A landing page has exactly one job: convert the visitor who’s already there. Here are ten practices that consistently move the needle, based on what actually works across real campaigns.
- Match the headline to the ad or link that brought them there. If your headline doesn’t echo what the visitor just clicked, they’ll bounce within seconds.
- Put one clear call-to-action above the fold. Don’t make visitors scroll to figure out what you want them to do.
- Cut the navigation menu. A landing page isn’t a website tour — remove distractions that lead visitors away from converting.
- Use social proof close to the CTA. A testimonial or logo strip placed right before the action point reduces hesitation at the exact moment it matters.
- Keep forms as short as possible. Every extra field is a reason to abandon — ask only for what you truly need at this stage.
- Optimize for mobile load speed first. Most landing page traffic — especially from ads — arrives on mobile; a slow page loses visitors before they even see your offer.
- Use one primary CTA, repeated, not several competing ones. Multiple different calls-to-action split attention and reduce overall conversion.
- Write benefit-driven copy, not feature lists. Visitors care about what changes for them, not a list of specifications.
- Add urgency only when it’s real. Genuine scarcity (a real deadline, real limited spots) builds trust; fake countdown timers erode it.
- Test one major element at a time. Headline, CTA copy, or hero image — isolate variables so you actually learn what moved the number.
Good landing pages aren’t about following a checklist blindly — they’re about removing every point of friction between interest and action. If your current landing page isn’t converting the way it should, it’s often one or two of the points above, not a full rebuild. I design landing pages built around conversion for product launches and ad campaigns — happy to take a look at what’s slowing yours down.
