What Makes a Landing Page Convert?

17 May 2022

When it comes to creating a high converting and successful landing page there is no one single formula. The key to success is creating a good landing page that offers the customers what they want. That means that creating something that looks good is just not enough, but you need to deep dive into research and understand your customers’ needs. This is when you might need a hand from a creative digital agency with a holistic and centralised digital business approach.

Every project is unique, and while best practices focus on the creation process, the right approach is dependent on questions like:

Who is your audience?

What action is desired?

Where does the page lead? 

When and why will the audience see the page? 

How will they arrive on the landing page? 

In other words, every business is unique and here at AWD Digital, we take a customised approach to your business to get your audience to become a lead and, eventually, a customer. It is important to define the goal and the key message you are trying to share.

Once you have the goal and message defined, you can then begin your keyword research. How do people search for solutions to the problem that a product or service can solve?

You can now begin creating your landing page once you have determined your goal, message, and keywords.

High convertible clean landing pages that are easy to navigate have the following common elements:

Effective Headline

Your headline is the first thing visitors see when they land on your page so you can’t compromise when writing the headline. Writing a compelling headline will help prevent visitors from bouncing and will keep them around long enough to think about what you’ve got to offer.

SEO Page Headline


Having a killer headline that aligns with the rest of your page and campaign is a necessity. Your visitors should be able to tell as soon as your page loads that they’re in the right place.

No matter what you’re promoting, your headline should always be clear, relevant, and show empathy.

Ideally, your headline should combine these three goals without forcing it so that it sounds natural:

  • Highlight a benefit (or raise a concern).
  • Provide a solution.
  • Grab the reader’s attention (and keep them reading).

Engaging Images and Videos

Images aren’t always worth a thousand words, but they make a page easier to read. The best ones are attention-grabbing, relevant, and help convert.

You’ll get more engagement out of an image than a block of text, whether it’s a photo of someone using your product or telling a story about your brand, or even a photo introducing your employees or highlighting your customers.

Engaging Images and Videos


Videos on the other hand are even more effective than images. In fact, according to Wyzowl’s Video Marketing Statistics for 2022, 88% of people have been convinced to buy a product or a service by watching a brand’s video. In the survey, 73% said they’d like to watch a short video to learn about a product or service rather than reading a text-based article (11%).

Unique, Creative and Well-Structured Copy

  1. Amount

One of the factors that determine the success of a landing page is its amount. You don’t want your visitors to feel overwhelmed and leave the page after reading too much, but you also don’t want them to feel unsure if they should take an action if they don’t have enough information. The amount of the landing page will depend on what you have to offer.

You probably don’t need much copy and keep it basic if you’re offering an eBook, a guide or a whitepaper. As a result, if your offer is more extensive (a website for SEO optimisation solutions, for example) then it’s a good idea to provide all the necessary details in the landing page copy.

  1. Tone

Another curtail factor of a landing page’s success is the tone of the copy. Content that has a natural tone is something that a lot of copywriters forget, especially if they’re writing for a B2B campaign. No matter how formal your copy may be, the language should always sound natural.

Don’t be afraid of using contractions, being funny, or “tweaking” some grammar rules if those sound more natural, use simple words and avoid slang language as much as possible.

  1. Originality

Try creating original content. Unique and original landing pages will make your visitors remember your brand and want to explore your website more, increasing your chances of conversion.

  1. Format

Most online readers are only scanning webpages. Therefore, using various formatting techniques, like bold text, italics, lists, numbers, and bullet points, can help to ensure that the most relevant information stands out. This type of copywriting provides viewers with a compelling and impactful copy.

Strong Call to Action

They pretty much speak for themselves. The more actionable your phrasing is, the more likely your potential customers will convert.

CTAs are a great way to convince your reader to continue their buying journey, download the asset, or even try out some of your other products.

Call To Action

Your call to action (CTA) needs to tell the user what you value most. You should generally ask prospects to do the thing they will do, not the thing you want them to do.

For instance, asking a user to “learn more” while they’re filling out a form doesn’t make sense.

When you have multiple calls to action, it becomes tricky to get the user to complete them all.

As a result, if you give users too many options, they are more likely to choose nothing and leave, so be careful not to overuse calls to action.

Trust Indicators

Integrating trust indicators to enhance credibility is an essential addition to your landing page because your brand should be trusted by potential customers before they choose to convert to your offer. The most commonly used are:

Trust badges
Using authority badges like clients’ logos or award badges, years of experience badges it’s like saying to your prospects “Look at everything we’ve done to help these big companies… we can do the same for you.”

Customer testimonials

People look to other people when they’re looking for info on a product or service, so testimonials are a highly effective conversion tool. Your leads will see what a real user has to say about your product and the whole piece will be more credible. Additionally, a quote draws the reader’s attention more than a block of text.

Trust Indicators


Third-party logos
Trust logos from third parties such as security, payment, guarantee, shipping trust badges, and membership association badges, reassure your customers that doing business with you is safe, and their information will not be shared or compromised. Third-party logos help you build trust and encourage conversions.

Keep your business competitive by having a creative digital agency that sets up high converting landing pages

With comprehensive services ranging from web design, SEO, digital advertising and strategy, AWD Digital serves a holistic digital business experience.

Let’s grow together! Give us a call on 03 9001 6255, or fill out the form to book your free 30-minute workshop.