What Makes a Landing Page Actually Convert

Conversion isn't magic

Good landing pages share common traits. Bad ones share different ones. After building sites for various clients, the patterns become clear.

Clarity above all

The moment someone lands on your page, they should understand three things:

What you offer. What problem it solves. How to get it.

If any of those require thinking, you've lost people. The headline should make it obvious. The subheadline should add context. The call to action should be unmissable.

Athletic AbhyAn's landing page works because it's immediately clear: personalised fitness coaching for athletes. No jargon, no clever wordplay that requires interpretation.

Above the fold matters

People decide in seconds whether to stay or leave. What they see without scrolling needs to do the heavy lifting.

Headline. Value proposition. Call to action. All visible immediately on both desktop and mobile.

Everything else - testimonials, features, details - those support the initial impression. But if the first screen doesn't hook someone, the rest doesn't matter.

Social proof actually works

Testimonials from real people build trust faster than any copy you can write. Faces, names, specific results.

"This helped me" from a real customer carries more weight than "we help people" from you.

For Ssanjha Space, the testimonials section shows genuine feedback from participants. That authenticity resonates with visitors considering similar programmes.

Friction kills conversions

Every field in a form is a potential drop-off. Every extra click is a chance to lose someone.

Ask for the minimum you need. Can the enquiry form be 3 fields instead of 10? Do you really need their phone number upfront?

Athletic AbhyAn has a detailed onboarding form - 6 steps - but it's for serious leads ready to commit. The initial contact form is much simpler.

Mobile is probably most of your traffic

Design mobile-first. Test on actual phones, not just browser emulators. Buttons need to be tappable. Text needs to be readable. Forms need to work on small screens.

If your landing page looks beautiful on desktop but frustrating on mobile, you've optimised for the wrong audience.

Speed matters for conversion

Slow sites lose visitors. A page that takes 4 seconds to load has already lost a significant chunk of potential conversions.

Optimise images. Minimise JavaScript. Use a CDN. The basics of performance aren't optional for landing pages.

One page, one goal

Landing pages aren't homepages. They have a single purpose: get someone to take a specific action.

Don't confuse people with multiple CTAs. Don't link away to other parts of your site unnecessarily. Keep focus on the one thing you want visitors to do.

Test and iterate

The first version is rarely the best version. Track what's happening - how long do people stay, where do they click, when do they leave?

Then make changes based on data, not assumptions. Small tweaks to headlines, button colours, form placement - these can make surprising differences.

What doesn't matter as much as you think

Fancy animations. They can actually slow things down and distract from the message.

Clever copy. Clear beats clever every time. Wordplay that makes you scroll back to understand is working against you.

Design complexity. Simple, clean layouts usually outperform busy ones. White space isn't wasted space.

The foundation

Great landing pages aren't mysteries. They're clear about the offer, easy to navigate, fast to load, and focused on one action.

Get those basics right before worrying about anything else.