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Convince and convert

November 26, 2017

10 tips for creating a landing page that converts

Digital Strategy
Landing Page Optimisation

If you’re a regular reader of our articles, you should already know what a landing page is, and what benefits it can offer your company.

If you don’t, don’t worry!

We discussed this topic in 2015 in a guest article (link at the bottom of the page) on the blog Top Web – you can always re-read it to refresh your memory.

In any case, today we’re going to discuss both the construction and performance of landing pages: what makes one landing page convert more than another? What is it that attracts a visitor or puts them off? How should you formulate your message? What should you avoid at all costs?

You’ll find all the answers in this article.

So, here are our 10 tips for creating a landing page that converts, along with examples.

A clear and concise value proposition 

If a user doesn’t understand what you’re offering within 3 seconds, this means your value proposition is unclear or even absent.

You need a direct, clear and concise sentence which offers your user a solution to a problem they may have, or a promise of something.

To strengthen your proposition, use strong subtitles: you need to convince users to move forward from your landing page.

In the above example, the value proposition “Earn your money as an Airbnb host” couldn’t be clearer: by becoming an Airbnb host, you’re going to make money.

Here too,  ConversionLab are promising that you’ll achieve better conversion rates if you follow their advice.

Stop talking about yourself – talk about them

We don’t doubt for a moment that your product or services are the best on the market. So, we know just how tempting it is to showcase them by going into minute detail about exactly why they’re exceptional.


Don’t do it.

Yes, stop right there.

Instead, if you want a user to take interest in you, tell them how your product or service can help them to solve a problem they might have. 

In this example, iKentoo aren’t telling their users “Our iPad cash register is the best on the market because of such and such”.

No, the brand is promising one thing to its users: to make their life easier thanks to their touchscreen cash register.

Make sure the form is easy to fill in 

Is there anything more boring than a form where you have to fill in 27 different fields? No!

So, stick to the bare essentials: first name, surname, email, phone number.

Add images and videos 

Take care of the quality of your photo or video visuals.

By adding photos and videos in context, you’ll allow the user to get a better understanding of what you’re offering, whilst also reinforcing your message.

Use psychological levers

In order to convert your users, you can also play on their psychology by activating certain levers:

Fear, like in the example below:

In other words, “what will I be missing out on if I don’t subscribe to the offer?”

Or urgency, like in this example:

What will I miss if I don’t act now?”, “Will I still have a chance to do this in a few days’ time?”

Social Proofing for the Win!

Why would someone trust you if they’ve heard little or nothing about you?

Using social proofs will give you credibility and give visitors greater trust in you.

For instance, you can add:

  • Your partners’ logo
  • Client statements
  • Press mentions
  • Prizes and accolades received

In the above example, Basecamp have taken a testimony from a satisfied client and featured it on their landing page.

Draw your user's attention towards your Call To Action

This might seem obvious, but your call to action button should be showcased clearly on your page. It needs to stand out.

Use contrasting colours to make it stand out as much as possible.

Remember, you’re there to guide your visitors and take them where you want them to go.

Use verbs to encourage users to act on your Call to Actions

There’s nothing worse than forms which use expressions like “submit form” or “contact” as their call to action. You need to engage your visitor right down to the button. So, go for expressions like:

  • “Start your free trial!”
  • “Contact me now!”
  • “Send me details”

Limit the number of outbound links

The aim of a landing page is to convert the visitor, to get them to fill in your form and send you their details.

We therefore strongly advise that you limit the number of outbound links on your page: the more options you give for your users to leave, the less chance you will have of achieving your goal. 

So, avoid including links towards your website, FAQ, terms and conditions, etc.

The only clickable link on your page must be the Call to Action.

Full stop.

Create a thank you page

Once a user has filled in your form and clicked on the CTA, we advise that you direct them to a ‘thank you’ page like

This will confirm that their details have been received, and will indicate that they will be contacted shortly to follow up their request.

It’s also about showing your user that they’re in an environment they can trust.

Your turn !

Now you have all of this information in your hands, it’s your turn to create a landing page which will (we hope) convert your visitors and enable you to reach your goals.

As a reminder, you can get help from the following places to create your landing page:


Definition of a landing page on the Top Web blog