A landing page is a single web page focused on getting visitors to take one action, like signing up or buying. It’s different from your homepage because it has one clear purpose. The term conversion means turning a visitor into a lead or customer—essentially, getting them to do what you want, whether it’s clicking a button, filling out a form, or making a purchase.

Why Use a Landing Page?

Landing pages are powerful tools for small businesses. Here’s why:

• Capture leads: They make it easy to collect contact details, like emails or phone numbers.
• Boost sales: Focused messaging can encourage visitors to buy or book a service.
• Track performance: You can measure what works and tweak it to improve results.

If you’re paying for traffic (for example, with Google Ads or Facebook Ads), using a dedicated landing page is crucial. Unlike a homepage, which has many distractions and covers multiple topics, a landing page focuses on one clear goal.

Paid traffic works best when the ad’s message matches the landing page, creating a seamless experience. Sending traffic to a homepage can confuse visitors, lowering conversions.

A landing page ensures visitors see a specific offer, leading them to take action. This increases the return on your advertising spend, making every click count.

What Kind of Offers Can You Make?

Your landing page needs to offer something valuable. Here are some ideas:

• Freebies: E-books, checklists, or templates.
• Discounts: “10% off your first order!”
• Free trials: “Try our service free for 7 days!”
• Exclusive access: Early bird offers or VIP memberships.

The key is to give visitors a reason to act. Make sure your offer solves a problem or adds value.

Driving Traffic to Your Landing Page

Once your landing page is ready, you need visitors. Here’s how to get them there:

• Social media: Share links in posts, ads, or stories.
• Email marketing: Send your offer to your contact list.
• Google Ads: Target people searching for your service.
• Local SEO: Use keywords to rank for nearby searches.

Pro Tip:

Your ad or social media post should match your landing page’s message. This makes people feel confident they’re in the right place.

Using Contact Information Responsibly

When visitors share their contact info, you need to handle it with care.

What You CAN Do:

• Send them the information they asked for (like your freebie).
• Add them to your email list if they agree.
• Share updates about your services or special offers.

What You CAN’T Do:

• Spam them with unrelated messages.
• Sell their details to other companies.
• Ignore their requests to unsubscribe.

Always follow privacy laws (in South Africa, the POPI Act) and make it clear how their information will be used. Trust builds long-term relationships.

With these basics in mind, let’s dive deeper into the key elements of a landing page that will help you increase conversions. Keep reading to learn how to make your page a powerful tool for your business!

What to Include on a Landing Page to Increase Conversions

A great landing page works like a friendly tour guide. It points visitors in the right direction and encourages action. But how do you create one that truly converts? Let’s break it down.

1. Start with a Clear and Bold Headline

Your headline is the first thing people notice. It should grab attention immediately.

Tips for a powerful headline:

• Make it clear and benefit-focused.
• Speak directly to the visitor’s needs.
• Use simple language.

Example: “Save Time and Money with Our Easy-to-Use Cleaning Services!”

Why it matters:

A good headline shows visitors they’re in the right place. It sparks curiosity and keeps them reading.

2. Add a Strong Call-to-Action (CTA)

Your CTA tells people what to do next. Keep it short, clear, and action-oriented.

Effective CTAs include:

• “Get Your Free Quote Now”
• “Sign Up Today”
• “Download Your Free Guide”

Placement matters:

• Place your main CTA above the fold.
• Repeat it throughout the page.

3. Use Eye-Catching Images or Videos

Visuals grab attention faster than words. Use high-quality images or short videos that fit your message.

What works best:

• Images of happy customers using your product.
• Short videos explaining your service.
• Pictures that show results (before and after).

Pro Tip:

Avoid stock photos that feel generic. Real, authentic visuals work better.

4. Highlight the Benefits, Not Just Features

People care about what they’ll gain. Instead of listing features, focus on the benefits.

How to write benefits:

Start sentences with “You will…” or “Enjoy…” to make it personal.

5. Include Social Proof On Your Landing Page

People trust other people’s experiences. Show visitors that others love what you offer.

Types of social proof:

• Customer reviews.
• Testimonials with photos.
• Star ratings.
• Trust badges (e.g., “Trusted by 5,000+ Customers”).

Example:

“This service saved me hours of work every week. Highly recommend!” – Jane D.

