How To Create a Landing Page That Converts (2026)

A landing page is a targeted page created with a specific goal in mind, and contains everything needed to help a visitor accomplish that goal. For example, you might want visitors to sign up for your newsletter, download your app, or purchase your product.

Whether you’re promoting your business on social media or with Google Ads, a landing page gives that traffic one focused action. This guide covers how to plan, design, and test a landing page for your marketing goals.

What is a landing page?

A landing page is a standalone web page built around a single goal. Potential customers land on it after clicking through from an ad or marketing campaign. Landing pages guide your visitors toward one action, such as purchasing a product, downloading an app, starting a free trial, or signing up for a subscription service or email list.

Key characteristics of a landing page:

• Single focus on one goal
• No distracting links or navigation
• Alignment with the referring campaign

What you include on your brand’s landing page will depend on the campaign you’re running and the goal you want to achieve. There are a few things that most good landing pages include: 

• Headline. States the offer or benefit in one line.
• Subheading. Adds detail on the value proposition below the headline.
• Call to action (CTA). A button or link that tells visitors what to do next, like “Start free trial” or “Buy now.”
• Hero image or video. Shows the product or service near the top of the page.
• Social proof. Customer testimonials, reviews, or ratings that support your goal.
• Form fields. Collect a visitor’s name, email, or other details for lead generation.

Landing page vs. homepage: key differences

Landing pages and homepages are both web pages, but they serve different purposes:

Goals

A homepage introduces visitors to your brand across multiple entry points, so it often includes several CTAs pointing to different parts of your site. A landing page has one job: it leads visitors toward a single action, such as purchasing a product, signing up for a free trial, downloading marketing materials, or submitting a form.

Design

A homepage gives visitors room to explore products, customer reviews, a mission statement, and other content like blog posts or videos. It typically includes navigation to subpages and links to areas like customer service or social channels. Landing page design strips most of that away. Fewer sections and fewer links mean fewer chances for visitors to navigate away from the one action the page directs them toward.

Call-to-action buttons

Every landing page should include a call to action (CTA) button. The button pairs a short directive, like “Get 15% off,” with supporting copy that explains the offer, such as “Save 15% off your first order when you sign up for our newsletter today.” A homepage’s CTAs can point in several directions, but a landing page’s CTA only points to one place. 

Types of landing pages

Lead generation landing pages

A lead generation (lead gen) landing page, also known as a lead capture page or a squeeze page, encourages prospective customers to fill out a specific data capture form. These form fields often request information like email addresses, phone numbers, and demographic data.

You can use a lead generation landing page to learn more about your target audience, improve a marketing campaign, build an email list, and collect lead data for future sales conversions. Lead capture landing pages often offer a value proposition for customers. For example, when they submit their information they may receive marketing materials, a discount code, or access to a webinar registration.

Shopify Forms lets you add a customizable form to your landing page to collect information directly in your Shopify admin.

Click-through landing pages

Click-through landing pages encourage users to complete one specific action, like making a purchase or signing up for a subscription. 

Unlike lead gen landing pages, click-through landing pages include CTA buttons without data capture form fields. The goal is to convert visitors into customers or subscribers, rather than to gather information. This type of landing page often uses compelling CTA buttons like “Buy now” or “Get started.” A click-through landing page might also include a value proposition like a free trial or special offer.

Benefits of landing pages

Lead generation

Finding customers is tied for the top year-one challenge for store owners, cited by 36% of respondents in a Q4 2025 Shopify survey. A lead generation landing page addresses this challenge directly because it builds a list of prospective customers and collects demographic data you can use to target future marketing.

Brand awareness

Landing pages can target your marketing initiatives to new customers and reinforce your brand identity to existing customers. If you offer a free resource or an interesting piece of branded content, you can create more brand awareness by educating or entertaining your customer via your landing page. 

Conversions

A successful landing page funnels visitors toward one call to action, without the competing links and sections found on broader pages. That single-goal focus gives each visitor fewer paths to leave before converting.

