Landing Page Guide: Create Pages that Convert

A landing page has a single objective: to convert. Unlike a regular website page with multiple options, it focuses all attention on a single action.

Businesses that master the art of landing pages see their conversion rates multiply by 2, 3, even 5. This guide gives you all the keys to create pages that truly transform visitors into customers.

Whether you're generating leads, selling products or promoting an event, the principles you'll discover apply universally.

Before talking technique, let's understand what drives someone to act.

Cialdini's 6 Principles

1. Reciprocity: Offer value, people will want to return the favor

2. Commitment: Small yeses lead to big yeses

3. Social Proof: People follow what others do

4. Authority: We trust experts

5. Liking: We buy from people we like

6. Scarcity: What's rare has more value

Useful Cognitive Biases

- Loss Aversion: Fear of losing motivates more than gain

- Anchoring: First price seen influences perception

- Halo Effect: Good first impression colors everything

Emotions that Convert

- Fear of missing out (FOMO)

- Desire for belonging

- Ambition and aspiration

- Relief from a problem

A high-performing landing page follows a proven structure.

Above the Fold

- Catchy headline (value proposition)

- Explanatory subheadline

- Impactful visual or video

- Visible call-to-action

Page Body

- Benefits (not features)

- Social proof (testimonials, logos)

- How it works explanation

- Objection handling

- Guarantees and reassurances

Conclusion

- Offer recap

- Strong final CTA

- Final urgency or scarcity

Elements to Avoid

- Full navigation menu

- Multiple external links

- Too many options/choices

- Non-essential information

Your headline has less than 3 seconds to convince visitors to stay.

Formulas that Work

- "How to [get benefit] without [common problem]"

- "The method to [result] in [time]"

- "[Number] [targets] have already [result]"

- "Stop [problem]. Here's how [solution]"

Characteristics of a Good Headline

- Clear and specific

- Benefit-focused

- Adapted to your audience

- Credible (no impossible promises)

Headline Test

Ask yourself these questions:

- Would someone understand my offer with just the headline?

- Is it different from competitors?

- Does it make you want to learn more?

Complementary Subheadline

The subheadline clarifies and reinforces the headline. It can include:

- How it works

- Who it's for

- An element of proof

The words you choose determine your conversions.

The AIDA Formula

- Attention: Capture with the headline

- Interest: Develop the problem

- Desire: Show the solution

- Action: Push to act

The PAS Formula

- Problem: Identify the pain

- Agitation: Amplify the consequences

- Solution: Present your offer

Talking About Benefits

Transform each feature into a benefit:

- Feature: "Analytics dashboard"

- Benefit: "Make better decisions in 5 minutes"

Tone of Voice

- Speak like your audience

- Use "you" more than "we"

- Be conversational

- Avoid unnecessary jargon

Power Words

Some words trigger action: Free, New, Exclusive, Limited, Guaranteed, Proven, Secret, Instant...

The CTA is the conversion point. It must be impossible to ignore.

Button Design

- Color contrasting with page

- Generous size (easy to click)

- White space around

- Above and below the fold

CTA Text

Avoid "Submit" or "Send". Prefer:

- "Start free"

- "Get my access"

- "Reserve my spot"

- "Download the guide"

First Person Works

"Get my guide" converts better than "Get your guide".

Add Micro-commitments

Text below the button that reassures:

- "No commitment"

- "Cancel anytime"

- "Your data is protected"

Multiple CTAs

Repeat your CTA several times on the page, especially on long pages.

The form is often the main friction point.

Number of Fields

Golden rule: only ask for what's truly necessary.

- Fewer fields = more conversions

- But less qualified leads

- Find the right balance for your goal

Field Order

Start with the easiest fields (email, first name) to create commitment.

Labels and Placeholders

- Labels above fields (more readable)

- Placeholders for examples

- Clear and positive error messages

Progress and Steps

For long forms, divide into steps with a progress bar.

Mobile First

- Fields large enough for touch

- Adapted keyboard (numeric for phone)

- Autocomplete enabled

Optimization is a continuous process. Don't rely on intuition.

What to Test First

1. The headline (major impact)

2. The CTA (text and design)

3. Images/videos

4. Page length

5. Forms

Testing Methodology

- One variable per test

- Sufficient traffic volume

- Minimum duration of 1-2 weeks

- Statistical significance (95%)

Testing Tools

- Google Optimize (free)

- VWO

- Optimizely

- AB Tasty

Results Analysis

Beyond conversion rate, look at:

- Bounce rate

- Time spent

- Scroll depth

- Clicks (heatmaps)

Documentation

Keep track of all your tests, even failed ones. It's learning.

An effective landing page combines psychology, design and copywriting. But most importantly, it's tested and optimized continuously.

Pre-launch Checklist

- [ ] Clear benefit-focused headline

- [ ] Unique value proposition

- [ ] Visible social proof

- [ ] Contrasted and repeated CTA

- [ ] Optimized form

- [ ] Mobile-friendly

- [ ] Loading time < 3s

- [ ] Tracking configured

Mistakes to Avoid

- Too many distractions

- Unmet promises

- Weak or hidden CTA

- Form too long

- No social proof

Additional Resources

Continue your learning with Unbounce, ConversionXL blogs and our own blog.

Want landing pages that truly convert? Our team creates pages optimized for your specific goals.