Landing pages that convert

Why this matters

Landing pages are where visitors decide whether to buy, enquire, or sign up. Get the structure, clarity, and next steps right, and conversions improve.

Most landing pages fail because they are unclear, cluttered, or make visitors work too hard. Fix these basics and you win more conversions.

1) Clear structure

Visitors scan landing pages quickly. Clear structure helps them understand what you offer and what to do next.

Above the fold

• Headline: What you offer, who it's for, or the main benefit. One clear message.
• Subheadline or brief description: A sentence or two that expands on the headline.
• Primary call-to-action: The main action you want visitors to take. Obvious, prominent, easy to tap on mobile.
• Supporting visual (if helpful): Image, diagram, or video that reinforces the message. Keep it fast [1]Source 1 .

Below the fold

• What you offer: Clear description of the product, service, or offer.
• Benefits or features: What visitors get, why it matters, how it helps.
• Proof or social proof: Testimonials, reviews, case studies, credentials.
• Next steps: How to buy, enquire, or sign up. Clear, simple, obvious.

For more on structure, see writing for the web: content that converts.

2) Clarity and messaging

Visitors need to understand what you offer and why they should care. Unclear messaging kills conversions.

What to include

• Plain language: Avoid jargon. Explain things in terms visitors use.
• Specific benefits: Not "we deliver excellence" - "we deliver within 48 hours" or "we guarantee results".
• Who it's for: "For small businesses" or "For consultants" - so visitors know if it's relevant.
• What happens next: "Fill out the form and we'll call within 24 hours" - sets expectations.

What to avoid

• Vague headlines that could apply to anyone.
• Too many messages competing for attention.
• Jargon or industry terms without explanation.
• Burying the main message below the fold.

3) Obvious next steps

Every landing page should have one clear primary action. Make it obvious and easy to complete.

Call-to-action (CTA)

• Clear button text: "Buy now", "Get a quote", "Start free trial" - not "Click here" or "Learn more".
• Prominent placement: Visible without scrolling, repeated at natural decision points.
• Contrasting colour: Stands out from the page but is not garish.
• Large enough to tap: At least 44px tall on mobile.

Forms

• Essential fields only: Name, email, brief message. Do not ask for more than you need upfront.
• Clear labels: People need to know what to enter.
• Helpful error messages: "Please enter a valid email address" not "Invalid input".
• Confirmation: Tell people their submission was received and what happens next.

For more on forms, see email deliverability and form submissions.

4) Trust signals

People need to trust you before they convert. Trust signals help build that confidence.

• Testimonials or reviews: Real names, specific feedback, outcomes where possible.
• Credentials or accreditations: Professional bodies, certifications, awards.
• Case studies or examples: What you did, for whom, what changed.
• Clear contact information: Phone, email, address - shows you are real and reachable.
• Privacy and security: Privacy policy link, secure payment badges if relevant.

5) Performance and mobile

Slow landing pages lose conversions [2]Source 2 . Most landing page traffic is mobile.

Speed

• Fast load times: Under 3 seconds on mobile. See fast websites: what fast means.
• Optimised images: Right size, right format. Do not upload huge files. See image and video performance.
• Minimal scripts: Remove unnecessary tracking or widgets that slow the page. See third-party scripts and when to say no.

Mobile

• Readable text: No tiny font sizes. Good contrast. No horizontal scrolling.
• Tap-friendly buttons: Large enough, not too close together.
• Forms that work: Correct keyboard types, no cramped fields.
• Fast on mobile networks: Test on real phones and slow connections.

6) Testing and improvement

Landing pages should be tested and improved based on data, not assumptions.

• Analytics: Track conversions, bounce rates, where people drop off.
• User testing: Watch real people use the page. See what confuses them. See user testing basics.
• A/B testing: Test different headlines, CTAs, or layouts to see what converts better.
• Iterate: Make changes based on data, test again, improve continuously.

Common mistakes

• Too many CTAs: Competing buttons confuse visitors. One primary action per page.
• Vague messaging: "We deliver excellence" does not help people decide.
• Long forms: Asking for too much upfront increases abandonment.
• Slow pages: Visitors leave before the page loads.
• No trust signals: People do not convert if they do not trust you.
• Hidden next steps: CTAs buried in the footer or hard to find.

For paid traffic (PPC)

Landing pages for paid ads need extra attention to conversion and relevance.

• Match the ad: The landing page should deliver what the ad promises. No surprises.
• Fast load: Paid clicks cost money. Slow pages waste budget.
• Clear value proposition: Visitors clicked for a reason. Make it obvious immediately.
• Minimal navigation: Keep visitors focused on the conversion goal, not exploring the site.
• Mobile-first: Most paid traffic is mobile. Test on real phones.

Summary

Landing pages that convert have: clear structure (headline, description, CTA above the fold), clear messaging (plain language, specific benefits, who it's for), obvious next steps (prominent CTA, simple forms), trust signals (testimonials, credentials, contact info), fast mobile-friendly pages, and continuous testing and improvement.

Avoid: too many CTAs, vague messaging, long forms, slow pages, no trust signals, hidden next steps.

If you need help improving landing page conversions, see CRO services or PPC services. For content help, see writing for the web: content that converts. For performance, see fast websites: what fast means. You can also get in touch to discuss your landing pages.