Key Elements of High-Converting Web Pages

After building 100+ lead magnet landing pages, I've found 7 non-negotiable rules to maximize conversion rates. Let's break them down: RULE 1: The Rule of 1 There's only ONE thing you can do on my landing pages: Opt-in or bounce. There's no navigation bars, blog archives, social media buttons... NADA. All of these are distractions. And distractions = lower opt-in rates. So if you want to increase your opt-in rates, the first thing you should do is follow The Rule of 1—just one CTA. RULE 2: Transformation-Driven Headline If you're reading this, you've probably heard the famous Ogilvy quote before: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Now, even though he said that decades ago (and in the context of paid advertising), this is still true. And it also applies to lead magnet landing pages. But, how do you write a great landing page headline? There's dozens of small nuances—but none of them matter if your headline doesn't promise a tangible & compelling outcome (or transformation). So, keep that in mind next time you're writing a landing page. RULE 3: Objection Busting Now, sometimes making a good promise isn't enough. People have doubts. So, if you want maximize your opt-in rates, make sure to always include an Objection Busting sentence to the end of your headlines. Pro tip: Use smaller font size & italicize your Objection Busting sentence so your "main" headline doesn't get too bulky. RULE 4: Mockup image One of your main goals when creating a landing page like this? To make your lead magnet feel *tangible.* Even make it feel like a product. That's why all of my landing pages always have a high-quality mockup image. Obviously, you can whip up your own mockup images using a tool like Canva. But if you can hire a designer to help you create one, that's even better. (It's worth every penny!) RULE 5: Compelling Lead Magnet Name Another way to make your lead magnets feel more tangible? Name them something! One of my favorite frameworks for this is Hormozi's MAGIC formula. RULE 6: Tangible Social Proof As we all know, social proof is extremely powerful. Now, when you have limited real estate, one of my favorite ways to add social proof is to add a short blurb with *tangible* social proof. (Instead of adding a "quote testimonial.") See the image below for an example of this! RULE 7: Opt-In Form Above The Fold Lastly, you want to make it as easy as possible for people to opt-in for your lead magnet. And easy means NO scrolling. That's why your opt-in box should always be "above the fold." Pro tip: Check the mobile version of your page to ensure the opt-in box is above the fold there too. And that's it! Now, the question is - which of these rules are you implementing first?

Research shows visitors judge your website in just 0.5 seconds. Is your value proposition passing the blink test? Users decide almost instantly whether to stay or leave. In those critical moments, what are they seeing? Studies by Google confirm that a clear, benefit-oriented value proposition above the fold is your most powerful conversion tool. Yet most websites waste this crucial real estate with vague messaging or distracting carousels. The difference? Communicating clear value instead of just action. At The Good, we consistently find three key elements that determine whether users stay or bounce: 1️⃣ Ensure your headline clearly communicates a specific benefit (not just what you do). 2️⃣ Place this value proposition prominently above the fold, where it's immediately visible. 3️⃣ Support it with descriptive CTAs that reinforce the benefit, not generic "Learn More" buttons. This isn't just about aesthetics... it's about passing the split-second credibility test that determines whether your digital product generates revenue or hemorrhages potential customers. What does your above-the-fold content tell visitors in those critical first moments?

People don’t just click—they decide. Make that decision easier. "Just add a CTA." The go-to advice when a page isn’t converting. But here’s the problem: → CTAs don’t work in a vacuum. → You can’t shortcut trust, clarity, or motivation. → You can’t paste over a strategy gap with a button. If visitors aren’t converting, it’s usually not because your CTA isn’t loud enough. It’s because the story leading to that CTA doesn’t make them care. So what does work? 𝗔 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻-𝗳𝗶𝗿𝘀𝘁 𝗳𝗹𝗼𝘄 𝘁𝗵𝗮𝘁 𝗯𝘂𝗶𝗹𝗱𝘀: → Relevance — “This is for me.” → Trust — “These people get it.” → Desire — “I want this outcome.” → Urgency — “I shouldn’t wait.” Only then does your CTA mean something. Your website isn’t a billboard. It’s a conversation. Every element before the CTA should be doing the heavy lifting— Educating, earning belief, and reducing friction. Slapping on a button won’t fix a weak foundation. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone who needs help with their conversions.

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

I've created 100s of SaaS landing pages that (1) generate demos and (2) convert 30% higher than the industry average. Here's the exact landing page layout I'm following: 1. Hero section Goal: Capture prospect's attention and help them understand what you do. Headline: Benefit-driven headline that captures attention and clearly states the value proposition. Subheadline: Supporting statement that explains what your product does. CTA: A way for a prospect to take action. Social proof: Add logos of your customers to establish credibility. Visual: Show the product in action to provide more clarity on what your product does. 2. Problem section Goal: Build a relevancy factor — the more you can relate to the prospect, the better. Key problems: Clearly outline the key problems your audience faces. Supporting visuals: Use images to show the problem you’re solving. 3. Solutions section Goal: Show how you’re solving the problem. Key benefits: Show the main benefits of the product and give a brief description of the features that achieve this. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Testimonials: Include testimonials to showcase the value of your product. 4. Use Cases section Goal: Fight any objection that a prospect might have: integrations, features, pricing, FAQs, etc. Key features: Highlight the key features of your product and how they can be used. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Social proof: Add logos of your customers to establish credibility. 5. CTA section Goal: Restate the offer and give one or more next steps. CTA: A way for a prospect to take action. Social proof: Include testimonials or case studies to give more reasons to take action. — I have followed this exact framework and always have seen an increase in conversion. It’s not a magic formula. But for sure, it feels like.

