A landing page is a standalone web page designed with a single focus or goal, and is typically used in marketing campaigns to drive conversions. Unlike a regular webpage, it has minimal distractions and is focused on guiding visitors to take a specific action, such as signing up for an email newsletter<\/a>, downloading an ebook, or purchasing a product.<\/p>\n\n\n\n As for what makes a good <\/em>landing page? Well, making a high-converting landing page is a fine art, so today we\u2019re going to examine all the very best landing page tips.<\/p>\n\n\n\n Creating an effective landing page is all about optimizing every element to encourage visitors to take action. Here are nine landing page best practices to help you build high-converting landing pages:<\/p>\n\n\n\n First thing\u2019s first. Before you get started on anything else, you\u2019ve got to nail your value proposition, as it\u2019s central to your entire landing page content strategy. <\/p>\n\n\n\n A landing page value proposition is a clear, compelling statement that conveys the main benefit or unique selling point of a product, service, or offer to visitors as soon as they land on the page. It\u2019s typically conveyed via the headline and\/or subheadline, where it\u2019s prominently positioned in order to capture attention and communicate why the visitor should be interested in staying on the page or taking an action.<\/p>\n\n\n\n The purpose of a value proposition on a landing page is to quickly answer the question, \u201cWhat\u2019s in it for me?\u201d by telling visitors:<\/p>\n\n\n\n For example, a value proposition for a childcare service might read, “Your Gateway to Local, Trusted Childcare \u2013 Easy Booking, Anytime,” which tells the visitor what it is, how it benefits them, and expresses its uniqueness in that it\u2019s nearby and easily available anytime.<\/p>\n\n\n\n In the case of duolingo\u2019s landing page below, for example, it conveys what it is (a language-learning method), what the benefit is (it\u2019s fun and effective), and what makes it stand out (it\u2019s free, and implied that this method is unique to duolingo). Simple as that.<\/p>\n\n\n\n Now let\u2019s explore the hero section. It forms a central part of how to make a website<\/a>, and especially when it comes to highlighting the unique value proposition. It\u2019s crucial to make a powerful impression here because it sets the stage for the rest of the experience. A well-designed hero section can immediately grab attention, convey your message, and prompt visitors to act. <\/p>\n\n\n\n Or not: it could bore them into closing their web tab and looking elsewhere!<\/p>\n\n\n\n With that in mind, there are several elements that go into making this section a success. Here\u2019s what you\u2019ll want to include in your perfect landing page hero section:<\/p>\n\n\n\n The main headline, or title, is a key part of landing page strategy, and one of the most important hero section elements because it\u2019s the first thing visitors will read when they arrive. It sets the tone for the rest of the page and determines whether visitors will stay or leave. <\/p>\n\n\n\n A strong headline should be clear, concise, and compelling, immediately communicating the value proposition of whatever it is that you\u2019re offering. <\/p>\n\n\n\n While the headline grabs attention with a bold, concise statement, the subtitle adds context by expanding on what\u2019s offered and why it matters. It often explains the product, service, or offer in more detail, highlighting key benefits or addressing the visitor’s needs and concerns. <\/p>\n\n\n\n Together, the headline and subtitle create a compelling introduction that captures attention and encourages engagement. Here are a couple examples of landing page headlines and subtitles: <\/p>\n\n\n\n Headline:<\/strong> “Feel Your Best Every Day with Personalized Nutrition” Headline: <\/strong>“Keep Your Car Running Smoothly with Expert Care” While messaging reigns supreme, having a high-quality image that supports your message and captivates attention can be a deal maker or a deal breaker. A successful image could include a product photo, a happy customer using the product, or a graphic that speaks to what your business does. Images should be visually appealing and relevant to your offer.