How the Best Marketing Teams build Landing Pages for highest conversion

The best landing page is the landing page that delivers the most net business value. Don’t just focus on conversion to lead/signup, but track those conversions all the way to revenue. You’re better off having 100 customers who you can convert, retain and monetise vs. 500 signups that ultimately don’t drive business value.

When you have this mapped, you can experiment with new landing page concepts. Always aim for the big changes that can deliver +2X (vs. optimisations that might deliver 2% or 5%) because you’ll get to statistical significance faster and deliver more return on your time.

Landing pages play an important role in a prospect’s journey, as they are often the first impression a potential customer has of your brand. Within the first few seconds, you need to capture the visitor’s attention and spark their interest in your product. When I’m searching for a solution, one of the first things I want to see is how the product will solve my pain points with its features. In addition, customer testimonials or case studies also play a significant role in convincing me of a product’s suitability.

They provide social proof and demonstrate that the product is effective in similar industries. Knowing that other businesses have successfully used the product gives me confidence that it might work for us too. Last but not least, I like to know if a product is a leader in the market, so it’s nice to have awards badges from different review platforms as additional social proof.

A strong landing page doesn’t just look good, it drives action. While I think that compelling copy is essential, there are other elements play a crucial role in capturing and converting visitors. Here are my top best practices:

Digital marketing in 2025 boils down to two components: data and empathy. Why is that?

Data represents the basis of all our decisions, and empathy is the key factor through which we understand how we analyze data and user behavior. The better we understand our clients and prospects from a human perspective, the better we can understand their needs and motivations to purchase.

Thus, we can unlock countless conversion optimization opportunities, which we can maximize through controlled experiments. Everyone involved in conversion rate optimization should use a solid experimentation workflow (A/B testing).

Decoding SaaS Landing Pages: What Really Drives Conversions. A landing page might seem straightforward, but every detail influences conversions. After testing, learning, and optimizing across markets, one thing is clear: a data-driven approach is the only way to crack the code. These aren’t just best practices in theory but proven strategies in action.

3 Elements to Set the Foundation:

2 Factors That Influence Decisions:

One Rule That Always Works: Test, Adapt, and Never Assume. Would you believe that something as small as hiding the navigation bar can increase conversion rates by almost 10%? It reduces distractions and keeps users focused on the action you want them to take.

We saw this in action, heatmaps revealed that a significant number of users were clicking on the navigation bar instead of engaging with the CTA. That’s when we realized: the nav bar was a major drop-off point. Small tweaks like this can make a big difference. Never assume that a minor change won’t have an impact. Every market behaves differently, and what works in one region might not work in another.

That’s why continuous testing, local adaptation, and data-backed optimizations matter. Landing pages are never “done.” Keep testing, keep optimizing, keep improving. Happy Experimenting!

30 Years of Lessons Learned. I’ve been involved in online marketing since it became a thing, so I’ve learned a thing or two about landing pages. What makes a good landing page is a huge subject, so it’s not possible to cover everything, but I hope the tips below are helpful.

Although landing pages have substantially evolved over the years, their core principles endure: knowing your audience, staying focused, and providing value by highlighting benefits rather than features. Incorporating personalization, optimizing for mobile, and effective A/B testing are critical to ensure the best results.

Getting someone to a landing page is the digital equivalent of getting them in the doorway of a bricks and mortar store. Now, imagine you own that physical store. You would want to make sure that when a potential customer enters and starts looking around, someone is there to help them.

Greet them, have a personalised conversation, answer their questions, show them different products, and ultimately help them checkout and buy something. In fact, the idea of not having someone doing this in a store is strange.

Yet marketers so often don’t have this on landing pages. We spend time and money driving people to the digital doorway, only to stop helping them. We make them find out everything for themselves, pepper them with BUY NOW messages, and lose the personal connection most people need to feel comfortable in a buying journey.

That’s why the best landing pages use Conversational Marketing. Embedded tools that help guide users and answer their questions, if they aren’t quite ready to Buy Now, or Book a Demo, or Sign up to a Newsletter.

At Leadoo, we specialise in Conversational Marketing. And have seen it raise Conversion Rates on websites by 41% on average. We are that digital store assistant your landing pages need!

A landing page isn’t just there to look good or rack up visits; it needs to actually do something for the user. The best marketing teams get this. They put the user first, making sure the content speaks to them, not at them.

No business jargon, no AI-generated fluff, just clear, natural messaging that instantly makes sense. Visitors shouldn’t have to work to understand what’s in it for them—it should be obvious from the first second.

The trick? Provide real value. A great landing page feels more like a conversation than a pitch, answering questions before they’re even asked. It should guide users effortlessly, not overwhelm them with clever wording that says nothing. When the content is natural, helpful, and built around what the user cares about, conversion stops being a struggle—it just happens.

