If you'd prefer to watch this on YouTube, click here.
Ever noticed how everyone seems to have a different idea of what a landing page actually is?
Some people think it's just their homepage. Others confuse it with those pop-up forms asking for your email. And if you've been in business long enough, you've probably heard someone insist that EVERY page on their website is a landing page.
Let me clear this up once and for all.
As someone who's built and optimized landing pages for businesses across dozens of industries, I'll show you exactly what a landing page is, what it isn't, and most importantly, how to use one effectively in your business.
The best part? It's probably simpler than you think.
What we’re covering
Here's what we'll tackle today:
- What a landing page actually is (and isn't) - Once you understand its real purpose, everything else falls into place
- The key elements that make a landing page work - These are the proven components that turn visitors into leads and clients
- A practical guide to building your landing page - Including tools and tips from my years of experience
By the end of this post, you'll have the knowledge and confidence to create landing pages that actually convert - even if technology isn't your favorite part of running your business.
Why landing pages work: A simple analogy
Picture this: You open Netflix on a Friday night, ready to unwind. Twenty minutes later, you're still scrolling. Forty minutes in, you're overwhelmed by choices. Sometimes you might even give up and just check email instead.
But then there are those times when a trusted friend says, "You HAVE to watch this one show. It's exactly what you're looking for." And just like that - decision made, no scrolling needed.
That's precisely why landing pages are so powerful for your business.
Your regular website is like Netflix — lots of options, lots of places to click, and lots of decisions for visitors to make. A landing page, on the other hand, is like that trusted friend with the perfect recommendation. It has ONE clear purpose and ONE clear action for your visitor to take.
And here's what I've learned after years of building these pages: When you make it that simple for people, that's when conversions happen.
What is a landing page?
Simply put, a landing page is a standalone web page with ONE specific goal. That's it. No distractions, no menu bars, no sidebars full of links - just one clear action you want your visitor to take.
That action might be:
- Signing up for your email list
- Booking a consultation call
- Purchasing your product or service
- Downloading your free resource
- Registering for your event
Think of it as your best salesperson - focused, on-message, and working 24/7 to achieve one specific outcome.
What a landing page is NOT
This is where many business owners get tripped up.
"But Mark, my homepage has a contact form - isn't that a landing page?"
Not quite. Here's an easier way to think about it:
Your homepage is like your business's lobby - it welcomes visitors and points them to different departments.
A landing page, however, is more like a dedicated sales conversation. One topic. One goal. One desired action.
When to use a landing page
There are 3 main situations where a landing page isn't just helpful - it's essential:
- Running Paid Ads
Look, if you're investing money in ads, you can't afford to send that traffic to your regular website where people might wander off. You need a focused landing page that delivers exactly what your ad promised. No detours, no distractions. - Launching Something New
Got a new service? Product? Program? A landing page lets you tell that specific story without your visitor getting lost in your regular website content. It's like having a dedicated space to showcase your latest offering. - Building Your Email List
Here's a truth bomb: A well-designed landing page will convert casual visitors into subscribers WAY better than a random form on your website. The secret? Offer something valuable in exchange for their email - could be an ebook, webinar, free consultation... whatever makes sense for your specific business.
The 5 Must-Have Elements of Any Landing Page
After building tons of these things, I've noticed something: The landing pages that actually convert all share these 5 key elements. Miss any of them, and you're leaving money on the table.
- A Compelling Headline
This isn't the time to get cute or clever. Your headline should instantly tell visitors they're in the right place. Think less "Welcome to Our Website" and more "Fall Asleep in 20 Minutes (Even If You've Tried Everything Else)" or "Get Your Tax Return Done Right, Without The Stress." - Clear Value Proposition
Here's where you answer the "What's in it for me?" question. But don't just list features - paint a picture of what life looks like after they take action. Show them the transformation. - Social Proof
Nobody wants to be the first person to try something. That's why you need:
• Client testimonials
• Industry credentials
• Media mentions
• Results screenshots
• Case studies
Even just one solid piece of proof can make the difference between a bounce and a conversion. - A Single Call-to-Action (CTA)
Remember our Netflix analogy? This is where it really matters. Give people ONE clear action to take. Make that button impossible to miss. And please, for the love of conversions, make it say something better than "Submit" or "Click Here." - Zero Distractions
This is usually where business owners struggle. Yes, you need to remove:
• Navigation menus
• Social media links
• Footer links
• Sidebar widgets
• Anything that doesn't support your main goal
Trust me, I know it feels weird at first. But every extra link is just another exit door for your visitors.
How to Build Your Landing Page (Without Pulling Your Hair Out)
Look, I'm gonna level with you - there are two ways to do this:
The Hard Way:
- Learn HTML/CSS coding
- Design everything from scratch
- Spend weeks tweaking until it's perfect
- Question all your life choices
The Smart Way:
- Use a landing page builder
- Start with proven templates
- Have your page up in hours, not weeks
- Keep your sanity intact
Let's focus on the smart way, yeah?
Now let’s put this all together with a real-world example. Here’s how I’d build a simple email opt-in landing page:
- Start with a clean canvas
Use a page builder like Elementor or Thrive Architect (my personal favorite). Remove the navigation bar and footer to eliminate distractions. - Add your main headline
Place it front and center, styled with the appropriate font and spacing. You can also add a pre-headline above it to guide visitors into the main headline. - Include benefit-focused copy and visuals
Use two columns: one for a bullet list of benefits and one for an image that complements your message. - Add your opt-in form
Use a simple content box for the name and email fields. Style it to match your design, and connect it to your email service provider (like Aweber or Mailchimp). - Test your page
Once everything is set up, test your landing page to ensure it looks great on desktop and mobile.
My own email opt-in landing page converts at over 25%, well above the typical 5–15% range. Nothing fancy—just fundamentals done well.
The Truth About Landing Pages
Your landing page doesn't need to win design awards.
It doesn't need fancy animations or "revolutionary" features.
What it NEEDS is to connect with your visitor and guide them to take ONE specific action.
That's it.
Think of it this way:
A good landing page is like a passionate salesperson who's laser-focused on helping ONE type of customer solve ONE specific problem.
A bad landing page is like that overwhelmed retail worker who keeps wandering off to stock shelves while you're trying to buy something.
The difference? Focus and purpose.
So start simple:
- Know exactly what you want your visitor to do
- Remove anything that doesn't support that goal
- Test and improve based on real results
Remember: Every successful business owner started somewhere. Your first landing page might not be perfect - but having an imperfect landing page that's LIVE is infinitely better than having a "perfect" one that exists only in your head.
Ready to build your first landing page? The templates and tools are waiting. All you need to do is take that first step.
