The Ultimate Guide to Landing Pages

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As you browse and maneuver around the web, you visit landing pages all the time.

A landing page could possibly be the designated page you’re delivered to when you click on an advertisement. It can also be the page that will follows a call-to-action switch or serve as the website of a website.

Regardless of how you “land” on a landing page, its purpose is to encourage you to convert to a lead or customer. For that reason, landing pages are uniquely powerful components of a business’s digital marketing strategy.

What is a landing page?

A squeeze page is a website page having a specific purpose — the objective of a landing page is to transform visitors into leads. While there are many types of landing pages the intent the same — get more leads.

Landing web pages contain lead forms that ask visitors for their contact information in exchange for something of value, otherwise known as an offer.

The video below can help drive that definition home.

Now, think about how protecting you are of your personal information. What would make a person want to give up their contact details over the internet?

Well, that’s exactly where landing page best practices come in. A targeted, well-crafted landing page having a solid format and audio copy will get almost anyone in order to submit their information.

designed to create conversions.

Now that you understand their importance, let’s cover landing page best practices to make sure your pages are set up to convert.

seven of them will certainly bounce off the page. To keep that number low, your visitors need to know (and understand) what’s within it for them within seconds associated with arriving. Your headline may be the first thing they’ll read, and it also should clearly and concisely communicate the value of your landing page and offer.

2 . Choose a picture that illustrates the provide.

Yes, an image is mandatory, and it should represent your own target audience. The purpose of your image is to convey a feeling — it should illustrate how your visitor will feel once they obtain your offer. Certain pictures may work better than others, which means you should always split test your options (which we’ll cover below).

three or more. Write compelling copy.

Do not spend all that time crafting the perfect headline and obtaining your ideal image to fall flat when it comes to what that will in fact sell your call-to-action. Your copy needs to be clear, concise and should instruction your visitor to the motion you want them to complete. Persuasive copy also speaks directly to the visitor by using “you” and “your” to make them really feel engaged. We’ll go a lot more in-depth on copy guidelines below.

4. Include the prospect form above the collapse.

Your lead form needs to be readily accessible should your potential customer want to convert right away — you definitely don’t want all of them searching and scanning your own landing page to find your offer. “Above the fold” ways that visitors don’t have in order to scroll to get to the form — that it’s in view the moment someone hits the web page. This could be a form or an anchor link to the form. Better yet: Design your form in order to scroll with the user as they move down the page.

5. Add a clear and standout call-to-action.

The call-to-action (CTA) is usually arguably the most important element in your landing page — it’s one of many elements that encourage transformation. The CTA button needs to stand out, meaning you should use a color that contrasts along with other elements on the page. Become clear about what you want people to do, that is, use an action verb that spells this out for them, like “submit”, “download”, or “get this now”. More on CTA guidelines below.

6. Give away a relevant offer.

Think of your landing page as a part of your lead’s journey to your ultimate offer — your product or service, that is. Your own offer is the thing you give in exchange for your lead’s personal information. Not only should it be compelling enough for your visitor to provide their get in touch with info, but it should also end up being relevant to your business. Say a person sell horseshoes.

Your offer might be something like “10 Basic Ways to Size Your Horse’s Hooves, ” because, ultimately, you’re going to ask that lead to buy your horseshoes. A person wouldn’t hook them with an offer about organic farming since that puts them on a completely different path. We’ll speak more about how compelling offers below.

7. Only ask for what you need.

You want to gather just as much information as possible about your own lead, but how much a person ask for depends on several elements: how well acquainted these are with you, where they are within their buyer’s journey, and how much they trust you. Request as little info as you require in your lead form to produce a low barrier to access. A name and a message are more than sufficient in order to nurture a new lead.

6. Remove all navigation.

Your own landing page has one goal and one objective only: in order to convert visitors into network marketing leads. Any competing links — including internal links to other pages on your website — will distract from that goal. Remove any other hyperlinks on your page to attract all of your visitors’ attention to your own call-to-action.

