A landing page that converts makes you pause, pay attention, and click that button. It could be a free trial, a product launch, or an exclusive offer. Whatever it is, it works. It grabs you, speaks to you, and convinces you to take action.
Then, there are landing pages that look outdated, take forever to load, or feel cluttered. You land on the page and immediately click away, unsure of what they’re even offering.
The difference between these two? Strategy. A high-converting landing page understands your audience, delivers the right message, and removes every obstacle between the visitor and the action you want them to take.
At PrimeView, we design and develop landing pages on paper, but what we actually do is create conversion machines. A well-optimized landing page ranks well in search engines and turns visitors into customers. That’s more leads, more sales, and more revenue without spending a dollar more on ads.
So, how do we do it? How can you do it? Read on for our nine-step process for designing and developing landing pages that get noticed and make you money.
How to Create Landing Pages That Convert
Achieve maximum engagement and conversions with these proven strategies.
1. Study Your Target Audience and Competitors
Have you ever hosted a bad party? You spent hours preparing food, setting up decorations, and creating the perfect playlist, only to realize your guests don’t like what you’ve planned. The same disappointment happens when businesses launch landing pages without understanding their audience. They invest in something that looks great but doesn’t connect with the right people.
Market research solves this problem. Businesses that conduct in-depth market research grow 70% faster and are nearly 50% more profitable than those that don’t. Before we design a single pixel or write a single word, PrimeView analyzes your market. We dig deep to grasp who your customers are, what they want, and what’s stopping them from buying.
How to Understand Your Audience
A good landing page speaks directly to your ideal customer. If the messaging is too broad, it won’t resonate. If it’s too niche, it might exclude potential buyers. You need to find the right balance, and that starts with knowing exactly who you’re targeting.
To give you an idea, here’s how we conduct market research for our clients:
- Analyze your existing data: We look at your website analytics, customer demographics, and past campaign performance to see what’s working and what’s not.
- Study your competitors: We examine their landing pages, ad strategies, and messaging to identify gaps and opportunities. If they’re succeeding, we analyze why. If they’re failing, we avoid their mistakes. Related article: The Truth About Your Competitors’ High-Performing Websites
- Listen to your customers: We collect real customer feedback through reviews, polls, surveys, and social media interactions to find out what they love and what frustrates them.
For example, let’s say a fitness brand approached us to build a landing page for their new online coaching program. Their original page focused on their program features, which include meal plans, workout guides, and progress tracking. After conducting thorough market research, we realized their ideal customer wanted more than a fitness program; they wanted accountability and motivation. We rewrote the landing page to emphasize “Get a Coach Who Won’t Let You Quit” instead of just listing program features. The result? A 142% increase in conversions.
PrimeView develops landing pages based on data, customer insights, and competitive analysis, so when your audience lands on your page, they feel like you personalized it for them.
2. Think Like Your Customers
We’ve all experienced walking into a grocery store, picking up an item, and then hesitating to buy it. Maybe we weren’t sure if it was worth the price, or wondered if a better deal was out there. This hesitation happens all the time online, and if your landing page doesn’t address it, potential customers will leave without converting.
Landing pages tap into human psychology to turn curiosity into action. According to Harvard professor and author Gerald Zaltman, 95% of purchasing decisions happen subconsciously, with emotions influencing choices before logic kicks in. To maximize conversions, your landing page must appeal to both sides of the brain: the emotional need to buy and the logical need to justify it.
Here’s a quick overview of how we understand the buyer’s mindset:
- Address pain points early: If a visitor doesn’t feel like you understand their problem, they won’t believe you have the right solution.
- Use social proof to remove doubt: 88% of consumers have the same level of trust for online reviews as personal recommendations.
- Establish urgency: Limited-time offers and low-stock alerts activate a fear of missing out (FOMO), making people act faster.
Let’s say a skincare brand published a landing page for a new anti-aging serum. Their original page focused on ingredients and clinical studies, but so did thousands of their competitors. After researching their audience, we realized customers wanted more proof that the product worked for people of all ages and skin types. We rebuilt the page to highlight transformation stories, added before-and-after photos, and featured customer testimonials.
Having an idea of how consumers think, what motivates them, and what holds them back helps landing pages attract attention and inspire action.
