Are you a small business owner looking to boost conversions on your website? Look no further! In This post, we will provide you with expert insights on how to create landing pages that not only attract visitors but also convert them into valuable leads. From best practices to SEO tips, we’ve got you covered. Additionally, we’ll introduce you to the top landing page builders that can help you create visually appealing and highly effective landing pages. Let’s get started.

Understand the Purpose of a Landing Page

Defining a landing page

A landing page is a standalone web page that is specifically designed for a marketing or advertising campaign. Unlike other website pages, which may serve various purposes, a landing page has a single goal: to convert visitors into leads or customers. It is a focused and optimized page that aims to capture the attention of visitors and encourage them to take a specific action, such as making a purchase, signing up for a newsletter, or requesting more information.

Differentiating landing pages from other website pages

While a landing page is just one component of a website, it serves a distinct purpose compared to other pages such as the homepage or about page. Unlike the homepage, which provides a general overview of the business or organization, a landing page is designed to deliver a targeted message that aligns with the specific marketing campaign. It eliminates distractions and guides visitors towards the desired action.

Identifying the primary goal of a landing page

The primary goal of a landing page is to convert visitors into leads or customers. This conversion can take various forms, depending on the objective of the campaign. For example, it could involve capturing email addresses, generating sales, scheduling appointments, or getting visitors to download a resource. By focusing on a single goal, a landing page can provide a clear and compelling message that motivates visitors to take action.

Key Components of a High-Converting Landing Page

components of a well built landing page that attracts leads Creating Killer Landing Pages: A Guide to Converting Website Visitors into Leads

Landing Page concept with a cup of coffee and a laptop

Attention-grabbing headline

The headline is the first thing visitors see when they land on your page, so it needs to be attention-grabbing and compelling. It should convey the main value proposition and create curiosity, enticing visitors to stay and explore further. A well-crafted headline can capture the interest of your target audience and make them more likely to engage with your landing page.

Persuasive subheadline

In addition to the headline, a persuasive subheadline can further support and expand on the main message. It provides a brief explanation or clarification of the value proposition and helps to maintain visitors’ interest. The subheadline should be succinct yet captivating, encouraging visitors to continue reading and taking the desired action.

Compelling visual elements

Visual elements, such as images or videos, play a crucial role in capturing attention and conveying messages quickly. High-quality and relevant visuals not only make the landing page visually appealing but also enhance the overall user experience. They can help illustrate the benefits of the product or service, showcase real-life examples, or simply create a more engaging and memorable experience for visitors.

Clear and concise copy

The copy on your landing page should be clear, concise, and easy to understand. It should communicate the key messages effectively and without any ambiguity. Avoid using technical jargon or complex terminology that may confuse or alienate visitors. Instead, use simple and conversational language that resonates with your target audience.

Strong call-to-action

A strong call-to-action (CTA) is the driving force behind converting visitors into leads or customers. It should be prominently displayed and clearly communicate the desired action you want visitors to take. The CTA should be compelling, action-oriented, and create a sense of urgency or excitement. Use contrasting colors, bold fonts, and persuasive language to make the CTA stand out and encourage immediate action.

User-friendly navigation

A user-friendly navigation is essential for guiding visitors through your landing page and making it easy for them to find what they’re looking for. Keep the navigation simple and intuitive, with clear menu options or anchor links that direct visitors to different sections of the page. Avoid overwhelming visitors with too many choices or complicated menu structures that can cause confusion and hinder conversions.

Relevant testimonials or social proof

Including testimonials or social proof on your landing page can create trust and credibility among visitors. Highlight positive reviews, testimonials from satisfied customers, or any relevant awards or certifications. Social proof helps to reassure visitors that your product or service is valuable and trustworthy, increasing their confidence in taking the desired action.

Contact information and trust indicators

Providing your contact information, such as a phone number or email address, adds another layer of credibility and accessibility to your landing page. It gives visitors the reassurance that they can get in touch with you if they have any questions or concerns. Additionally, displaying trust indicators, such as security badges or certifications, helps to build trust and confidence in visitors, especially when sensitive information is involved.

Mobile responsiveness

With the increasing use of mobile devices, it’s crucial to ensure that your landing page is optimized for mobile responsiveness. A mobile-responsive design automatically adjusts the layout and appearance of your landing page to fit different screen sizes, ensuring a seamless and user-friendly experience for mobile users. This is essential for capturing and converting visitors, as a poor mobile experience can lead to high bounce rates and missed opportunities.

