How to Build a High-Converting Business Landing Page: Must-Have Features


A business landing page is a targeted platform designed to convert visitors into leads or customers. It’s like a digital storefront for your campaign, where every element is carefully created to guide visitors towards a single action, such as buying something or signing up for a newsletter.

What Makes Landing Pages Different?

Unlike regular homepages, landing pages focus on one specific offer and don’t have the usual website navigation. This helps eliminate distractions and encourages users to take the desired action without getting sidetracked.

Now that we understand what a business landing page is and why it’s important, let’s dive into the key features that make a landing page effective in driving conversions.

1. Understanding Landing Page Conversion Rates

Landing page conversion rates are an important measure in digital marketing. They show the percentage of visitors who take a specific action on your page, like signing up for a newsletter or buying a product. The higher the conversion rate, the more effective your landing page and campaign are.

Factors Affecting Landing Page Conversions

Several factors can impact how many visitors convert on your landing page:

  1. Relevance: Making sure your content matches what users are looking for increases the chances of conversion.
  2. Clarity: Having clear messaging about your offer and desired action helps visitors understand what they need to do.
  3. Trust: Building trust with your audience through testimonials, guarantees, and professional design can make them more likely to convert.
  4. Offer: Providing an attractive offer that delivers value can be the deciding factor for someone to convert.

Industry Benchmarks for Conversion Rates

It’s helpful to know what conversion rates other businesses in your industry typically see. While these numbers can vary based on factors like your industry, type of product, and where your traffic comes from, here are some general benchmarks:

  • The average landing page conversion rate is around 2-5%.
  • The top-performing landing pages often have rates of 11% or higher.

By aiming to improve against these benchmarks, you can work towards getting the most out of your landing pages. Analyzing and optimizing the key factors mentioned earlier will give you a better chance of improving your campaign’s performance.

2. Elements of a High-Converting Landing Page

Creating a high-converting landing page begins with understanding its fundamental building blocks. Each element plays a significant role in driving conversions, and they all work together to form a cohesive, persuasive whole. Let’s start by focusing on one of the most critical components: the headline and subheadline.

2.1. Headline and Subheadline Optimization

The importance of compelling headlines and subheadlines cannot be overstated. These elements are the first things your visitor sees, and they play a decisive role in determining whether visitors will stay on your page or not.

The Role of Headlines and Subheadlines

Headlines are your golden opportunity to grab your visitor’s attention and make them want to learn more about what you offer. They need to be concise, clear, and compelling enough to convey the unique value your product or service brings.

Subheadlines, on the other hand, offer a chance to provide additional context or information that can support or elaborate on what’s stated in the headline. They help clarify your offer and communicate its relevance to your target audience.

Tips for Optimizing Headlines and Subheadlines

  • Be Clear: Clarity trumps cleverness every time. Your headline should clearly state what you offer and why it matters to your audience.
  • Be Concise: Shorter headlines tend to perform better because they’re easier for readers to quickly grasp. Aim for 6-12 words.
  • Use Actionable Language: Using verbs and action-oriented phrases can make your headlines more engaging.
  • Highlight Benefits: Let your audience know what they stand to gain right off the bat.
  • Use Numbers: Numbers (like percentages or timeframes) can make your headline more specific and believable.

The Power of A/B Testing

Optimizing headlines and subheadlines isn’t a one-time task – it requires regular testing and refinement. This is where A/B testing comes in.

A/B testing involves creating two different versions of your headline or subheadline, showing them to different segments of your audience, and tracking which one performs better in terms of conversions.

Through this process, you can gain valuable insights into what resonates most with your audience, allowing you to iteratively improve the performance of your headlines and subheadlines.

Remember, even a small change in wording can lead to a significant increase in conversion rates.

