Landing pages are single web pages designed to get visitors to take a specific action. The document provides tips for creating high-converting landing pages, including keeping text simple, writing compelling headlines, structuring content to show value upfront, showing social proof, using clear calls-to-action, limiting choices, considering the platform, and designing with a purpose. Examples are given of landing pages from companies like Salesforce, Square, Slack, and Unbounce that effectively showcase these strategies.

1. TOP TIPS FOR CREATING
AWESOME LANDING PAGES
THAT CONVERT

2. 2
Landing Page?
What is a
It is a single web page that appears
when people click on an online ad, link
via email or a search result.

3. WHAT IS IT?
BUT

4. A landing page is a web page that presents a
UNIQUE OPPORTUNITY VIEWER
A SINGLE PURPOSE
to convert visitors into customers with prominent call to actions

5. 5
Landing Pages
How important are
for conversions?
• 48% of marketers create a new landing page for
each campaign – Hubspot
• The keyword ‘Conversion rate optimization’ is
more popular than ever before – Google
• Around 57% of B2B marketers say that landing
page performance is measured based on
conversion rate – Ascend2

6. 6
THE FUNNEL

7. BENEFITS OF A
LANDING PAGE
• Promote a positive first impression
• Take advantage of trust elements
• Increase the conversion rate

8. STRATEGIES
FOR CREATING A HIGH-CONVERTING
LANDING PAGE

9. KEEP YOUR TEXT
SIMPLE
Keep the tone conversational
Use a simple structure

10. WRITE A COMPELLING
HEADLINE
Make it concrete
Make it specific
Make it promising

11. STRUCTURE YOUR
CONTENT TO SHOW
VALUE UPFRONT
White spaces in between each bullet
keeps the text readable
Bulleted sentences are easy to process
for online audiences

12. SHOW WHAT
OTHER PEOPLE SAY
ABOUT YOU
92% of consumers read online reviews
40% of them form an opinion after
reading one or three

13. CLEAR AND
PROMINENT
CALLS-TO-ACTIONS
Use positive determiners
Use colors that are in contrast with your
design

14. LIMIT CHOICES
Have desirable outcomes

15. CONSIDER THE
PLATFORM

16. CONSIDER THE
PLATFORM

17. CONSIDER
PLACEMENT OF YOUR
CTA BUTTONS
Placing above the fold
Placing below the fold

18. USE CLIENT
(EXHIBITOR) LOGOS

19. REMOVE
NAVIGATIONAL
ELEMENTS

20. DESIGN WITH
A PURPOSE

21. LIMIT FORM FIELDS TO
REDUCE FRICTION IN
CONVERSION FUNNEL
FIRST NAME
LAST NAME
JOB TITLE
COMPANY NAME
COUNTRY
EMAIL ADDRESS
PHONE NUMBER

22. USE IMAGES WITH
A PURPOSE
Use images that show the benefits
Show product/services in action with
a hero shot

23. VIDEO LANDING PAGE
Retention
Increased trust
Meeting customer preference

24. CREATE URGENCY

25. FOLLOW A Z PATTERN
Left to right
Lower left
And then to the right again

26. How they got it right:
Short and sweet with content
Makes offer clear in value
proposition
Incorporates social proof including
Norton Security, and copy like
“World's #1 CRM”
Capitalizes on social login to
simplify conversion
Salesforce

27. How they got it right:
Incorporates video
Friendly, relating hero image
Has visitors self-qualify by picking what
type of business they are and whether
their revenue is above or under $250,000.
Page is then personalized to fit your needs.
SQUARE
Features testimonials from companies
similar to the visitor's, making it easy for
them to see how your company could
be impacted

28. How they got it right:
Leads with a video in the hero
section of the page showing you
how simple Slack is.
Highlights all of its major features
Includes a compelling, aspirational
value proposition
Slack

29. How they got it right:
A large image tells you exactly what
you’re going to get: An eBook that will
help you generate more conversions
without increasing your budget.
Highlights value in quick, easy-to-read
way
Includes social proof in the form of logos
of the publications its advice and work has
been published. This addition helps
newcomers know that the writers of this
eBook are legitimate, trusted professionals
and that what they share in this document
will likely be no different.
UNBOUNCE

30. IN CONCLUSION