11 best practices for landing pages

• Keep it simple
• Write captivating copy
• Include social proof
• Target SEO
• Offer a clear value proposition
• Incorporate visuals
• Make your design mobile-friendly
• Prioritize load speed
• Stick to one call to action
• Create multiple complementary pages
• A/B test your landing pages

The median landing page conversion rate is 6.6% across industries. To increase yours, try testing and refining the elements on your page, such as headlines, CTAs, and forms. 

Here are some best practices you can use to improve your landing page. 

1. Keep it simple

Keep viewers focused on a specific goal with simple visual design elements and copy. Only include the necessary elements, and break up text with bullet points wherever possible to make it easier to read.

2. Write captivating copy

Use short sentences, active words, and a confident tone. Pay special attention to the copy you use for your CTA buttons. For example, avoid dry language like “Submit” or “Complete.” Instead, opt for active phrases like “Sign up,” “Buy now,” or “Get your discount.”

3. Include social proof

Social proof is when customers make buying decisions based on other people’s opinions and actions. You can use social proof on a landing page by including customer reviews, testimonials, and case studies to communicate the usefulness and benefits of your product or service.

The FTC says that customer reviews and testimonials on a landing page must reflect real customers who actually used the product, and any material connection between an endorser and your business, such as a payment or free product, needs a clear disclosure. 

This is general information, not legal advice. Consult a lawyer to confirm your landing page’s reviews, testimonials, and disclosures comply with FTC requirements and other applicable law.

4. Target SEO

Search engine optimization (SEO) can help interested customers find your landing pages. A key element of on-page SEO is using relevant keywords to optimize your headlines and other copy. SEO tactics like this can increase your brand’s organic search traffic, attracting potential customers to your landing pages. 

A high converting landing page uses keywords for topics that relate to your target audience’s needs and your company’s unique value proposition. For example, if you run an online furniture store, you might use keywords like “high-quality couches” to convey craftsmanship, or “multipurpose furniture” to appeal to someone who lives in a small apartment.

5. Offer a clear value proposition

Offer something of value to your customers on your landing page, like a free resource, a discount code, or a piece of entertaining or relevant content. When designing a landing page, clarify what your value proposition is, highlight it on the page, and deliver on the promise.

6. Incorporate visuals

Interactive and visual content, like product screenshots, illustrations, photography, GIFs, or videos, gives visitors information that’s easy to digest. You can use these formats on a landing page to show a product in use, demonstrate how a feature works, or break up sections of copy.

7. Make your design mobile-friendly

Mobile users account for almost 60% of web traffic—a powerful landing page should build that into its design. Mobile optimization can increase conversion rates by making your page accessible to a wider audience, not just those visiting on desktop browsers.

8. Prioritize load speed

Make sure the page loads quickly so visitors can complete the action you’re asking of them. Simple ways to improve landing page load speed include:

• Compressing images
• Minifying code 
• Avoiding carousels and sliding elements 
• Minimizing plug-ins and apps 

Before making any of those improvements, you can use an SEO tool like Google’s PageSpeed Insights to see how quickly your site currently loads. From there, make adjustments as needed, then check your page speed again to confirm if your changes had a positive effect.

9. Stick to one call to action

It’s important to determine the ideal outcome of your landing page. Do you want visitors to sign up for your newsletter? Purchase a product? Contact your sales team? Pick one call to action and stick with it throughout every button on your landing page.

10. Create multiple complementary pages

Design multiple landing pages based on the actions you want your customers to take. For instance, creating separate landing pages for an email marketing campaign and a new product launch gives each page a distinct goal to work toward.

PAUL & JOE, a French cosmetics brand, creates five to six new landing pages a month to highlight new and limited-edition products as they launch. The brand treats each page like a store display that changes with the season, building a new one whenever a product needs its own spotlight.

11. A/B test your landing page

A/B testing is the process of comparing two landing pages that have one single difference between them. The goal of A/B testing is to determine whether making a specific change can affect conversion rates. 