Understanding Your Target Audience

Defining target audience personas

To create landing pages that effectively convert visitors, it’s essential to have a clear understanding of your target audience. Developing target audience personas involves creating fictional representations of your ideal customers or clients. By defining their characteristics, demographics, behaviors, and pain points, you can tailor your landing pages to specifically address their needs and desires.

Conducting market research

Market research is a crucial step in understanding your target audience and identifying their preferences, motivations, and pain points. It involves gathering and analyzing data through various methods, such as surveys, interviews, competitor analysis, and social listening. Market research provides valuable insights that can guide the creation of landing pages that resonate with your target audience and effectively address their needs.

Identifying pain points and desires

Understanding the pain points and desires of your target audience is key to creating landing pages that resonate with them. Pain points are the problems or challenges your audience faces, while desires are the aspirations and goals they have. By addressing these pain points and desires in your landing page copy and messaging, you can position your product or service as the solution that will improve their lives or solve their problems.

Tailoring landing pages to specific audience segments

Segmenting your audience into specific segments or groups allows you to create landing pages that are highly relevant and personalized. By tailoring your messaging, visuals, and offers to each segment, you can capture their attention and make them feel understood. This level of personalization increases the likelihood of conversion, as visitors are more likely to engage with content that speaks directly to their needs and desires.

Crafting Compelling Landing Page Copy

Writing persuasive headlines

The headline is the first thing visitors see, and it’s crucial to make it compelling and persuasive. Effective headlines clearly communicate the value proposition, offer a solution to a problem, or evoke an emotional response. Use power words, numbers, or specific details to make your headline stand out and capture the attention of your target audience. Experiment with different headline variations to find the one that resonates best with your audience.

Creating engaging subheadings

Subheadings provide an opportunity to expand on the headline and further engage visitors. They should be concise and clearly convey the key benefits or features of your product or service. Use subheadings strategically to break up the content and guide visitors through the different sections of your landing page. Each subheading should entice visitors to continue reading and learn more about what you have to offer.

Using customer-focused language

To create a connection with your target audience, it’s important to use customer-focused language in your landing page copy. Instead of talking solely about your business or product, focus on the benefits and outcomes that your customers can expect. Use “you” and “your” to address visitors directly and make them feel like you understand their needs and desires. By speaking directly to your audience, you can create a more personal and persuasive message.

Highlighting benefits over features

While it’s important to mention the features of your product or service, it’s even more critical to highlight the benefits they provide. Benefits answer the question of “what’s in it for the customer” and explain how your offering can improve their lives or solve their problems. By emphasizing the benefits over the features, you can create a stronger emotional connection and motivate visitors to take action.

Addressing objections and offering solutions

Visitors may have certain objections or concerns that are preventing them from taking the desired action. Addressing these objections directly in your landing page copy can help alleviate any doubts and build trust. Anticipate common objections or questions and provide clear and compelling answers that demonstrate how your product or service overcomes these obstacles. By offering solutions to potential objections, you can increase the likelihood of conversion.

Emphasizing urgency and scarcity

Creating a sense of urgency and scarcity can be highly effective in motivating visitors to take immediate action. Highlight limited-time offers, exclusive deals, or time-sensitive incentives to create a fear of missing out (FOMO). Use strong and persuasive language to convey the urgency and scarcity of your offer, encouraging visitors to act quickly before the opportunity expires.

Incorporating testimonials and case studies

Including testimonials and case studies on your landing page provides social proof and builds trust with potential customers. Share positive feedback and success stories from satisfied customers to demonstrate the effectiveness and value of your product or service. Testimonials and case studies can alleviate concerns and provide reassurance, making visitors more likely to convert.

Designing Visually Appealing Landing Pages

Choosing an appropriate color scheme

The color scheme of your landing page plays a significant role in creating a visually appealing and cohesive design. Choose colors that align with your brand identity and evoke the desired emotions and associations. Consider the psychology of colors and their impact on human perception. Use complementary colors to create contrast and make key elements, such as CTAs, stand out.

Using high-quality images and videos

Visual content, such as images and videos, can make your landing page more engaging and memorable. Use high-quality visuals that are relevant to your product or service and resonate with your target audience. Incorporate images or videos that showcase your offering in action or demonstrate the desired outcomes. Avoid using generic stock photos and opt for authentic visuals that reflect your brand and message.

