What is a Landing Page and Why Is It Important?
A landing page is any page that visitors can come to (“land” on). What’s important when it comes to online advertising is that the visitor, besides just arriving at the page, is clearly introduced to the message we’ve started elsewhere.
If you just want to introduce yourself online, it might be enough to invest in promoting a page that says, “Hey! This is us. Here’s what we do and why we do it better than others. Here’s our contact information.”
However, if you want visitors to become clients while they’re still on the page, you’ll need to pay attention to a few more details.
How to Convert a Visitor into a Customer?
A visitor becomes your customer when they find what they need and proof that your page is the right place to get it. This usually means the visitor has seen clear descriptions, trust signals, and an overall smooth and reassuring user experience.
To achieve this, take a look at what a good landing page should contain—and how it should be arranged.
Landing Page Structure That Converts
Starting with the most important, here are the explanations for each element of a landing page:
1. The Title of the Page
It should contain the same words used in your ad. This consistency increases the quality score on platforms like Google Ads, which in turn lowers your cost-per-click (CPC). Pay special attention to matching your headline to your ad content.
2. Clear and Short Subtitles
Visitors read titles and subtitles first—rarely does anyone read the body text first. The title should grab attention and make them want to read more. Use language that is clear and familiar to your audience. Avoid overly technical or formal headlines if your goal is to sell a product.
3. Correct Grammar and Spelling
Your page should sell a product or service. For that to happen, the visitor needs to trust the content. If they notice grammatical errors or awkward sentences, it may come across as unprofessional and hurt your credibility.
4. Use Trust Signals
These can include:
- Customer testimonials
- Mentions in media
- Certifications or awards
- SSL certificates
- Guarantees or warranties
Such elements build credibility and help establish trust with the visitor.
5. Clear and Effective Call to Action (CTA)
Once the visitor is interested, you need to tell them what to do next. Make this step obvious:
- “Click to order”
- “Start your free trial”
- “Download now”
Avoid vague CTAs like “Submit” or “Learn More” unless they’re paired with additional context.
6. Prominent Buttons and CTAs
Use buttons that stand out. Popular CTA phrases include:
- “Free”
- “Limited Offer”
- “Try Now”
- “Get Instant Access”
Ensure the primary CTA button is clearly visible without the need to scroll.
7. Limit Outbound Links
Keep your landing page focused. Too many links can distract the visitor and reduce your chances of conversion. Avoid placing links that lead to unrelated pages.
8. Relevant Images and Videos
Use visuals that support the product or message. These should enhance understanding, not distract. Avoid unrelated or overly generic media. If you have a relevant testimonial video or product demo, include it.
9. Keep Key Information Above the Fold
Make sure the most important content (like the headline, CTA, and trust signals) is visible as soon as the page loads—without scrolling. This increases the chance that visitors will take action before losing interest.
Conclusion: Keep It Focused and Built to Convert
A landing page should do more than just present information—it should lead visitors toward a clear action. By focusing on clarity, trust, and a well-structured layout, your landing page can turn passive visitors into active customers.
Minimize distractions, provide reassurance, and guide users naturally toward the next step. The result? A page that not only attracts attention but actually converts.