If you have an upcoming launch, your business needs landing pages to captivate leads and sell your offers.
But not just any landing page will do. (As you’ll see in tip number one below, being intentional is key to creating a landing page that sells.)
In this article, we break down everything that goes into a high-converting landing page, so your next launch will be one for the books.
But first …
Top 3 Landing Page Tips
Before reviewing the nuts and bolts of a high-converting landing page, keep these top three tips in mind:
1. Sweat Every Word
Be intentional when creating your landing page. Cut the fluff and get right to the core of the message. (You’d be surprised how many people scroll on simply because your sentences are too long.)
A good rule of thumb: Say what you need to in as few words as possible.
- Instead of: “Buy my 65 Etsy printable templates, which are on sale for today only on my site” (16 words)
- Say: “Get 65 Etsy Printable Templates — ON SALE NOW” (8 words)
With a little intention, we just cut that line in half.
2. Give Users Something To Do
Have a clear next step based on your goal for the page. Tell your reader this next step continuously from top to bottom via call-to-action (CTA) buttons.
A/B test your copywriting for these to uncover which ones convert best.
You might learn that “YES I WANT THIS” converts better than “BUY NOW”, for example.
Before you reach out to your entire email list, test your CTA button shapes, sizes, and density as well. For example, you might learn that rounded CTA buttons convert better than rectangular buttons. Or that leaf green converts better as a button color than sky blue.
3. Optimize For a Positive Experience
Ensure your landing page loads quickly, has no glitches, and displays well on all screen sizes and devices. (Landing page templates with responsive designs can help with the latter, so users get a positive experience no matter what.)
Take a good look at your page from top to bottom using this mini checklist:
- Are you able to easily click on all CTA buttons and quickly get led to the correct checkout pages?
- Is everything loading correctly (text, images, videos) without errors?
- Do you notice any awkward gaps, spelling errors, or pixelated images?
- Does your page look good on all screen sizes and devices?
- Is everything loading quickly?
- Does it have a clean design?
- Is your offer clear?
Be sure to also read your landing page out loud to catch any tone or style mistakes.
You can also run it through Writer to find any issues with tone or readability. Writer is specifically built to help with online writing, and it hates fluff, so it’s a great tool for this type of editing. It also catches grammar mistakes and plagiarism.
For an even more effective landing page, consider working with UI/UX design companies. They can help ensure that your design not only captures attention but also provides a smooth, enjoyable user experience that keeps visitors engaged and leads to higher conversions.
The Anatomy of a High-Converting Landing Page
Never create a landing page without these 12 key elements:
- A strong headline
- A captivating mockup image
- A “what you get” section
- A “who it’s for/ will this work for me” section
- An objection handling section
- A customer testimonials section
- A value stack with prices section *a reminder of everything you get
- A Comparison of offers section (your offers versus others)
- An about the brand/CEO section
- An FAQ section
- A policies, copyrights, and notices footer
- Plenty of calls to action throughout the landing page
Let’s break these down below. 👇
1. Strong Headline
Your headline should grab attention instantly and clearly inform the visitor what they can expect. Avoid vague phrases and get straight to the point.
- Instead of: “Welcome to our product page”
- Try: “Double Your Client Bookings in 30 Days”
*Pro-Tip: Use power words like “fast,” “easy,” “free,” “proven,” and “secret” for impact. Test two to three headline variations using A/B testing tools to determine which one converts the best.
2. Captivating Mockup Image
People want to see what they’re getting. Whether you’re selling a course, a service, or a digital product, add a polished mockup or “hero image” at the top to make your offer feel more real and tangible.
Use clear, high-quality visuals, such as a digital course admin dashboard, workbook preview, or screenshot of results, as your hero image. (Bonus points if you include diverse faces and clean branding that matches the rest of your site.)
Here’s a great visual you can use as a reference:
3. “What You Get” Section
Break down the full offer in bullet points or a checklist. Make it so obvious what’s included that someone could skim it and still understand the value.
For example:
- 10 self-paced video lessons
- Canva templates with design elements to speed up your design process
- A private Slack group for feedback and support
- Bonus: 1:1 coaching call if you join this week
This section helps reduce confusion and builds trust by showing that your offer is packed with value. (More on value in a bit.)
4. “Who It’s For” Section
Your visitors want to know … Is this for me? Answer this directly and confidently.
Create a short section that calls out your ideal buyer with a few bullet points or a bold subhead like:
“This is for you if …
- You’re a service provider ready to scale without burnout
- You’ve tried creating freebies before, but didn’t get traction
- You’re tired of starting over and want a clear, repeatable system”
This is where people start to self-identify and lean in.
5. Objection Handling section
Tackle objections head-on so users don’t have a choice but to buy. Consider the top reasons someone might bounce without making a purchase, and address them with empathy and facts.
Use headers like:
- “Not tech savvy? You don’t need to be.”
- “Don’t know visual design? You’ll get designed templates.”
- “Worried it won’t work for your niche? Here’s proof it does.”
