You don’t need to be a designer to create landing pages that convert. You need to understand what makes people take action and apply a few proven principles. Let me show you how to build pages that work, even if design isn’t your strength.
What Landing Pages Are For
A landing page has one job: getting visitors to take one specific action. Sign up for your list. Buy your product. Book a call. Register for your webinar. That’s it.
Unlike your homepage, which serves multiple purposes for different visitors, a landing page is laser-focused. Every element either supports the goal or gets removed.
The Essential Structure
Most high-converting landing pages follow a predictable structure. You don’t need to reinvent the wheel—you need to execute the proven formula well.
Above the fold means what visitors see without scrolling. This includes your headline communicating the main benefit, a supporting subheadline adding context, and a clear call-to-action button. Some pages add an image or video here, but keep it simple if you’re not confident in design.
The body builds the case with more details about what you’re offering, bullet points highlighting key benefits or features, social proof like testimonials or client logos, and addressing common objections or questions.
The bottom includes another call-to-action (same as the first one), any final reassurances like guarantees or privacy statements, and minimal footer without navigation that could distract.
Headlines That Grab Attention
Your headline is the most important element. If it doesn’t resonate, nothing else matters because people won’t read further.
Focus on the outcome your visitor wants, not your product features. “Grow your email list 10x faster” beats “Advanced email capture software.” “Stop wasting weekends on bookkeeping” beats “Automated accounting platform.”
Be specific when possible. Numbers and timeframes add credibility: “Generate 50 qualified leads every month” is more compelling than “Generate more leads.”
Images That Help, Not Hurt
If you’re not design-confident, minimal imagery is safer than bad imagery. A clean page with just text and buttons converts better than one cluttered with mediocre stock photos.
When you do use images, show the outcome—happy customers using your product, results achieved, the transformation you enable. Avoid generic handshake photos or obvious stock imagery that signals “this isn’t real.”
Screenshots work well for software. Product photos work for physical goods. For services, photos of real team members beat stock photos of fake professionals.
Social Proof That Convinces
People look to others when making decisions. Show them that others have succeeded with your offer.
Testimonials work best with names, photos, and specific results: “We increased revenue 40% in 3 months” beats “Great service, would recommend.” Client logos, especially recognizable ones, build instant credibility. Numbers matter—”10,000+ customers” or “Rated 4.9/5 from 500 reviews.”
If you’re just starting without much social proof, even small wins count. Beta tester feedback, early customer quotes, or your own results if applicable all work.
Forms That Don’t Intimidate
Every field you add to your form reduces conversions. Ask only for what you absolutely need.
For lead magnets, email alone often suffices. First name helps personalization but isn’t essential. Phone number, company, job title—only if you genuinely need them for follow-up.
Make buttons action-oriented: “Get the Free Guide” not “Submit.” “Start My Trial” not “Sign Up.” The button should tell visitors exactly what happens when they click.
Using Landing Page Builders
You don’t need to code landing pages. Platforms like Brevo include landing page builders with templates designed to convert. Pick a template, swap in your content, and you’re live.
The advantage of using your email platform’s landing page builder is seamless integration. Form submissions automatically add to your lists and trigger your automations. No connecting multiple tools or worrying about data transfer.
Testing and Improving
Your first landing page won’t be optimal. Test different headlines, images, button text, and page lengths. Most builders support A/B testing—use it.
Start with bigger changes: try completely different headlines before testing button colors. The biggest gains come from major shifts, not tiny tweaks.
Track conversion rate as your primary metric. Traffic means nothing if visitors don’t take action.
Common Mistakes to Avoid
Don’t include navigation that lets people wander away. Remove header menus—you want the only clickable options to be your call-to-action.
Don’t try to accomplish multiple goals. One page, one offer, one action.
Don’t bury your call-to-action. It should be visible above the fold and repeated multiple times on longer pages.
Don’t forget mobile. More than half your visitors are probably on phones. Test how your page looks and functions on mobile before launching.
Start Simple
Your landing page doesn’t need to be complicated. A clear headline, a few bullet points, one testimonial, and a form can outperform elaborate pages that try to do too much.
Launch something, see what happens, and improve from there. Perfect is the enemy of published.
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