<\/p>\n\n\n\n A CTA button is the crucial element that encourages visitors to take action. We\u2019ll get into the strategy behind a good call to action in just a minute, but suffice it to say that you\u2019ll want to include a prominent call-to-action button in your hero section in order to easily facilitate visitors moving to the next step.<\/p>\n\n\n\n Now that we\u2019ve got the hero section basics covered, it\u2019s time to dive in a little deeper \u2013 and move down your page. An important way for your landing page to support and emphasize your hero section and value proposition is to not only highlight features, but also focus on the benefits, as this is what really convinces visitors to take action. Features tell what your product does, but benefits show how it solves a problem or makes life better for the customer.<\/p>\n\n\n\n Here are some examples of how you can turn a feature into a benefit:<\/p>\n\n\n\n Feature:<\/strong> Task Automation. Feature:<\/strong> Real-Time Collaboration. Feature: <\/strong>Intuitive Dashboard. Complement these selling points with imagery, icons or graphics in order to capture attention and keep visitors engaged.<\/p>\n\n\n\n Notice how, in the example below, Headspace focuses on benefits both in its hero section, and then farther down on its landing page.<\/p>\n\n\n\n <\/p>\n\n\n\n Back to that CTA: having a particularly strong one is among the top tips for making a great landing page \u2013 and also when it comes to website planning<\/a> in general \u2013 as it ensures users understand the next step.\u00a0<\/p>\n\n\n\n Without a clear, compelling CTA, visitors might leave your page without taking any action, even if they\u2019re interested in what you\u2019re offering. Indeed, a well-crafted CTA provides direction, reduces friction, and encourages users to engage, whether that means signing up, purchasing, or downloading. <\/p>\n\n\n\n When crafting your CTAs, consider implementing the following elements: <\/p>\n\n\n\n Apart from including a CTA in the hero section, you will likely want to include it at the bottom of your page, so that visitors are again encouraged to click after having reviewed all of your landing page content. If your landing page is on the longer side, consider placing CTAs at various points throughout so that visitors can move on to the next step whenever they\u2019re ready.<\/p>\n\n\n\n Overall, copy plays a vital role in driving conversions, and accounts for another important landing page best practice. When writing web content<\/a>, keep in mind the following:<\/p>\n\n\n\n Also be strategic about implementing content that builds your case and guides visitors toward your CTA. Do so by addressing any objections they might have, whether that\u2019s by including FAQs or an explanatory section on a certain product feature. Ultimately, each section of your landing page, from the headline to the closing statement, should work together to create a seamless and convincing narrative.<\/p>\n\n\n\n A key element of an effective landing page strategy is minimizing distractions. As illustrated in the image below (and in many of our other examples), this involves removing unnecessary navigation links \u2013 often even the menu bar \u2013 that could divert visitors from your primary goal. That\u2019s because when users land on your page, the aim is for them to focus on the CTA button and take action.<\/p>\n\n\n\n This streamlined experience encourages users to concentrate solely on the content you\u2019re providing, and ultimately on the call to action. If additional information is necessary, consider incorporating anchor links within the landing page to provide relevant details without redirecting visitors elsewhere.<\/p>\n\n\n\n Social proof is a powerful landing page tip for building trust and credibility. It reassures potential customers that others have used and benefited from your product or service. Some effective forms of social proof include:<\/p>\n\n\n\n Just remember not to link out from testimonials or customer logos. While it\u2019s tempting to send people for more information, the goal here is to keep people engaged in your landing page, and exiting only via your call to action (and thus making a conversion).