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How to create a landing page that boosts conversions

Reading Time: 8 minutes

Many marketers fall into a common misconception. They believe that ‘more information’ is better when crafting landing pages. 

However, the reality is different. The most successful landing pages skillfully blend stunning design with clear and concise content.

Truly understanding how to create a landing page goes beyond overwhelming your audience with information. It’s about connecting with your visitors. It’s about offering them genuine value. And, crucially, it’s about guiding them toward a clear action.

We created this guide to walk you through the essentials of building a high-converting landing page. By the end, you’ll understand why landing pages are so effective. You’ll also learn how to craft yours from the ground up.

Ready to discover how to create a landing page that truly converts? Let’s dive in.

Build better landing pages with Omnisend

What is a landing page?

A landing page is a specialized web page designed with a single objective in mind. Unlike typical web pages that have multiple paths or links, a landing page streamlines a visitor’s experience to a specific action.

Whether it’s to download an eBook, sign up for a webinar, or make a purchase, the ultimate goal with a landing page is to drive conversion.

Here’s an example of a landing page:

an example of a landing page

Landing pages are indispensable tools. They play a pivotal role in both ecommerce marketing and various other promotional strategies. You can harness them to grow your email lists, generate leads, and boost sales with exclusive deals or promotions.

Crafting the perfect landing page may seem challenging, but it’s not. With the right tools and knowledge, you can master it.

As you delve deeper into this guide, you’ll learn how to create a landing page step by step. Additionally, you’ll uncover the key components of successful landing pages and essential best practices to keep in mind.

Why use landing pages: Key benefits

Landing pages are essential tools designed for achieving specific campaign goals.

A good landing page:

  • Convinces people to proceed with the journey you want them to take and encourages them to take action. 
  • Helps your visitors navigate your website more easily.
  • Allows you to generate more traffic and increase conversions for campaigns.

Whether your landing page features signup forms or popups, here are some distinct benefits they come with.

They minimize distractions

By isolating landing pages from your main website, you avoid overwhelming visitors. They aren’t faced with excessive information or pop-ups. And this improves bounce rates and campaign outcomes.

They help keep the campaign’s focus

Landing pages remove extraneous links or signups often found on main websites. Their focused nature allows for creativity. This makes important actions, like collecting visitor details, easy to achieve.

They are easily shareable

Landing pages, with their focused messaging, effortlessly attract attention. This allows for heightened engagement when shared across different channels. You can distribute your landing pages via social media, emails, or even weave them into your blogs.

They are highly customizable

Landing pages shine in customization. Being temporary, they offer the freedom to experiment with design, layout, and content. Such flexibility enables more targeted user engagement.

You can test their performance

A/B testing on landing pages can help you identify what truly works. You can examine various elements like CTAs, designs, or content. With these insights, you can strategically optimize and enhance your landing page’s impact.

They boost your credibility

You can showcase your brand’s reliability on landing pages by addressing visitor concerns. You can also highlight past successes. 

Furthermore, you can use social proof, such as reviews or client logos, to enhance your credibility. This makes visitors more likely to engage.

How to create a landing page

In learning how to create a landing page, several critical components should be considered. This ensures that you design landing pages that capture attention and drive conversions.

Let’s dissect some of these components.

Landing page structure

A high-converting landing page’s backbone is its structure. Presenting information logically and enticingly guides visitors toward the desired action. 

Pay attention to the following when building your landing page:

Engaging headline

Your headline should pique your visitors’ interest. It should also give a concise understanding of what you offer, emphasizing the main benefit or value proposition.

Relevant visuals

Visual elements, particularly at the top, are crucial. They should align with and amplify your message, resonating with your target demographic.

Well-placed lead form

This form should be prominently positioned above the fold. Remember, its main purpose is to gather visitors’ data. For example, Rocket Money’s signup form is strategically placed above the fold, making it prominent.

Captivating content

Besides the headline and CTA, your content should offer value. It should be crafted to inform and persuade, spurring visitors to dive deeper.

Landing page layout

An intuitive and clean landing page layout keeps the audience focused on key elements. This focus drives engagement and conversion. 

Want to discover how to build landing pages that stand out? Here are some best practices to follow when designing your landing page layout:

  • Prioritize above the fold: Display essential information like your headline, lead form, and primary CTA immediately. No scrolling should be needed.
  • Keep it clean and uncluttered: Opt for a straightforward design. Prioritize clarity and remove unnecessary distractions.
  • Use bullets and short paragraphs: Break your content into bullets and short paragraphs. This approach makes it skimmable and easy to understand.
  • Maintain consistent and intuitive navigation: If you choose to include navigation links, they should be minimal. Ensure they don’t distract from the primary CTA.


A CTA is a bridge to your offerings. By designing an enticing CTA, you grab the visitor’s attention and encourage them to take an action that benefits them, which increases the likelihood of them taking the desired action. 

