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Ask any marketer and they’ll tell you: the first crucial step in establishing a professional online presence is having a great website. But if you really want to generate leads, referrals and sales – a killer landing page (a.k.a. ‘LP’) is the answer. Luckily, the Wix landing page builder is here to help with completely customizable free landing page templates.
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What is a landing page?
A landing page is a standalone web page created specifically for marketing or advertising campaigns. It’s where a visitor "ands after they click on a link in an email, social media post or an ad. Unlike other web pages, with many goals, a landing page is designed with a single focus or call to action (CTA). This could be signing up for a newsletter, downloading a resource or making a purchase. This is because the goal of a landing page is to increase conversion rates by eliminating distractions, guiding visitors toward the intended action.
How to create a powerful landing page in 13 steps
Ready to bring your ideas to life with a high-converting landing page? Launching a product, collecting leads or building brand awareness all starts with a landing page that grabs attention and drives action. Follow these simple steps to create a page that looks great and delivers results.
01. Define your landing page goal
What do you want visitors to do when they arrive? Signing up for a newsletter, making a purchase or downloading an ebook—having a focused goal helps shape your design and messaging. The more specific you are, the easier it is to create copy and visuals that drive action. For example, if you're aiming for webinar registrations, your call-to-action should highlight the benefits of attending.
Understanding your visitors' journey is just as important. By identifying their pain points or needs, you can present your offer as the solution. This clarity in purpose not only shapes your content but also ensures your landing page aligns with what your audience expects, making it easier for them to take action.
02. Choose the best platform
If you know your way around code, you can create a landing page with HTML and CSS for full control over the design. If you want something faster and simpler, platforms like Wix offer great-looking templates that are easy to use. These tools save you time, so you can focus on your content instead of worrying about the technical stuff.
Don’t forget to pair your landing page with a strong domain name that represents your brand and makes it easy for people to find you. Choose a platform that fits your skills and the features you need to get the best results.
03. Select the perfect landing page template
Templates save time and make your page look professional but not all templates are the same. Choose one that suits your goal and audience. For example, if you’re promoting a product, go for a landing page template that clearly highlights images and features. Templates for lead generation often include fields for email sign-ups so picking one designed for your purpose will make things easier.
Once you’ve chosen a template, customize it to stand out. You don’t want your landing page looking like everyone else’s so adjust fonts, colors and images to match your brand. Even with a pre-designed template, adding personal touches helps your page connect better with your audience and support your marketing strategy.
Alternatively, you can test drive some of the best AI landing page builders for fresh designs and conversion-optimized copy.
04. Craft a headline that grabs attention
Your headline is the first thing visitors see, so it needs to grab attention and be clear. Share the value of your offer in a way that’s specific and easy to understand. Instead of something generic like “Welcome to Our Website,” try a benefit-driven approach like “Double Your Leads with Our Free Tool.” It quickly shows what visitors gain by staying on the page. Keep your headline bold, simple and easy to read for a strong first impression.
Adding urgency or exclusivity can make your headline even more effective. Phrases like “Limited Time Offer” or “Only 24 Spots Left” encourage visitors to act fast. Pair your headline with a subheadline that supports your message and offers just enough detail to keep readers interested without overwhelming them.
05. Write copy that converts: focus on benefits
When writing landing page copy, focus on how your offer benefits your audience instead of just listing features. For example, instead of saying “Our product is easy to use,” try “Get started in minutes without any training.” Or instead of “We offer fast delivery,” go with “Receive your order in as little as 24 hours.”
Keep it short and easy to skim by using short paragraphs or bullet points. Most visitors skim landing pages, so make sure your main message is clear and stands out. Show how your product solves a problem, why it’s worth their time and what they should do next. And finally, use clear calls-to-action to drive clicks and get conversions.
06. Design for simplicity: less is more
A cluttered landing page can distract visitors and hurt conversions. Keep the design simple and focused on the goal. Use white space to make the page feel open and easy to navigate. Stick to a minimalist color scheme that fits your brand and pick fonts that are easy to read on any device. Avoid adding too many images or elements that fight for attention—every design choice should have a purpose.
Simplicity also applies to navigation. On a landing page, get rid of unnecessary links that could pull visitors away from your main goal. The design should naturally guide them toward the call-to-action without overloading them. A clean, clear layout makes the experience better and helps visitors stay focused on converting.
07. Create irresistible action-driven CTAs
A strong call-to-action (CTA) is crucial for encouraging visitors to take the next step. Use clear, action-focused language like "Get Started Today" or "Claim Your Free Trial" to guide them. Make the CTA button stand out by using a contrasting color that grabs attention. Think of it as the “finish line” of your landing page so it should be bold and easy to spot.
