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How to create a landing page

10 February, 2021 · 8 min read·Website basics
How to create a landing page
10 steps that can help you start building a high-quality landing page.

If you're thinking of increasing conversions and quality traffic, creating a landing page that converts is the best way to it.

Marketers use several tactics for creating an effective landing page. And you can benefit from free drag-and-drop builders like WIX and WordPress CMS to perform such tasks.

Whichever method or tactic you want to use, your landing page is pointed to one purpose - increase conversions.

What is a landing page?

A landing page is a standalone page created for marketing and advertising campaigns. After clicking a link or ad from Google, Facebook, Instagram, and other search engines, visitors are directed to the landing page.

In other words, it's where your audience/new visitors are directed after clicking a corresponding link.

A landing page is focused on one goal - CTA (call to action).

That makes creating a unique landing page the right tactic for increasing conversions and lowering marketing costs for small businesses.

It is also your biggest lead generation strategy that can help get more leads to come to you.

Some website visitors may not be ready to purchase your products, yet show interest by leaving their email addresses and names, which you can use to your advantage.

These leads can be your opt-in strategy and the bread and butter of your marketing strategy.

It may take time to work, and once it does, your business can soar high.

There are two types of landing page:

  • Transactional Landing Page. It aims to encourage viewers to make a purchase or provide their contact information, which can become a strong lead.
  • Reference Landing Page. It aims to provide relevant information or a summary of your product or service to the visitors.

Why is it important?

In simpler words, a landing page is a crucial aspect of a marketing strategy because it can help increase conversion rate and allow you to acquire leads at a low cost, which makes it attractive to small businesses.

Here are other reasons why a landing page is crucial in digital marketing and lead generation if you want to go deeper.

  • It can help you acquire quality leads

The best way to capture quality leads is through a responsive landing page. Period!

An informative ad that allows explaining what you can offer and validate the users' click is an effective way of capturing the target audience's attention.

A landing page that details, sells, and demonstrate the benefits of the products can give positive results to your lead generation campaign.

  • It works!

Pairing the targeted audience with customized messages is a tactic that works.

High-quality landing pages are effective advertising tactics that promise long-term and positive results.

It can help you rank higher locally. It makes sense, especially now that Google emphasizes user intent and user experience.

  • Better user-experience

Landing pages can help you connect with the target audience at a deeper level.

Customized landing pages meet your prospective client's needs, which can lead to better relationships as you progress.

It also makes your business credible - people will put their trust in your website.

10 Steps on How to Create a Landing Page

A typical landing page converts 5 to 15%. Other landing pages can reach up to a 30% conversion rate (according to Hubspot).

To build a landing page that converts, you only have two options: hire a developer or create one yourself. The first one tends to be expensive. So, you're left with no choice. DIY!

Here are ten steps that can help you start building a high-quality landing page:

​Step 1: Know your target audience.

Get to know the target audience. Learn their habits, interests, hobbies, budget, and other characteristics that can help you market your niche successfully.

Other demographics that can help you are age, income level, location, lifestyle information, career, education, and their top priorities.

Use the information that you have gathered to create a persona. After that, you can decide on creating a landing page.

Defining your ideal target audience (persona) can give you an idea of how to approach them.

Marketing tools can help you create a buyer persona offered by platforms like Xtensio, Demand Metric, Digital Marketer, and more.

Step 2: Define your goal.

Before creating a landing page, you need to define your goals. WHY do you want to create it in the first place?

In other words, what is your call to action?

Typical CTAs are like these:

  • Fill out a survey.
  • Register for a webinar.
  • ​Order a product.
  • Download a free eBook.
  • Subscribe to a newsletter.
  • Click here for a free tutorial.
  • Provide contact information.


What's it going to be for you?

Related: Clever call-to-action examples that guarantee clicks in 2020

Step 3: Pick the right keywords.

Pick the right keywords for better SEO ranking.


Keyword research is the foundation of your marketing and SEO strategy.

Consider long-tail keywords because they give higher ranking and better ROI in PPC campaigns. Focus on specific terms to attract the right audience.

Wrong keywords can affect your ranking, which takes months to recover. So, start by listing related keywords to your site and perform a little keyword search to see how it performs.

Also, consider adding the location as your keyword strategy. For example, "digital marketing company in California." It helps rank for local SEO.

Related: Guide to choosing keywords for your website’s SEO strategy

Step 4: Work on a catchy headline.

So, what makes a catchy headline?

Marketers use different tactics for creating magnetic headlines.

Let's take a look at these:

  • The Too Short And Sweet to Resist Headline. These are short and simple headlines with an irresistible command.
  • The Attention-Grabbing Headline. It is short and direct to the point that leaves readers with endless possibilities. Take Adobe as an example.
  • The One That Explains What's It All About. No clutter, no fluff. Just words that explains what the company can offer. That's usually enough to make the audience hit the CTA.

Step 5: Add the CTA.

