Landing Page Best Practices

Your headline is the most important element on the page. Visitors decide in 5 seconds whether to stay.

• Be specific - "Increase conversions by 40%" beats "Grow your business"
• Address the user - Use "you" and "your" to make it personal
• State the benefit - Lead with what the visitor gets, not what you do
• Keep it short - Aim for 6-12 words maximum

Below your headline, explain exactly what you offer and why it matters:

• One clear message - Don't try to say everything. Pick the strongest benefit
• Differentiate - Why should they choose you over alternatives?
• Be concrete - Numbers, timeframes, and specific outcomes outperform vague claims
• Above the fold - Your value proposition must be visible without scrolling

Your call-to-action is where the conversion happens. Make it impossible to miss:

• Action-oriented text - "Start free trial" beats "Submit". Use verbs
• Visual contrast - CTA button should be the most prominent element
• Above the fold - Primary CTA visible without scrolling
• Reduce anxiety - "No credit card required", "Cancel anytime" near the CTA
• One primary CTA - Don't give visitors too many choices

Visitors need to trust you before they'll convert. Add credibility signals:

• Testimonials - Real names, photos, and specific results work best
• Social proof numbers - "Trusted by 10,000+ companies" or similar
• Client logos - Recognizable brands build instant credibility
• Security badges - SSL, payment security, data protection indicators
• Guarantees - Money-back guarantees reduce purchase risk

Over 50% of web traffic comes from mobile devices. Your landing page must be mobile-first:

• Responsive layout - Test on real devices, not just browser resize
• Large tap targets - Buttons at least 44x44px with spacing between them
• Simplify forms - Ask for minimal information on mobile
• Readable text - Minimum 16px font size, good contrast
• Thumb-friendly CTA - Place primary CTA in the thumb zone

Every second of load time costs you conversions. A 1-second delay can reduce conversions by 7%:

• Compress images - Use WebP, lazy load below-the-fold images
• Minimize JavaScript - Defer non-critical scripts, remove unused code
• Use a CDN - Serve assets from servers close to your users
• Above-the-fold priority - Load hero content first, defer the rest
• Target LCP under 2.5s - This is Google's threshold for "good" performance

Guide the visitor's eye through your page in the right order:

• Size signals importance - Headline > subheadline > body text
• Color draws attention - Use your accent color sparingly for CTAs
• Whitespace creates focus - Surround key elements with breathing room
• Images direct gaze - People follow where images of people look
• F-pattern or Z-pattern - Align content with natural reading patterns

The best landing pages have a 1:1 attention ratio - one goal, one action:

• Remove navigation - Or minimize it. Don't give visitors escape routes
• One conversion goal - Every element should serve the primary CTA
• Limit external links - Keep visitors on the page until they convert
• Remove sidebar - Full-width layouts focus attention better
• Purposeful content only - If it doesn't support the goal, remove it