Let’s face it – most landing pages are a bit… meh. They either try too hard to be clever or sound like they were written by a robot.
Here is one – Marketing Simplified?! What does it even mean? The page focuses on lead generation, but the headline clearly doesn’t emphasise it.
If you want landing pages that bring in leads, customers, and actual results, you need to keep it smart, relevant and human. Here’s how to create landing pages that work whether you’re driving traffic from search, email, or paid ads.
What is a landing page?
A landing page is built for one purpose which is getting someone to take action. It’s where people land after clicking an ad, email or link, and it’s designed to guide them to one clear next step, such as:
- Email signups
- Buying a product or driving pre-orders
- Distributing marketing materials (like ebooks)
- Downloading an app
- Registering for an event
- Scheduling a demo or a sales call
What are the different types of landing pages?
Lead generation pages
Lead generation pages are built around a simple goal, mainly to get people to hand over their details via a short form. Here is a good example – https://quibble.digital/get-a-free-website-health-check/
You’ll often see these used by B2B businesses where, in exchange for a free offer (or a website audit), a resource like an ebook, whitepaper, or webinar, you can capture visitor information like names, email addresses, and/or phone numbers.
The key is to give people something genuinely useful, and they’ll usually be happy to exchange their details.
Click-Through Landing Pages
Click-through landing pages are great when you need to ease people in. Instead of going straight for the sale, you guide them through the decision, step by step.
Start with a page that highlights the benefits of your product or service, with a strong CTA like “Start free trial”. Once they’re interested and click, take them to a second page, the one with your pricing and payment details.
By the time they get there, they already know the value. They’re warmed up, informed and ready to act, which makes that final step far more likely to convert.
How to create landing pages that work
Keyword research
Start by doing proper keyword research. You’re after transactional terms, the kind that people search when they’re ready to buy, book or sign up. Think of the exact words your ideal customer would type into Google when they need what you offer.
You don’t need a massive SEO budget to do decent research. Here are a few tools that do the trick — all free:
- Google’s Autocomplete + People Also Ask
Start typing your core service into Google and watch the suggestions appear. Then scroll down to “People Also Ask” for real user queries.
Example: Type ‘vegan protein powder’ and you’ll see:
Bonus tip – click around the “People Also Ask” questions to expand the list. Great for FAQ ideas too.
Pop in a keyword, and it pulls in real searches, grouped by question type. Great for spotting angles you haven’t thought of.
Example – Search “vegan skincare” and you will get the below. From the screenshot, we can see some trends such as:
- Cruelty-free products
- Products for sensitive skin
- Pregnancy-safe products
Great for checking when certain terms spike in popularity — perfect for seasonal landing pages (like Veganuary or Easter products).
- Google Search Console
Google Search Console shows which queries are bringing in clicks, and which ones should be but aren’t converting.
👉 Go to Performance > Queries and sort by click-through rate (CTR) or impressions. Look for:
- High-impression keywords with low CTR (rewrite meta or match better)
- Queries you didn’t know were ranking (turn those into proper landing pages)
Sounds vague? Here are some keyword ideas I found using the above tools:
B2B
These are the kinds of keywords a business buyer might search when looking for a solution, usually with a very specific goal in mind:
| Industry / Offer | Keyword Examples |
| Corporate vegan catering London | plant-based event catering for conferences |
| Vegan packaging solutions | eco friendly vegan food packaging supplier Plant-based compostable packaging |
B2C
These are the keywords people type when they’re shopping, subscribing, or trying to make a personal purchase decision.
| Industry / Offer | Keyword Examples |
| Vegan skincare | Vegan skincare for mature skinVegan skincare for rosacea |
| Vegan protein powder | best tasting vegan protein for womenhigh protein plant-based shakes |
Once you’ve got those gems, your landing page should be built around them, solving that specific need.
If you’re running ads, message match is everything. The closer your landing page mirrors your ad copy, the better your Google Ads Quality Score, which can lower your cost-per-click and boost your conversion rate. So if your ad says “Get Free Vegan Skincare Samples”, your landing page should deliver on that exact promise.
In terms of placement, use keywords where they’ll have the most impact. That includes your headline and subheading (to grab attention), your intro and CTA (to guide the next step), and your FAQ section (perfect for long-tail queries). And don’t forget your meta title and description if you’re targeting organic traffic, they’re what gets you the click in the first place.
The goal is simple: create a seamless experience from keyword to click to conversion. When your keywords, ad copy and landing page content all line up, you’re not just driving traffic, you’re making it count.
Here is an example where there is a mismatch in terms of the messaging and the user search query. I searched for ‘corporate vegan catering London’ and here is the organic search result. There is a difference between vegan and vegetarian products. Think about allergies for example.
Write headlines that people are actually searching for
Think about the questions your audience is typing into Google. Then build your headlines around them. A killer headline doesn’t just tell people what the page is about. It makes them think, “Yes! That’s exactly what I need help with!”
