Landing Page Best Practices

A landing page has one job: convert visitors into leads or customers. Unlike your homepage, it's laser-focused on a single action. Here's how to build landing pages that actually convert.

Essential Elements

Every high-converting landing page includes:

• Compelling headline - Clear value proposition in 10 words or less. Answer "What do I get?"
• Supporting subhead - Expand on the headline. Answer "How will this help me?"
• Hero image or video - Show the product, service, or outcome visually.
• Benefits list - Bullet points showing what's in it for them. Features tell, benefits sell.
• Social proof - Testimonials, logos, numbers ("Trusted by 500+ companies")
• Clear CTA button - One action, prominent placement, action-oriented text ("Get My Free Quote")
• Minimal navigation - Remove menu links. Don't give them exits.

Conversion Optimization Tips

• One goal per page - Don't confuse visitors with multiple CTAs
• Above the fold matters - Key message and CTA visible without scrolling
• Reduce form fields - Every additional field decreases conversions. Only ask for what you need.
• Use action words - "Get started" beats "Submit." "Get my free guide" beats "Download."
• Add urgency - "Limited spots available" or "Offer ends Friday" (if true)
• Match ad messaging - If your ad says "Free consultation," the landing page should too.
• Mobile optimization - Test on phones. That's where most traffic comes from.

Common Mistakes to Avoid

• Too much text - Visitors scan, they don't read. Be concise.
• No clear CTA - If visitors don't know what to do, they leave.
• Generic stock photos - Real photos of your team/product convert better.
• Slow loading - Every second of load time costs you conversions.
• No mobile version - Unforgivable in 2025.
• Asking for too much - Phone number on a first visit? That's like proposing on a first date.

Great landing pages are built through testing, not guessing. Start with these best practices, then use analytics to see what's working and continuously improve.