The Ultimate Landing Page Guide in 2022 (+Examples)

What is a landing page? How to create one? What to do to maximize your conversions? We tell you everything with lots of examples!

Definition: What is a landing page?

A landing page (or landing page), is a page on which a user arrives after clicking on a link. Or any page of a website: home page, blog post, product page, etc.

However, in marketing, we use the term “landing page” to refer to a web page created and designed to receive traffic and convert users, as part of a marketing campaign and according to a defined objective.

It is this definition that interests you, and so do we.

Today, many companies deploy significant human and financial resources to attract traffic to their website.
Only, some forget their final objective: to convert and sell.
However, the calculation is simple:

  • 10,000 visits to your page with 1% conversion = 100 customers or prospects
  • 5,000 visits to your page with 10% conversion = 500 customers or prospects

The conversion stage on a website is therefore crucial and the stakes are high:

  • Sometimes a few optimizations are enough to make a landing page take off
  • Often increasing your conversion rate will take less effort than increasing your traffic

By boosting your conversion rate, you get much better results with minimal effort, and your ROI soars.
Since this is something we’ve been doing for years, we want to share with you our top tips for creating killer landing pages.

Why create landing pages?

Contrary to what we often read, a landing page is not necessarily intended to generate leads.

As part of your Content Marketing strategy, creating a landing page can help you at different stages of the buying journey.

Here are some goals you can achieve by creating an effective landing page.

1. Generate qualified leads

Companies that have a large number of landing pages (over 30) generate 7 times more leads than those that have only a few.

The #1 goal of a landing page is to convert a visitor to your website into a qualified lead.

By lead, we mean a contact associated with a certain amount of information that will allow you to continue the commercial relationship in the short or medium term.

To retrieve this information, you will need to offer your visitors a lead magnet, that is to say, an advantage or content with high added value for your target.

It can take different forms. Here are the most common:

  • an e-book
  • A white paper
  • A lesson by email
  • A newsletter that helps him solve one or more of his problems
  • An invitation to an online or offline event: trade show, webinar, etc.
  • A discount on your solution
  • A free test of your solution

2. Convert your qualified leads into customers

Creating landing pages can also be used to turn your qualified leads into customers (the third step of the inbound marketing buying journey). This is the case, for example, of a landing page created as part of a lead nurturing campaign, on which a qualified lead arrives after consulting a newsletter or an automated email loop (marketing automation).

3. Generate customer appointments

A landing page also allows you to generate customer meetings without prospecting.

This is the case of a page that offers your visitors to make an appointment for a free demonstration of your solution, or simply to discuss one of their issues with you.

4. Generate sales

Creating a successful landing page gives you the opportunity to “skip” the stage of generating qualified leads, by targeting a defined audience via an online advertising campaign (Google Adwords, Social Ads, etc.). Thus, your page directly invites the visitor to make a purchase.

Warning: some companies promote online by directing to a product page or an existing page on their site. It’s a practice to forget: a landing page must be built specifically for a given campaign in order to achieve a single and precise objective.

5. Generate newsletter or event signups

Boosting the number of subscriptions to a newsletter or an event can have a goal quite different from that of generating leads. Growing your list of subscribers allows you, for example, to create a long-term link with your audience and to convey your brand messages (usually stemming from your brand content strategy ). Filling your next event will also help you establish your credibility and develop your notoriety or engage your community.

Hence what we mentioned at the beginning of this part: in reality, a landing page can serve almost any marketing objective.

Note: if a landing page can be relevant at different stages of the journey, it always has the same end goal: to transform a visitor into a paying customer (unless you are a completely philanthropic company 😇).

The anatomy of a good landing page

To build your landing page, it is important to take into account its waterline, which separates the part that the visitor sees when arriving, from the part he will discover when scrolling.

Your page should contain 10 elements in total: 5 above the fold line, 5 below.

Elements to be integrated above the waterline

The elements of this first part serve mainly to gain the visitor’s attention.