9. Make your page responsive.

Just like almost every other page on your website, your own landing pages need to be responsive to accommodate every viewing encounter. The last thing you need is for your form to fall out of view on mobile devices. Give any visitors every possible opportunity to convert, regardless of how they’re viewing your page.

You can use tools to help accomplish this. For example , HubSpot’s drag-and-drop landing page editor, available in Marketing Hub Starter, makes it easy for you to create cellular optimized landing pages plus forms effortlessly.

10. Optimize for search.

Sure, you will be driving visitors to your landing page through email blasts, social posts and other marketing techniques, but your page should also become optimized with target keywords for your paid campaigns plus organic search. When someone searches for your key phrase, they should find your landing page. Similarly, once you target a keyword along with paid ads, those phrases should exist on your landing page.

11. Remember to use a thanks a lot page.

A thank you page is where you send leads once they’ve completed your type. Now, you could just show a thank you message on a single page or ditch the thank you altogether, but there are plenty of reasons why that’s not the best option.

A thank you page acts three important purposes:

  • It delivers the offer that you promised (usually in the form of an instant download)
  • It gives you an opportunity to attention your new lead in additional relevant content
  • It is a chance to thank them for their interest, which goes quite a distance in promoting them to a customer down the line.

landing page format that individuals are used to seeing.

A good squeeze page has five elements (check out the landing page instance below to see these components in practice):

  1. Headline that grabs the particular visitors attention
  2. Appropriate image which is relevant to your audience
  3. Lead form that sits above the fold to capture visitors’ information
  4. CTA that is action-oriented plus compelling
  5. Copy plus description that will informs and entices your visitor to complete your form

landing page hero section hubspot lead form landing page


Can your landing page include more than this? Absolutely. (assume social share buttons that visitors can use to distribute the word about your offer). This is simply the bare minimum. You need to know your audience, where they are coming from and where they may be in their buyer’s journey to know how much you need to include. The rule of thumb is to include as much information as you need to get people to convert.

Landing Page Layout

This may come as a surprise, but most people don’t read every single word of your cleverly-crafted copy. Instead, they skim through and pull out the most important information. Your job is to make those tidbits stand out so your visitor doesn’t miss anything essential.

That means a few things …

  • Keep the most information and facts above the fold so your visitor doesn’t need to scroll to get to it.
  • Perform a blink test on your web page, meaning a visitor should be able to gather the main message in less time than it takes them to blink, i. e., less than five seconds.
  • Use white (or negative) space to keep your customer engaged, focused, and to assist them comprehend your message.
  • Write with principal points and short paragraphs to make your copy easy to digest.
  • Try to work the important copy into an F-pattern, which is the direction that most people scan a page online. Work with the flow of visual patterns to push people to the key points that will get them to convert.

Landing Page Colors

The look of your landing page — including the colors you use — should reflect that of your website. You’re aiming to form a extensive relationship with the people who visit your landing page, and that means they need to become familiar with your logos colors and unique style. The more they recognize your brand, the more they rely on you (and the more these people trust you, the easier it is to get them to do what you want these to do).

The areas where you should consider using alternative colors are on the elements of your page that need to stick out — ahem , your CTA key. Contrast is the name of the game here. Say your own branded colors are mostly eco-friendly … you’ll want to select a color that can draw users attention, say purple.

Questioning what colors perform well? We all did a little research so that you can determine which colors convert best.

Landing Page Images

The on your landing page is one the very first things people see, plus since people process pictures far quicker than they are doing text, it sets the tone for their entire encounter. But how can you possibly choose between millions of stock photos which company photo shoot that’s taking up all the space on your pc?

Let’s narrow down the choice with a few important queries:

Who is my target audience?

What does your persona look like? Just how old are they? How do these people dress? What are they thinking about? The answers to these questions are important in determining exactly what image you’re going to location front and center on your landing page. If it’s going to appeal to your audience, then it needs to represent them in some way.

Where on my landing page do I want them to look?

This might seem like an odd question, but really it’s based on the idea that people follow directional tips, like where someone can be looking or pointing. If you would like visitors to fill out a form, think about an image that drives their attention toward that form.

