15 Landing Page Best Practices

By Ted Parry 1 January 2023 5 minute read

When creating a landing page, it is important to highlight your products and services in a way that catches the viewers eyes. Landing pages are designed for your reader to be taken to once you click an ad or a call-to-action button.

Landing pages are there to try to convert visitors into leads and sometimes gather contact information. We have listed 15 landing page best practices to include to improve your business strategy.

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1. Strong Call to Action Above the Fold

When creating your landing page, you’ll want to carefully consider what you use in the top section of your page. This is where you will need to catch the attention of the potential customer by using a strong headline, imagery and call-to-action.

2. Show your Product/ Service in Action

When trying to convince your potential customer to purchase, it is important to show them the product or service within action. This is because it will allow the viewer to imagine themselves using the product whilst also highlighting the benefits in a clear and concise way. This means if you're pushing an ecom brand, it's showcasing customer reviews or video content on the landing page.

3. Create Personalised Copy

When writing the copy for the page, ensure you are personalising it to the customer and product the landing page is about. If focused on a certain location or type of person, it is important to mention this within the copy as it will catch the potential customer’s eye and make them more inclined to purchase or find out more.

4. Benefit Focused Headline

One of the first things that you see when going onto a page is the big bold headline. It is important to ensure this headline is focused on the benefit of your product or service. As it is the first thing your audience will read, it is important to make it clear as to what you are offering.

5. Simple Contact Form

If you are considering including a contact form within your landing page, it is important it is not complicated. When creating your form, ensure you ask the basic necessary questions and keep it short and sweet. Having a long and complicated form can sometimes be off putting to some potential customers which could result in a higher bounce rate.

6. Complete A/B testing for your contact form

When creating a landing page, it is sometimes uncertain as to what will work for your potential customer. Creating two slightly different landing pages by changing the positioning of your contact form will allow you to understand which positioning works best.

7. Colour Contrasting CTA

When creating a call to action, it needs to be situated above the fold and a colour that is contrasting to the call to action button. It is also important to use buzzwords that helps your viewer to understand what they need to do.

8. Use Relevant Eye-Catching Imagery

Your imagery should be reflective of your target audience and be reflective of your organisation’s values. It is important to only use imagery that is necessary and provokes the emotion that you are trying to make your customer feel.

9. Testimonials & Social Proof

When going to buy a product or use a service, you always check the reviews to see if the brand is a reputable company. Your customers are doing the exact same. It is beneficial to include any testimonials or partnerships that help your organisation be seen in a positive light.

10. Less is More

When creating a landing page, it is important to understand that only relevant copy and information should be included. The less that is on the page, the easier the customer will be able to take in the information on the page and be drawn in.

11. Mobile-Optimise

When creating a landing page or site in general, you need to think about how your audience will be viewing the page. Mobile optimisation is key, especially as most people use their phones for research these days. If your site isn’t mobile friendly, this could be off-putting to the user, resulting in them not purchasing your product.

12. Remove Navigation & Unnecessary Links

When creating a landing page, it is important that it captures the potential customer’s attention solely on the product or service that you are offering at this moment in time. It is important that you remove any navigation or links that may take your customer to an irrelevant page. You want them to be focused on your product so adding any other CTAs could be distracting.

13. Ensure your Landing Page matches the Ads Attached

If you want to generate leads it is important that your landing page and ads are uniform. Ensure your ad reflects what is on your landing page and is completely personalised to project the correct information to your potential customer. Failing to do this, you could result in a higher bounce rate on your site.

14. Include a Thank You Page

When your potential customer has clicked submit on your form, it is important you have created a thank you page that is uniform to the landing page. Thanking your customer highlights a friendly response but could also be another opportunity to interest them into something else.

15. Test and Update Regularly

Now that you have created your landing page, it is important to keep track of its analytics to try and understand how your customer is viewing the page. It is also an option to create two different landing pages and attach them to 2 identical duplicate ads, that way you can follow the stats and see which is better.

These are just some of our best practices that you need to consider when creating an effective landing page. If you're looking for a shopify design agency that can help you update your landing pages and get them converting, we recommend Brandempwr

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