pinch of creativity, and lots of user empathy.

A landing page is a standalone web page that is designed to capture the attention and interest of your visitors and persuade them to take a specific action, such as signing up for your email list, downloading your ebook, or buying your product. A landing page is different from your homepage or other pages on your website, as it has a single focus and a clear call to action (CTA).

Landing pages are powerful marketing tools that can help you generate more leads, sales, and conversions for your business. However, not all landing pages are created equal. Some landing pages are cluttered, confusing, or boring, while others are engaging, compelling, and irresistible.

So how do you create a landing page that converts? In this post, we will share some tips and best practices on how to create a landing page that converts visitors into leads in under 10 minutes. We will also show you some examples of landing pages that work and why they work. Let's get started!

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1. Choose a purpose for your landing page

The first step to creating a landing page that converts is to decide what you want your visitors to do on your page. What is the goal of your landing page? What is the offer or value proposition that you are presenting to your visitors? What is the benefit or outcome that they will get from taking action on your page?

Your landing page should have a clear and specific purpose that aligns with your marketing objectives and your audience's needs. For example, if you want to generate leads for your email marketing campaign, your landing page should offer something valuable and relevant to your visitors in exchange for their email address, such as a free ebook, a webinar, or a coupon.

Your landing page purpose should also be measurable and realistic. You should be able to track how many visitors land on your page, how many of them take action on your CTA, and how many of them become leads or customers. You should also set realistic expectations for your conversion rate and optimize your landing page accordingly.

A good example of a landing page that has a clear and specific purpose is Express VPN, which offers a virtual private network service that protects online privacy and security. The purpose of this landing page is to get visitors to sign up for the service and enjoy the benefits of using a VPN. The landing page has a clear headline, a persuasive copy, and a prominent call to action that invites visitors to start a risk free Trial.

Another example is Lyft, which is a ride-sharing platform that connects drivers and passengers. Their landing page has a purpose of getting visitors to sign up as drivers and earn money with Lyft. The landing page has a clear headline, a persuasive copy, and a prominent call to action that invites visitors to apply to drive with Lyft.

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2. Write a catchy headline and sub-headline

The headline is the first thing that your visitors will see when they land on your page. It should capture their attention and curiosity and make them want to read more. Your headline should also communicate the main benefit or value proposition of your offer and match the message or promise that brought them to your page.

Your sub-headline is the second thing that your visitors will see on your page. It should complement and expand on your headline by providing more details or information about your offer. Your sub-headline should also address any objections or questions that your visitors might have and persuade them to take action.

Here are some tips for writing catchy headlines and sub-headlines:

Use clear and concise language that speaks directly to your audience
Use emotional triggers or power words that appeal to your audience's desires or pain points
Use numbers or statistics to add credibility or specificity
Use questions or challenges to spark curiosity or interest
Use keywords or phrases that match what your audience is searching for

A good example of a landing page that has a catchy headline and sub-headline is Masterclass, which offers online classes taught by famous experts and celebrities. The headline says “Learn from the best, be your best” and the sub-headline says “Get unlimited access to thousands of bite-sized lessons”. These statements are simple, powerful, and appealing to the visitors who want to learn new skills or hobbies from the best instructors in the world.

Another example is Asana, which is a project management platform that helps teams collaborate and deliver results. Their landing page has a headline that says “Build better products with Asana” and a sub-headline that says “Manage your product development process from start to finish with Asana”. These statements are catchy, clear, and relevant to the visitors who are looking for a solution to manage their product teams and projects.

3. Use an eye-catching image or video

The image or video on your landing page is another important element that can influence your visitors' decision to take action on your CTA. A good image or video can help you showcase your offer, demonstrate how it works, illustrate the benefits or outcomes, and create an emotional connection with your audience.

Your image or video should be relevant, high-quality, and visually appealing. It should also support and enhance your headline and sub-headline, not distract or confuse them. Here are some tips for choosing an image or video for your landing page:

Use an image or video that shows your product or service in action or in use by real people
Use an image or video that matches the tone and style of your brand and offer
Use an image or video that draws attention to your CTA or value proposition
Use an image or video that loads fast and adapts well to different devices and screen sizes

A good example of a landing page that uses an eye-catching video is Wistia, which is a video creation company that helps marketers make and manage videos, host webinars, generate leads, and measure video performance. Their landing page has a video that plays in the background and shows clips from various videos created by their customers. The video is eye-catching and appealing to the visitors who want to see how Wistia can help them create and use videos for their business. The landing page also has a catchy headline, a clear call to action, and a short form that asks for the visitor’s email address.

Another example of a landing page that uses an eye-catching image or video is Airbnb, which is a platform that connects travelers with local hosts who offer accommodation and experiences. Their landing page has a video of local hosts opening the door to their houses for guests and a clear headline that says "Open your door to hosting" and a red button with a clear call to action that invites visitors to try hosting with Airbnb.

