To create a landing page, decide on one action you want a visitor to take, choose whether the page should collect contact details or simply send people onward, write a headline that matches the offer your ad or link promised, place one clear call to action, test the page on desktop and mobile, then publish and measure the result before changing anything. The page builder comes last. Tools make the page; the offer and the audience determine what the page needs to do.
What a landing page is and how it differs from a regular web page
Salesforce’s official article on the subject defines a landing page as “a standalone webpage designed specifically for a marketing or advertising campaign.” The key word is standalone. A typical company website page is built for browsing: it links to the navigation menu, the blog, the about page, and other sections. A landing page is built for one destination. Someone arrives from a social post, an email, or an ad, and the page asks them to do one thing.
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That narrower purpose is what makes the six steps below work. Each step removes a decision that would otherwise pull the visitor away from the offer.
Step 1: Define one measurable goal and audience
Start by choosing the action the page exists to produce. Common examples are a registration for a webinar, a purchase, a file download, or an email signup. Choose one. A page that tries to produce a signup, a purchase, and a download at the same time usually produces none of them clearly.
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Make the goal measurable enough that you can later tell whether the page worked. “Get more people interested” cannot be evaluated. “Collect 200 webinar registrations from the paid social campaign in four weeks” can be. The number is an example of the form a goal should take, not a benchmark.
Next, identify whose problem the offer solves. Salesforce advises researching the audience’s challenges and checking what competitors offer. Shopify draws a practical line between pages that ask for a direct action and pages whose main job is lead generation, which leads directly into the next step.
Keep expectations realistic about what a page can do. Shopify’s Q4 2025 survey reports that 36% of respondents identified finding customers as a top challenge in their first year as store owners. A landing page can help convert the people a campaign brings in, but it does not bring those people in on its own. Traffic is a separate job.
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The page type follows from the goal. The two most common types solve different jobs, and mixing them is a frequent mistake.
Lead-capture or click-through
| Factor | Lead-capture page | Click-through page |
|---|---|---|
| Main job | Collect contact details from the visitor | Move the visitor to a purchase or subscription step |
| Form on the page | Yes. The form is the conversion point | No data-capture form |
| Typical goal | Registration, download, email signup | Purchase, plan selection, subscription |
| What to measure | Form submissions and completion rate | Clicks through to the next step, and what happens after |
Use a lead-capture page when you need someone’s name or email before you can follow up. Use a click-through page when the visitor is already ready to buy or subscribe and the page only needs to explain the offer and send them to checkout or a sign-up step.
Dedicated builder or a page on your existing site
You can build the page in a dedicated landing-page builder, or create a focused page on a site you already run. The choice affects domain, hosting, and how much of the site’s navigation you can remove, so check these points before you commit:
- Wix describes a free landing-page workflow that gives you a platform subdomain. Custom domains, removal of platform branding, and additional marketing features are paid upgrades, as of the provider’s published guide at the time of writing.
- Squarespace documents several landing-page approaches that depend on which version of its platform your site uses. In the workflow it documents, the site must be paid and public before visitors can reach the page.
- Both providers describe drag-and-drop editing, templates, forms, mobile optimization, and analytics or integrations as builder features. Confirm the features on the plan you intend to use, because plan terms change.
Select a template that matches the campaign goal rather than the look you like most. A template designed for a webinar sign-up has a different structure from one designed for a product purchase, and the mismatch shows.
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The headline does most of the work. It should name the visitor and the offer in plain language. Suppose your ad promised “a free 30-minute bookkeeping check for freelancers.” A headline such as “Find where your freelance bookkeeping is losing money, in 30 minutes” continues that promise. A generic headline like “Welcome to our services” forces the visitor to start over.
Under the headline, use concise copy to do three things:
- Explain the benefits the visitor will receive, not only the features of the product or event.
- Answer the objections a sceptical visitor is likely to have, such as cost, time commitment, or what happens to their data.
- Repeat the promise from the ad or email that brought the visitor there. A mismatch between the ad and the page is one of the most common reasons visitors leave.
Step 4: Add one prominent call to action and only the elements it needs
Place one primary call to action and make it the most visible element on the page. Use action language that describes what the visitor gets or does, such as “Reserve my seat” or “Download the checklist,” rather than a vague label like “Submit.”
Include a form only if the goal requires lead capture. Every additional field adds friction, so ask for the fewest fields you need to follow up. A click-through page usually has no form at all.
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Supporting elements should serve the offer:
- Use relevant images or a short video that show the product, event, or outcome.
- Add social proof only when it is genuine. Use real testimonials with the customer’s permission, and never invent quotes or reviews.
- Remove competing navigation links and secondary buttons wherever your builder or site design allows it. Some builders and site setups require you to keep a header or footer, so simplify within those limits.
Step 5: Check the page before launch
Work through these checks in order before you send any traffic to the page:
- Preview the layout on desktop and on a phone-sized screen. Confirm that the headline, offer, call to action, and any form are visible without confusing scrolling.
- Submit the form yourself. Use a test entry, then confirm that the submission reaches the place you expect, such as your email inbox or your email platform’s contact list.
- Click every link and button. Include the call to action, footer links, and any link to terms or the next step.
- Check loading behaviour. Open the page on a slower connection or a mobile device and confirm that the main content appears quickly and nothing is left blank.
- Confirm the domain, hosting, and privacy needs. Make sure the address you will share is the one that is live, that the page is publicly accessible, and that any privacy notice or disclosure your campaign requires is on the page.
- Confirm integrations. If the form feeds an email tool, a CRM, or an analytics tool, check that each connection is active on the plan you are using.
If a form submits but nothing arrives, check the integration first, then the notification address. If the page looks correct on desktop but breaks on a phone, check the mobile preview and reduce the number of stacked sections.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Step 6: Publish, measure, and improve
Publish the page and send it relevant traffic from the channel the offer was designed for. Traffic from the wrong audience will distort your results.
Track the intended conversion, whether that is a form submission or a click to the next step. Also track engagement signals your tools provide, such as how far visitors scroll or where they drop off, so you can see where the page loses people.
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Improve the page based on the data you collect, not on a rule you have heard. Vendor guidance describes what often helps, but no source guarantees that a particular layout or headline will convert for your audience. Your own measurements are the only reliable guide for your campaign.
Once the campaign ends, decide whether to keep the page, archive it, or reuse its structure for the next offer. A page that stays live after its offer has expired can confuse visitors who arrive through old links.
The six steps are the same whether the page is for a webinar, a product launch, or a free download. What changes is the goal you set in step one, and the measurements you take in step six.
Once you have one page working, a useful next step is to create a second version with a single changed element, such as a different headline, so you can compare how each version performs under the same traffic conditions.
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