1. The title

The title is the first thing your visitors will read. It is essential that it clearly describes your unique value proposition. There are hundreds of ways to write a good headline. Here are two types:

  • Explain what you do: If your product or service is unique, clearly explain what it offers the visitor. He shouldn’t need to scroll to understand it
  • Find the right hook: Most products aren’t completely unique. In this case, the easiest way is to hook the visitor by addressing your customers’ biggest objection.

2. The subtitle

Your subtitle is a direct extension of your title, which you use to provide clarification. Introduce the product or service and explain how it creates what you promised in your title.

3. The visual

First impressions are important. And this is the first visual element that your visitors will see.

Show your product in its best light, and if possible in action. The goal is to get as close to reality as possible. If you can convey emotion by featuring real people, do it. But avoid stock images at all costs, which will sound fake.

4. Social proof 1/2

Now that you’ve succinctly described what you do and how it’s time to prove it and make visitors want to join you. This is the role of social proof, which serves to reinforce the credibility of your value proposition. In this part, the social proof should be brief. Some examples :

  • A banner that presents the logos of your most famous customers
  • A sentence that proves that your solution is a great success: “Read the 15,000 reviews” or “More than 250,000 companies have already chosen {our solution}”

5. Call-to-action (CTA)

The call-to-action is the key element of your page since it concretizes the passage to the action of your visitors. The majority of CTAs focus on action: Subscribe, Discover,…

Here are three different formats we’ve tested that work:

  • The call to value (CTV): emphasize the value rather than the action by integrating the value promised in your title into the CTA. Example: Become an SEO expert.
  • Remove objections: around your call-to-action, add a few words to remove the biggest objection to the click. Example: No credit card required.
  • Email capture + CTA: associate your CTA with email capture, in order to facilitate visitor registration. Rest assured, this does not prevent you from asking him for additional information in the next step.

Elements to be integrated below the waterline

Now that you have won the visitor’s attention, let’s move on to the elements that will allow you to achieve your objective: sell, retrieve information, complete the registration form for an event,…

6. Benefits and objections

Here, it’s about making your value proposition more concrete, by highlighting the main benefits or features that make you unique and will serve the user.

Next, you need to overcome your users’ biggest objections. To know them, talk to your customers and prospects and note the most frequently raised objections. Use their own words.

7. Social proof 2/2

Above the fold, social proof gives you credibility. Below, it allows your prospects to identify themselves, to encourage them to take action.

Some examples of formats:

  • Customer testimonials: they must be authentic or not be
  • Photos of your customers using your product: same rule as above
  • Data on the results obtained by your customer’s thanks to your solution: always the same rule

8. FAQs (optional)

At this point, you may not have had the space to mention all of your important benefits or clear up all of the objections. Adding an FAQ section allows you to do just that!

9. A second CTA

This time, you have space: accompany your CTA by giving the visitor good reasons to take action. Remind him why he needs to click.

10. A word from the founders (optional)

This last element allows you to add a touch of storytelling to your page. To write this text:

  • Put yourself in your users’ shoes and explain their problem
  • Include this problem in a specific context
  • Present a happy ending

14 best practices for creating a landing page that converts

Here are already 3 preliminary steps before starting to build your landing page.

1. Define your goal

What is the point? In an ideal world, what would your visitors do after reaching your landing page? Would you like them to:

  • Buy something?
  • Fill out a form?
  • Download an ebook?
  • Sign up for your newsletter?

This step is essential: to be able to measure your conversions, you must know what this conversion corresponds to. For example :

  • If your only goal is for the visitor to download an ebook → One downloaded ebook = One conversion
  • If your only goal is for them to buy your product → One purchase = One conversion
  • If your only goal is to make an appointment for a free demo → An appointment made = A conversion

2. Define your audience

Who am I talking to?

Any marketing action or strategy involves knowing your target well. The creation of a landing page implies that you know it perfectly. The landing page is short marketing content: its copywriting must be impeccable and convincing, very (very) quickly. We will come back to it.