In this age of AI-generated keyword-saturated content, we seem to have forgotten that less is more. When potential buyers arrive, they should feel engaged in a conversation that decisively guides them to the best solution for their needs, not overloaded with the “best-ranking keywords.”

Let’s be honest; there’s no such thing as a perfect recipe in marketing. (Unless you want your page to look like 1000 other pages out there). So take the basic ingredients, add your brand flavor, test it out, and fine-tune it as needed.

In my experience, less is often more in landing page design. The highest-converting pages embrace a minimalist, distraction-free layout that keeps the user journey focused on a single call-to-action with no competing clutter.

Equally important is a value proposition that’s crystal clear and compelling – visitors understand the core benefit on offer within seconds of arriving. This clarity in messaging hooks interest and aligns with the visitor’s needs and expectations. Finally, nothing is left to guesswork or gut feeling.

Data drives every decision: from heatmaps to A/B testing, marketers rely on analytics to refine layout, optimize CTA placement, and fine-tune content for maximum engagement. By continually iterating based on real user behavior, the landing page evolves and improves over time. In short, high conversion rates aren’t magic – they’re the result of simplicity in design, clarity in messaging, and relentless optimization.

A high-converting landing page isn’t just about great design, it’s about guiding the visitor seamlessly toward action. One of the biggest mistakes I see in SaaS marketing is unnecessary friction: long forms that ask for too much upfront, multiple CTAs competing for attention, or messaging that doesn’t instantly communicate value.

When users have to think too much, they leave. For SaaS companies, clarity is everything. Visitors need to understand in seconds how your product solves their problem. A strong, benefit-driven headline, concise yet persuasive copy, and a single, well-placed CTA can significantly impact conversions.

Trust is another major factor in SaaS. Social proof, whether it’s customer testimonials, recognizable brand logos, or case studies, helps reduce hesitation. Free trials and live demos also play a big role in removing barriers and letting users experience value firsthand. And finally, speed and responsiveness are critical.

If a landing page takes too long to load or isn’t optimized for mobile, potential customers will drop off before they even engage. The best SaaS marketers continuously test and refine their pages, leveraging A/B testing and behavioral data to optimize every step of the journey.

Landing pages are critical for success in paid search, especially nowadays when a lot of our control inside of the ad platforms is being taken away in favor of automation. They’re one of the vital parts of an ad account that we still have 100% control over, but unfortunately they seem overlooked by a lot of advertisers.

We always make it a point to provide CRO direction for clients as well as supporting development and design because without solid, dedicated landing pages a paid search campaign will have a much lower chance of success. Quality Score isn’t looked at specifically in the Google Ads auction, but the components of it are so it is important to meet Google’s standards for a page in order to rank higher and pay less per click.

The most important things that can be done with a page are to ensure it loads quickly, does not redirect, and is clearly understandable to Google’s scans. Another important part is including as many of your keywords in the page as possible for relevancy, but making sure to not overload the copy with keywords and make it sound unintelligible. For page design itself, there are a few best practices.

The first is removing navigation to other pages and making the page very direct so that users don’t get “lost”. This means including a form and clear CTAs to make it as easy as possible to convert. It also means including plenty of information to answer any pain points and FAQs so that the page can be self-contained.

Another very important point is to include social proof to show that your company is legit – this means star ratings, testimonials (videos work great), badges of the top customers you work with. Having a social proof bar above the fold at the bottom of the Hero section can work wonders.

Performance marketing is all about results, and one of the biggest factors in being successful is having a high-converting landing page. It’s not just about design, it’s about strategy, testing, and knowing your audience inside out.

From our experience working with top performance marketers and helping tracking and testing their campaigns, here’s what really makes a difference when building landing pages for conversions:

The key to high conversions is constant testing and learning. The more data you have, the better your landing pages will perform. Landing page optimization is one of the things where performance marketers are experts, and it is a game of refining and optimizing, and the ones who do it best are always testing!”

The key thing to remember is that a landing page has ONE job, and that’s to get a visitor to take ONE next step — like signing up, or booking a demo, or taking a free trial. Every word, every picture, every CTA, and every form field needs to move your ICP closer towards taking that ONE step. If it doesn’t do that, it doesn’t need to be on the page.

I see a lot of guesswork going on when it comes to landing page messaging. As a company, obviously it’s tempting to want to cram everything about your features and benefits and how great you are onto the page. It’s a natural marketing urge!

But when you’re writing a landing page for your own business, you tend to load it up with biases and assumptions about what you THINK customers want to read, not what they actually need to know to take that next step. This can result in cluttered, overwhelming pages which don’t connect effectively on an emotional level with your ideal customer.