Will this image reinforce my message?

Every element on your landing page serves an important purpose. Since your image is one of the first things that people see, it should help clarify the actual visitor can expect from your web page. Make sure that your image provides value.

Here are some other important matters to consider when creating great squeeze page images.

Call-to-Action (CTA)

We’ve discussed your CTA several times so far, but since it’s the most crucial part of your landing page, it is worth mentioning again. When it comes to the design of your CTA, there are some tricks will make it so alluring that visitors really feel compelled to click. In order to clarify, your CTA includes the button and the copy you use to draw focus on it; these tips cover both.

  • Provide your CTA a vibrant and contrasting color
  • Focus your CTA copy on the benefit to your visitor
  • Get to the purpose — try using no more than five words
  • Tell your visitor what you need them to do using actions verbs, e. g. Get, Download, Click
  • Make your own button large enough in order to stand out on the page
  • Give it some negative space — don’t crowd the area around your CTA
  • Follow the stream of the page and place your CTA where your readers’ eyes will go, such as towards the right of or below the copy
  • Test your button shape, test your copy . as a matter of fact test everything (we’ll cover how to do this below)

vidyard landing page cta


Mobile Squeeze page

More than half of website traffic comes from mobile devices, therefore , the user encounter should be the same no matter the unit visitors are using. By making your own landing page responsive, you give them every opportunity to view and convert, whether they’re on a desktop, phone, tablet, or perhaps.

social evidence is effective for persuading individuals to take a desired action. Interpersonal proof comes in the form associated with logos of brands you have worked with, testimonials from earlier clients, reviews of your item, or confirmation that others have purchased your services. In essence, people want to know that will others are have used and gained from your solution, too. Simply by including social proof on the landing page, you’re validating your own offer without even saying anything.

social proof codecademy landing page


Touching on each of these points provides you with well-rounded copy that answers all of your visitors’ questions … which brings me to a next point.

2 . Preemptively respond to objections.

A key a part of writing persuasive copy (copy that gets people to convert) is dismantling objections before they even come up. Today, this takes some ability … or at least some assist from a friend.

Once you’ve laid your foundation simply by addressing all the main points, put yourself in the mind of your prospect and think about exactly where they might protest or problem you as they read. For example, if you say “We’ve helped Fortune 500 companies bring in customers, ” your reader may scoff or doubt this unless you follow up that will statement with social proof.

Do this exercise for every part of your page (or inquire an unbiased friend to help) until you’ve covered every possible objection you can think of. Once you get questions from individuals who’ve visited your landing page, use that as opinions to sharpen your duplicate even further. Better yet, seek out constructive criticism from your first couple of converted leads to ensure your own landing page is meeting every single need.

3. Build trust with your prospect.

Say you were reading a sales page as well as the company wrote, “Our item has helped 100 people and it might work for you, too! ” Meh. I’d probably pass and find a company that has a solution that can definitely work for me. Your goal would be to build trust with your customer and the way to do that is to come across as an authority.

Apart from using social proof, a few other ways to build trust are:

  • Create in the way that you speak and address your prospects while you would a live customer.
  • Cite statistics that support your message.
  • Use situation studies that highlight clients similar to your target.
  • Become relatable. Show your audience that you’re human by admitting failures, opening up regarding doubts you’ve had, plus being honest. The stipulation is you should only talk about what is relevant to their battle; don’t just divulge everything.

four. Use click triggers.

Click on triggers are designed to eliminate that will last bit of doubt prior to a visitor converts. You can imagine} them as lick Possibility Enhancers (… yes, I made up that term). They may be essentially copy positioned alongside your CTA that forces your prospect over the edge simply by easing their mind plus mitigating the risk of converting.

Listed here are some effective ways to utilize click triggers:

  • Money-back guarantee
  • Simple unsubscribe
  • Quote from a successful or happy customer
  • Blurb on “what to expect”
  • Price slashing
  • Privacy policy
  • Some other creative method

landing page anatomy


Whatever you choose, click triggers will give your conversion rates the boost they need.

split testing your landing page is just one more test to add to your list.

