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Landing Page Best Practices

Written by Michael McManus on Jan 07,2020

Landing Page Design Best Practices

What is a landing page? A landing page is a standalone web page that is created specifically for a marketing or advertising campaign. When done properly,  a well-crafted landing page can greatly increase conversions for your campaigns, everything from PPC, social media to email marketing campaigns. The whole idea of creating campaign landing pages is that you can direct users to these specially-designed pages, instead of having them go directly to your homepage or another section of your site, where they might not find what they are looking for and ultimately end up leaving your site.

While you might be thinking that creating a landing page is simple and you can have one up and running in no time, creating one that is well optimized isn’t as easy and doesn’t happen overnight.  This is where more marketers tend to get overwhelmed and frustrated and that leads to them often giving up, but that doesn’t have to be the case.

If you want to create even better landing pages, ones that will convert, there are a few things that you need to be doing and need to keep in mind. It’s important to remember that creating an effective landing page isn’t a one-size-fits-all project. What works for one site might not work so well for another. So don’t go out and just copy a landing page and think that it will work like a charm for your site.

There are so many elements that you need to think about when it comes to creating a great landing page and making all of those elements the very best they can be complicated and time-consuming and it often depends on what your landing page goals are. Don’t let that stop you from creating the very best campaign landing pages for your site. The time and effort that it takes to create these pages, will pay off in the end.

Below is a checklist of best practices that you can use and reference when creating your landing pages.

Make your call-to-action buttons (CTA) clear and simple
Ensure your message matches your ads
Use clear and compelling copy
Keep the important elements above the fold
Keep it fast
Use directional cues to direct the eye
Design for the right device (mobile, desktop, tablet)
Remember to be consistent
Show your product or service in action
Test and update your landing pages, keep A/B testing everything
Remove navigation and other distractions
Include social proof
Try different form lengths
Plan out your optimization strategy in advance
Simplify your landing page design
Test different headlines and copy
Add testimonials

Bonus Tips
Consider adding an exit popup
Remember to optimize your landing pages for SEO
Use contrasting colors
Add contact information
Use click-to-call
Use white space
Place calls to action at top of page

There are a variety of tools that you can use to help you create well-optimized landing pages for your site’s different landing pages for the various campaigns that you might have running at one time.

There are lots of great tools out there that you can use to help you create landing pages for your site, these ones, however, stand out and we have had great success using them along the way.


When done properly, a landing page can be a great asset to your site’s arsenal. Remember to keep best practices in mind when you create your new landing page and that your page’s message matches what your ad. Test and then test your new page again.

Are you creating optimized landing pages for your site’s different campaigns? Are you using any of the tools mention above? or perhaps you are using different toolsets.

Contact us today to see how we can help you with creating and optimizing your site’s landing pages.