High Converting Landing Pages: How to Turn Visitors Into Clients
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High Converting Landing Pages
A landing page is one of the few places for marketing teams where you can draw a straight line between what you publish and what you earn. No wandering navigation. No distractions. Just one message, one audience, one next step. Businesses with 10-15 landing pages generate 55% more customers than those with less than 10 pages.
And yet, most landing pages underperform for quite boring reasons: the offer is unclear, the page asks too much too soon, the copy doesn’t match the ad, or the “next step” feels risky.
In this guide, the KIJO team breaks down what makes high converting landing pages, what best practice looks like in 2026, and how to build landing pages that turn visitors into genuine enquiries, bookings and sales.
What Is a Landing Page?
A landing page is a standalone web page designed to achieve one specific goal. Unlike a homepage or service page, it removes distractions like navigation menus and competing links so visitors can focus on a single action. That action might be booking a call, downloading a guide, registering for a webinar, signing up to a newsletter, or making a purchase. Whatever the goal, everything on the page exists to support that one decision.
Landing pages are typically used in campaigns where you’re driving traffic from a defined source, such as paid ads, email marketing, social posts or partnerships. Because the visitor arrives with a clear intent, the landing page’s job is to continue that conversation and guide them smoothly towards conversion.
The key difference between a landing page and a standard website page is focus. A homepage needs to cater to many audiences and journeys. A landing page doesn’t. It’s purpose-built, tightly framed and conversion-led.
For marketers, landing pages are one of the most effective tools for testing offers, refining messaging and turning traffic into measurable results without redesigning an entire website. The average landing page conversion rate is 4.3% across all industries (Hostinger).
What Makes a Landing Page “High Converting”?
A high converting landing page does three things really well:
- It makes the offer instantly understandable.
- It removes doubt and friction.
- It makes the next step feel easy and safe.
Conversion always comes down to confidence. Your page should help someone think: “Yes, this is for me, and I know what to do next.”
A useful way to frame this (especially when you’re juggling internal stakeholders) is to remember that landing pages aren’t mini websites. They’re decision pages. Everything on the page should either move a user forward or reduce the chance they bounce.
Landing Page Best Practices
Here are nine landing page best practices.
1. Start with message match
If your landing page is linked from an ad, email or social post, the landing page must feel like the natural continuation of that message. When it doesn’t, users don’t “browse” to figure it out. They leave.
Match:
- The core promise (what you’re offering)
- The language (how you describe it)
- The intent (what the user came to do)
A common conversion killer is sending paid traffic to a landing page that talks about the brand in general terms rather than delivering on the specific offer that got the click.
2. Lead with clarity
Your hero section should answer, in seconds: What is this? Who is it for? What do I get? What do I do next?
A strong hero tends to include:
- A clear headline that states the outcome
- A short supporting line that explains how/why
- One primary call-to-action
- A trust cue (logo strip, rating, testimonial snippet, accreditation)
If your headline could sit on any competitor’s page, it’s probably not specific enough.
3. One page, one job
High converting landing pages are focused. They resist the temptation to include everything you know about the business. The best pages make one promise and support it.
That means one primary CTA. You can repeat it down the page, but avoid competing CTAs with different outcomes (e.g., “Book a demo” and “Download guide” on the same page) unless you’re intentionally offering a secondary, lower-commitment step.
4. Reduce friction in forms
Most landing pages lose conversions at the form. Not because people hate forms, but because forms feel like effort and risk. So, keep forms short. Ask only for what you truly need to take the next step. If sales insists on extra fields, treat it like a test, not a default.
Two small changes that often lift conversion rates:
- Use helpful microcopy that reduces fear (e.g., “We’ll reply within 1 business day” / “No spam. Ever.”).
- Label fields clearly and avoid vague placeholder-only forms.
5. Build trust before you ask for commitment
Landing pages convert when they feel safe. Trust comes from specificity and evidence, not generic claims.
Instead of “We’re experts”, show:
- Relevant results (numbers, outcomes, timeframes)
- Testimonials that mention the problem and the outcome
- Client logos (only if recognisable to your audience)
- Case studies or proof snippets
- Accreditations, awards, or partnerships (if they matter)
A single strong testimonial can do more than three paragraphs of sales copy. Testimonials are featured in 36% of the top-performing landing pages (Hostinger).
6. Handle objections on the page
If users hesitate, it’s usually because they’re thinking one of these:
- Is this for me?
- Is it worth it?
- Will it work?
- What’s the catch?
- What happens after I submit?
High converting landing pages answer objections as part of the flow. You don’t need a long FAQ, but you do need reassurance where it matters.
A generally good pattern is:
Outcome → Proof → Process → Objections → CTA
7. Make the CTA feel human and low-risk
Your CTA is not just a button label. It’s the moment of truth. Data via Hostinger suggests that shorter landing pages with clear CTAs outperform longer ones by 13.5% and personalised CTAs convert 42% more visitors than generic ones.
If “Book a call” feels too intense for cold traffic, try and soften the step: “Get a quote”, “Request availability”, “Talk to our team”, “Get a free audit”, “See pricing”.