2.2. Above-the-Fold Content

Above-the-fold content is the part of a web page that you see first, without scrolling. It’s important because it’s the first thing people see when they land on your page, and it can make a big impact on whether they stay or leave. Here are some key things to include in your above-the-fold content:

Essential Elements for High-Converting Above-the-Fold Content

  • Persuasive Headline: This is the main headline at the top of your page. It should be clear and attention-grabbing, and it should tell people what they’ll get from your product or service.
  • Supporting Subheadline: This is a smaller headline that goes beneath the main headline. It should provide more information about what you’re offering and why people should care.
  • Prominent Call to Action (CTA): This is a button or link that tells people what to do next. It could be something like “Sign up now” or “Learn more.” Make sure it stands out on the page so people can’t miss it.
  • Compelling Social Proof: This is evidence that other people have used and liked your product or service. It could be testimonials from happy customers, ratings from review sites, or logos of well-known companies that have worked with you.

Tips for Optimizing Your Above-the-Fold Content

To make the most of your above-the-fold area, here are some things you can do:

  1. Keep your copy short and simple: People have short attention spans online, so it’s important to get your message across quickly. Focus on the benefits of your product or service and why people should choose you.
  2. Use contrasting colors for your CTA: You want your call to action button to stand out on the page, so choose colors that contrast with the rest of your design.
  3. Include eye-catching visuals: Images or videos can help draw people in and make your page more interesting. Just make sure they’re relevant to your message and don’t slow down your page load time.
  4. Test different combinations: Every audience is different, so what works for one website might not work for another. Try out different headlines, subheadlines, CTAs, and social proof elements to see what resonates best with your visitors.

By following these tips, you’ll be on your way to creating an above-the-fold section that grabs attention and gets results.

2.3. Visual Content and Emotional Connection

A high-converting landing page does more than simply inform; it resonates with visitors on an emotional level. This is where visual content comes into play. Relevant, visually appealing images or videos can create an emotional resonance with your audience. They not only break up text and make the page more engaging but also can be used strategically to highlight key benefits of your product or service, addressing customer pain points effectively.

Consider using images that represent the solutions you provide to common problems your target audience faces. If you offer a time-saving software tool, for instance, an image depicting a relaxed individual with free time could effectively convey the benefit of using your product.

In addition to images and videos, testimonials are powerful tools for building trust and credibility. When site visitors see others vouching for your product or service, they are likely to feel more confident about choosing you over competitors.

“Including the full name and photo of the person giving the testimonial adds authenticity.” – John Doe

To showcase testimonials convincingly on a landing page:

  1. Include the full name and photo of the person giving the testimonial for authenticity.
  2. Highlight testimonials that specifically address how your product or service solved a problem.
  3. Place them strategically around key conversion points to reinforce the decision to convert.

Remember that in order to optimize these elements, A/B testing is crucial. By testing different images or variations of testimonials, you can learn what resonates most with your audience and drives conversions.

In essence, effective use of visual content and testimonials can significantly enhance emotional connection with visitors, which in turn can boost conversion rates on your landing pages.

2.4. Form Design and Conversion Optimization

The form design on your landing page is a critical component that directly impacts your conversion rate optimization. An intuitive and frictionless form encourages more conversions, with every field playing a strategic role in this process.

When it comes to form fields, less is often more. You want to avoid overwhelming your visitors with a lengthy form that might deter them from completing the signup or purchase process. Therefore, keeping your form fields minimal and only requesting essential information is key to enhancing user experience and boosting conversions. For instance, if you’re looking for newsletter signups, you might only need an email address and maybe a first name.

Placement Matters

Placement of the form on your landing page is just as important as its design. It should be easily visible to the visitor without requiring them to scroll or search extensively. The best practice is to place your form above the fold where it can catch immediate attention.

Visibility can be enhanced by using contrasting colors for the form background and the ‘submit’ button, making it stand out on the page. Your CTA within the form should also be compelling and create a sense of urgency, encouraging visitors to take immediate action.

Pro Tip: Experiment with different placements, color schemes, and CTAs through A/B testing to find the winning combination for your audience.

