5 Things Every Landing Page Must Have in Order To Convert Higher

5 Laws Your Landing Page Needs to Convert in Under 52 Seconds

You have about 52 seconds.

That is the average time someone spends on a landing page before they decide to stay or leave. For health and fitness coaches, that number drops to 35 seconds. For gyms, 44. For nutrition and supplement brands, somewhere in between.

The average landing page conversion rate across all industries is 9.7 percent. Which means for every 100 people who land on your page with genuine interest in what you offer, more than 90 of them leave without taking action.

That is not a traffic problem. That is a page problem.

Here is the part most coaches miss. If someone is on your landing page, they are already interested. They clicked. They showed up. The interest is there. Your job from that point forward is not to explain everything about what you do. Your job is to convert that interest into desire and that desire into action, fast, before their attention moves on.

These five principles are what separate the pages that convert from the pages that just sit there.

1. Understand How Decisions Actually Get Made

Every buying decision follows the same three-step sequence: interest, desire, action.

When someone lands on your page, step one is already done. They are interested. That is why they are there. Your page only needs to do two things: deepen the desire and make the action obvious.

To build desire, you need to paint a picture. Show them how simple the path is. Show them how fast they can get there. Show them people like them who have already done it. Show them the obstacles they are facing and exactly how those obstacles get removed.

And when you paint those pictures, aim for one of two emotional states. Either the fear, anxiety, or worry that comes from staying where they are, or the excitement, awe, and momentum that comes from imagining where they could be. Both states create arousal, meaning the person is emotionally primed to move. One motivates them to escape. The other motivates them to reach. Either one drives action when the page is built correctly.

2. Your Above the Fold Section Has One Job

The headline, subheadline, and call to action at the top of your page need to answer exactly three questions before the person scrolls a single pixel.

What is this? Who is it for and what do they get out of it? What do I do next?

That is it. Nothing more. If those three questions are answered clearly in the first section, the right person leans in and keeps reading. The wrong person leaves. Both outcomes are good. You are either capturing the right attention or saving everyone time.

Do not try to be clever here. Do not try to be mysterious. Answer the three questions clearly and set up everything that follows.

3. Simple, Clear, and Compelling Beats Smart Every Time

A confused mind says no. Every time. Without exception.

The instinct to be witty, creative, or nuanced with your copy is one of the most expensive mistakes a coach can make on a landing page. When a reader has to work to understand what you mean, they do not work harder. They leave.

Say exactly what you mean. Use plain language. Write the way a person talks. Let your brand show up through your colors, images, and design. Let the words do the one job they are there to do, which is to move the reader to the next line, and the next, and the next, until they take action.

4. Two Calls to Action, Not One, Not Five

Most coaches either have one call to action and leave a significant portion of leads on the table, or they have too many and paralyze the reader entirely.

The right number is two. One macro action and one micro action.

The macro action is the big ask. Book a call. Buy now. Start today. This is for the person who is ready to move.

The micro action is the smaller ask. Download this free guide. Watch this video. Take this quiz. This is for the person who is interested but needs a little more before they commit.

Both of these belong above the fold. The reason is simple. People arrive at your page at different stages of readiness. Some are ready to buy today. Others need one more reason to trust you. Having both options lets each person self-select based on where they actually are, and both paths bring them closer to you.

5. Pick One Phrase and Never Change It

Every macro call to action on your page should use the exact same words. Not similar words. The same words.

If your call to action is Schedule a Call, every button on that page says Schedule a Call. Not Book a Call. Not Schedule Your Session. Not Schedule a Call Now. The same phrase, every single time, from the top of the page to the bottom.

This sounds like a small detail. It is not. Every variation in language introduces a micro-moment of hesitation. The reader wonders, even unconsciously, if these are the same thing or something different. That hesitation is friction. Friction kills conversion. Eliminate it by choosing one phrase and using it everywhere.

Want to Take This Further?

If your landing page is getting traffic but not converting, the issue is almost always fixable. Our Expert Copywriting Guide breaks down the most common mistakes coaches make on Kajabi landing pages and shows you exactly how to correct them. It is free, it is specific, and most coaches who use it see meaningful improvements in under an hour. Get yours here.