So that causes things like high bounces rates, bad leads, wasted ad spend, and also frustrated sales teams who are dealing with a lot of prospects that aren’t the right fit. To build a more compelling page that drives signups and revenue, you need to talk to your customers, and to your sales team. Talking to sales is like talking to 100 customers. They’re on your front lines. They’re on the phones every day, so they have a deep understanding of things like customer pain points, hesitations, frequently asked questions, and buying triggers.

They’re a literal goldmine that’s often forgotten about when it comes to developing persuasive landing page messaging. For example, sales can tell you if your value proposition is clear, which features and benefits prospects care most about, and the exact language they use to get prospects over the finish line to sign up.

A good question to ask sales is “What are the top 5 questions you get asked most by prospects?” This will give you some targeted insights that you can address directly on the landing page. Surveying and interviewing customers should include your current customers, past customers, and “almost” customers (the ones who were really interested but didn’t follow through for whatever reason).

Ask open-ended questions that help you dig into what’s actually going on in a prospect’s head when they arrive on your landing page. A good question to start with is “What was going on in your life/work that led you to go looking for a solution like ours?”

The voice of customer data you collect will help you find the right messages to include on your landing page, as well as ideas to test and iterate on over time. Iterating is super important – because a landing page isn’t a once-and-done thing. You should be optimizing the copy regularly, with a goal to get a measurable conversion lift month on month.

In the SaaS universe, capturing the attention of prospects is essential. Landing pages are not just marketing elements; they are the storefront of your business. Just like an attractive display window draws customers into a store, a well-designed landing page encourages visitors to engage with your brand.

Today, more than ever, users are looking for precise information online. A good landing page must therefore answer their questions in one click. Think of it as a well-organized FAQ! Why Landing Pages Matter:

Effective Landing Page Elements:

Strategies for Success:

Landing pages are strategic tools for driving SaaS growth. Following these practices creates effective pages that convert visitors into loyal customers. In conclusion, landing pages are much more than just a step in the customer journey.

They are a strategic element capable of driving the growth of your SaaS business. By applying these best practices, you can create landing pages that capture attention and convert visitors into loyal customers. After all, we don’t have all the answers, but sharing our experience can truly make a difference!

Landing pages are the heartbeat of my work as a Growth Marketer. Having built countless variations across three different B2B startups, I’ve learned that every landing page needs to adapt to the product, audience, and overarching company goals. If your main objective is to spark sales calls, the page should funnel visitors directly toward booking a demo. If you want them to try the product right away, then make that front and center. Either way, never bury your CTA—repeat it often and keep external links to a minimum.

In startup environments, you’re also dealing with relatively unknown products. So, the first order of business is to clarify the problem you’re solving, then show why you do it better than anyone else, and finally prove it with real-world authority markers: testimonials, customer logos, press mentions, or certifications.

For digital products—like at Timeflow, where I currently work—highlighting key features is crucial. I usually employ a “two-CTA” approach: one leading to a product demo booking, the other linking to a step-by-step product tour (check out Gain.pro’s tour for a great example). And remember, mobile deserves a completely different layout than desktop; a lengthy product demo might work on a desktop, but it’s rarely practical on a phone.

Finally, never underestimate the power of testing and tracking. Simple A/B tests—even on minor design tweaks—can yield major results. I always add Analytics scripts to track user flow and scroll depth, and I swear by tools like Crazy Egg to see exactly where users click, linger, or abandon ship. Because at the end of the day, the best landing pages don’t just look good—they convert.

By 2025, we’ve all tried the best practices for high-converting landing pages – optimized layouts, AI-generated content, A/B-tested CTAs. But I think we need to look beyond the usual best practices. The way we search and consume information is changing, and soon, a great landing page won’t just be something we see. It’ll be something we hear. I’m talking about a true audio-first experience.

Instead of scrolling through blocks of text or skimming past AI-generated fluff, imagine landing on a page and getting a short, AI or human-generated audio summary, tailored to exactly what you need—technical details, a brand story, or just the price and key benefits of the product.

This shift isn’t just about convenience, it’s about meeting modern users’ online behavioural changes. People are already consuming content through voice assistants, podcasts, and AI-generated summaries. An audio-first landing page speeds up decision-making and makes product discovery more natural. Plus, I wouldn’t be surprised if search engines and AI-driven ranking systems start favouring audio content the same way they did with video. Landing pages need to evolve beyond static text and visuals. The next competitive edge will be audio-driven experiences that engage, inform, and convert faster.

More often than not, less is more. When working on a landing page, it’s tempting to try to fit everything in or to craft beautifully written ideas in long paragraphs. But the secret to high-conversion landing pages is not saying everything.

Instead, it’s about showcasing everything needed for a decision to be made, with as little content as possible. Here are some guidelines: