9 Landing Page Assets You Need to Generate Conversions

Every high-converting page has the same essential landing page assets. These elements have proven to be the key contributors to driving leads and sales. By on your own landing pages, you can boost your conversion rates and take your marketing to the next level.

So, what are these landing page assets and why do they work so well? We’ll cover our nine most important elements and delve into the psychology behind them.

Compelling headline

The job of your headline is to grab attention instantly and clearly convey the value of your offer. It sets the stage for the rest of your landing page, drawing visitors in with a promise that resonates with their needs and interests.

Why is it important? Because it’s the first impression visitors get. A strong headline communicates relevance and urgency, encouraging users to explore further. It’s your opportunity to hook them, highlighting the unique benefits of your offer and setting the tone for a successful interaction.

Here are some tips to make your headline stand out:

• Use powerful, action-oriented language.
• Keep it concise and clear.
• Incorporate numbers or statistics if relevant.
• Address a specific problem or desire your audience has.

Persuasive copy

Good copy speaks directly to your audience, resonating with their desires and motivations. By crafting persuasive, benefit-driven messages, you create a compelling case for why visitors should take action, driving higher conversions and achieving your business goals.

Copywriting is an art, but here are a few tips to immediately elevate your copy and make it more persuasive:

• Focus on benefits, not just features.
• Use simple language that’s easy to understand.
• Address your audience’s pain points and how you solve them.
• Keep paragraphs short and break up text with headers.

Engaging visuals

Imagery is just as important as copy when it comes to getting visitors to convert, making it an essential landing page asset. Eye-catching images draw users to your page and help build your brand. You can also use images of your products to show off features or include photos of yourself to build trust with your audience.

Make sure any images you use are high-quality and try to go for images that invoke an emotional response. You should also avoid generic stock images as much as possible. This might mean taking your own images or hiring a photographer.

Social proof

Social proof, like reviews and testimonials, is essential for landing pages as it builds trust and credibility. Positive feedback from real customers reassures visitors about the value and reliability of your product or service. By showcasing genuine experiences, you reduce skepticism and encourage conversions.

Here are some strategies to get reviews on your products and services:

• Ask satisfied customers directly for feedback.
• Offer incentives for reviews, like discounts or freebies.
• Make it easy for customers to leave reviews on multiple platforms.
• Follow up with customers post-purchase to encourage reviews.

You can also add social proof in a few other ways, like including the logos of prominent companies you’ve worked for, listing publications you’ve been featured in, and showcasing trust badges from notable organizations.

A sense of urgency

You don’t just want people to convert—you want them to convert right now. Otherwise, they might leave, forget about your offer, and never come back.

This is why you want to create a sense of urgency. You can do this by highlighting limited-time offers or dwindling availability to encourage visitors to act quickly. This tactic taps into the fear of missing out (FOMO), pushing potential customers to make a decision before it’s too late.

One of the best ways to add a sense of urgency is to use a countdown timer on your landing page. This instantly lets visitors know that they have a limited amount of time to take advantage of your offer.

Clear call to action (CTA)

A call-to-action (CTA) is a prompt that encourages visitors to take a specific action, such as “Buy Now,” “Sign Up,” or “Learn More.” It’s a critical landing page asset that directs users toward the next step in their journey with your brand.

A strong CTA is essential because it turns visitor interest into tangible actions, driving conversions and achieving your marketing goals. Without a clear CTA, visitors might leave your page without taking any action, wasting potential leads.

An effective CTA should:

• Use action-oriented language that conveys urgency.
• Be visually distinct with contrasting colors.
• Clearly state the benefit of taking action.
• Be placed prominently above the fold.

Lead capture forms

Once someone is ready to take action on your page they usually perform that action in a form, making it a must-have landing page asset. Most actions require users to submit at least some information, so you’ll want to make sure your forms are fully optimized.

The best way to improve conversions is to limit the number of form fields. Asking for too much information upfront can overwhelm visitors, leading to higher drop-off rates. Instead, keep it simple—request only essential details like name and email. This streamlined approach makes it easier for visitors to complete the form, increasing the likelihood of generating a conversion.

