A landing page is like a salesperson who never goes home. It welcomes visitors, explains to them why they are in the right place, and leads them to what action you want them to take: sign up, buy something, or download a guide. That doesn’t happen by accident, though; you don’t just end up with a landing page that compels people to act. It requires some mental effort, you know. In this guide, we will walk you through landing page best practices and how you can create one that gives great results. Whether you’re using services like ecommerce web design services or building pages yourself, apply these landing page best practices.

What is a High-Converting Landing Page?

Before we get into the details, let’s talk about what we mean when you read “converting.” In other words, whenever someone does exactly what you want them to do, your landing page is converting. Perhaps they complete a form, register for a trial period, or buy something. Basically, a high-converting landing page is one that compels as many people as possible to do this.

And here is the thing—making sales is not a matter of good luck or fancy design. It’s about knowing your audience and providing them with what they need the moment they arrive on your page. A good landing page isn’t overloaded with irrelevant information or a complex arrangement. This makes it clear and concise for visitors to take action.

To put this in perspective, the average landing page converts at a rate of 6.6%. This is not bad, but certain types, such as webinar landing pages, can reach up to 22.3%. That’s a big difference! Businesses offering ecommerce marketing agency services, for example, can achieve even better results with email campaigns that target specific landing pages.

What is the Purpose of a High-Converting Landing Page?

There are two main jobs of landing pages: driving action and trust. Let’s expand that some more.

1- Brand Building

While the main aim of your landing page might be signups or sales, it still represents your brand. Your messaging, your design, even the speed of your page load—tells visitors something about you. A great landing page stays true to your brand voice and look, so visitors are completely aware of who they are dealing with.

For instance, if your landing page is slow or difficult to use, everyone will assume that the same applies to your product or service. In other words, slow pages may reduce your conversions by up to three times, but faster ones—supported by Saas web design agency or ecommerce SEO services—do better. Conversely, a clean, fast-loading page indicates an intention to maintain a good user experience; this fosters trust.

2- Higher Conversions

The whole point of a landing page is to get results—be that signups, purchases, or whatever else. All the elements throughout the page should direct visitors toward making that action happen. No distractions, no convoluted directions, just a simple, clear message about what you have to offer.

Fact: Landing pages that get traffic from email campaigns usually convert at a great rate. In fact, businesses using email marketing and tools like shopify website design services often see conversion rates that are 19.3% higher than channels like paid search. You could be missing out on major results if you’re not directing email traffic to your landing page.

Best Practices to Create High-Converting Pages

A killer landing page isn’t some kind of magical thing. It’s about getting the basics right and focusing on what people actually want. Stop overcomplicating and stick with things that are simple, concise, and relevant. Here’s how to make it happen.

1- Connect Through a Strong Headline

The headline is the first thing people see when they land on your page. It’s your shot at getting their attention. If it’s dull, confusing, or doesn’t click with them, they’ll leave. A good headline isn’t about being clever or overly fancy. It’s about being clear and telling them, in just a few words, what’s in it for them. Following landing page best practices is crucial to making your headlines work effectively.

What Makes a Good Headline?

1- Be Clear and Direct
No one likes guessing games. Don’t use vague phrases like “Revolutionize Your Business” or “Welcome to the Future.” Be upfront about what the page is about. Something like, “Manage Your Team’s Tasks in Half the Time,” gives visitors an immediate reason to stay. If you’re working with a Saas web design agency like Wytlabs, they’ll help you craft clear, compelling headlines for specific campaigns.

2- Speak to a Problem
People are on your page because they have a problem or need. Show them you get it. For example, if your audience struggles with staying organized, you might go with, “Stop Losing Track of Tasks—Stay Organized with Ease.” A Saas marketing services strategy can help you address pain points effectively through your messaging.

3- Highlight the Benefit
Your headline shouldn’t just say what you do—it should show why it matters to them. For example, instead of “The Best CRM for Teams,” try “Never Miss a Lead Again—The CRM That Keeps You Organized.” This approach works especially well for businesses utilizing Saas SEO services to align messaging with user search intent.

Why Headlines Matter

Your headline can make or break the page. Here’s the thing: businesses that create targeted landing pages (with specific headlines) do way better. Companies with 40 or more landing pages get 12 times more leads than those with fewer. Why? Because every headline speaks to a particular audience or campaign. This principle is equally important for ecommerce web design services, where a clear and specific headline can drive conversions.

For instance:

A fitness app might say: “Lose Weight in 15 Minutes a Day.”
A project management tool might say: “Streamline Your Workflow in Just a Few Clicks.”

