The essentials of a high converting landing page

Creating a high performing landing page does take some work, but it’s not an impossible thing to do. A high performing landing page is much more than just creating an aesthetically pleasing website. In order to capture more leads from your website, then your landing page must convey your brands message also.

A good landing page converts visitors into leads, whilst also keeping them happy as you are giving visitors what they want to see. However, most landing pages do not increase conversions; therefore companies complain about having low conversion rates.

It is incredibly important to ensure that your landing page captures conversion rate optimization; as they literally run your campaigns/business when you are not there.

To answer the question of what exactly is landing page optimization, it refers to the process of improving or enhancing your current landing page in order to increase conversions. Don’t worry… there is no need to completely redesign your current landing page; you can use data and research to improve what currently exists. Researching your current target audience will help you better understand what they like and how they behave. Understanding the users behaviour will help in creating the most effective landing page for your business.

By following these basic step’s, you can adapt your landing page to a high performing one:

– Identify current potential issues

– Use the best landing page optimization tools

– Curate content that will convert users to leads


Identify current potential issues

It is best to identify specific issues of your current landing page that are contributing to low conversion rates so that you can change them accordingly.

A heat map can do exactly this for you by showing you where viewers are clicking on your landing page. You can see from this if they are ignoring your Call to Action and if they are focusing on an unimportant element of your landing page.

Another way a heat map can help, is identifying your current audiences’ behaviour on your landing page. Using additional visual data reports such as scroll maps, these will help identify spots of your landing page that people have stopped to read and sections of your page where people have scrolled past quickly without giving it a glance.

Already, with these problems identified, you are well on your way to optimizing your landing page correctly.

Use the best landing page optimization tools

There are many sites available online where you can use off the shelf templates, that allow you to drag and drop your website content into place.

The cleverly named tool, Unbounce, is a tool that allows you to simply drag and drop elements that you want featured on your landing page; such as text boxes, CTA buttons, lead gen forms and images etc. This tool also allows you to continuously make edits once your page is complete and live. Unbounce has built in A/B testing available for lead gen forms, so you can identify if these forms need to be adjusted and what is or isn’t working.

Unbounce tracks all the analytics for you from clicks on the landing page to the number of visitors on your landing page.

Another useful tool similar to Unbounce is Instapage, this tool is the most affordable one, and it creates responsive web pages just as Unbounce does. It offers similar drag and drop features for your page creation aswell as unlimited editing. This tool also features built-in A/B testing in order to optimize your page’s conversion rates. Instapage allows you to insert your company’s domain into your landing page in order to publish the page directly onto your site.

Both of these tools ensure that the pages built on their platforms are optimized for mobile aswell as desktop. Having a page that is not mobile optimized or takes too long to load on mobile screens will suffer from conversion rates.

Another useful tool is GTmetrix. This is a website optimization tool that determines how responsive your page is on mobile browsers and what you need to do to fix it. It also gives the priority and importance of each recommendation.


Google Search Console is free and provides comprehensive information about how your site is performing. Console allows you to analyse your website and helps you to improve and rank better with conversions. This web tool also shows you how much traffic you are getting to your website from your landing page.


Curate content that will convert users to leads

This involves going back to displaying what the visitors to your site want to see.

Such content could be lead generation forms which will also help you expand your email list. To ensure your email list builds quickly, it is best to provide helpful and useful advice that is free for users. This lead magnet will create more conversions and increase your subscribers. However, it is important to only ask for the vital and bare minimum information on a sign-up form, otherwise adding any other irrelevant information will decrease the chances that they will finish and submit the form.

It is best to have a statement displayed on your landing page, that states you can help visitors with a problem. For example, the statement may be ‘Want to know how to reduce the cost of your bill?’. Viewers are inclined to want to know this kind of information. Displaying a statement related to your company, and posing the solution to a common problem will help with higher conversion rates.

Making your title captivating and full of benefits for the viewer is essential in the digital world. Looking at examples from news media sites such as Buzzfeed, they know how to write catchy titles that will appeal to people which they dedicated an article to. Their attention- grabbing titles appeal to people’s emotions and show the proof is in the pudding as their corresponding views skyrocket.

Using relevant visuals on your page is an important element ,as people respond to visual content faster than you can imagine. As they say ‘A picture it worth a thousand words’. Visuals have taken over social media networks and campaigns as visuals power social engagement. Visuals make information clearer to people more than text does alone. Use visuals on your page that will resonate with your target audience. Check out this useful article from Just Digital, who explain more about creating visuals for landing pages.

Niamh Dee

Digital Marketing Intern