How To Create A Landing Page That Converts: A Step-by-Step Guide
April 15, 2025
FERMÀT is trusted by some of the fastest-growing, most innovative digital brands in the world — including True Classic, Parade, and Jones Road Beauty — to turn ordinary product pages into immersive, high-performing commerce experiences. We’ve helped our partners unlock new revenue streams, reduce customer acquisition costs, and launch frictionless shopping journeys with storytelling at the core. When it comes to merging content and commerce, we don’t follow trends — we help define them.
Landing pages are often treated as one-off marketing tools, quickly assembled to support campaigns and ad traffic. But in a world where attention spans are shrinking and consumers expect relevance in every click, a landing page can’t just “look good” — it needs to perform. That means creating personalized, conversion-optimized experiences that remove friction and build trust instantly. Whether you're a growing DTC brand or scaling enterprise, the landing page is your digital first impression — and it has to convert.
In this piece, we’ll walk you through how to create a landing page that doesn’t just attract — it converts. We’ll break down the core elements, offer a step-by-step strategy, and show how FERMÀT can elevate every aspect of your landing experience.
A landing page is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after clicking on a link from an email, ad, social post, or another digital source. Unlike general webpages that encourage exploration, landing pages are designed with a single, focused objective — usually a call to action (CTA) such as signing up, downloading, or purchasing.
The importance of a landing page lies in its ability to convert visitors into leads or customers. It’s a tool built for conversion, meaning every design element, line of copy, and CTA is optimized to push users toward taking a specific action.
Here’s why it’s crucial:
In short, if you're running campaigns and not using landing pages — you’re leaving conversions (and money) on the table.
Before designing or writing anything, you need to be crystal clear on what your landing page is supposed to accomplish. Without a defined goal, it's easy to create a cluttered or confusing experience that drives users away.
Landing pages work best when they are built around a single, clear objective. This primary goal could vary depending on the purpose of the campaign—it might involve collecting email addresses, getting users to sign up for a free trial, selling a product or service, booking a consultation, or encouraging the download of a lead magnet such as an eBook or checklist.
To define your goal effectively, you also need to understand who your audience is. Ask questions like: What problem are they trying to solve? What motivates them to take action? This ensures your content speaks directly to their needs and concerns.
Your landing page goal should match the intent of the campaign traffic source. For example, if someone clicks an ad for a free checklist, your page should deliver exactly that — not upsell a product right away. Misalignment can break trust and tank conversions.
Creating a landing page that converts isn't just about pretty visuals — it's about combining strategy, psychology, and usability. Each part of the page should work together to guide the visitor toward a single, specific action. Here are the key elements every high-converting landing page should include:
Your headline should immediately grab attention and communicate the main benefit. It’s often the first thing visitors see, so make it clear, compelling, and relevant to the ad or link that brought them there.
The subheadline supports the headline by offering more detail or context. It helps reinforce the value and encourages the user to keep reading.
A strong visual can illustrate what the offer is or how it works. Whether it's a product shot, explainer video, or lifestyle image, it should feel aligned with the message and evoke emotion.
This is where you explain why your offer is valuable. What problem does it solve? What benefit does the user get? Keep it benefit-driven, not feature-heavy.
Your CTA should be clear, bold, and placed strategically on the page. Use action words like “Get Started,” “Download Now,” or “Book Your Free Call” to drive engagement.
Testimonials, reviews, user counts, or trust badges help reduce skepticism. Social proof shows that others have taken the leap and had a positive experience.
Keep your form short and sweet — only ask for the info you really need. Long or complicated forms often kill conversions.
More than half of web traffic comes from mobile devices. Your landing page should look and function beautifully on phones and tablets.
If your page takes too long to load, visitors will bounce. Optimize images, use clean code, and test speed across devices.
Now that you know the essentials, let’s walk through a step-by-step process to build a high-converting landing page from scratch. Each step builds upon the last to ensure your page is purposeful, persuasive, and polished.
Decide on the one action you want users to take. Whether it's collecting emails, getting sign-ups, or making sales, every part of the page should support that single goal.
Research your audience’s pain points, motivations, and objections. This insight will shape the messaging and offer, making it more relevant and convincing.
Write a headline that captures attention and clearly states the benefit. Then add a subheadline that offers more context or drives curiosity to keep readers engaged.
Structure your page with visual hierarchy in mind — lead with the most important elements and create a logical flow. Use white space and formatting to keep things clean and readable.
Include product images, explainer videos, or illustrations that complement your content. Visuals should support, not distract from, the main message and CTA.
Focus on benefits, not just features. Address the user’s pain points, build trust, and use clear, action-driven language throughout the page.
Your CTA should stand out visually and be repeated in key spots. Use action-oriented language that reinforces what the user will get by clicking.
Testimonials, star ratings, or user stats can significantly increase trust. Make sure these are real, relevant, and specific to the offer.
