Remember designing a poster in school to announce an upcoming competition? Or the era when every other billboard carried a Fair & Lovely ad trying to sell a tube of cream? Grabbing attention that way is only getting harder as we bury our heads deeper into our screens. The landing page is what took the billboard's job and moved it online.
A landing page is a standalone web page designed to capture a visitor's attention and persuade them toward one specific action — filling out a lead form, sending an email, making a call, or completing a purchase. The single most important element on it is the Call-To-Action: a clear, deliberate prompt asking the visitor to do exactly that.
Key takeaways
- A landing page has one job — a single conversion action — while a website serves many purposes across many pages.
- The average landing page converts at 2.35% across industries; the top 25% convert at 5.31% or higher, according to WordStream.
- Companies that build 30+ landing pages generate 7x more leads (TechJury), while adding multiple CTAs to a single page can cut conversions by 266%.
- Five elements drive conversion: a compelling headline, persuasive copy, social proof, a strong CTA, and strong UI/UX.
- Digital Advantage builds landing pages on Webflow — a visual, no-code platform built for speed and design flexibility.
What is a landing page?
A landing page is the online equivalent of a poster or a billboard. It exists to capture a visitor's attention and persuade them toward one particular action — a lead form, an email, a phone call, or a purchase.
The single most important element on that page is the Call-To-Action (CTA): a specific action you want the visitor to perform, typically presented as a button that stands out clearly on the page and prompts them to act.
How is a landing page different from a website?
A landing page is built around one conversion goal; a website is built to serve many purposes across many pages.
Landing page
Website
Prompts a specific action or conversion
Provides comprehensive information and serves multiple purposes
Concise, focused content with a singular CTA
Multiple pages and sections covering varied content and functionality
Targets specific audience segments
Targets a broader audience or multiple segments
Clean, streamlined design with minimal distractions
Can have a more complex design and layout
Typically not the primary focus for SEO
SEO is a significant consideration for ranking and visibility
What conversion rate should a landing page actually hit?
The average landing page conversion rate across industries is 2.35%, according to WordStream — meaning only about 2 in 100 visitors complete the intended action. The top 25% of landing pages convert at 5.31% or higher, which gives a realistic benchmark to aim past rather than settle at average.
A few variables move that number meaningfully:
- Form-fill vs. click-through. A landing page asking for a form-fill typically converts lower than one asking for a simple click-through, because the ask is heavier.
- Volume of landing pages. TechJury found that companies building 30 or more landing pages generate 7x more leads than those running just a handful.
- Number of CTAs. Adding multiple CTAs to a single landing page can decrease conversions by as much as 266% — focus, not choice, is what drives action.
What elements does a high-converting landing page need?
Five elements consistently separate high-converting landing pages from the rest: a compelling headline, persuasive copy, social proof, a clear CTA, and strong UI/UX.
Clear and compelling headlines
Attention spans are short. A clear, attention-grabbing headline is what captures interest in the first few seconds and encourages a visitor to keep reading. The headlines that work best evoke an emotional response or create a sense of urgency, while also making the purpose and relevance of the page immediately obvious.
Persuasive and crisp copy
A strong headline needs to be followed by copy that holds attention without wasting it. Captivating language, storytelling, and persuasive writing principles — ethos, pathos, and logos — all help here, as does breaking content into subheadings and bullet points and creating urgency through limited-time framing. The copy's job, throughout, is to educate the visitor on the specific value and benefit you provide.
Testimonials and social proof
Testimonials build trust in a way copy alone cannot. They address the objections a potential customer already has in their head and directly influence decision-making — which matters most when a visitor is on the fence or weighing multiple options.
Call-to-action
Once the page has done its job of informing and persuading, the CTA is what converts a visitor into a customer. A well-designed CTA gives a clear instruction — make a purchase, sign up, request more information — with explicit direction. A prominent button or form draws the visitor's attention directly to the action they're meant to take.
UI and UX design
Good UI and UX drive better engagement. An organised layout with intuitive navigation — menus, buttons, links — improves usability, and pairing that with visually appealing images, video, or graphics breaks monotony and holds attention. Visuals also convey information faster and improve retention. Consistent branding throughout reinforces recognition and credibility.
What tool should you build landing pages on?
At Digital Advantage, we build landing pages on Webflow — a visual web design and development platform that lets you create and launch professional websites without writing code.
Webflow's core capabilities include:
- Professional website-building without code
- A visual drag-and-drop editor
- A wide range of customisable templates, components, and styling options
- Fully responsive web pages
- Automatic generation of clean, robust HTML, CSS, and JavaScript
- No separate hosting required
- A robust CMS for creating and managing dynamic content
- Built-in form handling, SEO optimisation, and analytics integration
Webflow vs. WordPress: which should you use for a landing page?
Webflow and WordPress solve the same problem differently — one prioritises visual, no-code flexibility; the other prioritises an extensive plugin and theme ecosystem.
Webflow
WordPress
Visual drag-and-drop editor with a user-friendly interface
A steep learning curve, especially for beginners without coding knowledge
Highly customisable templates and extensive styling options for unique, visually appealing sites
A variety of themes and plugins for customisation, though with less design flexibility
No coding required, though familiarity with design principles helps
Basic HTML, CSS, and PHP knowledge needed for advanced customisation
In-built hosting
Requires separate hosting setup
Frequently asked questions
What is a good landing page conversion rate? The cross-industry average is 2.35%, per WordStream. The top 25% of landing pages convert at 5.31% or higher — that's a more realistic target than "average" if you want the page to actually move the needle.
How many CTAs should a landing page have? One. Multiple CTAs on a single landing page can decrease conversions by as much as 266%, because they split visitor focus instead of driving toward a single action.
What's the difference between a landing page and a website homepage? A landing page is built around a single conversion goal with minimal distraction. A homepage — and a website more broadly — serves multiple purposes across multiple pages, usually with SEO and broader audience reach as core considerations.
Does building more landing pages actually generate more leads? Yes — TechJury found that companies with 30 or more landing pages generate 7x more leads than those with only a handful, since each page can target a specific audience segment or campaign.
Should I use Webflow or WordPress for my landing pages? It depends on your team's technical comfort and design priorities. Webflow offers a no-code, visual-first workflow with in-built hosting, while WordPress offers a larger plugin ecosystem but requires more technical setup for advanced customisation.
What's the single most important element of a landing page? The Call-To-Action. Every other element — headline, copy, social proof, design — exists to move the visitor toward that one action.
Looking to improve your digital presence and grow your business with a targeted marketing strategy? Get in touch with Digital Advantage today for a personalised consultation.