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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

Step 1: Choose Your Landing Page Tool

Free Options

Paid Options

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 + Sub-headline  │
│ Hero Image / Video       │
├──────────────────────────┤
│ Value Proposition        │
│ • Benefit 1              │
│ • Benefit 2              │
│ • Benefit 3              │
├──────────────────────────┤
│ [CTA Button / Form]     │
├──────────────────────────┤
│ Social Proof             │
│ Testimonials / Logos     │
├──────────────────────────┤
│ FAQ (address objections) │
├──────────────────────────┤
│ Final 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

1. Headline (biggest impact)
2. CTA button text and color
3. Hero image
4. Form length
5. 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

Next Steps

1. Sign up for Brevo (free landing pages included)
2. Choose a template or start from scratch
3. Write your headline and value proposition
4. Add a form connected to your email list
5. Set up a thank-you page or confirmation email
6. Drive traffic and optimize

More resources:

• Landing page templates
• Best landing page builders
• Lead capture guide