On This Page
A landing page is your highest-converting asset. Unlike regular web pages, landing pages are built for one purpose: getting visitors to take a specific action. No distractions, no navigation, just a clear path to conversion.
Here’s how to create one that converts, even if you’ve never built a web page before.
What Is a Landing Page?
A landing page is a standalone page designed for a specific campaign or offer. Visitors “land” on it from ads, emails, social media, or search results.
Landing Page vs Website Homepage
| Feature | Landing Page | Homepage |
|---|---|---|
| Purpose | Single conversion goal | General browsing |
| Navigation | Minimal or none | Full site navigation |
| CTAs | One primary action | Multiple links |
| Content | Focused on one offer | Overview of everything |
| Conversion rate | 2-10%+ | 1-3% |
Step 1: Choose Your Landing Page Tool
Free Options
| Tool | Free Tier | Ease of Use | Best For |
|---|---|---|---|
| Brevo | Unlimited pages | Drag-and-drop | Lead capture + email |
| Carrd | 1 page | Simple | Quick single pages |
| Google Sites | Unlimited | Basic | Simple informational |
Paid Options
| Tool | Starting Price | Best For |
|---|---|---|
| Unbounce | $99/mo | A/B testing |
| Leadpages | $49/mo | Small business |
| Instapage | $199/mo | Enterprise |
Our pick: Brevo, free landing pages connected to your email list and CRM.
Step 2: Define Your Goal
Every landing page needs ONE clear goal:
- Lead generation: Collect email addresses
- Sales: Sell a product directly
- Signup: Register for a webinar/event/trial
- Download: Get a resource (ebook, template)
Step 3: Write Your Copy
Headline Formula
Your headline should communicate:
- What you’re offering
- Who it’s for
- Why they should care
Examples:
- “Get 50% More Email Opens with Proven Subject Line Templates”
- “Free CRM for Small Business, Unlimited Contacts, Zero Cost”
- “The 5-Minute Shopify Setup That Doubles Your Customer Retention”
Value Proposition
Answer: “What’s in it for me?” in 1-2 sentences.
Body Copy
- Lead with benefits, not features
- Use bullet points for scanability
- Address objections proactively
- Keep paragraphs short (2-3 lines max)
CTA Button Text
Skip generic “Submit” or “Click Here.” Use action-oriented text:
- “Get My Free Templates”
- “Start My Free Trial”
- “Download the Guide”
- “Join 10,000+ Subscribers”
Step 4: Design Your Page
Layout Template
- Headline and hero headline · sub-headline · hero image or video
- Value proposition benefit 1 · benefit 2 · benefit 3
- CTA button or form
the one action
- Social proof testimonials · logos
- FAQ and final CTA address objections · repeat the CTA
Design Best Practices
- Remove navigation, Don’t give visitors escape routes
- Use contrasting CTA color, Button should stand out
- White space, Don’t crowd content
- Mobile-first, 60%+ of traffic is mobile
- Fast loading, Every second of delay costs 7% conversions
Step 5: Add Social Proof
Social proof increases conversions by 15-34%:
- Customer testimonials with photos
- Client logos
- Star ratings and review counts
- “Join 10,000+ businesses” type counters
- Case study snippets
Step 6: Set Up Lead Capture
Form Best Practices
- Ask for only essential info (name + email minimum)
- Every extra field reduces conversions 11%
- Use inline validation
- Add privacy reassurance (“We’ll never spam you”)
Connect to Your Email Platform
With Brevo, form submissions go directly to your contact list. You can:
- Trigger a welcome email immediately
- Add to an automated sequence
- Tag contacts for segmentation
Step 7: Optimize for Conversions
A/B Test These Elements
- Headline (biggest impact)
- CTA button text and color
- Hero image
- Form length
- Social proof placement
Read our A/B testing guide for detailed methodology.
Track Key Metrics
- Conversion rate: Submissions / visitors
- Bounce rate: Visitors who leave immediately
- Time on page: Engagement indicator
- Form abandonment: Started but didn’t finish
Landing Page Examples by Type
Lead Generation
- Headline: Specific benefit
- Form: Name + email
- Offer: Free resource
Product/Sales
- Headline: Value proposition
- Details: Features + pricing
- CTA: Buy / Start trial
Webinar/Event
- Headline: Event topic + date
- Details: Speaker + agenda
- Form: Registration
What is the page's one goal?
-
Collect email addresses
Free resource, name and email form
Lead generation: lead with a specific benefit.
-
Sell a product
Features, pricing, Buy or Start trial
The headline carries the value proposition.
-
Register for a webinar or event
Topic, date, speaker, registration form
The details are the speaker and agenda.
Next Steps
- Sign up for Brevo (free landing pages included)
- Choose a template or start from scratch
- Write your headline and value proposition
- Add a form connected to your email list
- Set up a thank-you page or confirmation email
- Drive traffic and optimize
More resources:
Frequently Asked Questions
How do I create a landing page for free?
Use Brevo's free landing page builder (included in the free plan), Carrd (1 free page), or Google Sites. No coding needed, just drag-and-drop your headline, form, images, and CTA.
What should a landing page include?
Essential elements: compelling headline, clear value proposition, hero image or video, social proof (testimonials/logos), single CTA button, lead capture form, and minimal navigation (or none).
What is a good landing page conversion rate?
Average is 2-5%. Above 5% is good. Above 10% is excellent. Conversion rates vary by industry and traffic source. Optimize with A/B testing, clearer CTAs, and faster page load times.