Customer Acquisition

How to Build and Optimize Your Landing Page

In this article, you will learn how to create an engaging and optimized landing page that will help you get customers for your product or service.

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Are you looking to create an effective landing page for your website? Landing pages are key to ensuring visitors will follow a set path, resulting in an action like subscribing to your email list or purchasing a product. 

When done right, they can seriously boost conversions and help drive more interest in what you’re offering. But creating a compelling landing page isn’t easy, so in this post, we'll outline exactly how you can build your own powerful landing pages. You’ll learn:

  1. Key components to include in your landing page
  2. How to optimize your landing page for capturing leads
  3. General tips on how to measure success

What is a Landing Page?

A landing page is anywhere you send a lead or prospect with the intention of completing a specific action. That action could be anything from signing up for a webinar to downloading content. 

Compared to a website, your landing page is designed for that intensely specific action. 

Your website is designed more for users to explore and learn about your product, company, or team rather than complete one specific task. 

So why use one? 

Landing pages allow you to:

  • Test new ideas - Landing pages aren’t as foundational to your online business as a web page, so you can experiment with them. They can also be changed more frequently and easily. 
  • Build quickly - There are tons of easy tools you can use to build your landing page quickly without the need for web-building skills. 
  • Ads - Because landing pages are so specific to an action, you can boost conversion rates and low associated costs.

Key Components to Successful Intent-Based Landing Pages

Overall, there are 4 major components to successful landing pages. They are:

  1. Headline
  2. Subheader
  3. Call to action
  4. Social proof

Let’s look at each of these more closely.

1. Headline

The largest piece of copy viewers will see is your headline. In the 3 to 5 seconds you have to make an impression, your headline should aim to provoke interest. 

“On average, five times as many people read the headlines as read the body copy.” - David Ogilvy 

We recommend spending a lot of time on your headline and avoiding the intricate details of how your product works. Make your headlines benefit-focused. 

Here’s a great example from Miracle Made.

2. Subheader

Next, in terms of visual flow, is your subheader. 

Your subheader lets you go into a little more detail without focusing too much. We recommend highlighting the features of your product that apply to your target audience. 

This is Miracle Made’s subheading.

You can see they still emphasize benefits while still providing more detail about the product. 

3. Call to Action

A call to action (CTA) is a button or link that tells a user what to do next on your landing page.

Your goal is to get a specific conversion action, so your CTA should be concrete and clear.

A common example of a CTA is the “Shop Now” button, but it could also instruct users to download something, sign up, or get started. 

4. Social Proof

Social proof is the idea that viewers are more likely to buy something if they know others are too.

Depending on what stage your business is at, you may be able to leverage social proof to increase conversion rates. 

There are almost limitless ways to showcase your social proof, but most often, people use company logos, statistics on time or money saved, and testimonials to show that other people are enjoying their product or service. 

Types of Landing Pages

Lead Magnet Page

A lead magnet page is a landing page that uses lead magnets to collect leads. On this page, you offer viewers something in exchange for valuable information, like an email. 

Lead magnets may be webinars, whitepapers, case studies, ebooks, and templates.

For this page, we recommend you include:

  • A clear CTA
  • Value
  • Benefit-focused information

Here’s an example from Salesforce

Get Started Page

A get started page is a landing page that aims to get viewers to begin usage quickly. This kind of page is typically used in product-led companies closer to the bottom of the sales funnel. 

Your goal here is to highlight the ease of starting. Examples of things you could highlight on this page are free trials and “No Credit Card Needed” claims.

We recommend this page include:

  • An easy decision
  • Why the viewer should choose you over your competition
  • Benefit-focused features

Here’s an example of a get started page from, a customer relationship manager.

Product Page

A product page describes and sells a specific item. It might include information about the product, including its features, reviews, stars, available sizes, and pricing.  

These pages are often used in DTC and eCommerce organic search content or visual ad campaigns. 

Unlike other landing pages, this page style should be easy to explore. Because this page is linked to one very specific product, it shouldn’t be difficult for users to explore other products and offerings if they’d like to. 

We recommend this page include:

  • High-quality human images
  • Clear information
  • Reviews & Ratings
  • Easy navigation

Here’s an example from Everlane

General Tips for Landing Pages

What to Measure

Here’s a brief list of the metrics you should be measuring on your landing pages. 

  1. Conversion Rate 
  2. Time-on-page
  3. Bounce rate
  4. Scroll depth
  5. User feedback

Your conversion rate is the most important metric to measure. 

While the rest are important, they’re less important if your conversion rate is high. 

If your conversion rate is low, then time-on-page, bounce rate, scroll depth, and feedback can all guide you to the issues that may be affecting your conversion. 

General Tips

  • Clarity is king - Even if you offer technical products, the less brain power your viewers need to process info, the more likely they will stay engaged with your landing page.

  • Mimic your positive feedback - When you receive positive feedback and testimonials, your users will use language to describe you that likely matches the language your buyer persona uses. Using that language in content can help you appeal to your audience more.

  • Visuals should help - Visuals shouldn’t hinder. Visuals can make a page look nicer, but if it’s not helping convert, should it really be there?

  • The paradox of choice - The more choices you give people, the less likely they are to act. Give one clear call to action on your pages.

  • Consistent presentation - Your landing pages should match your top-of-funnel content, whether it’s an ad or a blog post. 

And finally, launch! It’s easy to get caught up in making the perfect landing page. But the quickest way to make it is to launch the page and adjust as you learn. So get started! 

If you’d like to learn more about strategies and practices you can implement in your start-up, visit us online. Or, subscribe to our YouTube channel, where we upload helpful videos regularly!

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