If you’re designing a Shopify store, shopify website design services can help you craft headlines tailored to your audience. The more specific and benefit-focused your headline is, the better it connects with visitors—and that’s how you keep them on the page.

2. Lead with a Story

People love stories. They’re engaging, relatable, and easy to remember. When you tell a story, it’s not just about your product—it’s about how it fits into someone’s life and makes it better. A good story makes visitors feel like you understand them and have the solution they need. Following The Ultimate Guide to E-commerce Website Design ensures your story aligns with your audience’s needs.

Why Stories Work

Stories work because they’re emotional. People don’t just buy products—they buy how those products make them feel. If you can make them picture themselves using your product and getting results, you’re already halfway there. This technique is also widely used by a good ecommerce marketing agency to craft relatable narratives.

How to Use a Story on Your Landing Page

Make It Real
Use situations or characters your audience can relate to. For example, if you’re targeting busy professionals, talk about someone like them:
“John was constantly overwhelmed with deadlines and emails. He felt like he could never get ahead.”
Highlight the Problem
Start with the struggle. Show them you get it. For example:
“Meet Sarah. She wanted to lose weight but couldn’t find time between work and family. She tried diets and gym memberships but couldn’t stick with them.”
Show How You Helped
Transition into the solution—your product. Continuing with Sarah:
“Sarah started using our fitness app, which gave her 15-minute workouts she could do at home and meal plans she didn’t have to overthink. For the first time, things felt doable.”
End with the Result
Wrap it up with the transformation:
“Now, Sarah feels stronger, has more energy, and fits exercise into her busy life—all thanks to a solution that worked for her.”

Why Stories Matter

A good story sticks with people. It’s not just about selling a product—it’s about helping someone picture their life being better. When visitors see themselves in the story, they’re more likely to trust you and take action. A Saas web design agency like Wytlabs can help you weave these stories into your landing pages to make them more compelling.

Pro Tip: Add a visual element to your story—a photo, a graphic, or even a short video. It makes the story more engaging and easier to connect with, whether you’re focusing on SaaS products or creating a page through ecommerce SEO services to boost search visibility.

3. Use a Clear, Strong CTA

Your call-to-action (CTA) is where the magic happens. It’s the moment where someone decides to take the next step—or not. A strong CTA makes that decision easy by being clear, specific, and impossible to miss. Following landing page best practices ensures your CTA drives maximum conversions.

How to Create a CTA That Works

1- Tell Them Exactly What to Do
Don’t leave any room for confusion. Use action words like “Sign Up,” “Get Started,” or “Download Now.” Avoid vague phrases like “Submit” or “Learn More.” For example:

“Get Your Free Guide”
“Start Your Free Trial Today”

This approach is something a professional Saas marketing services provider, like Wytlabs, might recommend for better results.

2- Be Clear About What They’ll Get
People want to know what’s on the other side of that click. Instead of “Click Here,” say, “Download Your Free E-Book” or “Access Your Custom Quote Instantly.” Specificity builds trust and aligns with principles shared in The Ultimate Guide to E-commerce Website Design.

3- Make It Stand Out
Your CTA button should grab attention. Use bold colors that contrast with the rest of the page, big fonts, and lots of space around it. You want their eyes to go straight to the button. Ecommerce web design services often highlight the importance of designing CTAs that visually pop on a page.

4- Keep Forms Simple
If clicking the CTA leads to a form, don’t ask for too much. Forms with 3–5 fields convert 90% better than those with just 1–2 fields. Asking for just enough information makes visitors feel like they’re taking a meaningful step, not handing over their life story.

Example:

Instead of a boring “Submit” button, try:

“Get My Free Guide Now”
“Start My Free Trial”
“Claim Your Offer”

A good CTA isn’t just a button—it’s the part of your page that turns interest into action. Make it simple, clear, and hard to ignore, just as any ecommerce marketing agency would recommend.

4- Keep the Action Above the Fold

“Above the fold” is just a fancy way of saying the part of your page people see right away when they land on it—before they even think about scrolling. This is prime real estate. If the most important stuff on your page—like your headline, key benefits, and call-to-action (CTA)—is buried further down, a lot of people might not even see it. And if they don’t see it, they’re not going to act.

Why This Is Important

People are quick to decide if they want to stay on your page or hit the back button. Most of them won’t scroll to figure out what you’re offering—they want to know right away. That’s why your headline and CTA need to be up front and easy to spot. This strategy is crucial for services like shopify website design services, where first impressions matter the most.