With these tactics in place, you can optimize your form design to increase conversions on your landing page.

2.5. Crafting an Effective Call to Action (CTA)

The call to action (CTA) is a crucial element of a landing page that drives users towards taking a specific action, such as signing up or making a purchase. Both design and copy play a vital role in influencing conversion rates.

How to Create a Standout CTA

Follow these tips to create a CTA that grabs attention and encourages users to take action:

  1. Be Clear and Concise: Make sure your CTA clearly communicates what will happen when users click on it.
  2. Use Action-Oriented Language: Use strong verbs that inspire action, like “Get Started” or “Join Now.”
  3. Create a Sense of Urgency: Motivate users to act quickly by using phrases like “Limited Time Offer” or “Act Now.”
  4. Make it Visually Distinctive: Design your CTA button so that it stands out from the rest of the page.
  5. Place it Strategically: Position your CTA where it’s most likely to catch users’ attention, such as above the fold or after compelling content.
  6. Consider Mobile Experience: Ensure that your CTA button is large enough to be easily tapped on mobile devices.

A well-crafted CTA can significantly impact your conversion rates by guiding users towards taking the desired action.

Remember, it’s important to test different variations of your CTAs through A/B testing. Experiment with different text, colors, sizes, and placements to find out what works best for your audience.

By paying attention to these key elements, you can turn your call to action into an effective tool that contributes to the success of your landing page.

2.6. Mobile Optimization and Fast Performance

The shift to mobile browsing is not just a trend but a norm that necessitates every high-converting landing page to be mobile-friendly. Users often access websites through smartphones, making mobile optimization non-negotiable for businesses aiming at higher conversion rates. Here’s why:

  • Smartphone Browsing Dominance: With an ever-growing number of people using smartphones as their primary internet device, a landing page that isn’t optimized for mobile is likely to alienate a significant portion of potential customers.
  • Google’s Mobile-First Indexing: Search engines like Google prioritize mobile-optimized sites in their rankings, thus impacting your landing page’s visibility and organic traffic.

Page Load Speed: A delay of mere seconds can lead to increased bounce rates and lost conversions. Fast performance is integral to user experience and subsequently affects the conversion rate.

To ensure your landing page performs optimally on mobile devices:

  1. Responsive Design: Implement a responsive web design that adjusts content layout based on screen size.
  2. Compressed Images/Videos: Use appropriately sized images and compression techniques to accelerate load times without sacrificing quality.
  3. Minimize Code: Streamline HTML, CSS, and JavaScript code to remove any unnecessary characters without changing functionality.
  4. Leverage Browser Caching: Store web resources on local computers when users visit your page so they don’t have to download them each time.
  5. Test on Multiple Devices: Regularly test your landing page across various mobile devices to ensure consistent performance and layout.

Remember, user experience on mobile greatly influences their perception of your brand and their willingness to convert. A fast-loading, responsive landing page is essential in providing a seamless experience that encourages users to take action.

2.7. Building Trust and Credibility

Building trust is crucial for every high-converting landing page, as skepticism often hinders conversions. Here are effective methods to infuse your landing page with credibility:

  1. Persuasive Copywriting: Address potential customer objections head-on through clear, convincing copy that anticipates and resolves concerns.
  2. Trust Badges: Display well-recognized badges or certifications on your landing page to show association with trusted organizations or secure payment systems.
  3. Social Proof: Incorporate customer testimonials and case studies to demonstrate satisfaction and results from real users. These stories are potent proof that others have benefited from your offer.
  4. Awards and Recognition: If your business has received awards, display these accolades prominently to underscore your industry acknowledgment and expertise.

The strategic deployment of these elements can decisively impact the perception of your brand and offering. Use A/B testing to find the most effective placement and presentation of these trust indicators, ensuring they complement rather than clutter your landing page design.

By judiciously applying these features, you not only answer the silent questions in your visitors’ minds but also align their expectations with what you deliver, thereby fostering a sense of reliability that is conducive to higher conversion rates.

