Best Practices: How to Create Landing Pages that Convert

Here’s a comprehensive guide to creating landing pages that convert effectively.

Landing pages are a critical component of any successful marketing campaign. When optimized correctly, they can significantly improve conversion rates and drive desired actions such as sign-ups, purchases, or downloads. Here’s a comprehensive guide to creating landing pages that convert effectively.

By following these best practices, you can create high-converting landing pages that resonate with your target audience, align with your overall campaign messaging, and drive desired actions. Focus on clarity, relevance, and consistency to optimize conversions and boost overall campaign success.

Clear, Compelling Headline

Your headline is the first thing visitors see, and it needs to grab attention while clearly conveying the page’s value.

  • Keep It Simple and Direct: Ensure the headline immediately communicates the benefit of your offer.
    • Example: “Increase Your Sales by 20% in 30 Days” instead of “Our Solution Helps Your Business.”
  • Highlight the Value Proposition: Focus on what the visitor will gain, whether it’s saving time, money, or solving a problem.

Strong, Relevant Visuals

Images and videos can make a landing page more engaging, but they should complement your message and not distract from the call to action (CTA).

  • Use High-Quality, Relevant Images: Visuals should reflect the product, service, or benefit you’re offering. Avoid stock images that don’t add value.
  • Use Video Carefully: Video can boost conversions, but only if it’s short, engaging, and adds to the message (e.g., product demos or customer testimonials).
  • Keep Pages Clean and Focused: Avoid cluttering your page with too many images or elements that might detract from the core message.

Effective Call to Action (CTA)

Your CTA is what drives conversions, so it needs to be clear, visible, and persuasive.

  • Make the CTA Stand Out: Use contrasting colors to ensure the CTA button stands out against the rest of the page. It should be easy to find at a glance.
  • Be Direct with Your Language: Use action-oriented words like “Get Started,” “Download Now,” or “Claim Your Free Trial.” Avoid vague phrases like “Learn More.”
  • Repeat the CTA: If the page is long, consider placing multiple CTAs throughout, but ensure they all lead to the same conversion action.

Focus on One Goal

A landing page should have a single goal, whether it’s collecting email addresses, getting people to sign up for a webinar, or making a purchase.

  • Avoid Multiple CTAs: Don’t confuse visitors by presenting too many options or objectives on one page. Focus on one clear action.
  • Limit Navigation Options: Remove distractions like external links or menus. The fewer ways a visitor can leave the page without converting, the better.

Concise, Benefit-Driven Copy

Your copy should quickly convey why the visitor should care about your offer and how it benefits them.

  • Focus on Benefits, Not Features: Instead of listing what your product or service does, explain how it solves a problem or improves your visitor’s life.
    • Example: Instead of saying “Our software has automated features,” say “Save hours each week with automated workflows.”
  • Be Brief and To the Point: Visitors don’t spend much time reading long paragraphs. Keep the copy short and focus on the most important points.
  • Use Bullet Points: Break up text with bullet points to make it easier to scan key benefits or features.

Optimize for Mobile

Many users will access your landing page on mobile devices, so it’s essential to ensure it’s fully optimized for mobile viewing.

  • Responsive Design: Ensure your landing page automatically adjusts to different screen sizes. Test it on various devices to check for usability issues.
  • Fast Load Times: Mobile users are especially impatient with slow load times. Compress images and minimize scripts to reduce load times.

Social Proof and Trust Elements

Building trust is critical for conversion, especially for first-time visitors. Use social proof to show that others have benefited from your offer.

  • Include Testimonials: Add quotes from satisfied customers to show real-life results or experiences.
  • Use Trust Badges: Show security seals (if collecting sensitive information) or badges from recognized organizations, like BBB or industry awards.
  • Display Case Studies or User Numbers: Show numbers or stories that prove your success, such as “10,000 businesses trust our platform” or links to detailed case studies.

Limit Form Fields

If your landing page includes a form (for sign-ups, lead generation, etc.), keep the number of fields to a minimum to reduce friction.