A few tips for analyzing your target in-depth:

  • The creation of a robot portrait, which analyzes the characteristics of your ideal customer: a place of life, age, gender, job, interests, level of income, purchase motivations, favorite websites, etc.
  • User research, enriches your understanding of their personality, their dreams, and aspirations, and the way they act and speak. This can go through questionnaires, interviews, consultation on online forums, feedback from your customers or prospects.

3. Understand where your visitors are coming from

Remember to adapt your message according to the origin of your visitors. The message will not necessarily be the same if your users arrive from a post published on social networks or from a Google advertisement. Or from one Google ad to another Google ad. Or maybe it is, but it’s important to ask yourself the question.

Now that we’ve covered the basics, let’s move on to the next level: how to create a remarkable landing page and above all… that converts?

4. Take care of your copywriting

Copywriting is a discipline in itself. However, even without being a genius copywriter, here are some basic rules that will allow you to create landing pages that convert:

  • Be concise: your page must offer all the necessary information, without overwhelming the user with everything you would like to tell him. It is not the moment. Prioritize the information you want to communicate to him and select only the most important.
  • Be qualified: being concise does not mean rushing your content. This rule applies, even more, when your landing pages aim to convert visitors into leads in exchange for free content. The proposed content must be rich and useful for your target.
  • Write as you speak: speak to your target as if they were facing you, and think about the arguments you would put to them orally. Use the “you” to personalize your words.
  • Integrate terms that hold your visitor’s attention: tell him about his fears, his dreams. For example, the word “imagine” invites the reader to visualize a situation in which your service will be able to help him and thus increase his desire.

Our checklist of questions to ask yourself to assess the relevance of your copywriting:

  • Clarity: Are the offer and benefits clear? Do you immediately understand what is on offer and why is it important?
  • The unique value expressed: Does the page communicate well on a unique value proposition? Is this proposition convincing?
  • Desired outcome or pain point: What outcome or pain point is the page discussing? Is it obvious that the solution presented solves these problems?
  • Credibility: What elements of reassurance and trust are there? Are they specific, compelling, and believable?
  • Target audience: Do you immediately understand what audience you are addressing? Does the language and tone match the way he communicates?
  • Objections: What are barriers to conversion? Are they lifted?
    CTA: What are the current calls to action? Are they remarkable and compelling? Does their position on the page make sense?

To learn all about copywriting and increase your chances of converting, go to our complete guide to copywriting.

5. Avoid outbound links

If creating links between your different web pages is an interesting practice to increase your traffic and promote your natural referencing (SEO), be careful to limit outgoing links on your landing page. Your goal is to channel your visitor’s attention, gradually leading them to your goal.

6. Guide the visitor to facilitate the conversion

The goal is to make the conversion as easy as possible, avoiding the lengths and possible barriers between points A (the arrival on your page) and B (the conversion). The next step should always be obvious.

7. Provide a flawless user experience

If your landing page had two pillars, it would certainly be copywriting and UI/UX Design.

Do not neglect this last aspect. The information architecture is important: it should leave no questions unanswered and should not raise new ones.

Ideally, your visitor should be able to convert in one click. It’s not always possible, but have that goal in mind.

8. Use directional cues

Directional cues are visual cues that aim to orient the visitor’s gaze: to invite them to scroll and discover your entire landing or to direct them directly to your CTA. Do not hesitate to be original by varying the formats: arrows, images, animations, gifs,…

9. Be mobile-first

The user experience of your landing page must be as pleasant on a desktop as on a mobile or tablet.

Pay close attention to the different smartphone models and screen sizes that exist. They can slightly modify the final rendering and have important consequences in terms of understanding and acceptance of the subject.

10. Optimize your page load time

In addition, the loading time of your landing page is decisive: make sure that it loads in less than 2 or 3 seconds.

11. Integrate authentic social proof

Your landing page should contain at least two types of social proof, in two different places. Whatever the content, your social proof should be truthful. If you start and lack customer cases, offer your product for free to a few great companies to enrich your landing page.