2.8. How to Structure Your Landing Page for Maximum Conversions

The way you arrange and organize your landing page can have a big impact on how well it performs. To create a high-converting landing page, it’s important to think about the order in which you present information to your visitors.

2.8.1. Choose a Framework: AIDA or PPPP

There are two popular frameworks that can help you structure your landing page content effectively:

  1. AIDA (Attention, Interest, Desire, Action): This formula focuses on capturing attention, generating interest, creating desire, and ultimately getting the visitor to take action.
  2. PPPP (Problem, Promise, Proof, Proposal): This formula addresses the problem your potential customers have, makes a promise to solve it, provides proof that your solution works, and proposes an action they should take.

2.8.2. Implementing the Frameworks

Here’s how you can apply each framework to create a compelling landing page:

AIDA Formula
  1. Capture attention with a compelling headline.
  2. Spark interest with engaging subheadlines or interesting facts.
  3. Create desire by highlighting the benefits of your product or service.
  4. Trigger action with a clear call-to-action (CTA).
PPPP Formula
  1. State the problem your potential customers are facing.
  2. Make a promise that your product or service can solve this problem.
  3. Provide proof through testimonials or case studies to back up your promise.
  4. Propose an action they could take — usually through a well-crafted CTA.

2.8.3. Ensuring Seamless Flow

In both cases, it’s important to ensure that the content on your landing page flows seamlessly from one stage to the next. This will help guide your visitors through their journey and increase the likelihood of them taking the desired action.

Here are some tips for creating a smooth flow:

  • Use headline optimization to create attention-grabbing headlines.
  • Optimize your subheadlines to keep visitors engaged.
  • Conduct iterative A/B testing to fine-tune each element of your landing page.
  • Continuously gather feedback from users and analyze analytics data to make improvements.

By adopting these strategies and constantly refining them based on feedback and data, you can create an effective landing page layout that drives conversions.”

3. Tracking and Analyzing Landing Page Performance

Understanding your landing page’s performance goes beyond merely setting it up and hoping for the best. Certain key performance indicators (KPIs) provide insights into how well your landing page is performing.

Key Performance Indicators (KPIs) for Landing Pages

These include:

  1. Overall Traffic Volume: This measures the number of visitors to your page. An increase in traffic generally indicates successful marketing efforts.
  2. Conversion Rate: This is the percentage of visitors who take the desired action on your landing page, such as signing up for a newsletter or making a purchase. It’s a direct measure of your landing page’s effectiveness.
  3. Bounce Rate: This refers to the percentage of visitors who leave your site after viewing only one page. A high bounce rate could indicate that your landing page isn’t engaging or relevant to visitors.
  4. Average Time on Page: This gives you an idea of how long people are staying on your landing page. The longer they stay, the more likely they are to convert.

Using Analytics Tools to Track KPIs

To track these KPIs, you can use analytics tools like Google Analytics. This platform provides comprehensive data about your website traffic and user behavior, allowing you to monitor these metrics and make necessary improvements.

By regularly tracking and analyzing these metrics, you can identify areas where your landing page is excelling and where it needs work. This process is crucial for continual optimization and achieving higher conversion rates.


To build a high-converting business landing page, you must integrate the must-have features explored throughout this article. These elements serve as the foundation for creating an engaging and persuasive online presence that effectively turns visitors into leads or customers.

As you apply these strategies to your landing pages, expect to see a notable uptick in your conversion rates.

Remember, the journey to a successful landing page doesn’t end with implementation; it’s an ongoing process of refinement.

Regularly monitor key performance indicators and be prepared to tweak different elements based on what resonates with your audience. A/B testing is your ally here, providing insights into the effectiveness of various components of your page.

Ready to elevate your landing pages? Visit for an extensive guide on optimizing your business landing pages. This resource can help steer your efforts towards creating landing pages that not only capture attention but also convert.

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