What Makes a Good Landing Page (and Converts)?

What Makes a Good Landing Page (and Converts)?

Have you heard of the phrase “you can lead a horse to water, but you can’t make it drink”..? The same can be said of websites and why we ask ‘what makes a good landing page’.

You can drive all the traffic in the world to your website, but if your landing page isn’t doing its job, those visitors will bounce faster than you can say “Wait, come back!”

Research suggests that 61 % of web users will leave a website if they don’t find what they need within 5 seconds.

A great landing page is about being clear, intentional, and conversion-friendly.

So let’s break it down! Here are 7 must-have elements that make a good landing page not just look good, but actually convert!

1. A Clear, Compelling Headline

Your headline is the first thing people see, and you’ve only got a few seconds to convince them they’re in the right place.

A great headline:

• Clearly states what you offer
• Communicates who it’s for
• Highlights the main benefit

Good example:
“Get More Clients With a Website That Works While You Sleep”

Not-so-great example:
“Welcome to Our Website”

If someone has to scroll or reread to understand what you do, the headline needs work.

2. One Goal, One Action – Keeping it Simple!

The biggest landing page mistake? Trying to do too much.

A high-converting landing page has:

• ONE primary goal
• ONE main call-to-action (CTA)

Whether it’s:

• Booking a call
• Downloading a free guide
• Signing up for a newsletter

Everything on the page should support that one action.

Tip: If your page has 3 different buttons asking users to do 3 different things… It’s time to simplify.

3. Benefits Over Features (Make It About Them)

People care far less about what you offer and far more about how it will help them. Features describe what something is, but benefits explain what it does for the person using it.

Instead of saying,
“Custom-built websites with modern design,”

Reframe it as,
“A website that attracts the right clients and turns visitors into bookings.”

Strong benefits answer the question, “What’s in it for me?”

When in doubt, take every feature and translate it into a real, tangible outcome that improves the user’s business or life. It’s a person buying from you and your website, think what their problems are and how you fix them.

4. A Strong, Visible Call-to-Action – Tell them what to do!

Don’t be shy here – your CTA should be clear, action-oriented and easy to locate and understand. It helps to create a sense of urgency with your CTA, encouraging action straight away.

Great CTA examples:

• “Book Your Free Call Now”
• “Download the Free Checklist”
• “Get Started” (like on this one)

And yes, it’s totally okay (and recommended!) to repeat your CTA a few times on the page, especially after key sections or page scrolls.

Tip: Make sure it stands out visually with a button colour that contrasts the rest of the page.

5. Social Proof That Builds Trust

Before people buy, book, or sign up, they want reassurance. This is why we all Google search first!

This is where social proof comes in:

• Testimonials
• Reviews
• Case studies
• Client logos
• Stats (e.g., “Trusted by 300+ business owners”)

Seeing that someone else had a good experience makes visitors feel safer saying yes. People tend to copy what others have done.

Tip: Make sure you set up your Google Business profile – makes it super easy to share the link to ask people to leave you a review and holds it all in one place, so it looks super professional.

6. Clean Design That’s Easy to Scan (Less Clutter, More Clarity)

A good landing page design isn’t cluttered. It has plenty of white or empty space, uses short paragraphs and bullet points, and is easy to read on mobile.

Remember: people scan, they don’t read word-for-word.

Use:

• Headings
• Icons
• Bold text for emphasis

Avoid:

• Walls of text
• Too many fonts
• Overly busy layouts

Clean design = happy eyes = higher conversions.

7. Remove Friction and Objections

If you’re wondering what makes a good landing page, ask yourself what might stop someone from converting right now…

Most hesitation comes from uncertainty or hesitation – whether the offer is right for them, whether it provides enough value for the cost, or what will happen after they take the next step.

The clearer and safer the decision feels, the more likely someone is to move forward.

You can reduce friction by addressing these concerns upfront with concise FAQs, a simple step-by-step explanation of the process, and reassurance through risk-reducers such as free trials, guarantees, or no-obligation calls (like I do with my offer of FREE consultations for potential clients!)

The easier and safer it feels, the more likely people are to take action.

Final Thoughts..

A good landing page doesn’t need to be complicated, it just needs to be intentional.

To recap, the best landing pages:

• Have a clear headline
• Focus on one goal
• Highlight benefits, not just features
• Use strong CTAs
• Include social proof
• Keep the design clean
• Remove friction and objections

When all of these work together, your landing page stands the best chance of increasing conversion.

If your current landing page isn’t pulling its weight, don’t worry. A few strategic tweaks can make all the difference – and Freya is the person for the job! Get in touch today if you’d like to discuss your needs and find out how Freya could help you.

..and if you liked this blog, feel free to check out my others!