What Is a Landing Page? 9 Real Examples and How to Create One That Converts in 2027

51 min read

A well-built landing page is what separates ads that bring in clicks from ads that bring in customers. And it's almost always the most neglected piece of the campaign.

I see it every week. A clinic, a law firm or an online store puts money into Google Ads or Instagram, people click, and they land on the homepage: a menu with ten options, a carousel, three paragraphs about the company's history and a generic form at the bottom. The ad did its job. The page didn't.

If traffic arrives from an ad or a specific search and leaves without doing anything, it's almost never a traffic problem. It's a page problem: either it attracts the wrong people, or it doesn't tell them what they need to read to take the next step.

This is the guide I wish I'd had when I started building campaigns: what a landing page is, how it differs from a website, how to build one block by block, what Google Ads and Meta expect, what the law says about your form, and nine real landing page examples, with what I'd copy from each one. It's written for 2027, and for businesses that need leads and sales, not applause.

Definition

What is a landing page? Meaning and definition

A landing page is a web page built so that visitors take one specific action, such as requesting a quote, booking, buying, downloading something or signing up, and it usually receives traffic from a defined source: an ad, an email or a search. Everything on it pushes toward that action.

It comes down to two ideas: one goal and a visitor who arrives with an expectation. Someone who clicks an ad for “physical therapy for back pain in Valencia” doesn't want to read the clinic's history. They want to confirm within seconds that they've come to the right place, and to know what they have to do next.

What does landing page mean, and what's another name for it?

The name says it all: it's the page where someone “lands” after clicking an ad, a link in an email, a social media post or a Google result. You'll also hear it called a lead capture page, a lander or a destination page, and a squeeze page when all it asks for is an email address. In Google Ads it's simply the landing page, and the address you enter in the ad is called the “final URL.”

Technically, any page where a visit starts is a landing page, and Google Analytics has a report with that very name. In marketing, a landing page is something more specific: a page designed on purpose to convert a particular stream of traffic.

What is a landing page used for?

It turns a specific stream of traffic into a specific action, and it tells you how much each result costs. These are its most common uses:

That last point is the one people forget most. If you send every ad to the homepage, you don't know what's working. With one landing page per campaign, every euro you spend has a result you can actually read.

Comparison

Landing page vs. website: how it differs from a homepage and a service page

A landing page has one goal and one audience; a website's homepage has many goals and many audiences; a service page explains a service to people arriving from Google or from the menu. All three can convert, but they aren't designed the same way and they aren't used for the same thing.

	Landing page	Homepage	Service page
Goal	A single action	Orientation: help every visitor find their way	Explain a service and generate leads
Where the visitor comes from	A specific ad, email or campaign	Brand searches, direct visits and links	Google, the menu or internal links
Navigation menu	None, or minimal	Full	Full
Possible actions	One, repeated down the page	Many	One main action and the odd secondary one
Message	The ad's message, repeated and expanded	The brand in general	The service and the searches around it
Does it rank on Google?	That's not usually its job (sometimes it's set to noindex)	Yes, mainly for brand searches	Yes: that's its main job
How long it lives	As long as the campaign lasts, or for good if it works	Always	Always
When I'd use it	Paid campaigns, offers, events and launches	As the general front door	To capture organic demand for a service

What is the difference between a web page and a landing page?

A website is the whole thing: the homepage, the services, the blog, the contact page. A landing page is one specific page, which can live inside that website (for example, yourdomain.com/free-review/) or outside it, on a dedicated tool. The difference isn't the technology but the intent: the website informs and guides; the landing page asks for an action.

That's why most campaign landing pages have no menu. Every link that doesn't lead to the action is an exit door. It isn't an official rule, but with paid traffic it's what I'd do by default.

Can a service page work as a landing page?

Yes, and for many small businesses it's the most sensible option. If your service page is well built (a clear promise, proof, a ballpark price and a short form), it can take both the traffic from Google and the traffic from search ads. What I wouldn't do is send social media campaigns with a different message there: the Instagram visitor arrives cold and needs a page that picks up the ad's story exactly where it left off.

One example that breaks the dogma: HubSpot's free CRM page keeps the full menu, because it gets plenty of organic and brand traffic, and yet everything on it pushes toward a single button. Drop the menu when the traffic is paid and the intent is singular; when the page also has to rank, make the call case by case.

Types

Types of landing pages and when to use each one

There are as many types of landing pages as there are actions you can ask for, but for a small business they boil down to six, plus one page that almost nobody bothers to work on: the thank-you page.