Add an irresistible CTA to invite your visitors to take action after reading the page.

You need to have a button that screams "Hit Me" whether it's a free coupon, registration, or tutorial.

For example...

Netflix uses this CTA: "WATCH FREE FOR 30 DAYS," and Spotify uses "GET SPOTIFY FREE."

These are perfect examples of CTAs that you should use as a reference.

A call to action (CTA) is a phrase that entices your prospect to take action. You can try various CTAs on your page and see how it performs using the Google Analytics tool.

When creating CTAs, it is essential to remember what your visitors want to know, which are:

  1. What you do
  2. What you want them to do

In other words, CTAs play a key role when it comes to taking action on the site. It tells your customer what to do next.

It may seem pushy, but it works!

Here are examples of effective CTAs:

  • Take action now.
  • Buy this product now.
  • Click to buy
  • Click to join our email list

If you manage to convince your prospect with your CTA and landing page content, they will take action immediately!

When designing the CTA button, use vibrant and bold colors that stand out to make sure you get the visitors' attention. If you're using muted colors, contrast your CTA button with its surrounding images, text, and background color.

You can also use neutral colors on the website template to achieve a professional look.

Step 6: Go for visual content.

A picture is worth a thousand words. Do not underestimate the power of visual content.

According to a study conducted by Microsoft, the average attention span is only 8 seconds!

8 SECONDS! That's too short. And your best bet to drawing attention is images and videos!

You need to make a striking impression, or else your visitors will bounce back to other search results.

Images and videos convey a powerful message in just a few seconds. Plus, customization features are available to showcase your style and creativity.

That being said, visual content is easier to comprehend and can help keep your visitors attention within the site.

It can also strengthen the brand message and influence visitor's behavior on your landing page.

So, use high-quality images and video in your design to make visitors respond to your CTA and landing page positively.

Include high-quality images to draw your prospect's attention. Invest in Stock photos or hire a photographer to take photos of your featured products.

Your landing page also needs to load fast and should offer easy navigation for a better user experience.

Improve the performance of your landing page for better ranking and to keep the visitors on your site.

Think about it...

Visitors bounce back to other search results if a web page takes longer than three seconds to load.

Step 7: Connect your landing page to your ad.

Optimizing an ad is not enough. You also need to connect it to a powerful landing page to reach the target audience, or else all your effort will go down the drain.

Make sure your ads direct the visitor to the right page to avoid confusion.

Do not confuse your visitors by taking them to your homepage because they have no idea what to do with it!

Step 8: Show your social proof.

According to the results of the 2018 survey conducted by Bright Local, 91% of consumers trust online reviews as much as personal recommendations.

That tells us how social proof affects consumer behavior - social proof guides visitors to convert.

Add social proof to your landing page to increase the conversion rate. Include numbers and real pictures because customers like to see them.

Here are other types of social proof that you can use:

  • Testimonials
  • Certifications
  • Brand Logos
  • Case Studies
  • Subscriber Count
  • Social Share Count
  • Customer Ratings and Reviews
  • Influencer Endorsements
  • Test Results
  • Whatever suits your goal, do it!

Related: How to use social proof on your website to skyrocket sales

Step 9: Add analytics tracking


Work is done here. You just created a high-quality landing page.

Not so fast though. You need to add analytics tracking to it!

It is crucial to track the performance of your landing page to ensure that it works. Website analytic tools can track how visitors landed on your page, who they are, and how they behave while they're on the page.

Set up Google Analytics to track your landing page's performance in terms of the number of visits and action taken, such as filling a form, downloading an offer, or clicking a link.

Related: How to use Google Analytics_ _

Step 10: Optimize!


Optimize your landing page according to SEO standards to drive better traffic and increase conversion rates.

Pay attention to the following when optimizing the landing page:

  • Title Tags. The ideal count for the title tags is 60 characters, but there is no exact limit. Work on your title tags because it's the first impression your visitors get from your site.
  • Meta Description. It's your number one chance to get noticed. Meta descriptions summarize the page.
  • Header Tags. Use the main keywords on header tags for better searchability.
  • Content. Content is the king! Visuals are not enough. The right words can draw more attention and influence positive responses.

Let's Wrap it Up!

The landing page is an important aspect of your website. It drives organic traffic to your site, increases conversions, and improve your SEO ranking.

Creating a landing page is an easy task as long as you learn to find the data you need and use the right marketing tools to help throughout the process. Besides, there are also landing page templates available online that can give you an idea of how to do it.

And if you have successfully created your new landing page, make sure to track its performance using an analytic tracker such as Google Analytics and LeadPages.

Get help from B12!

B12 utilizes AI-assisted design processes to produce website and landing page templates with elegant and functional design. The B12 template integrates with Mailchimp and other email marketing tools to boost your marketing and SEO strategy.

B12 creates a landing page experience for your prospects that's easy to share on social media.

Feel free to check out our website editor or sign up for a free website draft!

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