Instead of: “Welcome to Our Services”
Try: “Book Reliable Vegan Catering for Corporate Events in London”
Instead of:
Try: Vegetarian and Vegan Catering Services in London
Don’t be afraid to inject some personality into your headlines. A bit of flair, the right tone, and a well-placed adjective can turn a skim into a scroll.
Take this example from Togather. It’s bold, vibrant, and the headline actually makes you hungry. Using words like mouth-watering isn’t just descriptive, it taps into the emotion behind the action. That’s what gets people to click, book or buy.
Show off your expertise
Use your landing page to prove you know your stuff. Ask yourself:
- Will people come away thinking you’re the go-to expert in your space?
- Does the content show genuine first-hand knowledge of the subject?
- Are you offering insights they won’t find on every other page ranking for that term?
You don’t need a novel – you just need to show that you understand the topic inside and out. This is where details, industry quirks, and “we’ve been there, done that” energy really shine.
Here is an example from Owen Brothers Catering
Make your content worth reading
Is your content helpful? Insightful? Actually interesting? Or is it just ticking SEO boxes?
Great landing pages provide value. That could mean deep insights, lesser-known facts, or genuinely useful info that sets you apart from everyone else on the SERP. Go beyond the obvious and give visitors a reason to stay.
Here is another example from Together. Instead of just saying “We do catering,” they offer practical, snackable tips for first-time users, from budgeting per head to asking for a tasting session. It’s useful, it’s reassuring, and it’s written for real people. Bonus points for the vibrant imagery that makes you want to order something right now.
Use unique imagery (Please, no stock photos)
I get it – stock photos are easy. But they’re also forgettable. And when the same cheesy handshake photo shows up on hundreds of sites, it makes you look generic.
Use custom visuals wherever possible. That might be:
- Graphics or charts that explain what you do
- Behind-the-scenes snaps
- Short videos that introduce your team or services
It’s not just about looking good – it’s about being authentic.
Ideal layout for a high-converting landing page
Headline
This goes right at the top. Hook people in with something that speaks to their problem. Keep it punchy, relevant and benefit-led.
Service/product-specific content
Get into the nitty gritty of what you offer. Talk directly to your target audience. Highlight what makes you different and why you’re the best fit for their needs.
A strong call to action
Your CTA should be impossible to miss, and even harder to ignore. Use clear, action-first language like “Get started” or “Download now,” and make sure it’s above the fold. Then repeat it further down the page, so it’s always there when someone’s ready to click.
Are you including a form? Remember, those should be short and sweet – only request essential information. Clear labels, simple design, no faff. And always test different versions because even small tweaks can have a big impact on conversions.
About Us Section
Here’s where you back up the bold claims. Focus on experience, credentials and the specific expertise that proves you’re not just another wannabe.
This section should contain content appealing to your target audience, ensuring you communicate your unique selling points will help position your product or services as an ideal solution for the customer.
Social proof
Build trust by showing you’ve delivered results. Think:
- Client testimonials
- Reviews
- Case studies
- Industry badges or awards
- Logos of clients you’ve worked with
It’s not bragging – it’s reassurance.
Show Industry Know-How
Finish strong with a section that proves you get the bigger picture. Highlight the unique challenges, trends or nuances of your industry or service. It shows you’re not just offering a service – you’re offering smart solutions grounded in real understanding.
People First, Always
Google loves content written for people, not algorithms. So if your landing page reads like it was built for a bot, go back to the drawing board. Focus on helping, not just ranking. Add your voice. Show your expertise. And most importantly, be useful.
That’s how you turn a landing page from “just another web page” into something that actually gets clicks, calls and conversions.
The bigger picture
When creating landing pages, always design with your audience in mind. What are they looking for? What’s frustrating them? What would actually make them click?
Your messaging, offer and design need to speak directly to those needs. The more relevant the experience, the more likely they are to convert.
Whether traffic’s coming from an ad, email or social post, your landing page should feel like a natural next step. Same tone, same promise, same call to action.
This kind of alignment matters. In fact, if you’re running Google Ads, it’s a core part of your Quality Score. Match your landing page to your ad content, and you’ll improve performance and reduce costs. More on Google Ads Quality Score here.
Answers to your burning landing page questions
Can a homepage be a landing page?
A homepage isn’t a landing page. Why? Because it’s too broad. Your landing page should align perfectly with the ad, search query, or campaign that brought someone there.
Does website speed matter?
If your page takes forever to load, it’s game over. Just a 1-second delay can tank your conversions by 20%. So optimise that page speed, especially on mobile.
Final thoughts
A great landing page doesn’t just sit there looking pretty. It should be pulling in leads and sales.
By optimising your landing pages, you can drive the kind of traffic that’s already looking for what you offer, and more likely to convert when they land.
If time is limited, and this is something you would like help with, please get in touch with us today.