Type	What it asks for	When I'd use it	Example
Lead generation	Name and phone or email for a quote, a call or an assessment	Services with variable pricing: renovations, lawyers, clinics, B2B	A law firm in Seville offering a 20-minute first consultation
Direct sale	Payment, on the same page	A fixed-price product or service that raises few doubts	A course, a class pass or an online store's best seller
Booking or appointment	A date and time, or a call to confirm one	Businesses that run on a calendar: physical therapy, hair salons, restaurants, schools	A ski school in La Massana selling season-long courses
Download (lead magnet)	An email address in exchange for a useful resource	Long sales cycles, when the customer is still researching	A guide to choosing solar panels, a template, a catalog
Event or webinar	A registration, with a date	Training, launches and B2B	A webinar for accounting firms on e-invoicing
Launch or waiting list	An email address, to be the first to know	New products, seasons, openings	A store opening or a limited collection
Thank-you page	Nothing: it confirms and guides	Always, after any form	“We'll call you today before 7 p.m. In the meantime, here's what to have ready”

You'll also come across names like squeeze page (a very short capture page), click-through page (an intermediate page that leads to another one) or microsite. They're variations on these same seven.

What type of landing page does a local business need?

Almost always, a lead generation page or a booking page. The rule I use: if the price depends on the case, lead generation, because the customer needs to talk to you before deciding; if the price is fixed and the calendar is what matters, direct booking. And if the customer takes weeks to make up their mind, a useful download so you don't lose them while they compare options.

Structure

Anatomy of a high-converting landing page: the structure, block by block

A landing page that converts answers four questions the visitor has, in this order: Am I in the right place? Is this for me? Can I trust them? What do I do now? Every block on the page exists to answer one of them.

• Is this the place?
• Is it for me?
• Can I trust it?
• What do I do now?

What should a landing page include, and what makes a good one?

Clarity before beauty. Someone arriving on their phone has to understand within a few seconds what you offer, who it's for and what the next step is, without scrolling or decoding anything. From there, every block you add has to resolve a real doubt; if it doesn't, it goes. And at the very bottom, a footer with your company details and legal pages: that builds trust too.

If you answer the same question on the phone twenty times a month, it belongs on the landing page.

What's the best landing page structure? A template you can copy

The one I suggest works for almost any service. Copy it, replace what's in brackets and delete whatever doesn't apply:

Structure template to copy

LANDING PAGE · [business] · Single goal: [action]
1. Header: logo, no menu. Phone or WhatsApp if you sell over the phone.
2. Headline: [outcome the customer wants] + [who it's for or where].
3. Subheadline: how you deliver it and how fast, in one sentence.
4. Main button: [first-person verb + what they get]. E.g.: “Get my quote.”
5. Quick proof: rating and number of reviews, client logos or a verifiable figure.
6. The problem: two or three sentences in the customer's own words.
7. Benefits: three blocks about the outcome, not the technique.
8. How it works: three steps, from the click to the result.
9. Long-form proof: two or three testimonials with a name, context and result.
10. Objections: price, timelines, guarantee, “what if it's not for me?”
11. Offer and risk: what's included, what it costs, what happens if it isn't a fit.
12. Form or booking: only the fields you'll use + privacy information.
13. FAQ: the five questions you get asked most on the phone.
14. Close: the promise and the button, one more time.
15. Footer: company details, legal notice, privacy and cookies.
After submission: a thank-you page with the next step, and the conversion tracked.

Should a landing page be long or short?

It depends on how much the customer has to think. If you're asking for little (an email in exchange for a guide, a free visit) and the visitor already knows what they want, a short page works. If you're asking for a lot (a payment, an appointment with a lawyer, a €30,000 renovation) or the visitor arrives cold from social media, they'll need more arguments, more proof and more answers.

The practical rule: the page should be as long as the customer's doubts, and not a line longer. In Unbounce's conversion benchmark report, both word count and, above all, difficult words were correlated with lower conversion. Correlation isn't causation, but the message is clear: every line has to earn its place.

Copy

Landing page copy that converts: how to write it (and AI prompts to help)

Copy that converts talks about the customer's problem and the customer's outcome, in their own words, not about your company or your catalog. Design helps, but what decides whether someone fills in the form is what they read.

These are the five rules I apply:

• The customer's language, word for word. The best lines on a landing page aren't invented: they're lifted from reviews, from emails and from what customers tell you on the phone. What they say to themselves before hiring you (“I've tried everything,” “I don't have time to fight with this”) is what makes them recognize themselves when they read the page.
• Outcome before product. A store selling educational toys doesn't sell “the Explorer pack”: it sells a calm lunch where the kid plays without screens. Your internal product names mean nothing to someone arriving from an ad.
• Specific before pretty. “Reply within 24 business hours” is more convincing than “personalized service.” Figures, timelines and conditions, as long as they're true.
• Easy to read. Short sentences, everyday words and one idea per paragraph.
• A button that says what happens. “Book my assessment” or “Get the quote” instead of “Submit.” And if the button promises something, the thank-you page delivers it.

Plain writing isn't a copywriter's quirk. In Unbounce's report, pages written at a 5th-to-7th-grade reading level converted at 11.1%, 56% more than pages written at an 8th-to-9th-grade level, while pages written in professional-level language came in at 5.3%. It's a correlation, not a law, but it points in the right direction.

How do you write a landing page headline?

Start with what the person was searching for or what the ad promised, and add the outcome or who it's for. Three formulas that work well as a starting point:

• Outcome + timeframe + place: “Your kitchen remodel in Madrid, finished in four weeks.”
• Problem + solution: “Got a letter from the tax office? We'll help you answer it this week.”
• Who it's for + what they get: “Bookkeeping for freelancers who never want to wrestle with VAT again.”

