9 proven landing page best practices for more conversions
By Sean Tinney June 2, 2021
Following these landing page best practices is key to a high-conversion landing page.
You sit at your desk and you're ready to set up a killer landing page. No doubt this site will grow your email list faster than Flowers in May.
You're staring at a blank canvas and want the words to flow through your keyboard.
But all you see is a blank screen.
You know a landing page can be a powerful marketing tool for your business or sideline, but starting over can feel daunting.
Fortunately, some proven landing page best practices will help you break through the blank screen to create a landing page that converts visitors into subscribers without hesitation.
Read on for 9 landing page tips, tricks, and best practices to help you create a high conversion landing page.
1 – Write a useful headline
A headline is the first thing a visitor sees. So you need to make sure she gets his attention right from the start. The value you offer needs to be immediately apparent – after all, visitors need to know how it will get them when they sign up or buy from you.
In fact, having a great headline can make all the difference between your visitors reading and leaving your page.
About 80% of your visitors will read your headline, but only 20% will read the rest.
Our advice? Spend more time writing your headline than the rest of your page. Test out different headlines to see which one works best.
Take a look at the following example from JB Fit. See how she uses a useful headline to attract people.
2- Ask your visitor to do one thing
The old saying “all-rounder, no master” can apply to landing pages. Don't ask too much of your visitors.
The ultimate goal of your landing page is to get people to take a desired action.
When creating your landing page, keep your only primary goal in mind. If you're selling an e-book or product, registering for an event, or want to capture an email address, that's your focus.
Check out this The Weight Loss Academy landing page. The goal of the site is obvious: to sell a mini-course for $ 49.99. Navigation is very minimal and the social media buttons at the bottom of the page are used for validation.
3 – Use images that fit your message
They say a picture is worth a thousand words. A picture can also evoke emotions more easily than words on a page.
Add pictures that showcase your amazing product. Or use images to illustrate the feeling you want your audience to experience when they receive your offer, newsletter or event.
If you can show the change a customer will experience with your product or service, they will be more likely to buy.
The Intrepid Guide does a great job showing how users will experience their Italian menu e-book through the images on their landing page.
4 – Create a powerful call-to-action button that gets noticed
Your call-to-action button (CTA) is one of the most important elements of your landing page. The headline gets them in the door. The CTA completes the sale.
Your CTA button needs to stand out and clearly communicate the value of your offer.
Check out the powerful call to action on this landing page. "Grab the cheat sheet now!" is a clever way of differentiating the call-to-action from the standard language such as "login" or "download".
5 – Keep the most important information above the fold
That is all of the time you need to get a visitor's attention. With such a limited amount of time to convince someone to read on, you have to do your best. For this reason, it is important to include the most important parts of your landing page "above the fold".
"Above the fold" is the part of your landing page that can be viewed without scrolling. If the information you put above the fold isn't engaging, readers will stop scrolling down your page.
Dirk Ereken Images makes the most important information he is supposed to show readers strategically available at the top of his page.
6 – Don't include top navigation
Unlike a website, which should allow visitors to visit different pages on your website, your landing page should not have a top navigation bar.
Because a landing page should have a unique focus. Simplify the way to convert. Remove "distractions" so visitors can focus on the action they want.
See how Dreams Travel Consulting narrowed down the top navigation and instead focused on getting visitors to sign up for a travel guide.
7 – Optimize your site for each device
This really is the best practice for any website or landing page you create: make sure your page is optimized for mobile devices, desktops, and tablets.
We have all had this experience: you open a web page on your phone and have to zoom in just to read a text. This is a bad user experience. People expect a page that they can easily interact with.
See how Dodo Art Online uses a mobile responsive landing page to ensure that visitors to your website have a great experience no matter what device they are using.
8 – Draw the eyes of the reader
There are some well-documented studies that show how a visitor navigates landing pages. Understanding the visual hierarchy can make creating a landing page with conversions a lot easier.
Knowing how a visitor might view a landing page can help you achieve a higher conversion rate.
One visual pattern is known as a Z pattern. On simpler landing pages, the eyes tend to start from the top left, move across the page, down to the left and then back across – forming a Z pattern.
Here's a great example from Dynamic Property Partners. You positioned the page with the Z pattern in mind so readers will see the headline first. This page is designed to maximize your registrations.
9 – Include social evidence
Build trust and credibility with your visitors by showing how others have been successful with your product or service. Social proof – like testimonials or reviews – help visitors to feel comfortable with their choice.
See what your customers are saying about you on social media and use it on your landing pages.
Apply your knowledge of landing page best practices
Take this important information now and start optimizing your landing pages!
Do you need a starting point? Use a custom template. All of the best practice examples for landing pages shown above were designed with AWeber.