A landing page isn’t just another page on your website, it’s where visitors decide whether to take action or leave. It’s where your offers, services, or freebies convert browsers into buyers, or at the very least, into leads.
But not all landing pages work. If you want to create engaging landing pages that actually capture leads and drive results, there are a few key things to get right.
I see so many business owners spending hours on a landing page, only to end up with something that looks great but doesn’t do its job. If that sounds familiar, don’t worry. Let’s break down how to build a landing page that doesn’t just look good but actually works.
1. Start with one clear goal
Your landing page should focus on one single action you want the visitor to take — download a freebie, sign up for a challenge, book a discovery call. When there’s more than one option, people are less likely to do anything at all. Clarity beats choice every time.
Ask yourself: What is the one thing I want them to do here?
2. Make your message about your audience
This isn’t the place to list every detail of your offer or talk about your process. It’s about your reader — what they’re struggling with, what they want, and how this offer helps them take a step forward.
Use simple, supportive language that makes them feel understood. Instead of “My 5-step process helps clients optimise their time,” try “Feeling overwhelmed with your to-do list? This free guide will help you get more done without burning out.”
3. Choose a strong, clear headline
Your headline is the first thing people see — make sure it speaks to their needs. A good headline is simple, clear, and focused on the benefit. Think about what they’ll get from signing up.
Some examples:
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Free Checklist: Plan Your First Online Course in a Weekend
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Say Goodbye to Tech Overwhelm: My Favourite Tools for Coaches
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Join the Waitlist: Be the First to Hear When the Doors Open
Keep it short and focused. You’ve got just a few seconds to get their attention.
4. Keep the design simple and distraction-free
Your landing page doesn’t need to win a design award. It just needs to be clean, easy to read, and easy to use. Choose a calm colour palette, keep plenty of white space, and stick to just one or two fonts.
Make sure there’s only one call-to-action button on the page — and it stands out. Everything should guide the visitor towards that one button or form.
5. Add a quick list of benefits or what’s included
People want to know what they’re signing up for. A few bullet points showing what they’ll learn, get access to, or be able to do after downloading your lead magnet will go a long way.
Be specific, but keep it simple. Focus on outcomes and value, not features.
6. Use an image that adds context or connection
If you’re offering a workbook or free training, include a mock-up or graphic that shows it. If it’s a call with you, use a friendly photo of yourself. Visuals help people connect and understand what they’re getting.
But don’t overdo it — one clear image is enough.
7. Make your form short and sweet
The fewer fields your form has, the better. Name and email address is usually all you need. The more you ask for upfront, the fewer people will sign up.
Keep your button text personal and action-oriented too. Instead of “Submit,” try “Send me the guide” or “I’m ready to sign up.”
8. Optimise for mobile
More than half of your visitors are likely seeing your page on a phone. Test it out. Make sure the form is easy to fill in, text is readable, and nothing gets cut off or squished on smaller screens.
9. Follow up with a welcome email
Your landing page doesn’t stop at the thank-you message. Create a warm, friendly welcome email that delivers what you promised, introduces you, and lets people know what to expect next.
This helps you build a relationship right from the start.
Want help creating a landing page that works?
You don’t have to figure all of this out on your own. I support coaches and online service providers by taking the tech side off their plate — designing landing pages, setting up automations, and connecting the dots behind the scenes.
If you’ve got an idea but the tech is holding you back, I’m here to help you move it forward.