The best CTA language reflects the user’s intent, not your internal process/desire.
8. Embed and use video intentionally
When used well, video can significantly reduce friction on landing pages. A short explainer or testimonial video can communicate value quickly, demonstrate credibility and address common objections without forcing users to read large blocks of text.
In fact, data suggests that embedding video on a landing page can increase conversions by up to 86%. That’s a meaningful uplift for a relatively small addition.
That said, video needs to be implemented carefully. Poorly optimised video can slow page load times and negatively impact both user experience and SEO. To avoid this, it’s best to embed videos via platforms like YouTube or Vimeo rather than hosting large video files directly on your server.
9. Make it fast, mobile-first, and scannable
High converting landing pages are often won or lost on mobile. Plus, 61.4% of all internet traffic now comes from mobile devices.
Make sure:
- The page loads quickly (especially the hero)
- The CTA is visible early
- Paragraphs are short
- Headings guide the eye
- Buttons are thumb-friendly
If the page is heavy with animations or giant images, it may look premium but convert badly, particularly for paid traffic.
How to Build a High Converting Landing Page
A good landing page build process is surprisingly structured. Here’s a practical way to approach it as a marketing manager.
Step 1: Define the conversion goal (and one secondary goal, max)
Decide what “success” means for this page. One clear primary action is usually best: book, enquire, download, sign up, buy.
If you need a secondary action, make it lower commitment and clearly secondary (for example, primary CTA = “Book a demo”, secondary = “See pricing”).
Step 2: Identify intent and awareness level
A landing page for warm traffic can ask for more commitment than a landing page for cold traffic.
Cold traffic needs:
- More clarity and proof
- Lower-friction CTAs
- More reassurance
Warm traffic needs:
- Speed
- Strong offer framing
- Minimal distraction
Step 3: Write the “one sentence promise”
Before you design anything, write: “This page helps [audience] achieve [outcome] by [method], without [common fear].”
If you can’t write this sentence, it’s likely your landing page will struggle because the offer isn’t tight.
Related Read: UX Copywriting for Websites: How Text + Design Makes or Breaks Conversions
Step 4: Create the structure before the visuals
A strong landing page usually follows a logical narrative:
- Clear promise and CTA
- Short benefits section (outcomes, not features)
- Proof (testimonials, logos, stats)
- How it works (simple steps)
- Deeper benefits / differentiators
- Objection handling (pricing, time, suitability)
- CTA again with reassurance
Once the structure works, design can enhance it. If the structure is weak, design won’t save it. Landing pages with an improved UX design tend to perform four times better (Hostinger).
Step 5: Design for hierarchy and conversion
Design should make the next step feel obvious.
That means:
- One dominant CTA style
- Clear spacing and sections
- Strong heading contrast
- Visual cues that direct attention
Keep the page visually calm. Conversion pages often perform better when they feel organised and easy to digest.
Step 6: Build, test, and keep iterating
The best converting landing pages are rarely perfect on first launch.
Make testing part of the plan:
- Try a new headline
- Change CTA language
- Adjust form length
- Swap proof higher up
- Reorder sections
If you’re running paid traffic, even small improvements compound quickly.
High Converting Landing Pages Examples
Rather than listing dozens of brands, we thought it more useful to share examples of “types” of high converting landing pages, and why they work. These are useful patterns you can replicate:
The “Single Offer” service page
Great for agencies, consultants, clinics, B2B services. It converts because the promise is narrow and the CTA is clear.
The “Lead Magnet” landing page
Great for building lists and warming leads. It works because it offers value first and reduces perceived risk.
The “Product launch / waitlist” page
Great for new products, events, SaaS launches. It converts because the action is simple and urgency is natural.
The “Webinar / workshop” registration page
Great for B2B marketing and education. It performs because it combines clear takeaways, authority, and a time-based reason to act.
The “Case-study-led” landing page
Great for higher-consideration offers. It works because proof becomes the story, and the CTA feels like the obvious next step.
A Quick Checklist
Before you publish your landing page, ask:
- Does the page clearly match the source message?
- Is the offer obvious in the first screen?
- Is there one clear next step?
- Have we shown proof before asking for commitment?
- Does the page reduce fear around what happens next?
- Is it fast and easy to use on mobile?
If you can confidently say yes, you’re already ahead of most landing pages online.
High Converting Landing Pages: Final Thoughts
Remember, high converting landing pages are about clarity, trust, and making the next step feel safe.
If a landing page isn’t converting, the answer is rarely “start again”. More often, it’s about tightening the message, strengthening proof, simplifying the action or removing unnecessary friction. Small, thoughtful changes can have a significant impact.
And if you’re planning new landing pages, a website refresh, or simply want a more conversion-led approach to how your site supports marketing activity, working with a specialist team can make all the difference. At KIJO, we help brands design and optimise websites and landing pages that balance performance with personality – and turn attention into action. Send us a message and we’ll be happy to discuss how we may work together.
Related Read: When (and How) to Rebuild Your Website: Signs It’s Time for a Redesign
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