Having a landing page that converts is easier than you might think, as long as you know the elements necessary for it.

A landing page that truly converts needs some basic elements, without which, it is almost impossible to have a positive result, even the slightest.
Therefore, before creating your landing page that converts, look carefully at some LP examples that respond to the appeal of the CTA (Call to action, the page’s main call) without thinking twice.
Of course, providing value holds the greatest merit in this, but if the landing page lacks a well-designed layout, the visitor might quickly abandon it.
This is because we tend to evaluate things according to the criteria of aesthetics, order, harmony, values , and rules, even without being aware of it.
And this applies to almost everything in life, be it buying a house, a car, sneakers, etc. Anyway, it doesn’t matter what, but the feeling that this offer gives us.
We know this may sound too philosophical for a simple landing page, but when it comes to convincing people, you need to understand people.
Therefore, in this article, we show you the essential care you must take to create a landing page that really converts.
Furthermore, we also recommend some great tools that can help you with this mission.
So, stay with us until the end and enjoy the content. Good reading.
What is a Landing Page?
Anyone who runs paid traffic campaigns on Google, Facebook, and Instagram, among other digital platforms, is already familiar with the term landing page.
But for those who are not yet aware, we can define a landing page as a webpage designed for a specific marketing or advertising purpose.
Bear in mind that, to serve ads on the internet, regardless of the communication channel used, it is necessary to have this redirection page.
This way, when a person encounters your ad and chooses to click on it, it will redirect them to the landing page, often abbreviated as LP.
However, for conversion to occur, you still need to convince the visitor to stay in your LP and respond to the appeal of your CTA.
To achieve this, it is very important to know how to use elements and tools that facilitate this process. We will talk about the main ones later.
The importance of the landing page to generate conversion
Creating a landing page that converts is very important for digital marketing strategies, as this means it is possible to increase conversion rates.
Something that is more difficult to happen with institutional website pages, for example, although many ads direct to these pages.
However, experts do not recommend this practice for conversion purposes because visitors are highly likely to lose interest and abandon the page quickly.
This usually happens because the future lead does not find objective and clear content on the subject they saw in the ad.
Instead, on the landing page he should find more complete and objective information, thus helping the visitor to focus on what really interests him.
To give an example, imagine that you have created a paid ad to sell a synthetic fiber patio chair, with redirection to your online store.
Upon arrival, the visitor encounters various other product types, none of which exactly match the synthetic fiber balcony chair featured in the advertisement, thus leading to three possible hypotheses:
- The visitor stays in your online store, but loses focus and ends up not buying anything;
- The visitor leaves your online store right away and continues searching for topics of interest on the web;
- Visitors are excited by so many cool products and buy various things.
Anyway, considering that your objective is to sell that synthetic fiber patio chair, it would be easier to convert with a landing page focused on that purpose.
However, it is worth carrying out tests to analyze whether traffic increases and whether or not conversions have increased with LP.
Also read: SEO Boost: Google Keyword Planner to increase your results
7 Basic Elements of a high-converting Landing Page
To have a landing page that truly converts, you need to keep in mind the essential elements for any LP.
With that in mind, follow each of these elements in the next topics so you don’t forget any of them when creating your landing page. Check it out below.
1. Header/main Headline
The header/headline contains the titles and subtitles that will be the first field of vision that the visitor will have when arriving at your landing page.
So, it’s crucial to think carefully about the texts you’ll insert there because that’s where you’ll present your unique value proposition.
Some people treat the LP headline as copy, as this text/phrase should have a positive impact on the visitor.
In this sense, this text must be clear, concise, and objective. So that the visitor knows exactly what they will receive in return when they click on your CTA button.
Hence, the first three seconds in your LP are crucial for the visitor to grasp your message and understand what you’re offering.
2. Images and Videos
In addition to headlines and descriptive texts, personalized images and videos further reinforce the message of your LP, making it easier for visitors to understand.
Therefore, the image used must represent the LP’s message, and the videos must be quick, but explanatory.
