Download - 14 Landing Page Best Practices
Tips to Get your
Landing Pages
Right14
1. Maintain Message Match
• There must be a message match between the ad copy and Landing Page.
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Ad CopyLanding Page
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• Ensure that the main headline of the landing page reflects the message
conveyed in the campaign.
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2. Message Match must become evident immediately
• Don’t make the people work to find the connection.
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3. Get rid of the Navigation Bar
• We design the Landing Page to drive an action.
• Irrelevant elements would just distract the visitors from taking that action.
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• Giving a navigation bar is like making your Landing Page compete with other
more interesting elements on the navigation bar.
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• Each element of the page (title, copy, video/media element, etc.) should
be tightly aligned with the said objective.
4. Stick to One Point
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5. Visible Call-to-Action (on the 1st fold)
• Have a persuasive CTA above the fold.
• Call-to-action Button or Message must be distinct (contrasting colours will
work).
• Don’t use a generic CTA like ‘Submit’. That is a conversion killer. Use
specific ones, like ‘Download Whitepaper Now!’, instead.
• Check out the Landing Page on the next slide.
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Form with CTA
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6. Have Relevant Media Elements• Media Elements are Interactive, and can help capture visitors’ interest
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6. (contd…) But, don’t overdo them
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• Keep your landing pages simple and focused
• Avoid making them cluttered with too much of information, media
elements, pictures, etc.
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What’s wrong with that LP?
• Gaudy Color Combination – Use only a 2-3 colors on your Landing Pages
(color scheme similar to your website/logo).
• Too Many Images – If there was just one image congruent with the LP
objective, that would have done the trick.
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• Video would have helped – But, it’s hidden behind all the other
brighter elements.
• No specific CTA – The page does not have a CTA which might confuse
the visitor.
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7. Keep it Uncluttered
• Go minimalistic.
• You would have more chances of driving a specific action that way.
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This page has too many
unnecessary elements
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8. Keep the Copy Short and Precise
• Come straight to the point; don’t play unnecessarily with words.
But, don’t be afraid of going beyond the 1st fold.
• Check out the landing page on the next slide for instance: It has two folds;
but each is complete in itself, and the content is not overwhelming.
• The trick is ‘Have a CTA in the 1st fold for people who don’t want to read’,
• For those who want to know more ‘Have some more info and another
CTA in the second fold.’
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1st Fold
2nd Fold
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9. Have Client Testimonials
• This would add credibility to your landing page.
• Use Authentic ones. Check out this LP again. (There are names,
designations, companies and images of the clients.)
• Use the ones Relevant to Landing Page objective.
• For instance, if you have two different client testimonials for Landing
Pages and Lead management, put them in respective Landing Pages.
• Check out the Landing Page on the next slide.
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Testimonials Example:
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1st Fold of the Landing Page
2nd Fold of the Landing Page
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10. Collect only the Most Vital Information
• It is ideal to have a short form, asking for only vital information.
• For instance, in your LP for Newsletter Subscription, minimal details would
suffice. (For instance, Name and Email).
• The details you would ask would depend on your product/service as well.
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11. SEO of Landing Pages
• The Landing Pages are Webpages as well right; so search engines would
index them.
• Therefore you should put in keyword rich titles and meta-descriptions for
the page.
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12. Phone Number and Logo
• Logo would help people associate your Landing Page with your business.
No need to link it to your website home page though.
• Phone Number – This would be another way for prospective customers to
reach you.
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13. A/B Testing• Always track your Conversions – Only then you would know if your
Landing Pages are working or not.
• Conduct A/B Tests to analyze various elements of Landing Pages.
• Test only one element at a time – This would help you determine
correctly what is working.
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14. Other CTA Best Practices
• Use Bright/Contrasting Color for CTA.
• If you have two folds, have CTAs in both of them.
• The CTA copy should flow with the Landing Page copy.
• Instead of using a boring ‘Submit’, use ‘Action Specific CTAs’, like ‘Download
E-book’
• Check out the Landing Page on the next slide
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CTA Example:
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CTA Tip:• If you have 2 CTAs, make the more important one brighter
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Brighter in color
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