6. Add a Simple Contact Form

Keep your form short and sweet. Long forms can scare visitors away.

Essentials to include:

• Name and email fields.
• A clear reason for filling it out.
• A promise of value (e.g., “Get a free consultation!”).

Example:

“Ready to learn more? Fill out the form below to get started today!”

Having your opt-in form appear in a popup when a visitor clicks a button offers several benefits. It keeps the page clean and uncluttered, improving the user experience.

Visitors are more likely to engage since they’ve already shown interest by clicking the button. This creates a sense of control for the user, reducing frustration.

However, there are some downsides. Popups can disrupt the flow if they’re slow to load or poorly designed. Visitors might also find them repetitive if they accidentally close and reopen them.

To get the best results, ensure your popup is quick, simple, and matches the button’s promise.

7. Make Your Landing Page Mobile-Friendly

Most people browse on their phones. Your landing page should look great on small screens.

What to check:

• Text should be easy to read.
• Buttons should be big and clickable.
• Images should load quickly.

Bonus Tip:

Test your page on different devices before launching.

8. Use Urgency and Scarcity

Encourage visitors to act now. Adding a sense of urgency helps them take the next step.

Examples of urgency:

• “Offer ends in 24 hours!”
• “Only 5 spots left!”
• “Limited-time discount available today!”

Why it works:

People don’t want to miss out. Urgency motivates them to decide quickly.

9. Simplify Navigation

A landing page isn’t a full website. Don’t overwhelm visitors with links or menus.

What to include:

• A single goal (like signing up or buying).
• Only essential links (like terms or privacy policies).

Pro Tip:

Remove distractions. Keep visitors focused on your main offer.

10. Show Trust Signals

Trust signals make your business look reliable. They help visitors feel safe taking action.

Trust-building elements:

• Security badges (e.g., “SSL Secure”).
• Money-back guarantees.
• Awards or certifications.

Example:
“We’ve been rated #1 by Small Business Weekly!”

11. Make It Fast

Slow pages lose visitors. Speed is critical for keeping people engaged.

How to optimise speed:

• Compress images.
• Limit heavy scripts.
• Use a reliable hosting provider.

Check Your Speed:

Test it on tools like Google PageSpeed Insights.

12. Test, Test, Test!

Even small changes can boost conversions. Regular testing helps you find what works best.

What to test:

• Headlines.
• Button colours and text.
• Placement of your CTA.

How to test:

Run A/B tests with tools like Google Optimize or Unbounce.

Your Checklist for Landing Page Success

Final Thoughts

Building a high-converting landing page doesn’t have to be hard. Start with these essentials and tweak them over time.

Focus on what your visitors need and how you can help. Keep things clear, engaging, and action-oriented.

With the right elements in place, your landing page can turn visitors into customers. Try it today and see the difference!

Landing Page FAQ

What is a landing page?

A landing page is a single web page designed to get visitors to take a specific action, like signing up, making a purchase, or downloading an offer.

How is a landing page different from a homepage?

A homepage introduces your business and covers many topics, while a landing page focuses on one goal and one audience.

Why do small businesses need landing pages?

Landing pages help capture leads, boost sales, and track how well your marketing efforts are performing.

What should I include on a landing page?

Key elements include:

• A strong headline
• A clear call-to-action (CTA)
• A valuable offer
• Visuals or videos
• A simple form

What kind of offers work best on landing pages?

Offers like free trials, discounts, e-books, or exclusive content work well. Choose something valuable for your audience.

How do I drive traffic to my landing page?

Use strategies like:

• Social media posts and ads
• Email campaigns
• Paid ads on Google
• Local SEO

Can I customise landing pages for different audiences?

Yes! Tailor your headline, images, and offers to match the needs of specific groups or campaigns.

What should I avoid on a landing page?

• Overcomplicated designs
• Too many links or distractions
• Unclear messaging
• Asking for unnecessary information

What is a good conversion rate for a landing page?

Conversion rates vary by industry, but a good range is 10–20%. Test and optimise to improve your results.

How do I measure a landing page’s success?

Track metrics like:

• Conversion rate (how many visitors take action)
• Bounce rate (how many leave without acting)
• Traffic sources (where visitors come from)

Let me know if you want additional FAQs added!