3. Choose a Reliable Hosting Platform
If you click on an ad for a product that piques your interest, but the landing page takes forever to load, wouldn’t you hit the back button and move on? That’s precisely what 40% of visitors will do if a website needs over three seconds to load.
No matter how great your landing page looks, a slow or unstable site will cost you conversions. At PrimeView, we build landing pages on a hosting platform that delivers fast load times, zero downtime, and consistent user experiences. Specifically, we recommend WordPress for these reasons:
- Speed and performance: A one-second delay in page load time can cut conversions by 7%. WordPress boasts high-performance hosting with built-in caching, CDN integration, and fast servers to ensure your landing page loads as quickly as possible.
- Scalability: If a marketing campaign brings a flood of visitors, your site needs to handle the traffic without crashing. Our professional web hosting solutions scale automatically during high-traffic periods.
- Security and reliability: Visitors won’t trust a website that seems unsecure. We use SSL encryption, firewalls, and regular backups to keep your landing page safe. Related article: Why Website Security Matters More Than Ever
- Ease of integration: Whether you need email marketing tools, analytics, or payment processing, your hosting should support the features that drive conversions.
When it comes to hosting, every second counts (literally). That’s why we carefully select the best hosting platform for your landing page, so you never lose a lead due to something as inevitable as slow load times or technical difficulties.
4. Design a User-Friendly and Conversion-Focused Layout
Too many colors, blocks of text, and unnecessary animations can be overwhelming. There’s so much going on that you don’t know where to look, so naturally, you would click away. Studies show that 94% of first impressions depend on design, and a confusing layout can make visitors leave before they read the offer.
How are ways to design for maximum conversions:
- Above-the-fold impact: Attention spans are shorter than ever, with the average dropping from 12 to 8.25 seconds within the last two decades. Ensure your page’s most important message and call-to-action (CTA) appear immediately on-screen, as visitors decide whether to stay or leave within five seconds.
- Clear visual hierarchy: Large, bold headlines grab attention, while smaller supporting copy gives visitors the details they need. Contrasting colors also make CTAs impossible to miss.
- Simple, distraction-free layout: No clutter, no unnecessary links. Every element moves the visitor toward the desired action.
- Mobile-first approach: With over 60% of web traffic coming from mobile, your designs should prioritize fast, responsive, and thumb-friendly layouts.
For instance, if a company approached us with a landing page filled with lengthy paragraphs, we would simplify their layout, use white space for better readability, add relevant images, and implement a CTA. Because if a visitor can’t find what they need in seconds, they’re gone.
5. Publish Persuasive Copy
The design may catch a visitor’s attention, but it’s your way with words that will convince them to take action.
Excellent copy describes a product and sells an outcome. Here’s how to write content that drives results:
- Strong, benefit-driven headlines: Visitors skim before they read. If your headline doesn’t grab them, they won’t stick around. Focus on concise, compelling headlines that explain why your products and services are worth the time and money. For example, instead of “Our Software Automates Your Workflow,” say “Save 10+ Hours a Week with One-Click Automation.”
- Conversational and engaging tone: No robotic and complex industry jargon, no unnecessary fluff. Write like you’re having a genuine conversation with your ideal customer. Instead of “Discover high-quality digital marketing solutions,” write “Get 2x more leads without wasting money on ads that don’t work.”
- Short, scannable sections: Most visitors don’t read every word; they scan. Structure your landing page copy with short paragraphs, bullet points, and bold key phrases to make it easy to digest.
- Emotion-driven storytelling: As mentioned earlier, people buy based on emotions and justify with logic. Tap into pain points, desires, and real-world scenarios to make the copy relatable.
A word of advice from our content writing team: Don’t write for the sake of writing! Craft landing page copy that resonates, persuades, and sparks action.
6. Craft a Can’t-Miss Call-to-Action
Have you ever visited a landing page, felt interested, but didn’t know what to do next? Perhaps the button was difficult to find, or the wording was vague and generic, like “Submit” or “Learn More.” Instead of clicking, you lost interest.
That’s the power of a strong vs. weak CTA. A well-crafted CTA can increase conversions by over 200%, according to Forester. At PrimeView, we don’t leave this to chance. We write and design CTAs that stand out, prompt action, and drive results.
