October 29, 2025

22 Landing Page Best Practices That’ll Drive Your Conversions Way Up

about

This guide covers absolutely everything you need to know in order to build landing pages that convert at a high rate.

the author

Rachel Go

What is a visitor’s first impression when they land on your website? Do they click away in disinterest, or scroll through and follow your call to action?

This initial introduction is critical to drawing leads into the buyer journey.

By following a few landing page best practices, though, you can improve your brand perception, increase trust, and ultimately boost conversions.

A landing page is a page on your store that caters to a specific segment of your target audience. Their purpose differs greatly from that of a homepage in this way.

They increase your conversion rate from lead to customer with a personalized and relevant experience designed especially for that visitor.

This is different from a product detail page, which is designed to introduce your product.

Whereas a product page should include all the details about that particular SKU, the sole purpose of a landing page is to drive visitors to take a specific action.

Everything that doesn’t drive visitors to click that CTA—whether it’s images, copy, or that great video you spent a long time making—is cut.

Landing pages usually come into play alongside targeted paid ads, while product pages attract traffic from a variety of sources, including search engines and social media.

Thanks to their hyper-customization, landing pages are excellent for conversions.

Omnisend found that although landing pages were the least popular type of sign-up form, they had the highest conversion rate at 23%. A truly incredible number.

For context, a 1% to 4% conversion rate is considered “good” for ecommerce.

Armed with that incentive, let’s dive into a few best practices you can implement to create unforgettable landing pages that spur visitors into action.

22 landing page best practices to follow for boosting conversions

Well-performing landing pages have a few things in common, from an easy-to-use (and navigate) layout to compelling copy and social proof.

Read on to learn about the key best practices to incorporate as you build your landing page.

Landing page best practices checklist:

1. Focus on a single purpose

Your landing page should have a single call to action and exit point. Although you can have multiple CTA buttons, they should all point to the same place—where you want your visitors to go.

With a single exit point, the only way someone can leave that landing page is to follow your CTA (or leave).

This directs all forward motion toward your CTA, whether it’s signups, purchases, or whatever else drives your campaign success.

Tip : Your CTAs may be worded differently, but they should all lead to the same place.

2. Keep it clean

Your landing page should minimize distractions.

Eliminate clutter—anything that doesn’t drive a visitor closer to the CTA—and remove any competing links or CTAs.

Often, landing pages withhold a menu to prevent leads from leaving the landing page (and CTA) to explore the rest of the website.

Getting rid of navigation ensures visitors are focused on your main CTA and increases the chance of them completing your desired action.

Tip : Turn off pop-ups, announcement bars, and any other site-wide communications on your landing pages.

3. Open strong above the fold

A landing page must make an immediate impression above the fold. This refers to what visitors see in their browsers upon initially visiting the page.

Visitors must immediately see why they should stick around without having to scroll down and wait for the rest of the page to load.

Tip : Check what content appears “above the fold” on different devices, such as your desktop, mobile phone, and tablet, to ensure your page is optimized across devices.

4. Keep it consistent

Your landing page elements need to mirror the tone, wording, colors, and design of the source of your traffic.

Maintain consistency from your first touchpoint to your landing page, and ensure your messaging aligns with your overall brand as well.

Tip : Try using the same headline in your ads on your landing page’s H1.

5. Nail your copy

Your copy must get the message across and push visitors to act. Everything from your headline to the CTA text must compel action.

Tip : Stick to one key claim or idea per paragraph.

6. Optimize your CTA

Your CTA is what moves your visitors to the next stage of their buying process. It’s the most important element of your landing page.

Tip : Test variations of your CTA across the page, such as “Book a Demo” and “See it in Action.”

7. Choose the right visuals

Visuals guide the eye, engage your visitors, and can make a landing page stand out.

Tip _: Use videos to explain more complex aspects of your product, such as how to use it.

8. Consider color psychology

Use color and contrast to paint a clear and attention-grabbing picture on your landing page.

Tip : Make your CTA pop with a contrasting color.

9. Make it interactive

Use interactive elements to encourage visitors to learn more without getting bored.

Tip : Try different elements, such as sliders or flip cards, to see what looks the best alongside your brand and serves your purposes better.

10. Flesh out your page structure

The way you structure your landing page is critical to how visitors digest your content.

Tip : Try the F-pattern for copy-heavy landing pages and the Z-pattern for copy-light landing pages.

11. Add social proof

Social proof shows visitors there are others—trustworthy customers—who have tried and love your product.

Tip : List full names when possible to give your featured reviewers more authenticity.

12. Establish credibility

Showcase any special qualifications or accolades to build your credibility.

Tip : Only show badges and certifications relevant to your CTA.

13. Make it responsive

With more than 55% of consumers around the world browsing the internet from their mobile devices, it’s imperative you account for the mobile experience.

Tip : Ensure any forms on your landing page are easy to fill out and submit from a mobile device.

14. Make your CTA easy to follow

Your CTA needs to be seamless and easy for your leads to follow.

Tip : Consider two-part CTAs, especially for longer forms.

15. Use promos wisely

Not all landing pages need promotions and discounts.

Tip : Always highlight the benefits with customer-centric language when sharing a promotion.

16. Be memorable

Even if your landing page doesn’t convert this time, ensure visitors will remember your brand for next time.

Tip : Use colors, graphics, and smart taglines to make your landing page more memorable.

17. Use heat maps

You can set up heat maps to see where your visitors click on your landing page and where they spend the most time.

Tip : Look at how visitors interact with your CTA. If they skip past it too quickly, you may need to make it more prominent or move it to a different spot.

18. Consider an exit pop-up

This provides an opportunity to serve an exit-intent pop-up with the same CTA as your landing page but a little something extra.

Tip : Add excitement to your exit pop-ups with bold colors, a graphic, or a video to distinguish it from your main landing page.

19. Make it fast

As much as 25% of visitors abandon websites that take longer than four seconds to load, and customer satisfaction drops 16% for every additional second of delay.

Tip : Check your page load speed in Google PageSpeed Insights._

20. Say thank you

Don’t forget the confirmation message—although it comes after the conversion, it’s still an important part of your landing page and overall visitor experience.

Tip : Once someone has converted, go for immediate gratification.

21. Optimize for search (SEO)

Most traffic to your landing pages will come from paid ads, social media, emails, and your own marketing campaigns.

Tip : Prioritize your visitor experience over search optimization.

22. A/B test regularly

Finally, you should A/B test your landing pages continuously to discover and implement what converts best.