Place your CTA where it’s most effective. On longer pages, add it at the top, middle and bottom so users can click no matter where they are. A clear, compelling CTA creates urgency and motivates visitors to act quickly and confidently.
08. Use visuals strategically: show, don’t just tell
Visuals can make your landing page more engaging by sharing information quickly and in a way that sticks. High-quality images or videos showing your product or service in action help build trust with visitors. If you’re selling an online course, include a quick video of the course in action or real student testimonials to highlight its value.
Make sure your visuals match your brand and message. Skip generic stock images that feel distant and go for authentic, relatable visuals your audience connects with. Optimized images also keep your landing page loading fast—no one likes waiting around.
09. Add social proof
Social proof is a great way to encourage visitors to take action. Adding testimonials from happy customers or sharing positive reviews shows that others trust your product. When people see real examples of others benefiting from your offer, it builds credibility and reduces doubts. Use names, photos and specific details about the results your customers achieved to make testimonials feel more real.
You can also include media coverage, awards or certifications to boost credibility even more. This kind of proof reassures visitors and helps them feel confident about choosing your product or service. The more proof you provide, the easier it is for people to trust what you’re offering.
10. Optimize for mobile
With most web traffic coming from mobile devices, it’s important to make sure your landing page looks and works great on smartphones and tablets. Keep text easy to read without zooming and make buttons big enough to tap without frustration. Test your landing page on different devices to confirm everything—from images to CTAs—displays properly. Slow load times or tricky navigation can drive users away fast.
Your layout should be responsive, adjusting automatically to different screen sizes. Skip complex features like hover effects that don’t work on touchscreens. A fast, smooth mobile experience keeps visitors engaged and boosts conversions.
11. Track performance and measure
Tracking performance is crucial for improving your landing page over time. Integrate analytics tools like Google Analytics to monitor important metrics such as bounce rate, conversion rate and user behavior. By understanding how visitors interact with your page, you can make informed decisions on where to optimize. This data will tell you what’s working and what’s not, allowing you to tweak your page to improve results.
In addition to Google Analytics, you can set up tools like Facebook Pixel for more advanced tracking especially if you’re running ads. This helps you monitor conversions and retarget visitors who didn’t convert the first time. By setting up tracking early, you’ll gain valuable insights that guide future optimizations.
12. Test and optimize
The work doesn’t stop after your landing page goes live—testing and improving it is crucial for success. A/B testing is a smart way to compare different versions of your page to see what performs better. Try testing headlines, CTA buttons or images to figure out what drives results. Small tweaks can make a big difference in boosting conversions over time.
Optimization is an ongoing process, so stay active. If some elements aren’t working, use data and user feedback to make updates. Refresh your copy, adjust the design or move CTAs to keep your page effective and engaging. Always be on the lookout for ways to improve and stay ahead.
13. Promote your landing page
Once your landing page is live, it’s time to bring in traffic. Use paid ads on platforms like Google, Facebook or Instagram, email campaigns and SEO to reach your audience. Focus on where they spend their time for better chances of attracting the right visitors.
Don't forget about organic traffic too. Share your landing page on social media, include it in blog posts or use other content marketing efforts to grow your reach. A mix of paid and organic strategies helps your landing page get the visibility it needs to turn visitors into leads or customers.
How to make a landing page with AI
Looking for a fast and easy way to create a great landing page? AI makes it simple to build a high-converting page in minutes—no design or coding skills needed. Just share your business type and goals, and the AI will craft a custom page with tailored copy, images and features.
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Landing page optimization
Once you've created your landing page and start using, it at some point you'll need to analyze how well it is working — and how it can be optimized to work better.
There are three main ways to optimize landing pages with analytics and data. They are —associative content targeting, predictive content targeting and consumer directed targeting. All three methods involve ways of delivering dynamic landing page content to users based on certain criteria.
For example, associative targeting content uses generic parameters, such as a user's location, to deliver specific content designed for them based on their location. Predictive content targeting or active targeting as its sometimes also known as, delivers dynamic landing page content based on a user's past actions on a site, and aims to predict their future behavior or potential to convert based on this.
Landing page resources
Take a look at this article for more landing page best practices.
Strengthen your online presence with our extensive ebook on how to create a landing page.
What are landing pages good for?
In online marketing, landing pages are used to drive visitors towards conversion by getting them to click through to a specific action. That action could be anything from encouraging users to make a purchase on your online store, to subscribing to your mailing list, or countless other actions. Whatever it is, there should be just one, clearly-defined CTA (call-to-action).As opposed to a full-blown professional website, a landing page is a single web page with a highly specific target: getting visitors to click through to your end goal. When done well, a good LP can hugely up your chances of success when it comes to your conversion marketing and when starting a business.