Things you could A/B test on a landing page include:

• Button colors
• Headline copy 
• Social proof placement
• Page layout 
• Button copy
• Hero image
• Form fields 

Remember to only make one change at a time. As tempting as it might be to overhaul the design and compare performance, that would make it hard to determine which element impacted your conversion rate. 

What is an SEO landing page?

An SEO landing page is a page built to rank in organic search results and answer a specific search query, rather than receive traffic from a paid ad or campaign link. Ad-driven landing pages are built around one campaign’s offer and often exist for a limited time. An SEO landing page targets an ongoing search term, stays live indefinitely, and needs to satisfy both the searcher’s intent and a search engine’s understanding of the page.

A few tactics apply specifically to ecommerce SEO landing pages:

• Target a specific, ongoing keyword. Build the page around a term customers search regularly, such as a product category or a common question, rather than a one-time campaign phrase.
• Use a descriptive URL and title. Include words related to the page’s topic in the URL and page title, since descriptive URLs and titles help both users and search engines digest content.
• Write unique, useful content. Google’s guidance states that content should be original and written for the reader, not copied or reworked from other pages.
• Add descriptive alt text to images. Alt text helps search engines and screen readers understand product and lifestyle images on the page.
• Link to related pages on your site. Internal links help both customers and search engines find other relevant pages, such as related products or collections.

On Shopify, store owners can build these pages using the Pages feature in the Shopify admin, which includes fields for a page title, content, and a search engine listing preview.

How to create a landing page

1. Determine your primary goal

The process of creating a landing page is defined by what you want to get from it. For example, if your priority is higher sales conversions for a new product, opt for a click-through landing page. It should feature a hero image of the product, information about the product’s benefits, and a clear CTA button for purchasing that product. 

If you need to build an email list for your new subscription service, create a lead generation landing page. On that page, encourage visitors to fill out form fields with information that’s useful to your business.

2. Find a landing page builder

You can create and edit standalone pages directly in the Shopify admin, with no extra app required. This covers simple landing pages using a rich text editor that supports links, images, and video.

For more advanced layouts, such as multisection designs with custom templates, a dedicated landing page builder can help. Look for a builder with templates suited to your product type and campaign goal. Apps like PageFly and Shogun, both in the Shopify App Store, let merchants build and customize landing pages without writing code.

3. Design your landing page

Now that you’ve established your landing page’s goal, keep your design focused by directing attention toward one singular call to action.

Style your CTA button with a distinct color and font so it stands out from the rest of the page. Pair a clear headline with an offer for your audience, such as a free ebook, a limited-time discount, or an exclusive promotion.

Use compelling, on-brand copy on your landing page. Shopify Sidekick can help draft a first version of a landing page’s headline, body copy, and CTA text based on a prompt describing the product and offer. Review and edit any AI-generated draft before publishing to make sure it matches your brand voice and includes accurate product details.

4. Launch your page and adapt accordingly

When landing pages work, you see increased conversion rates for your calls to action. That could mean increased subscribers, customer contact information, or sales for a specific product.

Once your page is live, you can drive traffic to it through paid search or social ads, email campaigns, influencer or affiliate links, and organic social posts. Point each channel’s link directly to the landing page rather than your homepage, so visitors land on the page built for that specific offer.

For the best results, A/B test two different versions of your landing page’s design, copy, and CTA buttons. That will help you discover which option is more effective, so you can adjust your landing page based on which test delivers better results.

5. Create more landing pages

Once you figure out how to successfully launch a landing page, consider what other landing pages you can create to support your overall marketing strategy. You might create more landing pages for new product launches, email lists, limited offers, or other business goals to grow your business. 

Landing page examples

Facial hair care brand Beardbrand uses a lead generation page to gather information about its prospective customers through a quiz. Based on the results of the quiz, viewers receive grooming tips and selected products. 

In a similar vein, deodorant brand Wild asks customers to choose a mystery box before collecting their details so they can follow up with product recommendations and offers. 

Shower filter brand Jolie offers something very relevant to its target audience: a free water report. In return, the brand can collect customer information from people who are already interested in what it offers.