10 Landing Page Best Practices You Can’t Afford to Skip

by Madison Lanpher in Conversion Optimization Instapage blog post featured image

Landing pages play a critical role in converting your visitors into customers. A well-crafted page can make all the difference in capturing attention, driving engagement, and ultimately securing new business. In this blog we will explore ten essential best practices for creating landing pages that resonate with your audience and drive results. Let’s dive in! 

Tip #1: Focus on your audience

To create an effective landing page, it’s critical that you understand your target audience. You’ll want to research their needs, preferences, and pain points to ensure your messaging speaks directly to them–addressing their current needs, wants or challenges–and offering up solutions.

Tip #2: Build a narrative from your ad to landing page

Ensure a seamless transition for your visitors by aligning the messaging in your ad to its respective landing page. By maintaining consistency in tone, visuals, and overall branding, you’ll create a cohesive narrative–building trust and keeping visitors engaged. This, in turn, will increase the likelihood of driving conversions. 

Tip #3: Tie your features and benefits to pain points

Make sure to highlight the features of your product or service; demonstrate how they directly address your audience’s pain points. It’s essential to clearly articulate the benefits your prospective customers can expect and how your offering solves their specific problems. This will help establish a connection and show them why they need your offering. 

Tip #4: Prioritize the mobile experience

Optimizing your landing pages for mobile devices is a must in today’s mobile-driven world. Ensure that your pages load quickly, elements are easily tappable, and text is legible on smaller screens. A seamless mobile experience ensures that you get valuable conversions from mobile-first users.

Tip #5: Use simple and intuitive design

A cluttered and confusing landing page will drive visitors away. Embrace simplicity in your design–focusing on clean layouts and intuitive navigation. A visually appealing and user-friendly page layout will encourage visitors to stay on your page, and take the next step.

Pro Tip: You can use whitespace strategically to draw attention to critical elements and make your call-to-action (CTA) stand out. As the saying goes, sometimes less is more!

Tip #6: Focus on the page’s content flow

The order in which you present content on your landing page is critical. Ensure you guide your visitors through a logical flow–and present essential information in an easily digestible manner. Start with a compelling headline, follow with a concise value proposition, and then delve into more detailed content. 

Pro tip: Structure your content with clear headings and bullet points to aid readability and make important information stand out.

Tip #7: Be intentional with your CTA (call-to-action)

Your CTA is the ultimate goal of your landing page–the action you want visitors to take. Make sure it’s prominent, visually appealing, and compelling. And use action-oriented language. 

Bonus: Consider incorporating urgency or scarcity to create a sense of FOMO (fear of missing out) and prompt immediate action.

Tip #8: Add clear next steps

Once a visitor has converted, guide them to their next steps on your ‘thank you’ page. Provide clear instructions on what they should do next, whether it’s making a purchase, signing up for a trial, or contacting your team. Remove any friction and make it easy for them to take the desired action.

Tip #9: Test, test, and test again!

Effective landing pages are nearly always a result of continuous testing and optimization. Experiment with different layouts, headlines, CTAs, and visuals to find what resonates best with your audience. Use A/B testing to compare variations and make data-driven decisions. And be sure to analyze the results and fine-tune your landing pages regularly.

Tip #10: Update your campaigns regularly

To keep your landing pages fresh and compelling, be sure you regularly update them. Stay on top of industry trends, user behavior, and changes in your target audience’s needs. “Set it and forget it” has no place here.

You can create effective landing pages by understanding your audience, delivering a compelling narrative, and following best practices for design. Using these ten guidelines, you can deliver engaging and conversion-focused experiences that drive results. Remember, every element on your landing page should serve a purpose and contribute to a seamless user journey. So, go ahead, implement these tips, and watch your conversions skyrocket! 

Want to dig more into each of these strategies? Check out our complete ebook on 10 Landing Page Best Practices for 2023

Better landing pages = higher ROAS

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