How to create a landing page that converts

Landing pages are one of the most important aspects of digital marketing.

They help you achieve your goals by creating a more targeted audience for your business and improving conversions on your website.

This post will walk you through what landing pages are, how to create them, and what some of the best practices are.

What is a Landing Page?

A landing page is a one-page website with the specific purpose of attracting a target audience to take a specific action.

Landing pages are often used for things like asking people to subscribe to your email list or buy something from your site, but they can also be used for more complicated goals such as getting users to sign up for webinars and other events.

They are successful because they focus on achieving only one goal – signing up for an email subscription, lead generation, or start a purchase.

It simplifies the process for you and your customers, which increases conversion rates.

How do I create a Landing Page?

There are several ways to create a landing page. Here are some of the most popular ways to create them:

Content Management System

One way is to utilize your Content Management System (CMS). The most basic way is to create a blog page with an opt-in form attached. That said, most of the CMS platforms offer predefined landing page templates, with layouts and design options for you to choose from. The templates usually provide you full control over colors and fonts.

Landing Page Builder Apps

Another way is to utilize companies that provide customized landing pages, Sites like Unbounce and Leadpages offer more templates that are specific to your needs. These are specialty sites so they usually provide a number of additional options and features that you might not get from your CMS or an email marketing service.

Email Marketing Service

Email marketing services like Active Campaign, MailChimp, and Campaign Monitor offer landing page templates. The benefit of using these companies is that the information gained from the pages is integrated with the other digital marketing services they provide like the email list, segmenting, and automated campaign responses.


If you have a custom-designed website, you can also have a developer create your pages. A professional can provide you with the layout and color schemes that will get your website visitors excited about what it is they offer. The downside, however, is that hiring developers come at a higher expense.

What are some best practices?

 • No matter what option you choose, there are some universal best practices:

 • Clearly communicate what you are offering

 • Provide a simple call to action that informs visitors of what they need to do next

 • Keep it simple and eliminate all other information to provide focus

 • Make it mobile-friendly

 • Create different landing pages to help with segmentation

What’s Next?

After your page(s) have been created and are active, then it’s time to ensure that it is integrated into the rest of your email marketing campaign.

Test and retest. It’s important to do A/B testing and monitor your analytics so you can see what works best.

Finally, don’t forget that landing pages are only one piece of your marketing operations. It is important to analyze your metrics with your other marketing metrics such as lead generation or sales conversion rate.


This post may contain affiliate links. Click here for my disclaimer.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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