12. Add a thank you page

You have converted a visitor: well done, objective achieved! But your customer relationship starts now, so now is not the time to neglect the user. Creating a thank you page allows you to consolidate the link you have just created, or even to offer new content or offers.

13. Only ask for the information you really need

All information you collect through a form must be really useful for you or disappear. If you ask him for information, the reader expects you to use it to personalize the rest of the commercial relationship as much as possible according to his profile or his needs.

14. Do A/B Testing

A/B Testing allows you to test two versions of your landing page, adjusting a textual or visual element, in order to draw conclusions, then redirect all your traffic to the one(s) that works( nt) best.

It is certainly the most powerful tool to create excellent landing pages because it gives you concrete answers on the relevance of the different elements of your page.

Never stop testing.

To know: doing A/B tests implies having more than 10,000 visits on the page.

The 9 best tools to create your landing pages

Here is a selection of the 9 best tools to create your landing pages. For each, we share its main features, price and rating on the GetApp site.


Unbounce is one of the most powerful landing page builders on the market…and a favorite with marketers. It allows you to create but also to test your web pages and to optimize your marketing campaigns according to the results. It is aimed at digital companies as well as liberal professions or small traders.

Price: from €65/month on an annual plan
Rating: 4.6/5

Landing Page


WordPress is the most used CMS in the world, but also a very good landing page editor. There are thousands of free templates to rely on. For extreme customization or to easily create your pages from scratch, the Divi and Elementor themes are must-haves.

Price: free / access to a library of free and paid themes
Rating: 4.6/5

Landing Page


Webflow is a revolutionary tool allowing anyone to create a website or a landing page without coding. The interface is very complete and the quality of the templates offered is stunning. If you want a slick design with minimal effort, this is definitely the tool for you.

Price: from €15 / month
Rating: 4.5 / 5

Landing Page tool


Instapage is ideal if you have many products and audiences to target. Each page is built around different blocks, which makes their creation very fast. It also lets you save blocks for reuse on other pages, with just a few clicks. Finally, it is a tool that facilitates collaborative work: everyone can modify the page in real time, like a Google Doc.

Price: from €120 / month
Rating: 4.5/5

example image


Leadpage is an easy-to-use tool for creating lead generation and sales landing pages. It has lots of options and widgets and helps you focus while building your page, hiding the things you aren’t working on.

Price: from €24 / month
Rating: 4.6/5

Landing Page iam


Carrd is one of the fastest landing page builders in the world. You don’t even need to have an account to create your landing page (however, you will be asked to register before publication). Please note that the free version of Carrd is quite limited: you cannot use Google Analytics or integrate tools like Paypal or Stripe.

Price: Free for basic features – from €17/year to unlock integration features
Rating: 5/5

Landing Page cpage

Google Sites

Google Sites is one of the lesser-known Google products out there… but it’s one of their best! If you want to create a simple landing page, easily and without spending a penny, this is the tool for you!

Price: free
Note: not available

Landing Page building


HubSpot offers a variety of tools to help Digital Marketing and Sales teams. Their landing page creation tool is interesting because it is directly integrated into a complete marketing tool, allowing you to create your campaigns, optimize them, track results, segment your leads, etc. If you are a SaaS company or a marketing agency, HubSpot is the perfect solution!

Price: from €46/month
Rating: 4.5 / 5

Landing Page built


ClickFunnels is not strictly speaking a landing page creation software, but it allows you to choose and create the best designed sales funnel to sell your product or service online. It is the ideal solution for entrepreneurs who sell an online course or consulting and are looking for an all-in-one tool for their landing pages, emailing and payment solution.

Price: from €85 / month
Rating: 4.6 / 5

Landing Page imge now


Created in 2016, GetLanding is a French platform for editing and managing your landing pages. It allows you to quickly and easily create powerful and technically optimized pages. The tool also allows you to automatically generate a large number of landing pages from your data (points of sale, products, offers, customers, etc.).

Price: from €59 / month
Rating: 4.5 / 5

Landing Page

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