Landing pages are the cornerstone of lead capture and conversions in digital marketing. A well-designed landing page can have an enormous impact on how a visitor to your website makes decisions about what to do on it, often turning casual browsers into committed customers. But! Just having landing pages on your site isn’t all there is to it. Your landing pages absolutely must be optimized in order for them to work the way they’re supposed to. This is where high-converting landing page best practices become incredibly crucial. By focusing on specific elements of your page—such as headlines, copy, calls to action, and more—marketers like you can completely change the game for users and firmly nudge them down the path to conversion. Keep on reading for a full guide on how to turn your landing pages from space-fillers into the powerful marketing tools they are meant to be.
Understanding Landing Page Fundamentals
People often use the term ‘landing page’—and they use it incorrectly. A landing page is a standalone web page specifically designed for one purpose and one purpose only. It’s easy to confuse landing pages with other types of web pages (home page, about page, etc.) that encourage people to further explore the rest of the site, but remember that being disconnected from the main website is what sets landing pages apart (literally!) from other types of pages.
The single purpose of a landing page is also known as the call to action (CTA). A CTA could be anything from subscribing to a newsletter to buying a product to scheduling a call with someone. When a person who visits the landing page actually completes the CTA, that’s a conversion and it’s what we all are trying to achieve. The most effective landing page design is going to keep people interested and get them to do what we tell them to do!
How to Design a High-Converting Landing Page
It takes a village to put together a solid landing page design. Following landing page best practices, copywriters, graphic designers, and strategists all come together to provide input at various stages of the process. We’ll walk you through from top to bottom.
Landing Page Hero Best Practices
The most important section of your landing page is the hero section. That’s the very top of a landing page—what appears right when the page loads. The hero is usually fully visible without needing to scroll down, which is why we also call this area ‘above the fold.’ This is what it might look like:
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