Utilizing whitespace effectively

Whitespace, or negative space, refers to the empty or blank areas on a web page. It is essential for creating a clean and organized design that allows key elements to stand out. Utilize whitespace effectively to give your landing page a balanced and uncluttered appearance. Use ample spacing between sections, paragraphs, and images to enhance readability and guide visitors’ attention to the most important elements.

Creating a strong visual hierarchy

A strong visual hierarchy helps visitors navigate through your landing page and understand the importance of different elements. Use visual cues, such as size, color, and placement, to create a clear hierarchy of information. Place important elements, such as headlines, CTAs, and key benefits, in prominent positions that are easily visible. Organize content in a logical and sequential manner to guide visitors through the page.

Optimizing page loading speed

Page loading speed is a critical factor in providing a positive user experience. Slow-loading pages can lead to high bounce rates and frustrated visitors. Optimize your landing page for fast loading by compressing images, minimizing code, and utilizing caching techniques. Test your page’s loading speed regularly to identify any performance issues and make the necessary improvements.

Implementing responsive design

With the increasing use of mobile devices, it’s important to ensure that your landing page is optimized for different screen sizes. Implement responsive design techniques that allow your landing page to adapt and display properly on desktops, tablets, and smartphones. Consider mobile-specific design considerations, such as larger fonts, touch-friendly buttons, and simplified navigation, to enhance the mobile user experience.

Considering accessibility and readability

Accessibility is important to ensure that all visitors can easily navigate and interact with your landing page, regardless of any disabilities or impairments. Consider accessibility guidelines such as providing alt tags for images, using descriptive link text, and ensuring proper color contrast for text. Additionally, prioritize readability by using legible fonts, appropriate font sizes, and sufficient spacing between elements.

Optimizing Landing Pages for Search Engines

Performing keyword research

Keyword research is a crucial step in optimizing your landing pages for search engines. Identify relevant keywords that your target audience is likely to search for when looking for products or services similar to yours. Use keyword research tools to determine search volume, competition, and relevance. Incorporate these keywords naturally into your landing page copy, headings, meta tags, and URLs.

Integrating relevant keywords into page elements

Once you have identified the relevant keywords, integrate them strategically into various elements of your landing page. Include them in your headline, subheadings, body copy, and throughout the page content. Be mindful of keyword stuffing and ensure that they are incorporated naturally and in a way that maintains the readability and flow of the copy.

Writing SEO-friendly meta tags

Meta tags, such as the meta title and meta description, are crucial for optimizing your landing page for search engines. Craft a compelling meta title that includes relevant keywords and accurately represents the content of your landing page. Write a concise and persuasive meta description that entices users to click through to your landing page from the search engine results page (SERP).

Creating unique and descriptive URLs

Creating unique and descriptive URLs for your landing pages not only helps with search engine optimization but also improves user experience. Include relevant keywords in the URL structure to provide additional context to search engines and users. A descriptive URL helps visitors understand what the landing page is about before they even click on the link, increasing the likelihood of engagement.

Optimizing image alt tags

Optimizing image alt tags is an often overlooked but important aspect of landing page optimization. Alt tags provide text descriptions of images, allowing search engine crawlers to understand the content and context of the images. Include relevant keywords in your alt tags to enhance the search engine optimization of your landing page. Additionally, alt tags are valuable for visually impaired users who rely on screen readers.

Implementing structured data markup

Structured data markup, such as schema markup, provides additional information to search engines about the content and structure of your landing page. It helps search engines understand the different elements, such as headings, testimonials, or product details, and display them properly in search engine results. By implementing structured data markup, you can enhance the visibility and relevance of your landing page in search engine results.

Converting Visitors with Powerful Calls-to-Action

Placing CTA strategically

The placement of your call-to-action (CTA) on your landing page can significantly impact its effectiveness. Place your CTA prominently and strategically, ensuring it is highly visible and easily accessible. Consider placing your CTA above the fold, so visitors do not need to scroll to find it. Additionally, include multiple CTAs throughout the page to cater to visitors at different stages of their decision-making process.

Creating enticing CTA buttons

The design of your CTA button can greatly influence its click-through rate. Create CTA buttons that are visually appealing, with contrasting colors that stand out from the rest of the page. Use concise and action-oriented language on the button, such as “Get Started” or “Download Now.” Make the button large enough to be easily clickable on all devices, including mobile devices.