For ads that interrupt people, like social media ads, a three-beat structure usually works better: name the problem, take away the blame (“it's not that you're disorganized: nobody ever explained it to you”) and present the alternative. It's the ad's story, continued on the page.

AI is very good at this if you give it real raw material; without context, it writes the same landing page as everybody else. These are the prompts I'd use, in this order:

Prompt 1 · Pull out the customer's language

Act as a conversion copywriter. I'm going to give you [Google reviews / WhatsApp messages / call notes] from customers of [business] in [city].
1. Group the phrases by theme: the problem before hiring us, their fears, what they valued most and the result.
2. Copy the literal expressions that come up most often, without names or personal data.
3. Tell me which three objections appear most often and the exact words customers use for them.
4. Suggest five headlines that use that vocabulary, without promising anything that doesn't appear in the material.
Don't invent testimonials, figures or results.

Prompt 2 · Write the landing page block by block

You're a landing page copywriter for small businesses.
Single goal of the page: [action].
Traffic: [Google Ads or Meta Ads ad, with its exact text].
Ideal customer: [who they are and what worries them].
Offer and price: [what's included and what it costs].
Real proof: [rating and number of reviews, case studies, certifications].
Common objections: [list].
Write the page in this order: headline (12 words max, repeating the ad's promise), subheadline, button text, three benefits, how it works in three steps, proof block, an answer to each objection, five FAQs and a closing section.
Rules: short sentences, customer language rather than expert jargon, no empty superlatives (“leading,” “the best”), no made-up data. At the end, flag which claims need proof that I have to provide.

Prompt 3 · Audit a landing page you already have

Analyze this landing page as if you were a customer arriving from this ad: [ad text]. Here's the full text of the page [or screenshots].
1. Within five seconds, do you understand what they offer, who it's for and what you need to do? Answer yes or no, and explain why.
2. Point out every sentence that talks about the company instead of the customer.
3. List the doubts you'd still have before filling in the form.
4. Suggest three changes ranked by expected impact, and explain the hypothesis behind each one.
Don't rewrite the whole page: I want a diagnosis.

Prompt 4 · Headline variations for an A/B test

This is the current headline on my landing page: [headline]. The ad that leads to it says: [ad text].
Suggest four alternatives that test different hypotheses: (a) a concrete benefit, (b) the customer's problem, (c) speed or ease, (d) social proof.
For each one, write the hypothesis in one sentence (“we believe that… because…”) and the button text that fits it best. Keep the ad's promise.

What I don't delegate is the decision about what gets promised. AI writes; the business answers for every sentence.

Advertising

Landing pages for Google Ads and Meta Ads

A landing page for ads has to continue exactly the conversation the ad started: the same promise, the same offer, the same tone and the same language. When the ad says one thing and the page says another, the visitor leaves, and the platform notices.

When we audit a Google Ads account that isn't converting, the first thing we look at isn't the bidding: it's where the ads are sending people.

What is Google Ads Quality Score, and where does the landing page fit in?

Quality Score is a rating from 1 to 10 that Google Ads gives each keyword to diagnose the quality of your ads compared with other advertisers' ads. It's based on three components: expected clickthrough rate, ad relevance and landing page experience, which Google defines as how relevant and useful your landing page is to people who click your ad. Each component is rated “Above average,” “Average” or “Below average,” compared with the ads shown for the same searches over the last 90 days.

A nuance almost nobody mentions: Google makes it clear that Quality Score isn't an input in the ad auction, but a diagnostic tool. What does count toward each ad's rank, according to Google Ads Help itself, is the quality of your ads and landing page at auction time. In plain English: improving the landing page doesn't push up a decorative number; it improves the very thing that number is trying to measure.

Google's official recommendations for improving landing page experience come down to five, and they're all common sense:

What Google recommends	How I'd apply it
Give people what they're looking for	If the ad is about one service, the page is about that service, not the whole catalog
Keep messaging consistent from ad to landing page	The ad's offer and call to action are repeated at the top, in the same words
Use conversion rate as a proxy for a good landing page experience	Compare landing pages by how well they convert, not by how they look
Make your website mobile friendly	Button visible without scrolling, a short form and one-tap calling
Improve loading speed	Light images, few scripts and no heavy background videos

Source: Google Ads Help, “5 ways to use Quality Score to improve your performance.” Google adds that the page doesn't need to repeat the exact phrase that was searched.

How is a landing page for Meta Ads (Facebook and Instagram) different?

What changes is the visitor's state of mind. On Google, the person is looking for something; on Instagram or Facebook, they were looking at something else and your ad interrupted them. They arrive with less intent and less patience, so the landing page has to tell them more: the problem, why now and why you, with more proof and a very clear offer.

Meta also reviews where you send people. Its advertising standards prohibit landing pages that deliver an unexpected or disruptive experience, such as pages with very little original content that are packed with ads, or pages that don't deliver what a sensational headline suggested. It also has a separate policy for landing pages that don't work. That's why, when we work as a Meta Ads agency in Andorra, the landing page is designed at the same time as the ads, not afterwards.

