Landing Page Essentials: 5 Things every high-conversion landing page needs
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Landing pages are often essential pieces of the marketing puzzle.
Whether you're creating an inbound marketing workflow, setting up a contest, or some other sort of promotion, landing pages are often a part of your overall plan.
You did all the work of creating an epic inbound marketing funnel. You made some amazing offer to get people to sign up (or created a contest). You created nurturing emails for people to devour after they're on your list. You might even have a strategy for getting your freebie or contest out in front of eyes (ads, social media, etc). But, now, you need the landing page. You need that bridge that ties it all together and gets people hand over their email address or phone number.
Let's explore the essential things that every single landing page needs to drive conversions.
But before we dive in, let’s clear one thing up: we’re not talking about sales pages here. Sales pages are built to sell and make that big pitch. Landing pages, on the other hand, are part of the journey—think of them as the gateway to your funnel, bringing people in so they’re ready for the main event.

1️⃣ Clear, Compelling Headline
The headline is the first thing people see, and it has one job: to keep them on the page. Your headline should be clear, direct, and enticing. What’s the benefit they’ll get? Why should they stick around?
Your headline doesn’t need to be flashy. It just needs to make it crystal clear what visitors are getting. Think along the lines of, “Get Your Free 5-Step Checklist for [Your Audience’s Biggest Need]” or “Enter to Win a [Prize That Excites Your Audience].” Straight to the point, with a benefit front and center.
And, honestly, for simple signups this and a little description is all you really need in terms of words. You don't need to spend a lot of time convincing people, especially if it's something free. Save the convincing copy for your sales page. That is where people often want to scroll through information to be sure they are getting what they want.
2️⃣ Strong Visuals That Support Your Message
People don’t just read a landing page; they see it. To be honest, a lot of the time, the visual is stronger than anything else. This is especially true if your product or service is highly visual, itself. Artwork, photography services, etc. should have strong visuals on landing pages.
Visuals should do two things: help tell the story and draw attention to your call-to-action. Stay away from cluttered graphics or stock photos that don’t feel authentic. And remember—keep the focus on the action you want them to take.
3️⃣ One Clear Call-to-Action (CTA)
This might be the most important part of any landing page. You’ve brought them here, now you need to get them to take that next step. Your CTA should stand out and make it absolutely obvious what they’re getting and how to get it.
The CTA button should be bold, easy to find, and action-oriented: think “Download Now,” “Get Your Free Guide,” or “Enter the Contest.” And don’t overload the page with multiple actions or options. Stick with one CTA to keep it focused and avoid giving visitors decision fatigue.
4️⃣ Persuasive Copy Focused on Benefits, Not Features
Your copy should make it obvious why taking this action is a no-brainer. To do that, focus on benefits over features. For example, if you’re offering a free checklist, don’t just say “Download my 10-step checklist”; say something like “Get my 10-step checklist to simplify your online marketing—no more guesswork!”
Keep it short and sweet. Use bullet points or short sentences to break up text, and make sure every line answers the question, “What’s in it for me?” Speak directly to the reader and keep things relatable.
5️⃣ Social Proof (Testimonials, Results, or Numbers)
People trust people. Including a little social proof can go a long way in building that trust on a landing page. Add a testimonial, a quick stat, or even a logo of a brand or publication you’ve worked with.
Social proof is especially powerful if you’re offering something they’re not familiar with. A quote like, “This checklist completely changed how I market my business!” or “Over 5,000 small businesses have used this guide to simplify their marketing” can add that little nudge of credibility to encourage conversions.
🎉 Bonus Tips for Landing Page Success 🎉
These extras can really boost your conversion rates, so consider adding a few of these bonuses:
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Exit-Intent Pop-Up: If someone’s about to leave the page without converting, an exit-intent pop-up can grab their attention with a last-chance offer.
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Countdown Timer: A countdown can create a sense of urgency. Just make sure it’s genuine—no one likes a fake timer!
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Clean Design: Honestly, I feel like this one should have been a main point on this post 😆 Keep things minimal. Too much text, too many images, or too many colors can overwhelm visitors. Clean, simple, and easy-to-read always works best. If you're doing a contest, especially, include the signup, the terms, the parameters, and very little else. You can even omit your menu on these pages.
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Policies: Always have your privacy policies on your sign up page. Terms of service, etc. are also great to have on these pages, at least in your footer. Check with local rules and regulations to see if there are any specifications for your region.