Test the page on various devices to ensure it loads fast and looks great on mobile. A slow or clunky mobile experience will hurt your conversion rate.
Launch the page, then track its performance. Use A/B testing to refine headlines, CTAs, images, and layouts — even small tweaks can lead to big improvements.
Creating your landing page is just the beginning — ongoing optimization is what turns a decent page into a high-performing conversion machine. Small tweaks, based on data and user behavior, can lead to major gains over time.
Run experiments by testing different headlines, CTAs, images, or layouts. This helps you identify what resonates best with your audience and boosts conversion rates without redesigning the entire page.
Tools like Hotjar or Google Analytics can show where users click, scroll, or drop off. These insights reveal what’s working and what’s not, so you can adjust accordingly.
The fewer fields users need to fill out, the higher your conversions will likely be. Only ask for the information you absolutely need — you can always gather more later.
Every second counts. Compress images, remove unnecessary scripts, and use performance tools to make sure your page loads fast on all devices.
Make sure your CTA button is visible, action-driven, and repeated at strategic points. Use words that emphasize value, like “Get My Free Trial” or “Start Saving Today.”
Countdown timers, limited-time offers, or stock levels can nudge hesitant users to act. Just make sure it’s authentic — false urgency can backfire and hurt trust.
While most landing pages are used for paid traffic, if you're aiming for organic visibility, include your keyword in the headline, URL, meta description, and body content.
Building a great landing page is one thing — scaling and optimizing it across campaigns is another. That’s where FERMÀT comes in. FERMÀT is an AI-powered commerce platform that helps brands create seamless, high-converting digital shopping experiences — and that includes powerful landing pages.
FERMÀT helps you create landing pages that are not just informative but interactive. Their technology enables shoppable storytelling, allowing you to embed product discovery, education, and purchase options directly into the page.
With FERMÀT’s modular approach, brands can build and deploy campaign-specific landing pages quickly — no need to start from scratch each time. This means you can respond faster to trends, promotions, and new product drops.
FERMÀT provides analytics that go beyond standard metrics. You get insights into how users interact with your page content and products, helping you refine your strategy for maximum conversions.
Whether you’re using Shopify, a headless CMS, or another eCommerce platform, FERMÀT integrates easily. This allows your landing pages to stay on-brand and in sync with your existing tools and workflow.
Their pages are built with performance and mobile responsiveness in mind. This ensures fast loading, clean design, and a frictionless experience that keeps users engaged — and more likely to convert.
Creating a landing page that converts isn’t just about good design or catchy copy — it’s about strategy, clarity, and user experience. Every element on the page should serve a specific purpose, guiding your visitor toward a single, well-defined goal. From the headline to the call to action, every piece of content should be intentional and aligned with what your audience needs and expects.
A successful landing page clearly communicates its value, builds trust with the user, and removes any friction that might prevent someone from taking action. By focusing on benefits over features, keeping the layout clean and responsive, and continuously testing for improvements, you set the stage for consistent growth and higher conversions over time.
If you want to take your landing page strategy even further, platforms like FERMÀT can help you deliver interactive, shoppable experiences that convert better and scale faster. Whether you're building your first landing page or optimizing an existing one, the key is to keep learning, testing, and refining — because even small changes can lead to big results.
A homepage serves as the front door to your website, guiding users to various parts of your site. A landing page, on the other hand, is designed with one specific goal — to convert visitors based on a focused message or offer.
Ideally, yes. Dedicated landing pages allow you to tailor the message and experience to each campaign, increasing relevance and boosting conversions compared to sending users to a generic page.
There’s no one-size-fits-all length. Short pages work well for simple offers, while long-form pages are better for complex or high-ticket items that require more explanation and trust-building.
Yes, but only if it’s optimized properly. That means using a unique URL, relevant keywords, proper meta tags, and valuable content. However, many landing pages are built for paid traffic and aren’t indexed.
Not necessarily. Tools like Unbounce, Webflow, or Instapage let non-developers build custom landing pages with drag-and-drop features. However, a developer may be helpful for advanced customization.
You should review and test your landing pages regularly — especially if performance drops or user behavior shifts. Refresh copy, visuals, or CTAs based on user data and A/B test results.
Absolutely. Landing pages are a great companion to email campaigns. They provide a focused next step after a user clicks a CTA in your email, driving them toward a specific conversion goal.
Google Analytics, Hotjar, Crazy Egg, and HubSpot offer deep insights into visitor behavior, conversion paths, and drop-off points. These tools help you optimize more effectively.
Typically, no. Removing navigation reduces distractions and keeps the user focused on the primary CTA. However, in some cases, minimal or sticky navigation may help depending on user intent.
Images that show the product in use, customer success, or emotional outcomes tend to perform best. Avoid generic stock photos and use visuals that align directly with your message.