3. Descriptive Texts about the Offer
Descriptive texts, also considered to be copied, clarify the objective of your value offer.
And because the landing page is a more restricted space, the descriptive text must go straight to the most important point, without leaving the visitor tired just looking at your LP.
Therefore, it is necessary to pay attention not only to the size of the text but also to its aesthetic aspects, without leaving aside the main thing, persuasion.
To achieve this, some good practices can be adopted to describe your value offer on the landing page, such as:
- Use lists with the main benefits/advantages of a product/service;
- Point out the main characteristics of your solution;
- Point out your differences;
- Create texts with simple and short sentences, to facilitate understanding;
- Highlight primary keywords, etc., in bold.
Ultimately, the key point of LP is to provide the information that the visitor is looking for, in a clear, objective way and capable of convincing them to do what they want.
4. Contact Form
The form is a very important resource for landing pages when the intention is to generate leads.
Considering that the contact form allows you to collect visitor data in order to transform them into leads in the future.
Therefore, using contact forms on a landing page helps a lot in developing marketing strategies.
However, observing and adhering to what data protection law requires is essential, while also considering the fundamental rights of the visitor.
Another point to highlight about creating forms for landing pages is the number of fields to be used.
Therefore, it is worth applying the maxim “less is more”. In other words, insert the minimum number of fields so that the visitor doesn’t get discouraged and stop filling out your form.
Thus, leaving longer forms only for landing pages in more advanced stages of conversion.
5. CTA button
The CTA button can never be missing from a landing page, as this feature offers greater convenience to the page visitor.
Thus, serves as a guide for him to access the landing page offer without any difficulty, as he will not need to look for the point of contact with the offeror.
Therefore, it is important to create a CTA button that attracts attention and makes it clear what you want the visitor to do, whether to:
- Fill the form;
- Call on WhatsApp;
- Call your sales team;
- Talk in online chat;
- Access your website or online store;
- Register a contact email etc.
Ultimately, the central point here is to create ways to collect visitor data to start a closer relationship with them.
To do this, some examples of CTAs can be used, such as:
- Click here and talk to us;
- Register here;
- Buy now;
- Schedule appointment etc
It is important to create a CTA button with vibrant colors to attract the visitor’s attention, with imperative sentences and action verbs.
6. Social Proof
Social proof is also a very interesting element to use, as it demonstrates to the visitor that your offer has results.
Common social proof examples for landing pages:
- Customer testimonials in quick texts and videos;
- Customer logo with brands recognized in the market;
- Logos of media that have already broadcast your brand/product/service.
Among other resources that can help reinforce that your solution has the approval of those who have already purchased it and have credibility in the market.
7. Thank You Page
The Thank You page, also known as the post-conversion page, appears after a lead converts. After the visitor clicks on the CTA button, they will be directed to this page.
This way, you can measure the conversion rates of your landing page, and you can use this page to strengthen the relationship with the lead.
You can also use this space to insert links to your social networks and ask the lead to share them with their network of friends.
It is extremely important to keep in mind that the post-conversion landing page will contain high-quality leads.
Therefore, you need to take very good care of them, as they are like precious stones for your business.
Tools to Create Landing Page
Now that you know the importance of the landing page for internet businesses, it’s time to learn about the tools to create yours.
The main ones being:
- WordPress: a platform widely used around the world, as it is easy to use and has several tools and plug-ins to create landing pages.
Two of them should be highlighted:
Elementor;
Divi.
WordPress is one of the darlings of the digital world, as it is complete, good, and not that expensive.
2. Unbounce: excellent for creating more advanced landing pages, but it is not very popular. Because it is a foreign platform, with subscription plans charged in dollars.
However, depending on your level of ROI, the investment can be made with some ease. Thus, allowing access to complete and easy-to-use tools.
3. LeadLovers: a marketing automation platform with several functionalities, including a landing page creator.
With more affordable prices than Unbounce, LeadLovers is widely used by recognized retail groups in the country.