How to Create Landing Pages That Convert

What Makes a Landing Page Different From a Regular Page

Your homepage serves as a general introduction with links to many different sections. A landing page removes all distractions and focuses on one action. There is no navigation menu pulling visitors to other pages. No sidebar with unrelated links. Every element on the page exists to move the visitor toward the conversion goal.

This focus is why landing pages convert at higher rates than regular website pages. A typical website page converts at one to three percent. A well-designed landing page converts at five to fifteen percent or higher. The difference is focus. When visitors have only one thing to do on the page, more of them do it.

Elements of a High-Converting Landing Page

Headline

The headline is the first thing visitors read. It should clearly state the value proposition in ten words or fewer. "Get a Free Quote in 60 Seconds" tells the visitor exactly what they get and how fast. Vague headlines like "Welcome to Our Website" waste the most important piece of real estate on the page.

Supporting Copy

One to two paragraphs that expand on the headline. Explain what the visitor gets, why they should care, and what makes your offer different. Keep it concise. Long paragraphs lose readers. Use bullet points to list specific benefits.

Social Proof

Testimonials, customer counts, review scores, or notable client logos. Social proof reduces doubt. A visitor who sees "Trusted by 2,000+ businesses" feels more confident than one who sees no evidence of other customers.

Call to Action

One clear button or form that accomplishes the conversion goal. "Start Free Trial," "Get Your Quote," or "Download the Guide." The call to action should stand out visually and appear above the fold so visitors see it without scrolling.

Form

If the conversion requires collecting information, keep the form as short as possible. Every field you add reduces conversion rate. For most lead generation, name and email is enough. For quote requests, add only the fields necessary to provide the quote. See How to Build a Lead Capture Form That Converts for detailed form optimization.

Landing Page Types

• Lead generation: Collects contact information in exchange for something valuable (free guide, quote, consultation)
• Click-through: Warms up the visitor and sends them to a purchase or signup page
• Event registration: Captures signups for webinars, workshops, or in-person events
• Product launch: Builds interest and collects emails before a product releases
• Newsletter signup: Simple page focused entirely on getting email subscribers

Building Landing Pages With the Web Builder

The Web Builder app lets you create landing pages hosted on your own domain. You can build pages using the block-based editor with pre-built sections for heroes, content, forms, and calls to action. Each landing page gets its own URL that you can share in ads, emails, and social media posts.

For lead capture landing pages, connect the form to your email list so new signups are added automatically. You can also connect to SMS for dual opt-in, trigger drip campaigns from form submissions, or route leads to your sales team through lead generation workflows.

Common Landing Page Mistakes

• Including navigation links that take visitors away from the conversion goal
• Writing headlines about your company instead of the visitor's benefit
• Asking for too much information in the form
• Using generic calls to action like "Submit" instead of specific ones like "Get My Free Quote"
• Not including any social proof or trust signals
• Making the page too long for simple offers or too short for high-commitment offers