Basically, crafting a high converting landing page is not rocket science. However, creating an effective page involves more than simply designing something that “looks good.” And also, giving customers what they want definitely takes some research.
So how can you demystify the process and unleash your landing page, to the amazement of the watching world? Keep reading, and I’ll lay it out for you. But, before we get started, it’s important to note that there’s no standard manual on the creation of a perfect landing page.
You might be in search of a straightforward, step-by-step guide to putting together a foolproof design. And it would be great if that existed!
Sadly, there’s no one-size-fits-all instruction book for creating a high converting landing page. However, there are a few landing page best practices you should consider when creating your own.
What is a Landing Page?
When it comes to online digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.
Simply put, a landing page is the first page you land on after you click on a link. In this sense, a landing page could be almost anything. From your website homepage, blog posts page, products page, a lead capture page, etc.
However, as simple as this definition is, when we talk about ‘landing pages’ in online marketing, it usually means a specific page(s) designed to receive and convert traffic from an online marketing campaign.
Landing pages are designed with a single focused objective – known as a Call To Action (CTA). This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns and lowering your cost of acquiring a lead or sale.
A fundamental aspect of the conversion-centered design is a message match, which is the ability of your landing page to accurately reflect the messaging presented on the upstream ad.
Most visitors are very impatient and will leave your site within a few seconds of arrival if you don’t reinforce their mission with a matching headline and purpose (quickly and clearly).
Why Should you Use a Landing Page?
The short answer is because they help increase your conversion rates and lower your cost of acquiring a lead or sale. And the main reason for this is that targeted promotion or product-specific landing pages are focused on a single objective.
That matches the intent of the ad that your visitors clicked on to reach your page. If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general-purpose in mind.
It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Related Topic: Website Ranking on Page One | How do you Get Started?
Every link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
As an example, having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising. Because after all, there are fewer available distractions.
And also, which is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic.
How is a Homepage and a Landing Page different?
Consider the following diagram, which shows a homepage and a landing page. Whereby, the orange areas on each diagram represent links on the page.
As you can see, the Homepage (on the left) has 43 links, and the landing page (on the right) has only 1.

Homepage (left) vs. Landing Page (right) – Image source (unbounce)
While the homepage has dozens of potential distractions—you can basically call ’em “leaks” instead of links—the landing page is super focused.
Having fewer links on your landing page increases conversions, as there are fewer tantalizing clickables that’ll carry visitors away from the call to action. That’s why expert marketers always use a dedicated landing page as the destination of their traffic.
Sure, the homepage looks amazing. It shows off the brand, lets people explore a range of products, and offers additional info about the company and its values. From here, a visitor can go anywhere—apply for a job, read some press releases, review the terms of service, post on the community boards, etc.
Which are the Different Types of a Landing Page?
The landing page for this customer serves a completely different purpose. Paired with super slick ads that promote a single offer, everything about it works hard to turn these visitors into customers.
It’s doing a better job to convert the traffic the brand’s already getting. That’s the power of landing pages! There are two basic structural types of landing page:
1. Lead Generation Landing Page
Lead Generation landing pages (sometimes referred to as lead gen or lead capture pages) use a web form as the Call to Action.
Especially, for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.

The (unbounce) illustration of different types of a landing page.
2. Click-through Landing Page
Click-Through landing pages are typically used for e-commerce and have a simple button as the Call to Action.
The diagrams above show the difference between a lead gen landing page and a click-through landing page. Here are the Key Elements of Landing Pages.
What are your Landing Page needs?
To fully understand the difference between a landing page, and the other pages on your website, such as your homepage, it’s important to consider certain aspects.
Such as the differences between organic search traffic and paid search traffic. Having said that, let’s consider the following basic needs of a landing page on the website.
1. Framework
An effective marketing campaign framework is important to every webmaster out there.
In a perfect world, conversions would flow like fresh spring water. But in real life, you need to guide your visitors toward a single call to action. Particularly, with a combination of persuasive design and psychological triggers.
Using the principles of Conversion-Centered Design (CCD), I’ll teach you how to create — and optimize for — delightful, high-converting marketing campaigns.
Words such as “spam” in privacy statements below your CTA have been shown to decrease conversions. Because they plant a negative inference in the mind of your prospects right at the point of conversion.
Trust seals are commonly used with the goal of increasing confidence. When in reality they can come across as desperate, and causing a reflection. Like, “Why are they trying so hard to convince me of the security of this transaction? Is it not really secure or trustworthy?”
B. Anxiety Breach
Examples of Positive Influences are statements that reduce anxiety at the point of conversion.
For instance, being explicit about how long it will take for a call back gives people a point of reference. “We’ll respond to your request within four hours” is much stronger than no statement at all.
For webinar registration, mentioning that the session will be recorded eases the anxiety of not being able to attend. Then again, encouraging people to register anyway.
C. Call to Action Buttons
Another critical part of the conversion equation is what you actually write on your buttons: your call to action.
At jmexclusives, we’ve looked at our customers’ landing pages to learn more about the impact of different words and phrases in CTA copy. And in fact, some of the data is quite surprising.
D. A Free vs Paid Landing Page
Contrary to popular belief, I’ve found in several A/B tests that the word “free” can have a negative influence on conversions. I think in part this is because we are all becoming savvier about marketing practices.
Giving your email to a company is a form of social currency and thus is not free. We understand that we’ll be marketed to over email. And making the reference to “free” seems a little like a bait and switch.
E. Momentum Loops
While many campaigns have a set start and end date, some campaigns eventually become evergreen. For those campaigns, there are things you can do to keep the momentum going.
For example, a digital event registration page (like that of jmexclusives) will be active for the life of the promotion, receiving the email, social, and paid traffic.
But, when the event is over, replacing the registration form with gated access to all the recordings allows you to keep pulling in conversions. In the end, so that organic traffic becomes a source of leads now that it’s in its evergreen state.
Because your promotional efforts are over, this is when you might want to consider a social share as the primary Continuance Action. In particular, so that you can maintain a decent flow of traffic coming back to the landing page.
Resources;
Finally, I hope you have gathered enough information in regards to the topic we have discussed above.
But, if you’ll have additional information, contributions, or even suggestions, please Contact Us. You can also share your thoughts and questions about this or more of our blog posts in the comments section.
Below are more useful and related to the topic links.
- Paid Search | A Beginners Guide In Online Marketing
- Online Marketing | What Beginner Marketers Should Know
- Cost Per Click | How to Increase your Campaign Rates
- Digital Marketing Channels Every Business Needs Online
- Paid Search | A Beginners Guide In Online Marketing
Here are more details about the 9 Essentials of a High Converting Landing Page.