Mobile-friendly design

A mobile-friendly landing page design is crucial in today’s digital landscape, where over 58% of web traffic now comes from mobile devices. Ensuring your page looks great and functions well on smartphones and tablets enhances user experience and keeps visitors engaged, no matter how they access your site.

Most importantly, a seamless mobile experience can dramatically boost your conversion rates. Mobile users expect fast-loading, easy-to-navigate pages. By optimizing your design for mobile, you cater to this growing audience, reducing bounce rates and increasing the chances of turning visitors into customers.

Luckily, all Leadpages templates are mobile-friendly which makes it easy to create a page that looks great on any device.

Page load speed

A fast-loading landing page not only enhances user satisfaction but also improves your search engine rankings, driving more organic traffic. On the other hand, slow-loading pages frustrate visitors, leading to higher bounce rates and lost opportunities. So, it’s safe to say that faster is better.

To increase page load speed:

• Optimize images by compressing them without losing quality.
• Minimize the use of heavy scripts and plugins.
• Use a reliable content delivery network (CDN).
• Enable browser caching to reduce load times for returning visitors.

Or you can build your landing pages with Leadpages—our pages are already built for speed and load 2.4 times faster than the competition.

Turning your landing page assets into a complete landing page

Now that you know all the landing page assets necessary for a high-converting page you’re ready to start building. If you’re not experienced with web design or coding don’t worry—Leadpages’ Landing Page Builder makes it easy for anyone to quickly create a page.

Here’s how it works:

• Choose a conversion-optimized template from the library.
• Add your text, images, forms, and more with the drag-and-drop builder.
• Preview your page on smartphones and tablets to ensure it’s displaying correctly.
• Publish your page to a free Leadpages subdomain or your own custom domain.

That’s it! You can have your page launched in 30 minutes or less.

Landing page asset case study

The right landing page assets make a big difference to your conversion rate. Here’s the proof.

Brandi Mahon ran a popular crafting blog but she wasn’t making any money. Her content was great, but her pages weren’t optimized for conversions. So she signed up for Leadpages and everything changed.

Her conversion rates jumped as high as 87% and she was finally able to monetize her traffic. So, what was the difference?

• Leadpages landing pages are automatically optimized for mobile, so all her pages displayed perfectly on every device.
• Her pages loaded a lot faster and she never had to worry about them crashing when she had a lot of traffic.
• Her forms were quick and easy for her audience to use and sent contact details straight to her email marketing platform.

These are just a few of the landing page assets that helped Brandi achieve success. Click here for the full story.

Frequently asked questions about landing page assets

Still have questions about landing page assets? We’ve got answers.

What are some common mistakes to avoid when creating landing pages?

Avoid these mistakes when building your landing pages:

• Cluttered Design: Keep the design clean and focused on the CTA.
• Vague Headlines: Use clear and compelling headlines that convey value.
• Too Many Form Fields: Limit form fields to essential information so you don’t overwhelm visitors.
• Lack of Social Proof: Include testimonials and reviews to build trust.
• Ignoring Mobile Optimization: Ensure your landing page is mobile-friendly for a better user experience.

How can you measure the effectiveness of a landing page?

Here are a few metrics and tools you can use to measure how effective your landing page is:

• Conversion Rate: The percentage of visitors who complete the desired action.
• Bounce Rate: The percentage of visitors who leave the page without interacting.
• Time on Page: How long visitors stay on the page, indicating engagement.
• Heatmaps: Visual representations of where users click and scroll, showing interaction patterns.

What’s the best way to optimize your landing page assets for conversions?

If you want to make sure every landing asset is optimized for your audience then you’ll want to perform A/B tests. This involves creating two variations of your landing page with one variable that’s different (headline, hero image, the color of your CTA button, etc.). By continually testing to see what asset variations perform best you’ll eventually land on the ideal combination that’s perfectly optimized for conversions.

Read our complete guide to A/B testing to learn more.

Build your own landing page assets today

Leadpages has everything you need to create beautiful high-converting landing pages. Want to take it for a test drive? Try Leadpages free for 14 days to see for yourself just how easy building landing pages can be.