Landing Page Tips: Are You Losing Sales?

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• Landing pages with multiple calls to action or things that take attention away convert up to 202% less than simple pages with one goal.
• Over 50% of web traffic is mobile—landing pages that don't work well on phones lose conversions fast.
• Things that build trust, like reviews or guarantees, often work better than discounts to get people to convert.
• Making things personal leads to about a 20% increase in conversions on average, says Econsultancy.
• Tools that create content automatically let you test different versions (A/B testing) and send messages for specific customer types without needing developers.

If your website gets a lot of visits but not many signups, purchases, or leads, you should look closely at your landing pages. A good landing page is more than just an online ad—it's what changes interested visitors into paying customers. Lots of businesses miss out on money because of bad design, unclear words, or layouts that have too many distractions. This guide shows proven ways to make landing pages better and get more conversions using messages based on what people think, clear design, and testing with automated tools.

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Write for One: Target a Specific Customer Type

When you try to talk to everyone, your message doesn't connect with anyone. This is a common mistake that makes your landing page weaker and lowers its chance of getting conversions. Instead, build your words and pictures around one specific type of customer you want to reach. A customer type is a made-up picture of your perfect customer based on information—it combines facts like age and job with how they act, what problems they have, and what drives them.

For example, if you sell a tool for getting leads for people in real estate, don't just say "Easy marketing tools for any business." Make it more specific

“Get 3x More Real Estate Leads with Smart Listing Pages.”

This headline talks straight to a certain job, a problem they have, and what they get out of it—making it much more interesting.

Using automated tools makes this even stronger. Tools that create different versions of headlines, lists of benefits, and calls to action let you make the page fit different customer types without writing the whole page again. You can use these versions to test which message works best.

Pro Tip

• Use automatic tools to pull in things like the industry name or place.
• Example: “Marketing Tools for [Industry] Pros in [City]” automatically fills in the words based on who is visiting.

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Talk About Real Problems, Not Just What It Does

We've all seen marketing words that just list features

“Includes analytics, integrations, and a user-friendly dashboard.”

This doesn't answer the question visitors are quietly asking: “How does this fix my problem?”

Instead, start by talking about their problems and what makes them worried—what is actually keeping your possible customer awake at night. Add parts that show you understand what is bothering the user.

Instead of: “Track leads with our CRM Integration” Try: “Still losing track of leads after open house events? Our CRM syncs stop that mess.”

Studies support this idea. A study by Bai, Law, & Wen (2008) said that websites that connect with people on an emotional level build more trust and make people want to buy. When your website words show you care, visitors feel understood and are more likely to convert.

Pro Tip

• Use the exact words from your customers' reviews or comments to find out what problems they have.
• Start your landing page with a question or a situation people know well to get their attention right away.

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Add the Human Touch

People trust people, not companies. This is why making your landing page content feel human helps a lot in getting more conversions. Even the best landing pages are better when they have a real voice that is clear but also friendly.

Being human means writing like you are talking, showing you understand the user's situation, adding a little humor if it fits, and being open. Use things like

• Messages from the person who started the company
• Pictures of employees
• Writing like "We built this tool because…"
• A relaxed but professional tone
• Real stories of success or problems customers faced

Using AI tools to write the first version of your landing page words can save many hours—but always check the final words to make sure the tone is right and it feels real. Think like a person, not a robot.

Pro Tip

• End paragraphs with questions that match what the visitor might be thinking (“Not sure if this will work for you?”) to make them want to keep reading.

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Smart Links Build a Better User Flow

Every link you put in is a chance—or a danger. Too many links leading away can send visitors off your page, making the flow confusing and hurting your chance of conversion. According to WordStream (2020), making your links support one clear path (like signing up or getting a guide) can boost conversions by up to 202%.

The landing pages that get the most conversions usually have

• One main call to action
• No menus at the top
• Nothing on the side to take attention away
• Very few (if any) links to other websites

Guide your users with a planned path: headline → proof of benefit → trust point → strong call to action. Don’t give them ways to leave before that last step.

Pro Tip

• If you need to include more information (like questions and answers or terms), put them at the very bottom with little design to draw attention.

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Make Your Call to Action Better: Words and Where You Put It Matter

Your call to action (CTA) is where everything comes together to get the conversion. It must be clear, feel important now, and show value. A simple “Submit” is not enough—you need words that tell people to act and show what they get, like

• “Start My 30-Day Free Trial Now”
• “Get My Personal Plan”
• “Ask for Your Free Talk”

The words you use should match what you promised in your headline and the words around it, building trust and making people look forward to it.

Where you put it is just as important—your call to action should show up

• At the top of the page (easy to see right away)
• After you talk about key benefits or things that build trust
• More than once on longer landing pages

Also, think about how the design guides the eye. Make the button stand out with strong color contrast, a large size for phones, and enough empty space around it so people see it right away.

Pro Tip

• Use things like arrows or pictures of people looking at the call to action to make it easy to see and show people what to do.

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Use Layout to Make Scanning Easy

According to research on how people use websites by Nielsen Norman Group (2019), visitors scan pages in a pattern like the letter F. This means they look across the top first, then scan down the left side, and then look around in the middle parts.

