Landing Page Best Practices

A landing page is a standalone page designed for a single purpose, such as getting a quote request, a sign-up, or a purchase. It is typically where visitors arrive from an advert, an email, or a search result for a specific topic. Because it has one job, it is designed differently from a typical page.

One goal, one call to action

Decide the single action you want. Everything on the page should support it. Offering multiple competing choices lowers the chance of any being taken. Repeat the same call to action at sensible points. See writing calls to action.

Match the message to the source

If someone clicked an advert about "emergency boiler repair," the page headline should say that, not a generic company slogan. The closer the page matches the promise, the less likely visitors are to bounce.

Write a clear headline and subheading

State the offer and main benefit in plain language. A supporting line can clarify who it is for or how it works. See website copy that converts.

Put the key action above the fold

Visitors should see what you offer and how to act without scrolling, though they will scroll if interested. See what to put above the fold.

Explain the benefits

Use short sections or bullets to show what visitors get, focusing on outcomes. Support claims with specifics.

Testimonials, ratings, client logos, and results help. Place them near the call to action. See using social proof.

Keep the form short

If the page includes a form, ask only for essentials. See contact form design.

Reduce distractions

Consider removing or simplifying the main navigation so visitors stay focused. Keep essential links like privacy policy in the footer. For pages that are part of your main site and also meant to rank in search, weigh this against discoverability and usability.

Use supportive visuals

Relevant images or short videos can show the product or service. Keep them fast and meaningful. See using images.

Make it fast and mobile friendly

Many landing page visits come from mobile ads. Slow or cramped pages waste the spend. See website speed and the mobile-friendly checklist.

Address objections

Add a short FAQ and clear terms, guarantees, or pricing information. See FAQ pages and SEO.

Be honest

Do not exaggerate, invent urgency, or hide costs. Honest pages build trust and avoid compliance problems.

Track and test

Set up conversion tracking so you can see what works. Test one element at a time. See A/B testing for small websites and analytics basics.

SEO considerations

If the page should rank, give it a unique title and description, proper headings, and useful content. If it is only for paid traffic, you may choose to keep it out of search.

The bottom line

Focus on one goal, match the visitor's expectation, remove friction, and prove your claims. A tight landing page converts better than a crowded one.