How to create a landing page that converts

If you want to increase your email list with qualified leads, you must get your landing pages to work for you. In this blog I am sharing the 13 must haves on your opt in landing pages to double or triple your conversions.

I’ve also added an in depth workbook to ensure you have all you need to double check yourself and have examples of landing pages that are converting at 60% and higher. You can DOWNLOAD  that here, but first check out the blog.

If your landing pages aren’t converting at over 60%, there’s work to be done.

Small tweaks could have a significant impact on the percentage of opt ins you get from this point forward.

These are the must haves I ensure are on my landing pages and that of my clients.

Let’s dive in!


  1. Clear and Concise. The best landing pages have a single message and make one single offer.
  2. Easy To Understand. If your viewer can’t figure out what is being offered in less than 30 seconds you have a higher percentage of losing them versus converting them.
  3. A Compelling Headline. Make your headline attention grabbing, clear, concise, and focused on one particular pain point and outcome. Basically, you want to tell your ideal client exactly what they will get and use their words when they talk about their problems and their desired outcomes.
  4. Above The Fold. Meaning… you want to make sure the most important and relevant information is above the fold. This includes the offer and the opt-in. That box must remain above the fold, otherwise you may not get people to scroll down and you’ll more than likely lose that opt-in.
  5. Buttons That Pop. Make sure that your buttons are obvious. So if your landing page colors are blues and whites and grays, make that button a bright yellow or a bright orange, making it very obvious drawing the eye to the click.
  6. Social Proof. Adding a testimonial really helps to convince people that they too need this because of the incredible outcomes other people have received from this exact information. So don’t be afraid to add a couple of little short snippet testimonials on your opt-in page. It could really help move people over to click that button.
  7. A Call To Action Button That Leads To a Pop Up Box. If you want to increase your conversions by over 30%, do not have them give their name and email on the same page as your landing page. Have the call to action be a button that ask them things like “download here”, or “SIGN UP NOW” and when they click that button, a new page pops up where you have the call to action of add your name and email below. You will increase your conversions by over 30%.
  8. Brand Consistency. Be consistent with the texts and images that first brought your people from the post, or the Facebook ad, or the Instagram story, over to your landing page. For example, if I found your opt-in on a Facebook ad and your image is of you and then I land on the landing page and the colors are all crazy and different and the image doesn’t make sense… I will feel confused about where I am, obviously you’re going to decrease your chances of conversions, versus if I find you on a Facebook ad and you actually use the same image that’s in the ad, you can actually up the know, like, and trust, and make people feel super confident about clicking that call to action button.
  9. Enable Social Sharing. Now, this isn’t a must have on all landing pages, but it could actually help people be your advocates. So if I opt in to something and I feel like my clients or peers of mine could benefit from this information, I may actually click and share it on social and if you put that social sharing on your landing pages, it makes it much easier for me to do so.
  10. Limited Form Fields. You don’t want to ask for too much information, such as name, email, address, telephone number, birthday. Name and email is more than enough and that’s a big commitment in terms of the customer value journey. Keep it simple, get their name and email, and worry about all the other stuff after you form a solid know, like, and trust.
  11. Visible Privacy Policy and Terms of Services. These are actually required for Facebook advertisement. Facebook could disapprove your ad because this information is not on your landing page. So you must have this information on all of your landing pages.
  12. Visual Cues. These are bullets, arrows, or any other visual tactics or devices that you can use to draw people’s attention to the call to action button. You could also use underlined words or bolded words that are going to pull on those emotions of the pain points and the desired outcomes, drawing their eyes right down the page, right to that call to action button.
  13. An Easy To Follow Layout. Your simple, free offer landing page should have a headline, a picture or video, a call to action with some benefits, and an opt-in box above the fold.

I want you to think about your landing pages as the front door to your business. For many of us, it is the most important first impression that we will make with cold prospects. So you want to make it representative of you, your brand, and the experience that your prospects can come to expect from you.

I know that sometimes it can feel complicated with all the different types of landing pages that are out there, but for us coaches using the online space, the more simple, straightforward, and concise, the better.

I put together The Landing Page Anatomy Workbook as an ongoing resource for you when building out landing pages for your lead magnets. You can download it by clicking the button below.

To Your Great Big Success,

Mare, xo


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