<\/p>\n\n\n\n By way of example, notice below that Zapier has a ticker tape of not-linked logos, which demonstrate that it is a trusted brand by other brands that you might already know and be loyal to. <\/p>\n\n\n\n If the purpose of your landing page is email lead generation<\/a> (such as capturing contacts for your email list, or getting people to sign up for a free course), then a lead magnet is a smart way to encourage conversion.\u00a0<\/p>\n\n\n\n A lead magnet is an incentive you offer in exchange for contact information, such as an email address. This is a great way to build your email list and nurture potential customers who are not ready to convert right away. Lead magnets can take many forms, such as:<\/p>\n\n\n\n Your lead magnet should be relevant to your target audience and offer immediate value. You\u2019ll of course want to make its benefits clear in your hero section so that visitors are motivated to click through. <\/p>\n\n\n\n The creative lead magnet on the landing page below is especially enticing, with a title and subtitle that spark curiosity. It\u2019s hard to resist simply dropping your URL into the box and hitting “Analyze Website.” You receive intriguing website insights, and they gain valuable lead information in return. <\/p>\n\n\n\n Consistency is key when it comes to a strong landing page strategy. If visitors click on an ad or email link, they should see landing page content that matches their expectations. This means that the language, visuals, and offer presented in the referring source (like an ad or social media post) should align closely with what\u2019s on the landing page \u2013 it should feel like an extension of what they clicked on.<\/p>\n\n\n\n If your ad promises a 20% discount, make sure the landing page clearly states how visitors can claim that discount. Inconsistent messaging can lead to confusion, which reduces the chances of conversion.<\/p>\n\n\n\n Once your landing page is up and running, the next step is to optimize it for even better performance. Continuous improvement is essential in order to have a high-converting landing page. This involves monitoring metrics, experimenting with new landing page content, and making adjustments based on real user behavior. Here are some landing page optimization best practices that will help improve performance:<\/p>\n\n\n\n Understanding how to improve landing page performance starts with tracking the right website metrics<\/a>. A few key performance indicators (KPIs) include:<\/p>\n\n\n\n By keeping a close eye on these metrics, you can identify which areas need adjustments, allowing for data-driven decisions that lead to improved landing page performance.<\/p>\n\n\n\n Now that you\u2019re familiar with these key metrics, note that if your landing page isn\u2019t converting or performing as well as you\u2019d like, then it\u2019s time to try experimenting with new content. <\/p>\n\n\n\n As we touched on above, you may want to tweak different parts of the page. This could include revising the headline, reworking the copy, or even changing images and embedding videos<\/a>. Sometimes, small changes can make a significant difference.<\/p>\n\n\n\n For example, if your current copy is very technical or generic, consider rewriting it to be more benefit-focused and customer-centric. Or, if the landing page content is heavy, try simplifying the design to make it cleaner and easier to navigate. <\/p>\n\n\n\n An especially important element to consider improving is your CTA. If \u201cLearn More\u201d isn\u2019t driving clicks, something more assertive like \u201cGet Started Now\u201d might be more effective. Or perhaps an even more descriptive CTA, such as \u201cClaim Your Free Trial.\u201d Get curious and try new approaches to see what works best.<\/p>\n\n\n\n A great way to really evaluate whether your small changes are working is to run A\/B testing (or split testing). It\u2019s one of the most effective methods for improving landing page performance. <\/p>\n\n\n\n This involves creating two versions of your landing page with one key difference \u2013 such as a different headline, image, or CTA \u2013 and sending an equal amount of traffic to each version. By comparing which version performs better, you can identify the most effective elements to use going forward.