How to Get It Right

1- Put the Important Stuff Front and Center
Think about what your visitors really need to know right away. Your headline should grab their attention, your subheadline should give a bit more detail, and your CTA should tell them what to do next.
For example:

Headline: “Learn to Code in 30 Days—No Experience Needed.”
Subheadline: “Join over 10,000 students who’ve landed their dream tech jobs.”
CTA: “Start Your Free Trial Today.”

This approach is something a Saas web design agency would prioritize when designing high-converting pages for software companies.

2- Add a Visual That Makes Sense
Pair your text with a photo, graphic, or video that reinforces your message. If you’re selling software, maybe it’s a screenshot of your product in action. If it’s a course, it could be a smiling student. Just make sure it fits. Visuals are also an integral part of ecommerce SEO services, as they boost engagement and reduce bounce rates.

3- Don’t Overcrowd the Space
Keep it clean and simple. Too many words or too much going on in this section can overwhelm people. Let the essentials shine, and save the extra details for lower on the page.

Example in Action

Say you run a SaaS company. Your above-the-fold section might look something like this:

Headline: “Organize Your Team’s Workflow in Minutes.”
Subheadline: “No setup required—start today.”
CTA: “Try It Free Now.”

By putting everything important right there at the top, you make sure visitors don’t miss the key message, which is a strategy recommended by experts in Saas SEO services.

5. Highlight Features and Benefits

When people visit your page, they want to know two things: What does your product do, and why should they care? That’s where features and benefits come in. Features are the nuts and bolts of your product—what it is or does. Benefits are what those features actually mean for your customer—how they’ll help or make life easier.

How to Show Both

1- Start with the Features
These are the straightforward, factual parts of your product. For example:

“24/7 Customer Support”
“AI-Powered Analytics”
“Unlimited Cloud Storage”

2- Explain Why They Matter
Don’t just stop at the feature. Explain how it makes a difference. For example:

Feature: “24/7 Customer Support” → Benefit: “Get help whenever you need it, no matter the time.”
Feature: “AI-Powered Analytics” → Benefit: “Make smarter decisions with instant insights.”
Feature: “Unlimited Cloud Storage” → Benefit: “Access your files anytime, anywhere, without worrying about space.”

Incorporating landing page best practices, such as explaining both features and benefits, ensures visitors clearly understand why your product stands out.

3- Talk About Them, Not You
Make it about your customer. Instead of saying, “Our software integrates with everything,” try, “Save hours by connecting all your tools in one place.” See the difference? This is especially effective if you’re working with a SaaS web design agency or promoting software that enhances productivity.

Example
If you’re promoting an email marketing tool, don’t just list features like “Drag-and-Drop Editor” or “Automated Campaigns.” Instead, tie them to what people actually want:

“Easily create stunning emails in minutes—no design skills needed.”
“Reach your audience with the right message at the right time, automatically.”

This approach also works well when you’re focusing on ecommerce web design services, where customers care more about ease of use and results than just technical details.

6. Use Testimonials and Social Proof

Let’s face it: people believe other people more than they believe businesses. That’s why testimonials, reviews, and case studies are so important. When someone sees that others have had a great experience with your product, it makes them feel more confident about giving it a try.

How to Do This Well:

1- Share Real Stories
Nothing beats genuine customer experiences. Include quotes from your customers about how your product helped them. To make it more relatable, add their name, photo, or job title. For example:
“This app saved me hours every week! Now I can focus on growing my business instead of managing tasks.” – Lisa M., Small Business Owner

2- Show Numbers When You Can
Specific numbers help people visualize the results they can get. Instead of saying “It works great,” give examples like:

“We increased our sales by 40% in just three months.”
“This tool saved us 20 hours of work every week.”

This is a key element for companies providing ecommerce marketing agency services, where numbers play a major role in demonstrating ROI.

3- Use Videos if Possible
A short video from a happy customer can make a big impact. Videos feel more personal and engaging than plain text. It doesn’t need to be a professional production—just an honest, authentic clip about how your product helped them can go a long way.

4- Show Off Big Names
If you’ve worked with recognizable brands or have endorsements from well-known people, show them off. Adding logos, badges, or quotes from big names helps build trust quickly. For instance, if you’re offering Shopify website design services, showcasing logos of successful Shopify stores you’ve worked with can make a huge difference.

Example

If you’re selling accounting software, don’t just say, “People love us.” Instead, include something specific like:
“We cut our bookkeeping time in half with this software. The automation features saved us so much hassle!” – Jane D., Small Business Owner

Pair it with a photo or video of Jane sharing her story, and it instantly feels more relatable. For added reach, combine this approach with SaaS SEO services to make sure your page ranks well and attracts the right audience.

