Creating a landing page that truly converts is part art, part science. At Ardent, we’ve worked with countless businesses to refine their landing pages, and one thing is clear. Success isn’t about cramming in flashy elements or writing long-winded copy — it’s about simplicity, clarity, and intent.
Our team of experts have demonstrated how a well-structured landing page can transform campaigns, driving leads and sales with precision.
In this guide, we’re sharing actionable steps, practical tips, and lessons we’ve learned to help you create landing pages that don’t just look great but perform even better.
Step 1: Define Your Goal
Every high-converting landing page starts with a clear, singular goal. What action do you want your visitors to take?
Whether it’s signing up for a free trial, downloading an eBook, or scheduling a demo, your entire page should guide them toward that one action.
Simplicity at Work:
A partner once came to us with a landing page offering multiple CTAs—sign up, book a demo, watch a video. The result? Confused visitors and low conversions. We simplified it to one goal — “Book a Demo” — and saw a 70% improvement in sign-ups.
Step 2: Craft a Compelling Headline
The headline is the first thing your visitors will see, so it needs to grab their attention and communicate value instantly. A great headline isn’t clever — it’s clear.
What We’ve Seen Work:
- Focus on benefits: “Grow Your Revenue by 50% in 90 Days”
- Use numbers: “Join Over 10,000 Happy Customers”
- Speak to the audience’s pain points: “Say Goodbye to Overwhelming Admin Tasks”
Pro Tip:
Test different headline variations. Even a small tweak can lead to a significant improvement in conversions.
Step 3: Write Clear and Persuasive Copy
Your copy should focus on one thing: why the visitor should take the action you’re asking for. It’s not about listing features — it’s about communicating value.
Our Lesson Learned:
One partner’s landing page had paragraph upon paragraphs of text explaining their service. And visitors weren’t reading it. We streamlined the copy into bullet points highlighting the top three benefits. The result? A 30% increase in conversions.
Best Practices:
- Use concise language.
- Address pain points and offer solutions.
- Include a mix of text and visuals to keep things engaging.
Step 4: Optimise for Design and Layout
When it comes to landing pages, design matters as much as content. A cluttered page confuses visitors, while a clean, visually appealing design keeps them engaged.
What Works for Us:
- Place CTAs above the fold to grab attention immediately.
- Use whitespace strategically to make elements stand out.
- Incorporate visuals like videos or infographics to support your message.
Pro Tip:
Always design with mobile users in mind. Over half of web traffic comes from mobile, so your landing page needs to look great and function seamlessly on smaller screens.
Step 5: Create an Irresistible Call-to-Action (CTA)
Your CTA is the most critical element of your landing page — it’s what turns visitors into leads or customers. A strong CTA stands out visually and emotionally, compelling users to take the next step.
What We’ve Learned from Experience:
- Be Direct: CTAs like “Get Started Now” or “Download the Free Guide” outperform vague options like “Click Here”.
- Make It Visually Clear: Use bold colours that contrast with the page background, ensuring your CTA button is impossible to miss.
- Reinforce Value: Tie the CTA to the benefit. Instead of “Sign Up,” try “Start Saving Time Today”.
Real-World Example:
For a client offering a free trial, we changed the CTA from “Sign Up” to “Try It Free for 14 Days”. This subtle tweak clarified the benefit and increased click-through rates by 25%.
Step 6: Build Trust with Social Proof
Visitors are more likely to convert if they see evidence that others trust and value your business. This is where social proof comes in — testimonials, case studies, and trust badges can significantly boost your credibility.
What Works:
- Testimonials: Showcase customer success stories or quotes, ideally with names and photos to add authenticity.
- Stats and Metrics: Numbers like “Trusted by 5,000+ businesses” provide tangible proof of your authority.
- Trust Badges: Security certifications (e.g., SSL), industry awards, or media mentions can help reassure visitors.
Pro Tip:
Place social proof near your CTA to remove hesitation right before the user takes action.
Step 7: Test and Optimise
Even the best-designed landing pages can be improved. Testing and optimisation ensure your page stays effective as user behaviour evolves.
How to Test Effectively:
- A/B Testing: Experiment with different headlines, CTAs, or images to see what resonates most with your audience.
- Track Metrics: Focus on key metrics like bounce rate, time on page, and conversion rate.
- Heatmaps: Tools like Hotjar or Crazy Egg show how visitors interact with your page, helping you identify areas for improvement.
Pro Tip:
Start testing small elements (like button colours) and then move on to larger changes (like layouts or messaging).
Refining Every Detail: Turning Visitors into Customers
A successful landing page doesn’t happen by chance — it’s the result of clear goals, sharp messaging, and thoughtful design. From defining your purpose to optimising for conversions, every step counts in creating a page that works hard for your business.
Remember, the best landing pages are dynamic. They evolve based on user behaviour, campaign goals, and market trends. Whether you’re starting from scratch or improving an existing page, the strategies we’ve outlined here will help you craft a landing page that not only converts but delivers results that matter.