My 10-Step Process for Creating High-Converting Landing Pages (We used this process to consistently deliver real ROI for the clients) 1. Focus on one goal - Choose one primary goal - Remove all unnecessary links, headers, or navigation that doesn’t support this goal. 2. Craft a 5-second hook - Make it problem-focused or benefit-driven. - Test it on 5 people—if they don’t understand the offer in 5 seconds, rewrite it. 3. Designing a hero - Use 90px+ headline font and a high-contrast CTA color to stand out - Add social proof and a strong CTA button. 4. Highlight value right - Write 3-5 bullet points explaining: - What you offer. Why you’re unique. How it benefits the user. 5. Build social proof - Use real photos to increase credibility. - Measure: Include at least 1 case study with measurable results. 6. Simplify the design - Limit the color scheme to 3 colors: one primary, one secondary, and one neutral. - Stick to a single-column layout. 7. High-converting CTAs - “Start Now” → “Get My Free 7-Day Trial.” - Place your CTA 3 times: above the fold, mid-page, and at the end. 8. Speed up your page - Compress images with tools like TinyPNG - Use a CDN like Cloudflare to improve server response time. 9. A/B Tests - Test 1 variable at a time: headline, CTA, or hero image. - Keep the one with 10%+ higher conversions. 10. Iterate Weekly - Set up Hotjar to analyze heatmaps and scroll depth. - Track conversions using Google Analytics.

💡 Most B2B homepages suck. Not because the product is bad. Not because the offer is weak. But because the messaging is unclear, irrelevant, or uninspiring. So I put together a step-by-step template for a high-converting SaaS homepage. Use it to audit (or build) your homepage and make sure it: ✅ Communicates clear value ✅ Speaks directly to your ICP ✅ Reduces friction & boosts motivation 👇 Breakdown of each section: 1️⃣ Hero & Navbar → Outcome-oriented H1, supporting subheader, bullet points for objections, CTA, trust signals. 2️⃣ Alternative Comparison → Frame the old way vs. new way, summarize competitors & why you’re different. 3️⃣ Features → Clear, benefit-driven feature explanations using the voice of your customer. 4️⃣ Integrations → Highlight key integrations, use cases, & setup simplicity. 5️⃣ How It Works → Show customers how to reach the “aha moment” in 3-5 simple steps. 6️⃣ CTA → Reinforce benefits, social proof, & reduce risk. 7️⃣ Manifesto → Emotionally charged, why your company exists, the transformation you enable. 8️⃣ Demo Video → Show the product in action—keep it under 5 minutes, cut the fluff. 9️⃣ Footer → Links to key pages & an extra CTA. Here’s the full framework in visual format 👇 Use it to optimize your homepage. Or if you’re too busy, DM me for a teardown. I’ll show you what to fix (and how).