7. Consider the User’s Mobile Experience

More people browse on their phones than ever before. If your landing page doesn’t look good or work smoothly on mobile devices, you’re losing a lot of potential customers. For tips on creating seamless mobile experiences, you can also check out our guide: The Ultimate Guide to E-commerce Website Design.

Here’s How to Optimize for Mobile:

1- Use a Responsive Design
Make sure your page automatically adjusts to fit any screen size, whether it’s a phone, tablet, or desktop. If it’s clunky or awkward on mobile, people will leave before they even read your message.

2- Keep Text Concise and Easy to Read
No one wants to scroll through a wall of text on a small screen. Keep your text short and to the point. Use bullet points and headers to make it easy to scan.

3- Make Buttons Large Enough to Tap Easily
Tiny buttons on mobile are frustrating. Make your CTAs and links big enough for people to tap without accidentally clicking the wrong thing.

4- Test Your Page on Multiple Devices
Don’t assume it’s fine just because it looks good on your phone. Test your landing page on different phones and tablets to make sure it works properly everywhere.

8. Test and Update Your Landing Pages

No landing page is perfect forever. People’s preferences change, and what works today might not work tomorrow. That’s why it’s important to keep testing and tweaking your pages to make sure they’re performing their best. Landing page best practices, such as regular updates, ensure your pages stay relevant and effective.

1- Start with A/B Testing:

A/B testing is a simple way to figure out what works. Create two versions of your landing page with small differences—like a different headline, button color, or CTA wording—and see which one gets better results. Working with a Saas web design agency like Wytlabs can help you implement professional A/B testing strategies to maximize conversions.

Here’s a surprising stat: only 17% of marketers actively use A/B testing on their landing pages. That means most businesses are missing easy opportunities to improve performance.

2- Key Areas to Test:

Headlines: Try out different ways of phrasing your main message to see which grabs attention more effectively.
CTAs: Experiment with options like “Start Your Free Trial” vs. “Sign Up Now” to find what resonates with your audience.
Colors and Layouts: Test different button colors or page designs to see which one leads to more clicks.

3- Monitor Analytics:

Keep an eye on how people interact with your page. If a lot of visitors are leaving quickly or not clicking your CTA, something’s not working. Ecommerce SEO services and tools can help you analyze data like bounce rates, click-through rates, and conversions to figure out where you can improve.

Example:
A SaaS company might test two different CTAs:

Version A: “Get Your Free Demo”
Version B: “Schedule a Free Demo Today”

After running both versions for a week, they can see which one drives more conversions and stick with that. Testing strategies like these are also part of professional Saas marketing services that can elevate your page’s performance.

9. Optimize Whenever Possible

Optimization isn’t a one-and-done deal—it’s something you should be doing all the time. Even if your landing page is doing well, there’s always room to make it better. Whether you’re focused on ecommerce web design services, Shopify website design services, or general conversion rate improvements, regular optimization is key.

Areas to Focus on for Optimization:

1- Speed:
Page speed matters a lot. A site that loads in 1 second has a conversion rate 3 times higher than one that takes 5 seconds. Compress your images, cut out unnecessary code, and use fast hosting to keep your page loading quickly. If it’s slow, people will leave before it even finishes loading. Fast-loading pages are a core part of ecommerce marketing agency strategies and Saas SEO services, ensuring better user experiences.

2- Clarity:
Your page should be simple and easy to understand. If something doesn’t add value or help visitors take action, get rid of it. Every word, image, and button should serve a purpose. For example, referencing resources like The Ultimate Guide to E-commerce Website Design can provide inspiration for creating clean, effective layouts.

3- Visuals:
Good visuals make your page look more professional and engaging. Just don’t let large, unoptimized images or videos slow it down. Compress files and use hosting platforms like Vimeo or YouTube for videos. Shopify website design services often emphasize the balance between high-quality visuals and fast load times.

Example:
If you have a demo video on your page, make sure it’s not slowing things down. Compress it, host it on a reliable platform, and pair it with a clear headline and CTA like, “Watch the Demo Now to See How It Works.” Pages designed with professional input, such as from Saas marketing services providers, often achieve the perfect blend of aesthetics and functionality.

Conclusion

Creating a high-converting landing page takes effort, but it’s worth it. By focusing on clear messaging, strong CTAs, and user-friendly design, you can turn visitors into customers more consistently. Whether you’re following landing page best practices for SaaS or optimizing for ecommerce web design services, consistent testing and refinement are key. Remember to keep testing, updating, and refining your pages to keep them performing at their best.

Landing Page Best Practices to Create High-Converting Pages

What is a High-Converting Landing Page?