	Google Ads (Search)	Meta Ads (Instagram and Facebook)
Visitor temperature	Warm or hot: they were searching	Cold: you interrupted them
What the landing page has to do	Confirm quickly and make the action easy	Tell the story, build desire and trust
Typical length	Shorter	Longer, with more proof
First block	The search, answered	The problem, acknowledged
Alternative without a landing page	Lead form assets	Instant forms inside the app
Tracking	Google tag and Google Ads conversions	Meta pixel and Conversions API

A word on Meta's instant forms: they tend to bring in more volume, because people fill them in without leaving the app and with their details pre-filled, but they also bring in more poorly qualified leads. If you use them, choose the “Higher intent” form type, which adds a review step before submitting, and call quickly. If your sale needs some persuading, your own landing page filters better. It isn't an official rule: it's what I'd test first.

Do you need a landing page for every ad?

You need a landing page for every intent, which isn't the same thing. If a clinic advertises treatments for four different problems, four specific landing pages will convert better than one generic page: each person reads their own problem in the headline, and testimonials from someone like them. Same service, different pain, different message.

What I wouldn't do is create twenty near-identical landing pages “just in case.” Each one has to be maintained, measured and improved. Start with the two or three intents that have the most searches or the biggest budget, and split further when the data calls for it.

What if you sell in several languages?

Then ad-to-page consistency includes the language, and in Andorra it's a common mistake: ads in Catalan, French and Spanish that all lead to a single page in Spanish. Each ad has to land on a page in its own language, with the message adapted (not translated word for word) and with the form and the thank-you page translated as well. The same goes for a store in Barcelona that advertises in Catalan, or for a business in Miami that wins customers in both Spanish and English.

Mobile

Speed and mobile: where most visits are lost

Most visits to a landing page come from a phone, and they convert a little worse than on desktop, so the mobile version isn't an adaptation: it's the main version. And every tenth of a second of loading time counts.

The first two figures come from more than 41,000 landing pages built by Unbounce customers; the third comes from a Deloitte study commissioned by Google covering 37 European and US brands and more than 30 million sessions. They're observed relationships, not promises, but they all point the same way: mobile is where money gets lost.

How fast should a landing page load?

As a benchmark, I'd use the thresholds of Google's Core Web Vitals, measured at the 75th percentile of real visits:

Metric	What it measures	Good value
LCP (Largest Contentful Paint)	How long the main element takes to appear	2.5 seconds or less
INP (Interaction to Next Paint)	How quickly the page responds to a tap or click	200 milliseconds or less
CLS (Cumulative Layout Shift)	Whether the page “jumps” while it loads	0.1 or less

Thresholds published by Google on web.dev. INP replaced FID as a Core Web Vitals metric in 2024.

To measure it, PageSpeed Insights gives you the data for a URL in about a minute, and the Core Web Vitals report in Search Console tells you whether the problem affects many pages. On a landing page, the usual culprits are always the same: huge images, background videos, sliders, too many fonts and too many tracking scripts.

What should you check on mobile before going live?

• The headline and the button are visible without scrolling on an ordinary phone.
• The button is easy to tap with a thumb, and there are no two links crammed together.
• The phone number is a link that calls with one tap, and WhatsApp opens with a pre-written message.
• The form brings up the right keyboard: numeric for the phone number, email layout for the email address.
• No pop-up covers the content as soon as the visitor arrives.
• Images are lightweight, and the message doesn't depend on them.

Forms

Landing page forms: how many fields to ask for, and which ones

Ask only for the data you'll use to take the next step; everything else can wait. Each field is a small “do I really want to do this?” moment, and on a phone it costs twice as much.

The most solid recent data I know of comes from checkouts, not contact forms, but the logic is the same. The Baymard Institute, which studies e-commerce usability, found that the average checkout had 11.3 form fields and 5.1 steps, when most stores would only need 8 fields in total. And 17% of the users in its study had abandoned a purchase because the checkout process was too complicated. If you sell online, the checkout is the first place I'd look for lost money; it's one of the first things we review when we build stores as an e-commerce agency in Andorra and for clients in Spain.

For contact forms, the only figures in circulation are round numbers from old studies or with no source you can trace, so I don't use them. What I do know from experience is that the right question isn't “how many fields?” but “what will I use each one for?”

Field	Would I ask for it?	Why
Name	Yes	To address the person. A first name is enough, no surname needed
Phone or email	One of the two: the one you'll actually use	If you're going to call, the phone number; if you're going to send something, the email address
A qualifying question	Yes, if it changes who you contact first	Type of service, rough budget or timeline
Free-text message	Optional	Many people don't know what to write; a specific question works better
Company, job title, company size	Only in B2B, and only if it decides who to call	If you don't use it to prioritize, drop it
Full address	No, unless it's essential	A postal code is usually enough to know whether you cover the area
National ID number or date of birth	No	They aren't needed for a first contact, and they scare people off

The qualifying question deserves a special mention. The solar panel landing page of Holaluz, a Spanish energy company, asks for name, email, phone and postal code, and adds just one question: how much you pay for electricity each month, in ranges. It's one more field, but it tells them who to call first. Fewer fields bring more leads; one well-chosen field brings better leads. The right balance depends on how many calls your team can handle.