Good sales pages don’t push. They pull buyers in Let’s be honest—most sales pages? They’re either: → Too aggressive (“BUY NOW OR ELSE!”) → Too boring (“Here’s a list of features…”) → Too confusing (What are you even selling?) A high-converting sales page isn’t about throwing a million words at the wall and hoping something sticks. It’s about strategy. 𝗛𝗼𝗼𝗸 𝗧𝗵𝗲𝗺 𝗙𝗮𝘀𝘁 Your headline is everything. If it doesn’t grab attention in five seconds, you’ve lost them. Make it clear, benefit-driven, and curiosity-inducing. 𝘉𝘢𝘥: “Introducing Our New Productivity App” 𝘉𝘦𝘵𝘵𝘦𝘳 “Get 10 Extra Hours a Week—Without Working Harder” 𝗦𝗽𝗲𝗮𝗸 𝘁𝗼 𝗧𝗵𝗲𝗶𝗿 𝗣𝗮𝗶𝗻 (𝗔𝗻𝗱 𝗗𝗿𝗲𝗮𝗺𝘀) Nobody buys because of features. They buy because of problems they want solved and goals they want achieved. Show them you get them. → “𝘚𝘵𝘳𝘶𝘨𝘨𝘭𝘪𝘯𝘨 𝘵𝘰 𝘨𝘳𝘰𝘸 𝘺𝘰𝘶𝘳 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦? 𝘠𝘰𝘶’𝘳𝘦 𝘯𝘰𝘵 𝘢𝘭𝘰𝘯𝘦.” → “𝘞𝘩𝘢𝘵 𝘪𝘧 𝘭𝘢𝘯𝘥𝘪𝘯𝘨 𝘩𝘪𝘨𝘩-𝘵𝘪𝘤𝘬𝘦𝘵 𝘤𝘭𝘪𝘦𝘯𝘵𝘴 𝘧𝘦𝘭𝘵 𝘦𝘧𝘧𝘰𝘳𝘵𝘭𝘦𝘴𝘴?” 𝗠𝗮𝗸𝗲 𝗜𝘁 𝗦𝘁𝘂𝗽𝗶𝗱𝗹𝘆 𝗘𝗮𝘀𝘆 𝘁𝗼 𝗦𝗮𝘆 𝗬𝗘𝗦 Ever read a sales page and thought, “Sounds cool, but… meh”? That’s because it lacked: → 𝗦𝗼𝗰𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 – “5,000+ happy customers” beats “We’re great.” → 𝗖𝗹𝗲𝗮𝗿 𝗽𝗿𝗶𝗰𝗶𝗻𝗴 & 𝗼𝗳𝗳𝗲𝗿𝘀 – No mystery math. Tell them what they get. → 𝗥𝗶𝘀𝗸 𝗿𝗲𝘃𝗲𝗿𝘀𝗮𝗹 – Money-back guarantees make buying feel safe. 𝗚𝗶𝘃𝗲 𝗮 𝗖𝗮𝗹𝗹 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻 𝗧𝗵𝗮𝘁 𝗗𝗼𝗲𝘀𝗻'𝘁 𝗦𝘂𝗰𝗸 Nobody clicks a button that says “Submit” or “Learn More." Give them an action-packed, benefit-driven CTA instead. 𝘉𝘢𝘥: “Sign Up” 𝘉𝘦𝘵𝘵𝘦𝘳: “Start Your Free Trial—No Credit Card Needed” 𝗖𝘂𝘁 𝘁𝗵𝗲 𝗙𝗹𝘂𝗳𝗳 & 𝗦𝗼𝘂𝗻𝗱 𝗟𝗶𝗸𝗲 𝗮 𝗛𝘂𝗺𝗮𝗻 If your sales page sounds like a corporate boardroom wrote it, people will leave. Write like you talk. Be clear. Be real. And remember—people don’t read. They skim. Keep paragraphs short, use bullet points, and break up walls of text. The best sales pages don’t sell—they make the buying decision obvious. --- Follow Jeff Gapinski for more content like this. ♻️ Share this to help someone else out with their sales pages today #marketing #sales #copywriting

Over the last year, we ran 290 landing page experiments for our clients. Here’s what we learned… Things we tested were headlines, CTA, forms (number of fields, structure of form), images (primarily in the header section), page layout. We also have an “other” category that includes things like sticky headers, accreditation badges, adding/removing videos, etc. 47% of the time, experiments were deemed inconclusive, meaning the variant didn’t yield any significant change from the control. Of the 154 experiments that did yield significant conversion lift, these are the tests that moved the needle most: - Headline (54%) - Other (19.5%) - CTA (14%) - Form (6.5%) - Image (3.5%) - Page layout (2.5%) This is what I’m taking away from these numbers… 1️⃣ Nailing the copy is by far the most important thing you can do to improve your landing page performance for paid search. If you’re still using things like “#1 <software category>” as your H1 text in the header, you’re probably losing opportunities from quality traffic. The copy used on your landing pages should immediately convince visitors that you understand the biggest problems they face in their day-to-day and that your product can solve them. 2️⃣ Your call to action is more important than the number of fields in your form. If the CTA is confusing or, worse, irrelevant (e.g. “Learn more” when your goal is to get a prospect to request a demo) then users will be less likely to act. Figure out exactly what you want from your landing page visitors and make it clear that’s what you’re offering them. 3️⃣ If you’ve nailed the header copy, CTA AND you’re getting highly qualified traffic to your landing page, people will fill out your form even if it’s really long. Form length hurting conversion volume is a myth. If anything, prospects will feel that the info they’re providing will lead to a better outcome and a more productive conversation since the sales team now has more information on their specific use case. Don’t fear the long form! (I plan on sharing a very specific example of amazing performance from a client of ours that has a beast of a demo request form on their landing pages) 4️⃣ We need to dig in more to our “Other” category and get more specific data here. However, it’s clear that adding things like quality video content on landing pages can be very impactful. We still have some work to do on cleaning up all the data we’ve collected and organizing it better (e.g. experiments by vertical, and more specific test types) but the early data is pretty clear to me… Copy is king (and it still ain’t coming from GPT). #ppc #cro #landingpagedesign 

In my work with B2Bs, I've noticed 4 key areas that often make or break website conversion rates. It's not always the traffic. Most of the time, it's your UX. Let's break it down 1) Navigation -The silent conversion killer -Most look like subway maps -Yours should be a GPS to solving your buyer's problems. -Ask yourself: Does your nav prioritize the buyers' journey 2) Home Page Above the fold, answer: -What do you do? -What's in it for me? -How do I take the next step? 3) Landing Pages Be crystal clear: -What happens when I submit? -Does it align with my goals? -Is this a no-brainer value exchange? 4) Overall Messaging -Is the buyer the hero, or you? -Are you the guide with a plan? -Show don't tell your expertise Fix these, and you'll squeeze more conversions from your existing traffic. No new spend required. Just clarity. Agree? Disagree? What's your take?