15 Landing Page Best Practices to Live By


You’ve created amazing content, attracted the attention of prospective customers, and now you’ve moved them to the next step — the landing page.

Creating a valuable offer is only half the battle. Framing that offer in a way that encourages visitors to become leads is crucial to the productivity of your company’s marketing/sales funnel.

So what should you include on your landing page to get the most conversions for your company?

Here is your at-a-glance overview of 15 landing page best practices that will boost your conversion rate.

15 Landing Page Best Practices

  1. Provide a unique offer. Make sure your landing page offer stands out from your competitor’s.
  2. Make sure your landing page is mobile-friendly.
  3. Create multiple landing pages for the same offer, tailoring different ones for different channels and prospective buyers.
  4. Demonstrate how your landing page offer provides value and is relevant to visitors immediately. Effective messaging in the headline and call to action are essential.
  5. The headline of your landing page should quickly grab the visitor’s attention. Be direct, and use clear language.
  6. Multi-step forms can improve conversions, as long as the initial questions in the first stages are easy. Nurture your visitors through each stage of the form by gradually increasing the sensitivity of the questions (meaning, leave things like email and full name for last).
  7. Test how including reviews, as a means of social proof, affects your landing page conversions. There is evidence that social proof can help you page convert more customers.
  8. Include the most important information above the fold. You can include more information below the fold to further demonstrate relevance.
  9. Increase user trust by providing a link to the company’s privacy policy, as well as language reassuring visitors that their information will not be shared with third parties.
  10. Align messaging and branding across channels, including ads, social, emails, etc. The message on your landing page needs to be consistent with that of the referral source.
  11. Use graphics that provoke empathy from the reader, testing to see what works best.
  12. If you’re creating a landing page for an ecommerce website, use high-quality photos or videos of products and include a zoom feature.
  13. Make it easier for your visitor to decide what action to take next on your landing page by limiting the options. Ideally, use one CTA, and reduce the menu tabs to top-level links for your website.
  14. Include a way for visitors to contact your company. This could be a phone number, email, or live chat option.
  15. Use A/B or multivariate testing tools to review and improve your pages. Keep the page updated or redirect it after it expires.