Form, WhatsApp or phone call?

All three, if you're going to answer them. People comparing quotes prefer a form; people in a hurry prefer to call; and people on their phone who don't feel like talking prefer WhatsApp. What matters is tracking each channel separately (one event for form submissions, another for clicks to call and another for WhatsApp) and responding fast: a lead who waits a day for your call has probably already asked someone else for a quote.

Legal

GDPR and consent: what the law requires on your landing page form

If your landing page collects personal data, it has to say who processes that data and why, ask for marketing consent separately and respect the cookie rules. That's the legal minimum in Spain and in Andorra, and it also builds trust.

What does the law require on a form in Spain?

• Inform people when you collect their data. The GDPR (Article 13) requires you to explain who the controller is, what the data will be used for, on what legal basis and how people can exercise their rights. Spain's data protection law (LOPDGDD, Article 11) allows you to do it in layers: a short summary next to the form and a link to the full policy.
• Unticked boxes. The Court of Justice of the EU made it clear in the Planet49 case that a pre-ticked box isn't valid consent.
• Marketing goes separately. Spain's e-commerce law (LSSI, Article 21) prohibits sending commercial emails that haven't been requested or expressly authorized. The exception is an existing customer with a prior contractual relationship to whom you offer similar products or services, always with a simple, free way to unsubscribe. So if you want to send promotions, that goes in a separate, optional checkbox.
• Only the data you need. The GDPR's data minimization principle happens to match what conversion asks for: just enough.
• Cookies and pixels. The Google Ads tag and the Meta pixel need prior consent. The cookie guide from Spain's data protection authority (AEPD) requires the “Reject” button to be on the first layer of the banner, at the same level as “Accept.” On top of that, Google requires consent mode to measure and personalize ads for users in the European Economic Area.

What to put next to the form	Sample text
Basic privacy information	“Controller: [company]. Purpose: to respond to your request. Rights: access, rectification, erasure and others, at [email]. More information in our privacy policy.”
Privacy checkbox (unticked)	“I have read the privacy policy.”
Marketing checkbox (unticked and optional)	“I'd like to receive offers and news by email. I can unsubscribe at any time.”
Footer links	Legal notice, privacy policy and cookie policy

A good real-world example: on its “we'll call you” form, Vitaldent, a Spanish chain of dental clinics, separates the privacy checkbox from the marketing checkboxes, and splits the marketing ones by channel (SMS, phone, WhatsApp and email).

What about Andorra and the US?

Andorra has its own qualified law on personal data protection, very close to the GDPR, and the supervisory authority is the Andorran Data Protection Agency (APDA). In practice, a form that complies in Spain is very close to complying in Andorra, but your legal texts should cite Andorran law and be available in Catalan.

In the US, the approach to commercial email is the opposite: the CAN-SPAM Act doesn't require prior consent, but it does require that you don't mislead in the subject line, that you identify the message as an ad, that you include a physical postal address and that you honor opt-out requests within ten business days. Some states, such as California, also have their own privacy laws. If you capture customers there, check what applies to you; if you capture them in Europe, the GDPR is what counts.

Does a landing page have to be accessible?

If you sell online to consumers in Spain, increasingly, yes. Spain's accessibility law for products and services, which transposes the European Accessibility Act, already applies to e-commerce aimed at consumers, with an exemption for microenterprises that provide services. Even if it doesn't apply to you, good contrast, alt text on images, labeled form fields and buttons that work with a keyboard are also good conversion practice.

Measurement

Metrics and A/B testing: how to tell if your landing page converts

The main metric for a landing page is its conversion rate: the percentage of visits that take the action. But the one that really matters is cost per customer, because a landing page that converts a lot with leads who never buy is a bad landing page.

The formula is simple: conversions divided by visits, multiplied by one hundred. If 1,000 people arrive and 45 request a quote, the page converts at 4.5%. For that figure to be useful, always measure it by source (each campaign, each network) and by device.

What is a good conversion rate for a landing page?

The most widely used benchmark is Unbounce's report, which analyzed more than 41,000 landing pages and 57 million conversions: the median was 6.6%, and the nine industries it highlights ranged from 3.8% to 12.3%. For Google Ads, data from WordStream by LocaliQ puts the average conversion rate at 8.18%, with huge differences from one industry to the next.

That said, I'd take these figures with a grain of salt, for three reasons: they're data from those platforms' own customers (many of them in the US), they mix very different goals (downloading a free guide isn't the same as booking an appointment with a lawyer), and they count conversions, not sales. Your most useful benchmark is your own landing page from last month.

