How to design a high-converting landing page

This article will demonstrate the key points for you to build a high-converting landing page. If you would like to create one, check out our article about how to create a landing page from scratch with GemPages.

What is a landing page?

Unlike other pages on your site, landing pages are standalone pages. A great landing page aims to maximize the number of conversions to reach your marketing or business growth goals. A landing page is usually promoted through Google Adwords, Facebook Advertising, or similar services to persuade visitors to take action. 

Difference between landing pages and product pages

These two kinds of pages can be useful for your brand as both have distinct roles ensuring you are providing the right information and messages to new users. 


Explicitly designed for marketing campaigns, the main objective of a landing page is to drive traffic to generate more leads. Keeping your landing page's message simple and clear will avoid confusion from your visitors and convert more. 


On the other hand, a product page can provide detailed information about your brand and product. Is it often more lengthy and will bring additional knowledge to your users.

Critical elements for a high-converting landing page

  1. Impactful Headline
    Select the perfect headline that will make your users read more.
  2. Informative sub-headline 
    Clearly show the solution to the problem of your visitors. You can include a value proposition inside as well (show how and why your business is the right choice).
  3. Compelling Call-To-Action (CTA) 
    A call-to-action is critical to boosting conversions. Your landing page should prominently display your call-to-action, telling visitors exactly what they need to do to get in contact with you.
    The design, color, and placement of your CTA are all factors that need to be taken into account to create high-converting landing pages. 
  4. Product/Service Image 
    Use the hero banner to show a stunning image of the product or service you offer. Try to add more value points directly to the picture so visitors can access most of the information without having to scroll down.

Here is an example of a landing page template available in our library, which clearly illustrates the above mentions.



5. Additional information

  • Social Proof: Create trust by showing reviews of your previous clients or partners who have already worked with you, certifications, anything that can prove the legitimacy of your business.



  • Product feature: For a visitor to decide to purchase your product, you’re advised to provide additional knowledge. Keep the design minimalistic and show 2-3 features that make your product a game-changer!


  • Reinforcement Statement/ Closing Argument: The reinforcement statement is usually located about halfway down the page, while the closing argument should appear at the bottom. Take these chances to communicate the benefit of your offer to make sure your visitors don't miss the critical message of your landing page. Don’t forget to repeat the CTA button one more time at the closing argument.



Keep in mind to remove unnecessary distractions such as your navigation menu or any other CTA buttons since they are proven to reduce the conversion rate and will be a break when reaching your objectives.

Are you ready to build your own landing page? If you're not a design expert, no worries, GemPages comes with a premium library containing pre-designed templates for all types of pages available for Business and Advanced users.


Should you have further questions about the topic, please let us know directly via email & live chat to have them answered! 

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