How to Build a Landing Page That Converts (Without Feeling Like a Used Car Ad)

Let’s get one thing straight:
If your landing page isn’t converting, it’s probably not because the button is the wrong shade of blue.

It’s not because you don’t have enough animations.
Or because your headline doesn’t pop.

Most landing pages fail because they were built like brochures — not sales tools.

But a landing page isn’t there to educate, entertain, or explain every nuance of your business.

It has one job:
Get the right person to take the next step. Immediately.

So let’s break down how to make that happen — with zero fluff, plenty of real-life stories, and a few marketing lessons I stole from billion-dollar brands.

Step 1: Start With a Headline That Hits

You’ve got 2 seconds to earn someone’s attention.
That’s it.

So your headline has to promise a result or spark enough curiosity to make them stop scrolling.

Let’s take a cue from Airbnb.

They could’ve gone with something like:
“Rent Homes Around the World.”

But instead, they hit you with:
“Belong Anywhere.”

That’s not just a headline.
It’s a feeling.

And that feeling helped build a global brand.

If you’re a dog trainer, don’t say:
“Welcome to Atlanta Dog Training.”

Try:
“Tired of Apologizing for Your Dog? We Can Fix That in One Session.”

Now you’ve got their attention.

Step 2: Use the Subhead to Make the Value Obvious

Think of the subhead as your second shot at holding attention.
The headline gets the click — the subhead gets the opt-in.

Avoid vague, corporate lingo like:
“We offer a variety of services tailored to your needs.”

Say something concrete:
“Book a free intro session and walk away with 3 personalized strategies to stop unwanted barking — fast.”

Or:
“Download our 10-minute lawn care cheat sheet and get your weekends back.”

You’re not selling features — you’re selling time, relief, clarity, peace of mind.
Make that value clear. Instantly.

Step 3: Keep Your Offer Stupid-Simple

Back when I first started in wedding photography, I made every mistake in the book.

I had a 6-page PDF.
Four tiers.
Custom packages.
Add-ons. Special weekend pricing. Travel fees.

It was a disaster.

Clients would ghost me halfway through the proposal. And I couldn’t blame them — I confused the hell out of them.

Fast forward a few years, I switched gears.

Here’s what I offered:
A complimentary pet photography session + $100 credit toward artwork.

That was it.

No mental gymnastics. No “contact me for a quote.”
Just a simple, no-brainer offer.

That’s what worked.
Not because it was fancy — but because it was clear.

Step 4: Prove You’re Trustworthy (Without Saying a Word)

Let’s be real: people don’t believe you.
And why should they? They don’t know you yet.

That’s why social proof is king.

But not just “Jane S. says this was great!” typed in Arial font.

You need:

• Photos of real clients

• Names, faces, locations

• Even better: video testimonials

I’ve got a page filled with real reviews from real clients — people who cried when they saw their photos, and raved about the experience:
marcusanthonyphoto.com/video-reviews

One solid, believable testimonial will do more than any professionally designed homepage.

Step 5: Kill the Distractions. Focus on ONE CTA.

Think about Apple during a product launch.

You visit their site and it’s laser-focused.
One product. One headline. One big juicy button: Buy Now.

That’s intentional.

There’s no “read our story,”
No “visit us on Instagram,”
No “check out the blog from 2017.”

Your landing page should follow the same rule:
One offer
One call to action
No menu, no links, no fluff

If you want them to book a call, everything on the page should move them toward that.

Nothing more. Nothing less.

Bonus: Your Landing Page Checklist

Here’s your cheat sheet:

Emotional, curiosity-driven headline
Specific subhead that highlights the value
A stupid-simple offer they can say yes to fast
Real human testimonials that spark trust
ONE button, ONE job, NO distractions

You don’t need a $10K designer or a copywriting degree.
You just need to stop overwhelming people and give them a reason to care.

Make them feel like your page was written for them.

Want to See the Full System?

This strategy is part of a larger system I’ve used to help hundreds of small business owners generate consistent leads — without wasting money or sounding salesy.

I wrote the whole thing down in my book UNSTOPPABLE — and I’m giving it away for free.

Grab your copy here: themarcusanthony.com/book

Let’s make your landing page do what it’s actually supposed to do:
Get leads. Book clients. Grow your business.