To read the data, this diagnostic table saves me a lot of arguments:

What you see	What it usually means	Where I'd act
Lots of visits and few conversions	The page doesn't deliver what the ad promised, or the offer isn't interesting	Headline, offer, proof and form
A good conversion rate, but poor-quality leads	The page overpromises or doesn't filter	A visible price, requirements and a qualifying question
Cheap leads and expensive customers	The problem comes after the form: the response or the sales process	Call sooner, follow up and use a sales script
Fine on desktop, poor on mobile	Speed or usability on the phone	Loading time, button and mobile form
Everything drops all at once	Something broke: the form, a tag or the page itself	A technical check before touching anything else

How do you A/B test a landing page without fooling yourself?

An A/B test shows one version of the page to half the visitors and another version to the other half, then compares which one converts better. It's the honest way to know what works, as long as three conditions are met:

• Hypothesis
• A single change
• Enough conversions
• Decision and next test

• A hypothesis, not a whim. “We believe that putting the price at the top will increase qualified leads, because it's what people ask us about most.”
• One big change at a time. The headline, the offer, the form or the proof. The button color is almost never what's wrong.
• Enough conversions. As a rule of my own, I wouldn't trust a test with only a few dozen conversions per version, and I wouldn't end it before it has run for full weeks, so I don't confuse a Monday with a Saturday.

If your landing page gets twenty leads a month, don't run A/B tests: you won't reach a reliable result. Make big changes, compare similar periods and listen to your customers. A/B tests are for when there's volume.

Google shut down Optimize, its free testing tool, so these days people use Google Ads experiments (which let you compare landing pages within a campaign), A/B tests in Meta Ads Manager, the landing page builders themselves on their paid plans, or dedicated tools such as VWO, AB Tasty or Optimizely.

And before any test, the basic tracking: your own thank-you page (or an event on submission) marked as a key event in Google Analytics 4, the conversion in Google Ads, the matching event in the Meta pixel and UTM parameters on every link that leads to the landing page, including the button on your Google Business Profile. Without that, there's no data to improve.

Tools

Landing page builders: WordPress, dedicated tools and AI

To create a landing page today, you have three routes: build it inside your website (WordPress with a page builder), use a dedicated landing page tool or generate it with AI. None of them is better in the abstract; it depends on how much traffic you'll send, who's going to maintain it and what you already have set up.

Tool	Who it's for	Approximate cost	What I'd watch out for
WordPress + Elementor or Divi	If your website already runs on WordPress and you want the landing page on your own domain	Elementor has a free editor; Pro from $60 a year	Too many plugins make the page slow
HubSpot	Capturing leads and having them in a CRM straight away	Free plan to get started, with built-in AI writing tools	Testing and advanced features are on paid plans
Unbounce	Campaigns with lots of paid traffic and teams that test versions	From $29 a month; 14-day trial, no card required	Only worth it if you're really going to test and measure
Carrd	A simple page: an event, a product, a waiting list	Pro Standard, $19 a year (custom domain and forms)	Not much flexibility if the project grows
Framer	Polished design that's quick to publish	Free plan; Basic, $10 a month	Forms and integrations: check them before you choose
Lovable (and others such as v0 or Bolt)	Prototypes and AI-generated landing pages from a text description	Free plan with daily credits	The code, the legal side and the tracking don't come ready-made
Shopify	A product sales landing page with built-in checkout	Free trial, then a monthly plan	Not the natural fit for services

Prices from the official websites, checked on October 20, 2026. Many of these tools charge in dollars and change their plans often.

How do you make a landing page in WordPress?

Create a new page, pick a template with no header or footer (in Elementor it's called “Elementor Canvas”; Divi and many themes have an equivalent option) and build the blocks from the template above. If you already use a page builder, you don't need a separate landing page plugin. Then connect the form to your email or CRM, set the page to noindex if it's only for ads, and measure its speed.

Where can you make a landing page for free?

On the free plans of HubSpot and Framer, in Elementor's free editor and in AI tools with daily credits, such as Lovable. Free is fine for testing an idea; for paid campaigns you'll want your own domain, connected forms and proper tracking.

Can you create a landing page with AI?

Yes, and in minutes. Tools like Lovable, v0 or Bolt generate a working page from a description, and Claude or ChatGPT will write the HTML if you ask them to; in our presentation of real websites designed with AI you can see how far it goes today. For validating an idea or showing a prototype, it's great. For a campaign with money behind it, I'd check three things AI doesn't solve on its own: that the copy is true and sounds like your business, that the page is fast and accessible, and that the legal side and the tracking are properly set up.

AI builds the page in ten minutes. What converts is what you tell it before you ask.

Examples

9 real landing page examples and what to learn from each one

Here are nine real landing page examples from Spain, the US and the international market, reviewed one by one. They weren't chosen for looking pretty, but because each one does something well that you can copy.

Pages reviewed on October 20, 2026. They change often, so they may not look exactly the same today.

What are the best landing pages?

The ones that make one thing easy for one specific visitor. What they almost always have in common: a headline that says what you gain, proof close to the button and doubts answered before they ask you for anything.

1. Airbnb's host page: a calculator instead of a promise

The page for new hosts on Airbnb's Spanish site (airbnb.es/host/homes) opens with a headline about what you could earn and, right below it, a calculator: you choose how many nights you'd rent out and it shows you a figure. There's no menu at the top, just the logo and a button to get started. Further down, it answers the owner's big fear, “what if guests break something?”, with its protection program, and it closes with an FAQ that includes questions about local regulations.