Letting you in on more of our secrets, here’s how we create CTAs that convert:
- Make it obvious: If a visitor has to search for the CTA, they won’t. Place CTAs above the fold, at the end of key sections, and always within easy reach.
- Use action-oriented language: Use power words and direct language to create urgency. Instead of “Sign Up,” try something like “Get Started in 60 Seconds,” “Claim Your Free Trial Today,” or “Grow Your Brand Within 30 Days.”
- Trigger time-sensitive action: As we discussed earlier, people procrastinate unless they feel a reason to act now. Adding limited-time offers, countdown timers, or scarcity messaging can push visitors to make a decision now rather than later.
- Use contrasting colors for maximum visibility: A CTA button should pop off the page. If the background is blue, the button shouldn’t be another shade of blue.
Even minor tweaks can boost conversion rates when based on proven strategy and consumer psychology. Let’s say a subscription box company was struggling with low conversions despite having a visually appealing website and a quality product. After analyzing their landing page, we realized their CTA button was generic and uninspiring, simply stating “Sign Up.” Revamping the CTA to “Get Your First Box for $5 – Limited Offer!” benefits from the psychology of scarcity and value, immediately capturing attention and driving action.
7. Use Forms Wisely
A long, complicated form asking for too much information can be a little annoying, right? Most people feel the same, with lengthy dropdown form fields experiencing the highest abandonment rates. Forms should be quick and easy to complete, or else they’ll drive users away. According to 30.7% of marketers, four questions are enough.
Here’s how to simplify and optimize forms for conversions:
- Keep it short and sweet: Every extra field lowers completion rates. Only ask for essential information, like name and email, unless more details are truly necessary.
- Use smart auto-fill features: Nobody likes typing out the same information over and over again.
- Reduce friction with multi-step forms: If a form must be longer (e.g., for applications or detailed sign-ups), consider breaking it into steps and implementing autosave functionality so it’s less overwhelming.
Click here to read “Numbers Don’t Lie: 40+ Web Form Facts and Stats to Jot Down” for more inside scoops on this topic.
8. Test, Refine, and Test Again
Few landing pages perform well right away, as most need refining to reach their full potential. The headline may be too generic, the CTA may lack impact, or the online form asks for too much personal information. Without testing, you’d never know what’s costing you conversions.
At PrimeView, we rely on real numbers, real user behavior, and real tests to ensure every page performs at its best. If you’re curious about how it’s done, here’s an overview of how we test for better conversions:
- A/B testing each landing page element: We compare two versions of a page and change one element at a time to help us determine what works best. For instance:
- Does the headline “Get Your Free Guide” perform better than “Download Now”?
- Do users respond better to a red CTA button or a blue one?
- Do conversions improve when we move the online form above the fold?
- Using heatmaps to track behavior: Heatmaps reveal where visitors click, scroll, and drop off. If a CTA isn’t getting clicks, we test a new placement. If visitors ignore an important section, we make it more visible.
- Analyzing session recordings: Also called website session replays or user recordings, these “security cameras” let you watch how real visitors interact with your landing page. Instead of seeing numbers and charts, you can see where users move their mouse, what they click on, and where they get stuck. For example, if we notice that people keep stopping at a form but never filling it out, that tells us that maybe the form is too long, or they’re confused about what to enter. If users hover over a button but don’t click, maybe the copy isn’t clear or the button doesn’t stand out enough. Watching session recordings helps us spot the exact moments when visitors hesitate, get frustrated, or exit the page. We can then implement changes to fix those issues.
A bit of advice from our web design and development team: The first version of a landing page is rarely the best one. Testing lets us eliminate guesswork, fine-tune performance, and maximize results.
9. Strive for Continuous Growth
Launching a landing page is just the beginning. Some businesses make the mistake of setting it and forgetting it, assuming that their job is done once the page is live. Even if it runs well today, it needs regular tuning to stay at peak performance. Customer behavior changes, competitors adjust their strategies, and industry trends shift. That’s why optimization never stops at PrimeView, because a landing page should always be improving. We track performance, make data-driven enhancements, and ensure your landing page converts at its highest potential.
Ready to turn clicks into customers? Contact us to perfect your landing page.