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A landing page has one job: to make a visitor take one specific action.
That might be buying a product, booking a call, downloading a guide or signing up for an offer.
Many businesses spend money on ads and then send the traffic to a general homepage, where visitors get lost.
A focused landing page can often double the number of leads from the same budget.
Here are the 12 elements that we include in every landing page we build, and why each of them matters.
What makes a landing page different from a normal page?
A normal page on your website tries to do many things at once.
It has a menu, links to other pages, news, and several messages competing for attention.
A landing page is built around one offer and one goal.
Everything on the page either supports that goal or is removed.
That focus is what makes landing pages convert so much better, especially for traffic from Google Ads, Facebook, Instagram, email campaigns and partner websites.
The 12 elements of a landing page that converts
1. A headline that matches the ad
The headline is the first thing people read, and many visitors decide in a few seconds whether to stay.
It should say clearly what you offer and why it matters to the visitor.
It should also match the ad or email they clicked on.
If the ad promises “Free garden quote in 24 hours”, the headline should say almost exactly the same.
When the message matches, visitors feel they are in the right place.
2. A subheadline that explains the value
Under the headline, add one or two sentences that explain the benefit in more detail.
Focus on the result for the customer, not on your company.
“We design websites” is weak.
“Get a fast, professional website that brings you more customers, ready in four weeks” is much stronger.
3. One clear call to action
Decide what you want the visitor to do, and make that action impossible to miss.
Use a large button in a colour that stands out from the rest of the page.
Write the button text as an action and a benefit, such as “Get my free quote” instead of “Submit”.
Repeat the same button several times on a long page, so it is always close by.
Avoid giving people several different goals, because more choices usually mean fewer actions.
4. A strong visual
Use an image or short video that shows the product, the result or the people behind the service.
Real photos usually work better than generic stock images, because they feel more trustworthy.
For a product, show it in use.
For a service, show the result, such as a finished garden, a new website on a phone, or a happy customer.
Make sure images are compressed, so they do not slow down the page.
5. Benefits before features
Visitors care about what your product does for them.
List three to five main benefits in short, easy-to-scan points with simple icons.
Features can come afterwards, for those who want details.
“Battery lasts all day” is a benefit.
“5,000 mAh battery” is a feature that supports it.
6. Social proof
People trust other customers more than they trust your own words.
Add real reviews with names and, if possible, photos.
Show ratings from Google, Trustpilot or other platforms if you have them.
Logos of companies you have worked with, the number of customers served, or a short case story all help.
Only use real reviews from real customers, both because it is honest and because fake reviews break consumer rules in the EU.
7. A simple form
If your goal is a lead, the form is where the conversion happens.
Ask only for the information you really need at this stage.
Every extra field reduces the number of people who complete the form.
Name, email and one question about their needs is often enough for a first contact.
Tell people what happens after they send the form, for example “We reply within one working day”.
8. Remove distractions
A landing page should have as few exits as possible.
Hide or simplify the main menu, and avoid links to other pages that do not support the goal.
Pop-ups, chat windows and newsletter boxes should be used carefully, so they do not compete with your main call to action.
The fewer ways there are to leave, the more people take the action you want.
9. Answers to the main objections
Think about why someone might hesitate.
Is it the price, the delivery time, the quality, or uncertainty about how it works?
Answer these questions directly on the page.
A short FAQ section near the bottom works well, because it handles doubts just before the final call to action.
10. Trust signals
Small details make a big difference to trust.
Show your company name, address and contact details.
Mention guarantees, free returns, secure payment and data protection where relevant.
Use an SSL certificate and a professional domain email address.
If you work with known partners, payment providers or industry associations, show their logos.
11. Speed and mobile design
Most visitors from social media and many from Google now arrive on a mobile phone.
The page must load fast and be easy to use with a thumb.
Buttons should be large, text should be readable without zooming, and forms should use the right keyboard for each field.
A page that takes more than a few seconds to load loses many visitors before they even see your offer.
Test your page with Google PageSpeed Insights and on a real phone before you launch.
12. Tracking and testing
You cannot improve what you do not measure.
Set up conversion tracking in Google Analytics, Google Ads and Meta, so you know exactly how many visitors complete the goal.
Make sure your cookie banner and privacy policy cover the tracking you use.
Then test one change at a time, such as a new headline, a different image or a shorter form.
Small improvements add up, and a page that converts 2% today can often reach 4% or more after a few rounds of testing.
The structure we recommend
A good landing page often follows the same order, from top to bottom.
- Headline, subheadline, image and call to action, all visible without scrolling.
- Three to five key benefits.
- Social proof with reviews or logos.
- How it works, in three simple steps.
- More details, features or examples of work.
- Answers to common questions.
- A final call to action with the form or button.
This structure works for many types of businesses, from webshops and software to local services and B2B companies.
Common landing page mistakes
- Sending ad traffic to the homepage.
Visitors have to search for what the ad promised, and many give up. - Too much text at the top.
Lead with the offer and the benefit, and save the details for later. - Weak button text.
“Submit” and “Click here” do not tell people what they get. - Long forms.
Asking for phone number, company, budget and address on the first contact scares people away. - No tracking.
Without conversion tracking, you cannot know which ads and pages actually work. - Slow pages.
Large images and heavy scripts cost you visitors before the page even appears.
How many landing pages do you need?
Ideally, one landing page per offer and per target group.
A garden company might have one page for garden maintenance and another for tree cutting.
A webshop might have one page for a seasonal campaign and another for a bestseller.
If you advertise in several countries, create a version in each language, with prices, examples and reviews that make sense for that market.
It is better to have a few focused pages that convert than many general pages that do not.
A quick checklist before you launch
Before you send traffic to a new landing page, go through this short list.
It takes ten minutes and can save you a lot of wasted ad budget.
- Does the headline match the ad, email or post that sends people to the page?
- Is the main call to action visible on a phone without scrolling?
- Does the form work, and does the message reach the right inbox or CRM?
- Do you get a thank-you page or message after sending the form?
- Is the conversion registered in Google Analytics, Google Ads and Meta?
- Does the page load quickly on a mobile connection?
- Are all prices, dates and offers correct and up to date?
- Is the text checked for spelling, in every language you use?
- Are the privacy policy and cookie banner in place and linked from the page?
When everything is ticked off, start with a small budget for a few days.
Look at the numbers, fix what does not work, and then increase the budget on the version that converts best.
Do you need help building a landing page?
We build landing pages in WordPress and Elementor that are fast, mobile friendly and ready for Google Ads and Meta tracking from day one.
We write the text, choose or create the images, set up forms and connect everything to your email or CRM.
See our landing page prices or contact us for a free chat about your next campaign.
