Guide to Building Landing Pages that Convert

Businesses use the internet to widen their horizon in reaching possible customers and perhaps convert them into dedicated patrons. Getting their attention could be a real challenge. A mixture of creativity and great marketing is needed. And in order to get people’s attention, companies are engaged in using landing pages.


Usually, landing pages are created for ad campaigns like a free download or sign up, paid memberships, or to purchase a product, and more.


After identifying the purpose of a landing page, you’re now set to go through the next three steps that ensure building effective landing pages that convert your target audience into actual customers.


Step #1: Tell the audience your offer

Make it clear to your audience what you are offering. It may be a free membership course or a downloadable interview or podcast. Explain exactly the product or service you are selling.


Write exactly what it is you’re offering in the headline. Keep it straightforward and clear, leaving no room for doubt and confusion.


If what you’re offering isn’t included in your headline, then write it close to the top part of the page, such as in the lede or the opening paragraph. It is essential that people should know what you offer right away so that they know what they’re reading about.


Step #2: Discuss the benefits

How could your products or services help your possible customers? What will they gain in using or having them?


Tell the benefits of your offer. And before you write your landing page, keep in mind that the benefits are the things that people will gain based on the feature of your products and services.


Putting them in lists or in bullet points is a great way to articulate the benefits of your offer. You may write them in paragraph form as long as it is concise.


Step #3: Advise them what to do next, clearly

This is the “call-to-action” part of your landing page. Call-to-actions are perfect opportunities to prompt your readers to do a certain action. Avoid uncertainties, otherwise, confusion will arise and the conversion will not push through.


Your job requires you to make the life of your prospect easy. Eliminating things that would initiate confusion will benefit you and the readers. So whether your readers need to fill out a form, make a phone call, or even click a button, the next step should be explained as clearly as you can.


There are numerous places wherein you can put your call-to-action. Strategically choose the most suitable place for it to be read. Call-to-actions could also be indicated at the very end of the page.


For example, if you tell your readers to click a button or a link, it is best to put the call-to-action above or before it. Giving them an in-depth step by step action on what to do is a good way to lead them on what you want them to do.



After accomplishing the three steps above, you’re done with the basics of your landing page. Now is the time put it to test by trying different copy variations and design elements.


Put it to test by contemplating on these views:

  • Alternative headlines
  • Long copy or short copy
  • Color and text of the icons and buttons
  • Displaying benefits
  • Page layout

Companies having trouble with landing pages often run to design and ad agencies. MicroCreatives is one of the trusted creative agencies here in the Philippines that offer overall creative services to answer your needs. See what we can offer and let’s work together in attracting more visitors to your website.