Keep these points in mind when creating your CTAs:

Use action-oriented language

Use phrases that immediately trigger action. For instance, terms like “Get started” and “Download now” are straightforward. This makes it clear to your visitors what they’re expected to do next.

Highlight the benefit

It’s not just about asking your visitors to do something. You also need to show them the value of doing it. 

Ensure your CTA communicates a tangible benefit. Use statements like “Get your free guide” or “Unlock exclusive deals,” to drive the point home.

Make it stand out

Your CTA should be a focal point on your page. To achieve this, employ different design techniques. 

You could use contrasting colors, incorporate bold fonts, and ensure optimal placement on the page. These tweaks ensure that your CTA captures immediate attention.

For example, notice the “Sign up for free” button on Canva’s homepage. 

Its vibrant purple stands out against the white background. Also, its central position grabs attention. This is an ideal example of an effective CTA design.

example of CTA placement on Canva's website

Test different variations

Different audiences respond to different prompts. Conduct A/B tests on various CTAs. This way, you’ll discover which versions have a more significant impact on your audience. You’ll also discover what you may need to tweak.

Mobile landing page optimization

The number of smartphone users is rising and is expected to hit 5.1 billion users by 2028. A substantial segment of your audience will visit your landing page on mobile devices. To offer a seamless experience, consider these principles:

  • Responsive design: Ensure your landing page adjusts to all device sizes, from desktops to smartphones.
  • Proper formatting: Given the limited screen space on mobile, it’s essential to format your content appropriately. This ensures it doesn’t come across as bulky or overwhelming.
  • Optimize load times: Mobile users expect fast page loads. Compress images and optimize your code to improve performance.
  • Touch-friendly buttons: Ensure your CTAs and other interactive elements are appropriately sized and spaced for touch navigation.

How to build a landing page using Omnisend

Want to learn how to build a landing page with Omnisend? Well, the process is easy and straightforward:

Step 1 – Signup on Omnisend

First, create an Omnisend account, if you haven’t already.

Step 2 – Go to the Forms tab

Once you’re logged in, navigate to the ‘Forms’ tab in the dashboard. 

'Forms' tab in Omnisend's dashboard

Step 3 – Select a landing page design

Click on ‘Create Form’ and then select the ‘Landing Page’ option.

choosing a form template in Omnisend

Step 4 – Edit content

Customize the landing page by filling in your content. Insert your logo, promotional copy, enticing headlines, and more.

editing content

Step 5 – Adjust the design

Play around with design elements like color, font, and layout to fit your brand’s aesthetic.

adjusting the design

Step 6 – Configure social media sharing settings

Configure how the form will look when someone shares it on social media platforms.

Step 7 – Create a ‘success page’

Set up a success page to notify your customers once their signup is successful. 

Step 8 – Launch your landing page

Once satisfied, launch your landing page to make it live.

enabling the landing page

Remember, Omnisend offers a range of landing page tools and features to simplify your email marketing process. Follow the steps above, and you’ll have a compelling landing page in no time.

Landing page best practices

Here are some landing page best practices to keep in mind when building your next landing page:

  • Have a clear goal: Be clear on what you want to achieve with your landing page, whether it’s boosting your sales, generating leads, or anything else.
  • Use a strong CTA: Since your landing page is focused on a specific action, you want to have just one CTA on there for maximum impact. Make it compelling and specific. 
  • Write clear copy: Your overall landing page copy should be clear, right from your headline. You want to focus on the solution you’re providing to your site visitors in the most simple, concise, and clear terms. 
  • Add testimonials: Including testimonials and other forms of social proof will add to your credibility and help your audience trust you even more.
  • Use your brand elements and colors: Where possible, give your landing pages the look and feel of your website. This, however, excludes special themes like holiday offers as those could have specific theme colors.
  • Use relevant visuals: Visual content has higher engagement rates, strengthens your message, and increases conversions. So add videos, images, etc. to your landing pages where possible and relevant.
  • Have a clear message: A new visitor should instantly understand the page’s intent and why it’s relevant to them.
  • Choose the right design: The page’s layout, style, and overall functionality should highlight or emphasize your messaging.
  • Keep it simple and direct: The conversion method should be clearly visible and ideally only have one step to follow.

Wrap up

We’ve just covered the essentials of creating landing pages.

You’ve discovered the benefits of landing pages and their core components. Most importantly, you’ve learned how to create a landing page from scratch that converts.

Here’s what to do next:

Implement everything you’ve learned and build your first landing page today.

With tools like Omnisend, crafting a responsive and user-friendly landing page is easier than ever. Go ahead and put all that you’ve learned to use. It’s time to elevate your email marketing game with high-converting landing pages.

Want to design high-converting landing pages? Get started with Omnisend landing pages for free
Bernard Meyer
Article by
Bernard Meyer

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.

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