Landing pages came about in 2003, developed by the IT department at Microsoft in response to disappointing sales of their Office software at the time. Since then they have developed into a key part of many businesses digital marketing strategies.
Generally, there are two main types of landing pages used - reference and transactional. Reference pages are designed to provide targeted information about a specific product or service, without any of the other distractions found on website pages. A transactional page aims to move visitors to take action, from a CTA, usually by submitting their email address through a form.
Learn more: Website vs landing page, Mobile landing page examples
What does this actually mean?
In terms of content, the landing page has one simple message to convey. It promotes the desired action and sticks to explaining the benefits of performing this action.
The design of the page needs to focus on supporting this objective and nothing else. This also means that the website design should be clean and simple, so as to ensure a smooth browsing experience and not to compete for the viewers’ attention. It should also be synced with your brand identity, from the favicon and icons used, to the colors and messaging.
The ultimate goal of a landing page is to make site visitors click. Both the design and the text of the page need to reflect that, so make sure that all buttons are labeled with clear microcopy and that they stand out against the page’s background.
The anatomy of a landing page, as its name may suggest, is made up of one single page. You can divide it into separate sections, but you should stick to just one page that preferably isn’t too long.
Headers, subheaders, buttons and images need to represent the page’s message in a powerful and effective way, while ensuring that all elements remain cohesive. Check out this selection of best landing page examples for inspiration.
Unless you’re planning on designing your landing page from scratch, make sure you’re using a professional landing page template. This will help ensure that your LP doesn’t only look good, but also has a strong visual hierarchy that instantly leads your visitors exactly where you want them most.
You can start with this simple yet effective free template, which you can customize to suit your brand’s needs. You can also use a one page website builder to build your landing page from scratch.
How do landing pages actually work?
In order for a landing page to fulfill its purpose, you first need to drive traffic to it. This can be done in a few different ways:
Use the power of email marketing to send the landing page to your subscribers via email.
Post a link to your LP on social networks like Instagram or Twitter as part of your social media marketing (with or without paying for an ad campaign). You can also use a link in bio tool such as Hopp by Wix in order to generate more engagement towards your LP.
Add a link to the LP within a blog post. If you don’t already have one, this can be a good opportunity to start a blog.
Optimize your landing page for search engines, by implementing advanced SEO features that can help boost your chances of getting found by organic (non-paid) search.
Create a PPC ad campaign on search engines for advertising purposes and link to the landing page.
These are all good methods to drive traffic to your landing page but then you need to think about where to send visitors once they’ve clicked on your page. As mentioned earlier, the ultimate goal of a landing page is to get viewers to click but where is that click taking them?
Will they be redirected to a shopping cart? An online form? An inner page within your company’s main website? To your actual website's homepage? Think carefully about the next step and create an easy path for viewers to get there with a single click.
Landing page example for inspiration
Here’s an example of a powerful landing page that we created. For more inspiration, check out these landing page examples, as well as Wix’s Landing Pages board on Pinterest.
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What to keep in mind when creating a landing page
Ready to improve your online presence with a powerful landing page? Browse through these best landing page templates, designed specifically to help you generate clicks. Choose the theme or design that best relates to your field and add in your own images, text and links. If you wish to create a landing page from scratch, be sure to check out some the best landing page builders to help you get started.
Here are the main points to keep in mind when creating a landing page:
Define your goal. Pinpoint what you want your LP to achieve and stay consistent throughout every detail of your site.
Create visual hierarchy. Decide which elements are the most important and make them stand out.
Generate action with a CTA. Make it clear to your LP visitors what they should do. These call-to-action examples will give you a solid starting point.
Craft a captivating design. Engage your site visitors with an eye-catching design that will make them want to click and discover more. You should also opt for a strategic layout. As Emannuel Schwab, Creative Acquisition Manager at Wix, explains, “Most visitors don't scroll all the way to the bottom of a landing page. To make this marketing tool more effective and create the best user experience, place your design and content above the fold."
Write killer copy. Keep your text succinct and informative, with enticing headers that will give your visitors a reason to read on. Don't be afraid to include testimonials here from already satisfied users or customers.
Choose the right images. Set the tone and charm your visitors with impactful visuals. They can also help illustrate what it is that you’re all about.
Highlight the value. Let people know how clicking on the CTA, or other landing page metric, will benefit them. What will they get out of it? Craft and consider the impact of your value proposition.
Go for the hard sell. Don’t be afraid to be direct. Remember, you’ve created an LP for a reason, so go for it. Be bold with your unique selling proposition.
How to create a landing page FAQ
Do I need a website to create a landing page?
Not necessarily, no. You can consider making a one page website as an alternative. Consider your current and future site needs, for example, if you anticipate needing more landing pages in the future it might be worth creating a site to start anyway.