The first rule of landing page best practices is: landing pages are a starting point to help you construct your best first attempt at a landing page that converts customers. After that, you need to experiment and let the customers decide what they think is the best converting page for the job.
1. Ensure your messaging matches your ads
One major reason you should be using landing pages is to ensure you’re sending people to a page that matches their expectations. Make sure that you signal that visitors have made a “good click” by matching your landing page copy and design to the ads you’re running in search or social.
2. Keep the action above the fold
The term “above the fold” means the upper half of the front page of a newspaper. These days, though, it is often described as what's visible on a screen before scrolling down.
Keep your headline, unique sales proposition, and your call to action highly visible by placing these elements above the fold. Don’t put more than what you need onto the screen—too much above the fold can make it difficult to see your CTA—but make sure everything a visitor needs is visible from the get-go.
3. Use directional cues to direct the eye
It’s rare that a landing page is short enough that there is nothing below the fold, so including visual drawing the eye downward. These cues can include things like, like arrows, as well as other shapes, images, animations, or even copy that keep visitors happily scrolling and reading.
4. Show your product/service in action
Showing your product or service in a real-life context helps visitors imagine themselves as your customer. It also is an effective way of explaining how your product or service works. Whether you use still photographs, step-by-step animations, or demo videos, visuals can help you to capture and keep their attention. Your hero image section is a great place to do this.
5. Remove distractions
A great landing page focuses on a single conversion goal, so have less distractions that might carry visitors away. Don't include unnecessary links that go away from landing page, including site navigation, call to action, or even links back to your homepage. Your landing page will work best if it stands alone.
6. Include social proof
Most of your visitors are savvy enough to distrust typical marketing spiel. No matter how good you think your offering is, including the voices of customers.
7. Use clear, compelling copy
Good copy shouldn’t read like copy at all. It should be clear and straightforward. Though some offerings demand longer copy, most benefits from keeping things short.
8. Keep it fast
70% of consumers admit that loading time influences their desire to buy. If your pages are taking more than 3 seconds to load on a mobile device, you’re going to lose a lot of potential customers.
Avoid weighing down your landing page with unnecessary elements that’ll slow it down—everything you add should have a specific purpose. Make sure all images are optimized and that you’ve followed Google’s speed recommendations.
9. Design for the right device
Many campaigns see a number of people browsing on their smartphones. This means that screens will be smaller, and will be more limited.
10. Test and update your landing pages
None of these qualities are good for your mobile conversion rates, so ensure performance by designing a mobile landing page that adapts to these devices. Layouts can be shifted, CTAs made more visible, and images can be shrunk or removed entirely.
11. Consider using a template
Everybody wants to be special. But if you’re just starting out, you can achieve results by starting from a template and customizing it to fit your brand.