How To Drive Sales With Your Landing Page

Last Update: 27 March 2024

Author : Imran Tahir
Article Category : Marketing
Landing pages are the online equivalent of a brick-and-mortar store. If a customer wants to buy something from your company, they’ll head to your website and click on one of the links to get them to your landing page.

Why Landing Page is Important for business owners?

One of the most compelling reasons for the importance of landing pages lies in their remarkable efficacy in boosting conversion rates. Businesses that employ optimization strategies and software for their landing pages can witness a transformative increase in conversions.

On average data from unbounce, such strategic enhancements lead to a 30% uplift in conversion rates, a testament to the power of well-crafted and optimized landing pages. This significant improvement is not just a mere increment; it’s a substantial leap towards achieving business goals, be it lead generation, sales, or customer engagement

Want more leads for your business? You’ll need to make sure your landing pages answer all the questions a potential buyer has. Here are eight formulas that will help you create landing pages that drive sales:

Eight Landing Page Formula to Drive Sales

1. Clear and Strong Headline

strong headline

Image from Unbounce

People SKIM, SCAN & SCROLL, so make your headline direct and simple. The purpose of your headline should be to effectively communicate what you’re offering and why they should care about it.

Consider the headline as the pivotal moment of engagement, where the value proposition needs to be communicated succinctly. A headline like “15 Ways to Increase Sales” cuts straight to the heart of what the visitor might be seeking, promising tangible value and clear outcomes without any unnecessary fluff. Keeping the headline concise, ideally within three to four words, ensures that it’s impactful and easily digestible at a glance.

The significance of this approach is backed by the statistic that 8 out of 10 people will read your headline, but only 2 out of 10 will continue to read the rest of the content. This stark contrast underscores the headline’s role as not just an opener but a crucial element in retaining visitor attention. Your headline isn’t just the start of your message; it’s the gateway to the visitor’s journey on your page, compelling them to explore further and engage with your content.

2. Intended Opening on What Customers Can Gain

The next thing you need is an introduction that answers the question, “What’s in it for me?” This can be as simple as telling people how much money they’ll save by using your product or service, or how much time they can save by using it. You could also tell them how much time they’ll save by not doing things themselves if they don’t have time, or if they’re not capable of doing them.

3. Establish Credibility

Differentiating yourself from competitors is critical when it comes to driving sales with a landing page. If customers don’t know who you are or what makes your product or service better than everyone else’s, they won’t buy from you.

Establishing credibility on your landing page is crucial for differentiating yourself from competitors and driving sales. Here are several strategies to achieve this:

a. Trust Icons and Seals:

Including trust icons, such as security badges (VeriSign, TRUSTe) or awards your company has won, can significantly enhance trust among visitors.

These icons serve as visual indicators of your website’s credibility and safety, making visitors more comfortable engaging with your page and more likely to convert ​​.

b. Social Proof:

Leveraging testimonials and customer reviews on your landing page is a powerful way to establish credibility. When potential customers see that others have had positive experiences with your product or service, it significantly boosts their confidence in your offerings. Incorporating real customer feedback, along with their full names and titles, can make your product or service appear more appealing and legitimate​​​​.

c. Case Studies and Success Stories:

Providing detailed case studies or customer success stories can further solidify your credibility. These narratives offer prospective customers real-life examples of how your product or service has effectively addressed the needs and challenges of others. By showcasing specific results and the value you’ve delivered, you can effectively communicate your product’s potential impact​​.

d. Awards and Industry Recognition:

Displaying any awards or industry recognition you’ve received is another effective method to establish authority and trust. Such accolades act as third-party validation of your company’s standing and expertise in your industry, which can be particularly persuasive for potential customers​​.

4. Showing What You Offer to Customers

When showcasing what you offer to customers on your landing page, it’s crucial to strike the right balance between highlighting your product’s features and emphasizing the tangible benefits these features bring to your customers.

As seen in successful examples like Sketchbox and Embark Dog DNA Test, the key is to describe your product succinctly and follow up with a section that vividly illustrates the benefits—how your product or service enriches the customer’s life or solves their problems .

For instance, stating something like, “Our SEO services can boost your site’s traffic by 50%” directly links a feature of your service (SEO optimization) to a clear, desirable outcome for the customer (increased traffic).

This approach not only informs the potential customer about what you offer but also paints a picture of the possible future success they could enjoy by choosing your service.

It’s essential to remember that customers are more interested in how your product can improve their situation or solve their problems rather than just the technical features it boasts. Therefore, every feature presented should be accompanied by a “So what?” explanation that translates it into a benefit.

This method is effectively utilized by companies like Asana, which excels in connecting their product features to the impact it has on daily workflows, making the benefits crystal clear to potential customers​

5. Building Trust with Testimonials

If you have some credibility, show it off! If not, just build trust with your visitors by showing them what other customers think about your product or service. This can be done through video testimonials, case studies or just plain old customer reviews.

Remember, the goal of including testimonials is not just to showcase how great your product or service is, but to build a level of trust and credibility with your audience that encourages them to take the next step in your sales funnel.

6. Risk Reversal

Risk reversal is a potent strategy used on landing pages to alleviate the potential customers’ fears about making a purchase or signing up. By effectively removing or reducing the perceived risks, you can make the decision easier for the user, thereby increasing the likelihood of conversion. The impact of risk reversal on a landing page is significant; it can transform a hesitant visitor into a confident customer, ready to engage with your offer.

Creating risk reversal involves implementing tactics that make the offer more enticing by minimizing the risks involved. For example, a common approach is offering a money-back guarantee.

This tells the customer that if they are not satisfied with the product or service, they can get their money back, thereby reducing the financial risk associated with the purchase.

Another method is offering a free trial, where users can try the service without any commitment. This approach is especially effective for SaaS products, as it allows users to experience the product’s value before making a financial commitment.

7. Strong Call To Action Button

Creating a strong Call to Action (CTA) on your landing page is vital to guide visitors toward your desired action, be it signing up, making a purchase, or downloading a guide. The effectiveness of your CTA can significantly influence conversion rates, turning passive visitors into active participants in your service or product offering.

For example, many successful SaaS companies like Salesforce use a “free trial” CTA, which is highly effective due to its clear value proposition and the minimal risk it presents to the user​​.

In summary, a well-crafted CTA is more than just a button on a page; it’s the culmination of careful consideration of design, placement, messaging, and user experience. By focusing on these elements, you can create a CTA that not only stands out but also resonates with your visitors, encouraging them to take the desired action.

8. Create Urgency

A sense of urgency creates a motivation in people to act immediately. If people don’t see any urgency to take action, they’ll simply put off their purchase until later when they have time. Use phrases like “Only 3 Days Left” or “Offer Expires in 24 Hours.” Urgency also works well when there’s a limited number of products available for sale. For example, if you’re selling tickets for an upcoming event, make sure that there are only 20 tickets left before the event starts so that people feel like they need to buy now before it’s too late.


Landing pages are a great way to market your business online and draw in new customers. By using the formulas above, you’ll find it easier to make your landing page stand out from the crowd, which can drive sales and grow your business.

If you want to learn more about landing page, feel free to contact Neu Entity . We would love to help you get the most out of your business by adding a beautiful looking website and landing page that functions perfectly.

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