Most landing pages look like someone took a brochure, flattened it, sprinkled a few buttons on it, and hoped for the best.
And then everyone wonders why conversions are low. But when you combine strong landing pages with smart email marketing, suddenly your campaigns stop being “spray and pray” and start being “send and convert.”
Ready to build landing pages that actually do their job? Let’s dive in.
Step 1: Start with one goal
Landing pages fail for the same reason group projects fail: too many objectives, too many voices, too much chaos.
Your landing pages should have one goal.
Not three. Not “a few options.” One.
Examples:
- Enrol now
- Sign up for the event
- Download the guide
- Start a free trial
- Join the waitlist
If your page is trying to do more than one thing, there is a chance your visitors won’t do anything.
Actionable improvement:
Open your latest landing page.
Circle every CTA. If there’s more than one main action, choose the winner. Delete the rest.
Step 2: Make a good impression with your headline
Your headline is the equivalent of an email subject line. If it’s boring, vague, or full of buzzwords… they’re gone.
Good headlines answer one question fast:
“What’s in it for me?”
Examples that work:
- “Grow your email list in 10 minutes a day.”
- “Get early access to our WhatsApp marketing beta.”
- “Download our free guide to boosting enrolments.”
Examples that belong in the recycling bin:
- “Welcome to our new innovative solution.”
- “Learn more about our comprehensive offering.”
- “We’re excited to share this opportunity.”
Actionable improvement:
Rewrite your headline so a stranger understands the benefit in 3 seconds. If you need longer, you’ll need to rework it.
Step 3: Don’t waffle
People don’t read. They skim.
They dart their eyes around like they’re scanning a menu.
Your job is to make their skim count.
A converting landing page keeps copy:
- Simple
- Direct
- Benefit-led
- Free from jargon
- Light on fluff
And no, you don’t need to “explain the full backstory.” That’s what your website is for. A landing page exists to sell one thing, not your entire life story.
Actionable improvement:
Review your current landing page and try to cut your copy by 30%. Remove filler words and unnecessary fluff.
Step 4: Make sure your customer journey makes sense
This is where most email campaigns go wrong.
Your email says A.
Your landing page opens with B.
Your audience gets confused.
Your conversion rate dies.
Your landing page must feel like the natural extension of the email that sent people there.
If your email promises “Book your free audit,” your landing page cannot open with “Learn more about our services.”
You need to keep the same tone, promise, and direction.
Zero surprises.
Actionable improvement:
Before you hit send, put your email and landing page side by side.
Ask: “Do they look like they’re in the same family?”
If not, its time to review and rewrite.
Step 5: Keep your forms short
The quickest way to lose a potential lead?
Give them a form that looks like an exam booklet.
Only ask for what you absolutely need. Not what you “might maybe want one day.”
Name + email = great.
Name + email + phone = acceptable.
Name + email + phone + address + industry + company size + blood type = get out.
Shorter forms equal higher conversions. Always.
Actionable improvement:
Review your current sign-up forms and ask yourself if you really need every single field you are capturing.
Step 6: Make those buttons crystal clear
Good CTAs are direct. Bad CTAs are vague.
Let’s break it down:
Strong:
- Download the guide
- Book my spot
- Start my trial
- Send me the info
Weak:
- Submit
- Learn more
- Click here
- Continue
Your CTA should tell the visitor exactly what happens next, and make it sound painless.
Step 7: Add social proof
Humans are suspicious.
We don’t trust strangers telling us “This works.” But we do trust other humans saying, “This helped me.”
That’s why landing pages with social proof convert far better.
What to include:
- Testimonials
- Reviews
- Logos of people who use you
- Case studies
- Star ratings
- Screenshots of real feedback
If your landing page feels lonely… add some humans.
Step 8: Optimise for mobile
I’m sure we’ve all had it drilled into us that your emails need to be mobile-friendly, but the same goes for your landing pages. If your landing page loads slowly, you’re losing conversions before you even start.
Your landing page should:
- Load fast
- Display cleanly on mobile
- Use large tap-friendly buttons
- Keep text readable
- Make the form effortless
People are impatient. Make it easy.
Step 9: Use email to nurture leads from your landing pages
A landing page’s job doesn’t end at the form. That’s just the beginning.
Email marketing does the heavy lifting afterwards: nurturing, educating, proving, and selling.
This is where TouchBasePro shines.
Once someone converts on your landing page, your emails should:
- Welcome them
- Deliver what they signed up for
- Follow up with value
- Build trust
- Guide them to the next step
Don’t let your leads sit there gathering digital dust.
Actionable improvement:
Create a 3–5 email follow-up sequence for every landing page you use.
If your landing page brings them in, your emails keep them moving.
Bottom line:
A landing page that converts is simple, focused, and built with intention. It respects your audience’s time. It pairs perfectly with your email campaigns.
And it works because every element has a job.
If you want landing pages that actually convert, and email journeys that turn those clicks into customers, TouchBasePro has the tools and the team to help you do it right.