<\/p>\n\n\n\n For example, you might want to test whether a short or long-form landing page leads to more conversions. Or, you could experiment with two different images in the hero section to see which one captures more attention. Running consistent A\/B tests allows you to optimize your landing page based on real data rather than guesswork.<\/p>\n\n\n\n A slow-loading landing page can lead to higher bounce rates and lower conversions. Indeed, studies have shown that even a one-second delay in load time can result in a significant drop in conversions, as visitors are less likely to wait for a page to fully load.<\/p>\n\n\n\n To improve load speed, consider optimizing your images, reducing external requests, and using a reliable web host. Depending on the type of site you have, you may also wish to choose to use performance-friendly plugins that focus specifically on improving site speed<\/a>.\u00a0<\/p>\n\n\n\n<\/span>9 Landing Page Best Practices to Improve Performance and ROI<\/span><\/h2>\n\n\n\n\n\n
1. Ensure a Clear Value Proposition<\/h3>\n\n\n\n
\n
![\"perfect-landing-page-example-duolingo\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/perfect-landing-page-example-duolingo-1.jpg\")
<\/figure>\n\n\n\n2. Create an Impactful Hero Section<\/h3>\n\n\n\n
Strong Headline\/Title<\/h4>\n\n\n\n
![\"landing-page-optimization-best](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/landing-page-optimization-best-practices-example-Calm-1.jpg\")
<\/figure>\n\n\n\nSupporting Subtitle<\/h4>\n\n\n\n
Subtitle:<\/strong> “Discover a nutrition plan tailored to your unique needs, goals, and lifestyle\u2014designed to help you thrive, one meal at a time.”<\/p>\n\n\n\n
Subtitle:<\/strong> “Experience reliable, affordable auto repairs and maintenance from certified professionals dedicated to ensuring your vehicle\u2019s longevity and performance.”<\/p>\n\n\n\nIllustrative and Appealing Image<\/h4>\n\n\n\n
![\"Landing-page-design-best-practices-example-Audi\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/Landing-page-design-best-practices-example-Audi-1.jpg\")
<\/figure>\n\n\n\nAttention-Grabbing Call-to-Action (CTA) Button<\/h4>\n\n\n\n
3. Make Your Landing Page Benefit-Driven<\/h3>\n\n\n\n
Benefit: <\/strong>Save time by automating repetitive tasks.<\/p>\n\n\n\n
Benefit:<\/strong> Easily work with team members across different locations.<\/p>\n\n\n\n
Benefit:<\/strong> Manage projects at a glance with a clean, user-friendly interface.<\/p>\n\n\n\n![\"landing-page-content-example-headspace\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/landing-page-content-example-headspace-1.jpg\")
<\/figure>\n\n\n\n![\"landing-page-tips-example-headspace\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/landing-page-tips-example-headspace-1.jpg\")
<\/figure>\n\n\n\n4. Include a Strong Call to Action (CTA)<\/h3>\n\n\n\n
\n
5. Use Compelling and Strategic Copy<\/h3>\n\n\n\n
\n
6. Remove Landing Page Navigation<\/h3>\n\n\n\n
![\"Tips-for-making-a-great-landing-page-example-Zoho-Desk\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/Tips-for-making-a-great-landing-page-example-Zoho-Desk-1.jpg\")
<\/figure>\n\n\n\n7. Demonstrate Social Proof<\/h3>\n\n\n\n
\n
![\"Effective-landing-page-example-Zapier\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/Effective-landing-page-example-Zapier-1.jpg\")
<\/figure>\n\n\n\n8. Implement a Lead Magnet<\/h3>\n\n\n\n
\n
![\"what-makes-a-good-landing-page-example-Neil-Patel\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/what-makes-a-good-landing-page-example-Neil-Patel-1.jpg\")
<\/figure>\n\n\n\n9. Make Sure Your Landing Page Lines Up With the Referring Source<\/h3>\n\n\n\n
<\/span>Improving Landing Page Performance<\/span><\/h2>\n\n\n\n
Track Metrics<\/h3>\n\n\n\n
\n
Try New Content<\/h3>\n\n\n\n
Run A\/B Tests<\/h3>\n\n\n\n
Improve Load Speed<\/h3>\n\n\n\n
![\"high-converting-landing-page-example-ClickUp\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/high-converting-landing-page-example-ClickUp-1.jpg\")
<\/figure>\n\n\n\n![\"landing-page-strategy-example-Monday.com\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/landing-page-strategy-example-Monday.com_-1.jpg\")
<\/figure>\n\n\n\n![\"Improving-landing-page-performance-example-AG1\"](\"https:\/\/academy.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2024\/11\/Improving-landing-page-performance-example-AG1-1.jpg\")
<\/figure>\n\n\n\n