4. Write persuasive copy and bullet points

The copy and bullet points on your landing page are the main content that explains your offer, answers your visitors' questions, and convinces them to take action on your CTA. Your copy and bullet points should be clear, concise, and compelling. They should also follow a logical structure and flow that guides your visitors through your landing page.

Here are some tips for writing persuasive copy and bullet points:

Use the AIDA formula: Attention, Interest, Desire, Action. Start with a headline that grabs attention, then write a sub-headline that sparks interest, then write copy and bullet points that create desire, then end with a CTA that prompts action.
Use the PAS formula: Problem, Agitate, Solve. Start with a problem that your audience faces, then agitate it by emphasizing the pain or consequences of not solving it, then offer a solution that your product or service provides.
Use the PPPP formula: Picture, Promise, Prove, Push. Start with a picture that paints a vivid scenario of how your audience's life will improve after using your product or service, then make a promise that your product or service can deliver that outcome, then prove it with testimonials or statistics, then push them to take action with a CTA.
Use bullet points to highlight the key features or benefits of your offer in a scannable and digestible way
Use social proof to add credibility and trust to your offer by showing testimonials, reviews, ratings, logos, or awards from your customers or partners

Slack is a good example of a landing page writes persuasive copy and bullet points to convince visitors to sign up for their collaboration platform. The copy explains how Slack can help teams work together more efficiently and productively. The bullet points highlight the main features and benefits of Slack, such as channels, apps, calls, and security.

Squarespace is another great example of a landing page that writes persuasive copy and bullet points to sell their website builder service. The copy describes how Squarespace can help anyone create a beautiful and professional website. The bullet points showcase the main advantages and capabilities of Squarespace, such as templates, domains, e-commerce, and analytics.

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5. Use a clear and compelling call to action

The call to action (CTA) is the most important element of your landing page, as it is the final step that your visitors need to take to complete your desired action. Your CTA should be clear, compelling, and easy to spot. It should also match the purpose and value proposition of your landing page and create a sense of urgency or scarcity.

Here are some tips for creating a clear and compelling CTA:

Use a button or a link that stands out from the rest of your page with a contrasting color, size, or shape.
Use action-oriented words that tell your visitors exactly what they need to do, such as "Sign Up,” "Download,” "Buy Now", etc.
Use words that convey benefits, value, or emotion, such as "Get Started,” "Claim Your Free Trial,” "Join Now,” etc.
Use words that create urgency or scarcity, such as "Limited Time Offer,” "Only X Left,” "Don't Miss Out,” etc.
Use words that reduce friction or risk, such as "No Credit Card Required,” "Cancel Anytime,” "100% Money-Back Guarantee", etc.

For example, here is a landing page from Monday.com, a project management software that helps teams collaborate and manage their work. The CTA is a button that stands out with a bright purple color and a large size. It uses action-oriented words that tell the visitors what they need to do ("Get Started") and words that reduce friction or risk ("No credit card needed" & "Unlimited time on free plan").

Another good example, here is a landing page from Uber for business, which offers a transportation solution for businesses that need to move their employees, customers, or partners. The call to action says “Sign up for free” and has a form that asks for the visitor’s name, email, phone number, and company name. The call to action is clear, concise, and specific, and conveys urgency and excitement.

6. Test and optimize your landing page

The last step to creating a landing page that converts is to test and optimize it based on data and feedback. You should not rely on your assumptions or preferences when designing your landing page, but rather on what works best for your audience and your goals.

You can test and optimize your landing page using various methods and tools, such as:

A/B testing: This is the process of creating two or more versions of your landing page with different elements, such as headlines, images, copy, or CTAs, and showing them to different segments of your visitors to see which one performs better.
Heatmaps: These are visual tools that show you how your visitors interact with your landing page, such as where they click, scroll, hover, or leave. You can use heatmaps to identify areas of interest or confusion on your page and optimize them accordingly
Analytics: These are tools that measure and track various metrics and data related to your landing page performance, such as traffic sources, bounce rate, conversion rate, time on page, etc. You can use analytics to understand how your visitors behave on your page and what factors influence their decisions.

You should test and optimize your landing page regularly and continuously to ensure that it is always relevant, effective, and up-to-date. You should also monitor your results and compare them with your goals and benchmarks to measure your success.

Conclusion

Creating a landing page that converts is not a one-time task or a one-size-fits-all solution. It requires planning, research, creativity, testing, and optimization. However, by following the tips and best practices we shared in this post, you can create a landing page that converts visitors into leads in under 10 minutes.

We hope this post has helped you learn how to create a landing page that converts. If you have any questions or comments, feel free to leave them below.

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