- “On the fence about the price? Let’s talk about value.”
Include testimonials, refund guarantees, or side-by-side comparisons to make your case stronger. We’ll discuss customer reviews further in the next section.
6. Testimonials Section
Include testimonials from past customers who’ve gotten real results. (Ideally with names, faces, and specific outcomes.)
Pull quotes that sound natural and enthusiastic, not scripted, like:
“I made back 3x what I paid for the course in less than a month.”
– Morgan J., Freelance Web Designer
Review your social media direct messages and early feedback from beta testers to identify these. You can also send out a quick feedback form to your list of past clients, asking for their input. (Or email your loyal customers directly to see if they wouldn’t mind sending over a customer review video.)
7. Value Stack With Pricing
Bundle it all up and show users just how much they’re getting.
List everything included, the actual value, and then the final offer price. Use a clear and clean visual design here. (Just bullets with emojis or a checklist with check mark symbols)
Here’s an example:
- 10-module course: Learn how to grow your email list fast — $497 value
- Done-for-you Canva templates — $147 value
- 3 live group coaching calls — $300 value
- Swipe files + scripts — $97 value
- Private student community — $97 value
- Bonus: Email Funnel Checklist — $27 value
“Normally $1165, yours today for $197 — only until Friday.”
Anchor the price to the transformation they’ll receive. Your value stack should feel like a no-brainer.
8. Comparison Of Offers Section
This is where you set yourself apart. Compare your offer to other options they’re considering — like doing it themselves, hiring out, or buying a cheaper alternative.
Use a simple table or checklist like this:
Features | [Your Program] | DIY | Other Courses |
Step-by-step process | ✅ | ❌ | ❌ |
1:1 support included | ✅ | ❌ | ❌ |
Templates + tools | ✅ | ❌ | ✅ |
Lifetime access | ✅ | ❌ | ❌ |
This section reinforces the value of your offer, yet again, and gives it a clear competitive edge.
9. About The Brand/CEO Section
People buy from people. Use this section to establish trust, humanize your brand, and foster a connection with your audience.
What to include:
- A relatable intro (Think: One-sentence snapshot of who you are + something personal or surprising)
- The backstory behind this offer. (Why you created it and what problem it solves.)
- A credibility booster. (Your results, client wins, media features.)
- A personal photo. Real, not overly polished. Something that says “approachable expert”.
Here’s an example:
“Hey, I’m Meghan — mom of three and a 6-figure sales coach.
Five years ago, I was stuck sending pitch after pitch … and hearing crickets. It wasn’t until I discovered how to write emails that actually sell that things took off.
Now? I teach other service providers how to skip the guesswork and book dream clients with ease. This exact system took me from $2k months to fully booked waitlists — and I can’t wait to show you how.
(Yep, even if you’ve never sold anything online before.)”
10. FAQ Section
Think of this as your final conversion boost.
Answer common questions like:
- How long do I have access to the program?
- Will this work for my niche?
- Do you offer refunds?
- What if I fall behind?
Use short, friendly answers that ease worries. If people are still reading the FAQ, they’re likely close to making a purchase, so give them that extra nudge of comfort.
11. Policies, Copyrights, and Notices footer
Create a footer that includes links to important pages, like your return policy.
Don’t skip this. It builds credibility and helps with legal protection in case you need it.
Include your:
- Refund policy
- Return policy
- Terms of use
- Privacy policy
- Shipping policy
- Copyright info
- Contact details
Depending on where you’re linking this landing page, you may need to add additional disclaimers. For instance, if you’re linking this to your Facebook or Instagram page, or using Meta Ads, there’s a required text you must add.
Here’s what it looks like:
It doesn’t need to take up much space, but it should be easy to find and written clearly.
12. Plenty Of Call To Action Buttons
People tend to scroll sporadically and quickly, so provide them with numerous CTAs to ensure they don’t miss one.
Sprinkle CTA buttons throughout your landing page — not just at the bottom. Make them easy to spot, action-oriented, and benefit-driven.
Examples to inspire you/test include:
- “Start growing your list today.”
- “Unlock the templates no.w”
- “Yes, I want in!”
Bonus Tip: Include buttons after every major section so no matter where someone is on the page, they’re just one click away from buying.
Wrap Up
A successful landing page works hard for you. When each section has a clear purpose, strong copy, and a smart layout, you encourage more people to buy.
Remember the anatomy of a high-converting landing page. It includes these key elements:
- A strong headline
- A captivating mockup image
- A “what you get” section
- A “who it’s for/ will this work for me” section
- An objection handling section
- A customer testimonial section
- A value stack with prices section *a reminder of everything you get
- A Comparison of offers section (your offers versus others)
- An about the brand/CEO section
- An FAQ section
- A policies, copyrights, and notices footer
- Plenty of calls to action throughout the landing page.
Use this as your checklist the next time you build a landing page. Now go turn those clicks into conversions.
To your success!
PS: Need a template for your WordPress landing page? Head to ThemeRex to find a WordPress theme now.