Using action-oriented language

The language used in your CTA copy should be action-oriented and compelling. Use verbs that create a sense of urgency and encourage immediate action. Instead of using passive language like “submit” or “enter,” use more active and engaging phrases like “Get Your Free Trial” or “Start Saving Today.” The language you use should motivate visitors to take the next step and convert into leads or customers.

Making the CTA visually stand out

Your CTA should visually stand out from the rest of the page to grab visitors’ attention. Use a contrasting color that complements your overall color scheme. Make the button larger and bolder than other elements on the page. Consider using additional visual cues, such as arrows or icons, to draw attention to the CTA button. The visual prominence of your CTA can significantly impact its click-through rate.

A/B testing different CTAs

To optimize your landing page’s conversion rate, it’s important to A/B test different CTAs and measure their performance. Create multiple variations of your CTA, such as different colors, copy, or placement, and track their effectiveness using analytics tools. Test one element at a time to determine which variation resonates best with your target audience and generates the highest conversion rate.

Optimizing CTA placement for mobile users

With the increasing use of mobile devices, it’s important to ensure that your CTA is optimized for mobile users. Place your CTA at a position that is easily accessible and clickable on small screens. Consider using sticky CTAs that remain visible as users scroll down the page. Use larger button sizes and provide touch-friendly elements to enhance the mobile user experience and maximize conversions.

Implementing Lead Capture Forms

Keeping forms simple and concise

When implementing lead capture forms on your landing page, keep them simple and concise. Ask for only the necessary information that you need to follow up with leads effectively. Long and complex forms can be overwhelming and deter visitors from completing them. Keep the number of form fields to a minimum and use clear and concise instructions to guide visitors through the form completion process.

Using progressive profiling

Progressive profiling is a technique that allows you to collect additional information about leads over time, rather than asking for it all at once. Instead of presenting a lengthy form upfront, capture basic information initially and gradually collect more detailed information as leads engage further with your business. This approach minimizes form fatigue and ensures a smooth and frictionless user experience.

Asking for necessary information

When designing your lead capture form, only ask for the necessary information that you need to effectively follow up with leads. Consider the stage of the buyer’s journey and tailor your form fields accordingly. For example, in the awareness stage, asking for basic contact information like name and email address may be sufficient. As leads progress further, you can request additional details to better understand their needs and preferences.

Including privacy and data security assurances

In an era of increasing concerns about privacy and data security, it’s important to include assurances on your landing page that visitor information will be treated securely and confidentially. Clearly communicate your privacy policy and data protection measures. Display trust indicators, such as security badges or certifications, to provide reassurance and build trust with visitors, increasing their confidence in sharing their contact information.

Providing value in exchange for contact information

To incentivize visitors to provide their contact information, offer something of value in exchange. This could be a free ebook, a discount code, a helpful resource, or exclusive access to premium content. Clearly communicate the value proposition upfront and emphasize what visitors will gain by providing their contact information. The perceived value of the offer can significantly impact conversion rates.

Testing and optimizing form length and fields

Testing and optimizing the length and fields of your lead capture form can help improve conversion rates. A/B test different variations of your form, such as short vs. long forms or different combinations of form fields. Monitor the performance of each variation using analytics tools and make data-driven decisions to determine the optimal form length and field requirements for your target audience.

Leveraging Social Proof

Displaying customer testimonials

Customer testimonials are a powerful form of social proof that can build trust and credibility. Display testimonials from satisfied customers on your landing page to showcase their positive experiences with your product or service. Use real names and, if possible, include a photo or video testimonial to enhance authenticity. Testimonials provide concrete evidence of the value and effectiveness of your offering, influencing potential customers’ buying decisions.

Showcasing positive reviews and ratings

Positive reviews and ratings from reputable sources, such as review websites or industry influencers, can serve as social proof and enhance your landing page’s credibility. Display excerpts from positive reviews or showcase star ratings prominently on your page. Highlight any awards or recognition you have received as further validation of the quality and value of your product or service.

Including trust seals and certifications

Trust seals, badges, or certifications can instill confidence in visitors and reassure them that their personal information will be protected. Display any relevant security or privacy certifications prominently on your landing page, indicating that your business complies with industry standards and best practices. Trust seals can help alleviate concerns about data security and increase visitors’ trust in providing their contact information.

