- One page, one audience, one goal. Remove anything that doesn't help that goal.
- The headline should match the ad, email or link that brought the visitor.
- Put proof next to the call to action: reviews, logos, numbers you can stand behind.
- Ask only for what you need on the form, then test it end to end.
What a landing page is (and isn't)
A landing page is a page built for one specific audience and one specific action: book a consultation, download a guide, request a quote, register for an event. Visitors usually arrive from a particular source, such as an ad, an email, a LinkedIn post or a partner's link.
It differs from your other pages in focus. A service page serves everyone interested in a service and links to the rest of your site. A landing page serves one campaign and tries to keep the visitor on one path. That focus is why landing pages usually convert better for campaigns than sending people to the homepage.
How to create a landing page, step by step
1. Choose one goal and one audience
Write down, in one sentence, who the page is for and what you want them to do. "IT managers at law firms who clicked our cyber security ad should book a free security review." If you can't write it in one sentence, you need two pages.
2. Match the message to where visitors come from
The headline should echo what made them click. If the ad says "Free cyber security review for law firms", the page headline should say the same thing in the same words. A mismatch makes people think they've landed in the wrong place. Google's guidance for ad landing pages makes the same point: the page should be relevant to the ad and deliver what it promised.
3. Write the page in this order
| Section | What it does | Tips |
|---|---|---|
| Headline | Says what's on offer, for whom | Specific beats clever: "A free cyber security review for law firms" |
| Subheading | Adds the main benefit or removes the main doubt | "A two-hour review by a certified engineer, with a written report. No obligation." |
| Call to action | The one action you want | Visible without scrolling on desktop; repeated lower down |
| Proof | Shows others trust you | Reviews, client logos you have permission to use, accreditations, a short case study |
| What they get | Removes uncertainty | What happens, how long it takes, what they'll receive |
| Benefits | Why it's worth doing | Three to five points, written as outcomes for the reader |
| Objections | Answers the questions that stop people | Cost, time, commitment, data, "is this a sales call?" |
| Final call to action | Catches people who read to the end | Same action, same wording |
4. Build a short form
Every extra field reduces the number of people who complete a form. Ask only for what you need for the next step: usually name, work email, company and perhaps phone number. Collect the rest on the call or in a follow-up.
- Use clear labels above each field, not just placeholder text.
- Mark which fields are optional.
- Say what happens after they submit: "We'll email within one working day to book a time."
- Link to your privacy policy beside the form.
Our guide to the contact us page covers form design in more detail.
5. Remove distractions
Consider removing or simplifying the main navigation, sidebar links and unrelated offers. Keep the footer with your contact details, privacy policy and legal information, so the page still looks trustworthy.
6. Make it fast and mobile friendly
Many campaign visitors arrive on a phone. Compress images, avoid heavy sliders and video backgrounds, and test the form on a real phone. See Core Web Vitals and the mobile-friendly website check.
7. Track it
Before launch:
- Tag every link to the page with UTM parameters so you can see which campaign each enquiry came from. See UTM tracking.
- Set the form submission or thank-you page view as a key event in GA4.
- Submit a test enquiry and confirm it reaches the right person and is recorded.
Landing page examples for B2B firms
Here are four common B2B landing pages and what each needs:
| Type | Goal | Headline example | Essential proof |
|---|---|---|---|
| Free review or consultation | Book a call | "A free website accessibility review for independent schools" | Reviews from similar clients; who does the review |
| Guide or checklist download | Get an email address | "The 30-point supplier onboarding checklist for manufacturers" | Preview of the contents; who wrote it |
| Event or webinar | Register | "Webinar: cyber insurance requirements for law firms, 12 March" | Speakers; agenda; date, time and length |
| Quote request | Get a qualified enquiry | "Fixed-price quotes for CNC machining in 48 hours" | Turnaround, accreditations, sectors served |
For downloadable offers, see our guide to lead magnet examples.
Landing page design best practices
- One column on mobile, clear hierarchy on desktop. The headline and call to action should be the first things you notice.
- One call to action, repeated, in the same wording. Our call to action examples can help.
- Real images of your team, premises or work, rather than generic stock.
- Plenty of space around the form and call to action.
- Accessible: readable contrast, labelled fields, keyboard-friendly form.
How to make a landing page on WordPress and other platforms
- WordPress: create a page using a blank or full-width template (most themes include one), or use the block editor's patterns. Page builders and landing page plugins add templates, but watch the effect on speed.
- Webflow, Squarespace, Wix: duplicate a page or use a landing page template, then remove navigation if the platform allows.
- HubSpot and other marketing platforms: dedicated landing page tools with forms and tracking built in.
- Set it to noindex if it's only for a paid campaign and duplicates other content; leave it indexable if it targets a search in its own right.
Test and improve
Once the page has had a few weeks of traffic, compare visits with enquiries. If the conversion rate is low:
- Check the message matches the source.
- Look at mobile behaviour: is the form reachable and easy to use?
- Try a clearer headline or stronger proof before redesigning everything.
- Shorten the form.
Change one thing at a time so you know what made the difference. Our guide to website conversion rate covers diagnosis in more depth.
Questions
What makes a landing page effective?
One clear goal, a headline that matches where the visitor came from, proof near the call to action, a short form, fast loading on mobile, and no distractions from the main action.
How do I create a landing page for free?
Most website platforms let you create a page without navigation using a blank template. On WordPress, use a full-width template and the block editor. Track it with free UTM tags and GA4.
What should be on a landing page?
A specific headline, a supporting subheading, a call to action, proof, what the visitor will get, key benefits, answers to common objections, a short form and a final call to action.
Should a landing page have navigation?
Usually not, or only a simplified version, so visitors stay focused on one action. Keep the footer with contact details and your privacy policy so the page still looks trustworthy.
How long should a landing page be?
As long as it needs to answer the visitor's questions. A simple download can be short; a consultation or high-value quote usually needs more proof and detail.
Every guide is checked against the platform it describes before it’s published, and re-checked when the platform changes.