What I'd copy: turning the promise into a personal number. A heat pump installer can calculate approximate savings; an accounting firm, the hours a month it takes off your plate.

2. Booking.com's property sign-up: one data point against the main doubt

The page for listing a property (join.booking.com, the international English version) has no top menu and repeats the sign-up button all the way down the page. What's interesting is how it uses data: against the “will I actually get bookings?” doubt, it states that 45% of hosts get their first booking within a week, and it devotes entire blocks to payments and damage protection.

What I'd copy: a verifiable figure of your own that answers the main objection, instead of a “we're the market leader.”

3. Shopify's free trial: a single field

The free trial page (shopify.com/free-trial) asks for nothing but your email address. It has no menu, shows the logos of well-known brands that sell on Shopify along with a testimonial, and makes it clear in its FAQ that the trial doesn't require a credit card.

What I'd copy: removing everything that isn't essential to get started, and taking away the risk (“no card required,” “no commitment,” “first visit free, no strings attached”), as long as it's true.

4. Uber's driver page: the requirements before the form

The driver page for Spain (uber.com/es/es/drive) talks about flexibility in the headline and, before asking you for anything, explains the requirements (a minimum age, at least one year with a driver's license and a background check), the documents you need and the three steps to sign up. Its legal text also makes it clear that it doesn't guarantee any earnings.

What I'd copy: filtering on the page itself. Explaining who your service isn't for spares you leads who were never going to buy, and saves you calls.

5. Holaluz solar panels: one qualifying question

The solar panel landing page of Holaluz, a Spanish energy company (holaluz.com/placas-solares), combines a personalized offer simulator with a “Shall we call you?” form that asks for name, email, phone and postal code, plus a single question: how much you pay for electricity each month, in ranges. Its testimonials aren't generic lines: each one gives the number of panels, the power output and the percentage saved.

What I'd copy: testimonials with concrete data, and a single qualifying question that helps you prioritize your calls.

6. Vitaldent: a clear entry offer

The website of Vitaldent, a Spanish chain of dental clinics (vitaldent.com/es), works like a lead generation landing page: a specific offer (the first visit is free and includes a diagnosis), the “Book your free appointment” button repeated down the page, social proof with a 4.75 out of 5 rating from more than 185,000 reviews, and a “we'll call you” form with separate consents.

What I'd copy: an entry offer that's easy to accept, and social proof with a number, close to the button.

7. HubSpot's free CRM (US): “no credit card” and a menu that stays

HubSpot's free CRM page in English (hubspot.com/products/crm) has a main button to get the free CRM and a decisive line of microcopy underneath it: no credit card required. It claims more than 306,000 customers in more than 135 countries, compares plans and answers questions in an FAQ. And it keeps the full menu, because it also lives off organic traffic.

What I'd copy: the line of microcopy right under the button that takes the fear away.

8. Calendly (US): sign up in one click

Calendly's homepage (calendly.com) lets you sign up with your Google or Microsoft account in one click, or with your email address, and reminds you that no credit card is required. Its customer stories put the result in the headline, along the lines of “hours saved per month,” instead of generic praise.

What I'd copy: cutting the form down to the bare minimum, and writing testimonials that lead with the result.

9. Basecamp (US): a long page with a voice of its own

Basecamp's homepage (basecamp.com) is a long sales page: a headline about what it lets you do, a letter from the founder, short testimonials with a link to more than a thousand others, a demo video and the button to try it free, repeated. The tone is warm and opinionated, a long way from the usual language of business software.

What I'd copy: the voice. A long landing page works when it sounds like a person who knows what they're talking about, not like a brochure.

Landing page example	Type	What I'd copy
Airbnb (Spain)	Host acquisition	A personal calculator
Booking.com	Property acquisition	A figure that answers the objection
Shopify	Free trial	A single field and no card
Uber (Spain)	Lead generation with requirements	Filtering on the page itself
Holaluz (Spain)	Lead generation with a simulator	A qualifying question and testimonials with data
Vitaldent (Spain)	Appointment	An entry offer and separate consents
HubSpot CRM (US)	Free sign-up	The microcopy under the button
Calendly (US)	Sign-up	One-click sign-up
Basecamp (US)	Long sales page	A voice of its own

Mistakes

Landing page mistakes that kill conversions

The mistakes that cost the most conversions aren't design mistakes: they're about the message, friction and tracking. These are the ones I come across most often when I review small business landing pages:

Mistake	Why it kills conversion	How I'd fix it
Sending ads to the homepage	The visitor can't find what the ad promised	One landing page per intent
Talking about the company instead of the customer	Nobody searches for “a leading company with 20 years of experience”	A headline with the customer's outcome
Product names that only your team understands	The visitor doesn't know what they're buying	Explain what they get with each option
Several actions competing with each other	Call, download, subscribe and follow us on social media, all at once	One main action and, at most, one alternative
Hiding the price	Doubt turns into an exit	The price, or a “from” price, with what's included
A long form	Every field takes something away	Only what you'll actually use
Generic social proof	“Great service. M.” convinces nobody	A name, context and a result
Slow on mobile	People leave before they see it	Light images and fewer scripts
No thank-you page and no tracking	You don't know what works	Key event, conversion and UTMs
Testing everything at once	You don't know which change worked	One big change at a time

Checklist

Landing page checklist: 15 checks before you go live

Before sending a single euro of traffic, I'd go through this list. If more than three points fail, I wouldn't publish yet.