Your layout should make it easy to quickly read by

• Using clear section titles
• Breaking up content with bullet points
• Making important words bold
• Putting calls to action near where people look most

Also, use design things like lots of space, symbols, and pictures to keep ideas separate. This makes the page easy to follow and stops people from getting tired of reading, which often makes them leave.

Pro Tip

Use tools that show where people click or look on your page (like heatmaps) to see how users use your layout and make changes based on that.

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Get Rid of Navigation That Takes Attention Away

Every extra thing—whether it's a menu bar at the top, a button to share on social media, or a blog sidebar—takes attention away from what you want people to do. Unbounce’s Conversion Benchmark Report (2019) shows clearly: landing pages without navigation work much better.

Why? Because focused attention means more conversions.

Landing pages are not websites. They are online spaces for one specific purpose. Here’s what to take away

• Menus at the top
• Links to blog posts
• Lists of recent posts or other side parts
• Outside ads or symbols

Instead, make things clear by focusing on the ONE thing you want the user to decide.

Pro Tip

• Use a simple design with a plain background and keep the main focus on the headline and call to action in the center.

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Making It Work on Mobile Is Required

Making your page work well on mobile phones is not just an option now—it's a must. According to Google and reports from the industry, over half of all web visits happen on mobile devices. Also, because Google looks at the mobile version first to decide rankings, how well your page works on mobile directly affects where you show up in search results.

What does it really mean to be "mobile-optimized"?

• Font sizes of 16px or more so it’s easy to read
• Call to action buttons of 48px tall or more so they are easy to tap
• Content blocks stacked one on top of the other
• Page loads in less than 3 seconds
• No things that don't work well on mobile (like Flash)

Test on different phones (Apple and Android) and screen sizes to make sure everyone has a smooth experience.

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Build Trust Before You Sell

No matter how good your offer is, nobody buys from a landing page they don't trust. Before they click that final button, visitors think: “Is this real? Will they keep my information safe? Have other people had good results from this?”

Build that trust by adding:

• Reviews from customers with names and pictures
• Logos of companies you work with (“Trusted by over 2,000 brands”)
• Awards or certificates
• Guarantees to give money back
• Clear rules on how you use data (“We never sell your information”)

Trust doesn’t take up a lot of room, but it needs to be planned. Choose things that truly show trust instead of just filling space.

Pro Tip

• Put trust symbols near forms or calls to action to make people feel safer when they are about to convert.

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Try Making It Personal for Even Better Results

Landing pages that are the same for everyone are old news. With today's tools, you can make pages personal for many people, and people expect it. Companies that use content that changes based on how people act, where they are, and where they came from see much higher engagement.

Examples of making it personal:

• “Welcome back, Dave—ready to keep saving money?”
• A call to action that changes based on the campaign (e.g., “See Offer from LinkedIn”)
• Offers specific to a place (e.g., “See Contractors Near Atlanta”)

Econsultancy (2020) saw about a 20% increase in conversions when pages were made personal—showing it works for more than just being new.

Pro Tip

• Use tracking tags (UTM parameters) to make different experiences based on ads or where the traffic came from.

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How Automated Tools Help Make Landing Pages Better

Checking and fixing landing pages by hand is important but you can't do it for everything when you have many different paths for buyers, offers, and campaigns. Automated tools help with this by letting marketers:

• Automatically create variations of landing pages for specific customer types
• Use AI to write headlines that help with search rankings
• Automatically match ad messages to the words on the page
• Run fast and good tests (A/B tests)
• Change calls to action right away based on what people do

Content made by automated tools doesn’t mean it’s cold—it means you can test things faster, keep your brand's voice steady, and make things personal in a flexible way.

Pro Tip

• Link marketing tools like Unbounce, Instapage, or HubSpot with personalization tools like Clearbit or Mutiny to make the whole process better.

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Checklist for Checking Your Landing Page

Here’s a simple checklist to quickly find where your current pages might be losing conversions:

• Headline talks directly to a specific group of users
• Only ONE main call to action is easy to see near the top of the page
• The main problem the user has is named and talked about
• No menus or extra links that aren't needed
• Layout helps people scan and shows the main points clearly
• Includes reviews, guarantees, or logos of companies you work with
• Call to action button is easy to tap on a mobile phone
• Page loads in less than 3 seconds on a mobile phone

If you said “no” to any of these, you’ve found a place where your landing page is losing conversions.

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Ready for a Real-World Fix?

Let’s look at two versions of a landing page for a real estate agent trying to reach people selling their homes.

Version A

“Welcome to John’s Realty. We help you buy and sell homes. Check out our listings or contact us!”

What it is: Unclear message, multiple calls to action, nothing to connect with people emotionally. It sends you to the main website. It’s very basic.

Version B

Headline: “Sell Your Home 37% Faster—Free Local Market Analysis Included” Subhead: “Get information based on your zip code. No pressure, just info.” Call to Action: “Get My Free Home Value Report” Includes reviews from other local sellers, looks good on phones, and has no other ways to leave the page.

Which one would you trust more? Want to test? Want to convert on?

Making your landing pages better doesn’t always mean starting over. Sometimes, small changes—like changing one word in your call to action or taking away a menu bar you don't need—can make a big difference in conversions. Use understanding of people, information from data, and automated tools to keep making your approach better.

Need help creating good content quickly for all your campaigns? Let our platform help make and scale landing pages that connect, convert, and work better.