Highlighting social media engagement

Social media engagement, such as the number of followers, likes, or shares, can serve as a form of social proof. Display social media counters or share buttons to showcase the popularity or reach of your brand on various social media platforms. Highlight any social media endorsements or mentions from influential individuals or organizations to further enhance your landing page’s credibility and trustworthiness.

Featuring case studies and success stories

Case studies and success stories provide detailed and tangible examples of how your product or service has helped customers achieve their goals or solve their problems. Feature real-life examples that showcase the results and benefits of your offering. Include before and after scenarios, specific metrics, and customer testimonials to demonstrate the value and impact of your product or service.

Top Landing Page Builders for Small Businesses


Canva is a great tool for so many things, not the least of which is its landing page design templates. You can use the free version, or opt for the paid version if you want additional features. To create a landing page using one of their many attractive designs, simply go to Canva using the link above, select your template, personalize it, click the “share” button and select embed, copy the embed code, and paste it onto a website page for publishing.

Canva landing page design templates for killer landing pages


Leadpages is a popular landing page builder that offers a wide range of customizable templates and easy-to-use drag-and-drop editing tools. It provides features such as A/B testing, analytics, and integrations with popular marketing tools. Leadpages is suitable for small businesses looking for a user-friendly solution to create high-converting landing pages.


Unbounce is a robust landing page builder known for its flexibility and extensive customization options. It offers a wide variety of pre-designed templates and allows users to create custom landing pages from scratch using a drag-and-drop interface. Unbounce provides features such as A/B testing, lead capture forms, and integrations with popular marketing tools, making it a comprehensive solution for small businesses.


Instapage is a powerful landing page builder that offers a seamless user experience and a wide range of templates to choose from. It features a drag-and-drop editor, A/B testing capabilities, and integrations with popular marketing automation tools. Instapage also provides advanced analytics and tracking features, making it suitable for small businesses looking for a data-driven approach to landing page optimization.


HubSpot offers a comprehensive suite of marketing tools, including a landing page builder. The HubSpot landing page builder integrates seamlessly with other HubSpot tools, allowing businesses to create, publish, and optimize landing pages as part of their overall marketing strategy. With features such as personalization, A/B testing, and lead capture forms, HubSpot provides a robust solution for small businesses looking for an all-in-one marketing platform.


Wix is a website builder that also offers a landing page builder as part of its platform. With its intuitive drag-and-drop editor and a wide variety of customizable templates, Wix makes it easy for small businesses to create visually appealing and high-converting landing pages. Wix also provides features such as SEO optimization, lead capture forms, and integrations with popular marketing tools.

WordPress with Elementor

WordPress is a widely used content management system that can be extended with various plugins, including landing page builders. Elementor is a popular drag-and-drop page builder plugin for WordPress that allows users to create custom landing pages with ease. With its extensive library of templates and powerful customization options, Elementor is a versatile solution for small businesses using WordPress.


ClickFunnels is a comprehensive marketing platform that specializes in creating sales funnels, including landing pages. It offers a wide range of pre-designed templates and intuitive editing tools to create high-converting landing pages. ClickFunnels also provides features such as A/B testing, email marketing automation, and payment integration, making it a robust solution for small businesses looking to optimize their sales funnels.


GetResponse is an all-in-one marketing platform that includes a landing page builder among its features. It offers a variety of customizable templates and an easy-to-use drag-and-drop editor. GetResponse also provides features such as A/B testing, lead capture forms, marketing automation, and email marketing tools. With its comprehensive set of features, GetResponse is suitable for small businesses looking for an integrated marketing solution.


Landingi is a user-friendly landing page builder that offers a variety of customizable templates and an intuitive visual editor. It features A/B testing, lead capture forms, analytics, and integrations with popular marketing tools. Landingi also provides collaboration features, making it ideal for small businesses with multiple team members involved in the landing page creation process.


In conclusion, if you’re a small business owner looking to boost conversions on your website, creating killer landing pages should be at the top of your priority list. Landing pages are a crucial tool for turning website visitors into valuable leads and customers, and this guide has provided you with expert insights and best practices to help you achieve that goal.

By applying the insights and strategies outlined in this guide, you’ll be well-equipped to create landing pages that not only attract visitors but also convert them into leads and customers.

If you need help creating compelling landing pages to increase your leads and sales, we’re here for you! OpenVine specializes in helping small businesses grow. Contact us today to learn more!

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