  • Only Ask for Essential Information: Collect only what’s absolutely necessary to move the prospect to the next step. For example, you may only need a name and email for an initial sign-up.
  • Use Progressive Profiling: If additional information is needed later, use progressive profiling to gather it over time rather than overwhelming visitors with a lengthy form upfront.

A/B Testing for Optimization

Continually testing and optimizing landing pages is key to improving conversion rates.

  • Test Headlines, CTAs, and Images: Experiment with different headlines, CTA text, button colors, and visuals to see what resonates best with your audience.
  • Measure Performance: Use tools like Google Analytics, Hotjar, or Optimizely to measure page performance and understand user behavior.
  • Iterate Based on Results: Use the data from your A/B tests to make informed adjustments and continually refine your page for better results.

Create a Sense of Urgency

Encourage visitors to take action immediately by creating a sense of urgency.

  • Limited Time Offers: Highlight promotions that expire soon, or mention limited availability to prompt quicker decisions.
    • Example: “Offer ends in 48 hours” or “Only 5 spots left!”
  • Use Countdown Timers: Adding countdown timers can visually reinforce a sense of urgency, making it clear that time is running out.

Copy and Content Matching from the Ad, Email, or Direct Mail Piece

Ensuring consistency between the content that drives traffic to the landing page and the landing page itself is crucial for keeping visitors engaged and guiding them toward conversion. Here are the best practices for maintaining effective copy and content matching.

  • Message Consistency:
    • Maintain the Same Tone and Language: The language and tone used in the ad, email, or direct mail piece should carry over seamlessly to the landing page. A consistent tone helps build trust and makes visitors feel like they’ve landed in the right place.
    • Reinforce the Offer or Key Message: Ensure that the offer mentioned in the traffic-driving content (e.g., “20% off your first purchase”) is prominently displayed on the landing page to reinforce trust and increase conversions.
    • Keep the Promise: Whatever promise or hook is used to get the click—whether it’s a discount, a free trial, or an exclusive guide—should be clearly highlighted on the landing page to prevent confusion or drop-offs.
  • Visual Continuity:
    • Match Imagery and Design: The visuals from your ad, email, or direct mail should align with those on the landing page. This visual consistency helps create a cohesive experience and builds trust.
    • Branding Alignment: Make sure your logo, color scheme, and other branding elements are consistent across all touchpoints. Visitors should feel that they are interacting with the same company.
  • Reinforce CTA Language:
    • Use the Same CTA Wording: The CTA on your landing page should reflect the same wording as in your email, ad, or direct mail piece. This keeps the conversion process seamless and consistent.
    • Place the CTA Prominently: Ensure the CTA is positioned in a similar location to where it was on the traffic-driving content (e.g., top of an email or prominent in an ad) to reinforce action-taking.
  • Keep the Audience Targeted:
    • Segment-Based Messaging: If you’re sending different ads or emails to different audience segments (e.g., VIP customers vs. new leads), customize the landing page for each segment. Personalized copy will improve relevance and conversions.
    • Relevant Offers for the Audience: Ensure the landing page offer matches the target audience’s expectations (e.g., exclusive offers for VIPs or educational content for new prospects).
  • Don’t Change the Core Offer:
    • Avoid Bait-and-Switch Tactics: If your ad or email promises a specific offer (e.g., a free consultation), your landing page should follow through with the same offer to avoid frustrating visitors.
    • Align with Expectations: The landing page experience should match the expectations set by the ad, email, or direct mail piece, ensuring a smooth transition from awareness to conversion.
  • Supportive Subcopy:
    • Expand on the Benefits: Use the landing page to elaborate on the benefits briefly mentioned in your ad, email, or direct mail. This additional information helps further convince visitors to convert.
    • Clarify Any Conditions: If there are specific conditions tied to the offer (e.g., expiration dates or exclusions), make sure the landing page clearly communicates them.

By maintaining tight consistency between the ad, email, or direct mail piece and the landing page, you build trust with your audience and increase the likelihood of conversions. The key is to create a seamless journey that flows naturally from the initial touchpoint to the final action, ensuring visitors feel confident in taking the next step.