• The headline repeats the promise of the ad or the search.
• It's clear what you offer, who it's for and what to do, without scrolling on a phone.
• There's a single main action, and the button says what happens when you tap it.
• The proof (reviews, rating, logos, case studies) is close to the button and can be verified.
• The three most common objections are answered, price included.
• The form only asks for what you'll actually use.
• The phone number calls with one tap, and WhatsApp opens with a pre-written message.
• With paid traffic, there's no menu and no links that take people off the page.
• It loads fast on mobile: an LCP of 2.5 seconds or less.
• The checkboxes are unticked, marketing consent is separate and the cookie banner has “Reject” on the first layer.
• There's a thank-you page that explains the next step.
• The conversion is recorded in Analytics, Google Ads and Meta, the links carry UTMs and you've tested it all with a real submission.
• Form notifications reach someone who replies the same day.
• Every language you advertise in has its own landing page.
• You've read the page out loud and it sounds like your business.

Summary

How to create a landing page that converts, step by step

Creating a landing page that converts takes nine steps, and the first three happen before you open any tool.

Example

Full example: a landing page for a physical therapy clinic in Valencia

This is the complete plan for a landing page for a physical therapy clinic in Valencia, Spain, that wants to fill gaps in its calendar with Google Ads. It's an illustrative case: swap in your own service, city and proof, and the structure works just the same.

Starting point. Imagine the clinic advertises “physical therapy in Valencia” and sends all the traffic to its homepage. People call to ask about prices, and many never come back. The decision: split the campaign by problem and start with the one that has the most searches and the best margin, back pain, with a landing page of its own.

The ad. Headline: “Physical Therapy for Back Pain in Valencia.” Description: “First assessment within 48 hours. A written plan and exercises for home. Book online.”

Block	Proposed copy	Why
Headline	“Physical therapy for back pain in Valencia, with an assessment within 48 hours”	It repeats the ad and the search
Subheadline	“We'll explain what's going on, give you a written plan and start your treatment that same week. No mandatory session packages.”	It spells out the how and removes an objection
Button	“Book my assessment”	A verb and what the visitor gets
Quick proof	The average rating and number of real reviews from its Google Business Profile, plus each physical therapist's license number	Trust that can be checked
Problem	“You've had back pain for weeks. You've tried resting and stretching, and it comes back as soon as you lift something heavy or spend hours sitting down.”	The patient's own words
Benefits	One-on-one sessions; a written plan with goals; exercises for home on video	Outcomes, not technique
How it works	1. Book online or on WhatsApp. 2. Assessment and plan. 3. Treatment and follow-up	It removes uncertainty
Objections	The price of the assessment and of each session, the insurance providers they work with, opening hours, parking and whether a doctor's referral is needed	The questions that come in by phone today
Offer and risk	“If we see during the assessment that you need a different specialist, we'll tell you and point you in the right direction.”	Honesty that builds trust
Form	Name, phone number and preferred time slot, with the privacy information and the box left unticked	The minimum needed to call, with no health data
Alternatives	A call button and a WhatsApp button with a pre-written message	For people on their phone
Thank-you page	“We'll call you today before 7 p.m. to confirm a time. Here's what's worth bringing to your assessment.”	A clear next step

Tracking. The thank-you page is marked as a key event in Google Analytics 4 and used as a conversion in Google Ads; clicks on the call and WhatsApp buttons are tracked as separate events; and both the ad and the button on the Google Business Profile carry UTMs. Every two weeks, the clinic looks at how many assessments get booked and how many turn into treatment, not just how many forms come in.

Next steps. If the landing page works, it gets replicated for sports injuries and for pelvic floor therapy, each with its own testimonials. The first A/B test, once there's enough volume: the price at the top versus the price in the FAQ.

What I wouldn't do

• Send paid traffic to the homepage and then blame the ads.
• Copy a pretty template without replacing its message with my customers' message.
• Make up testimonials, figures or “limited spots” that aren't really limited.
• Leave the marketing checkbox ticked by default.
• Create twenty near-identical landing pages to rank for variations of the same keyword.
• Change five things at once and call it an A/B test.
• Let an AI write the page without giving it the business's words, proof and limits.

The bottom line

A landing page isn't a piece of design: it's the second half of the ad. The ad makes the promise; the page delivers, proves and makes things easy. When either one fails, you lose the money spent on both.

• Ad or search
• Same promise
• Proof
• Doubts answered
• One easy step
• Thank you and tracking

And if you have to choose between a beautiful landing page and a clear one, choose the clear one. Then, if you like, make it beautiful.

Frequently asked questions