Let’s briefly go over how to best A/B test your landing pages.

What is A/B testing?

A/B testing is simply splitting your own traffic to two (or more) variations of a page to see which performs better. As you could do this manually simply by launching one variation for the period of time, then another for the same amount of time, it’s far more efficient to use a software that allows you to split test and can track your own results.

The main components of a good A/B test are variants , or maybe the two versions of the web page, the champ , or the original page, and the opposition , or the page that you simply modified to test against the initial.

How to A/B Test

The most crucial trick to split tests is to make very small adjustments with each experiment. For example, you don’t want to split test your headline and your picture at the same time because you won’t understand which element garnered the results. For this reason, stick to testing a single element at a time. The “winner” becomes your champion, then you can certainly create a new challenger to check the next element. You repeat this cycle until you reach a conversion rate that you’re happy with (and that drops within realistic expectations, which usually we’ll cover below).

Exactly what should you test?

You can test practically anything on your landing page. But while that’s possible, you may want to limit your test to a few of the most impactful elements of your own page, like:

  • Headline copy
  • Image
  • CTA color
  • Click triggers
  • Copy on the page
  • Business lead form length and areas

These types of tests will have the biggest effect on your conversion rates. Try starting with the simplest change first, like a headline or CTA color, then work your way to the larger undertakings, like your page copy.

industry benchmarks to set as your primary, but don’t be discouraged simply by other company’s results.

Regardless of what’s going on, it’s possible to diagnose and cure your landing pages in case you pay attention to the metrics.

tweaks you can make to boost squeeze page performance. Below are a few great ideas (if I do say so myself) to get your landing webpages leveled up.

Optimize your landing page.

Optimize is such a confusing word, isn’t it? I am talking about, are we talking about symbolism, copy, keywords, or USER INTERFACE? The answer is yes — we’re talking about all of it. Improve just means to make your landing page the best it can be, and that can include a myriad of modifications. If you want to understand everything you could do in order to optimize your landing page, you will need a pretty expansive manual. And, guess what, we have 1 here.

An outstanding offer, that’s what.

Here are some questions to determine if you have a compelling offer or not:

  • Does my offer solve a pain point for my target audience?
  • Is there a clear benefit that a guide can gain from this offer?
  • Can my offer rival the competition?

Decrease page load time.

Just one second delay in down load time means 7% fewer conversions and 11% less page views. Slow down load times can also result in client dissatisfaction and frustration.

Obviously, landing page load time is a metric to take seriously. If you need some tips, check out this particular resource on decreasing down load time.

Keep the buyer’s trip in mind.

Since you’re driving traffic to your landing page, you should have a clear idea of where your visitors are in their buyer’s trip. That means you’ll know if they’re trying to diagnose a problem (awareness), looking for a solution to their problem (consideration), or are ready to close (decision). Your duplicate and offer should reflect this particular if you want to convert. It’s no different from any other marketing materials — satisfy your visitors where they are .

Create a seamless experience.

No one should be surprised when they show up on your landing page. It should be exactly as advertised, meaning be in line with your copy. Use the exact same words on your landing page which you used to get people to arrive generally there, whether it was a paid ad, social post, weblog CTA, or email. You need to avoid the bait and switch at all costs if you want people to stick around.

Create a clear path to transformation.

There should be no guesswork associated with navigating your landing page. As soon as someone arrives on your web page, it should be clear what you want them to do — submit their info to your lead form. Your goal is to tutorial visitors to your form making use of creative directional cues.

Here are some ways to point your customer to a conversion:

  • Choose an image of the person that is either gazing in the direction of or pointing to your form
  • Make your CTA a contrasting color in order to draw attention to it
  • Use arrows that point to your business lead form
  • Insert anchor text that brings people back to the form when clicked
  • Give your own CTA some negative space on the page
  • Frame your lead form with a striking color or outline

Add shortage to your offer.

Few emotional marketing tactics work as properly as fear … as well as the fear of missing out (more formally known as FOMO). Consumers do not like to lose their ability to choose, and once you make it clear that your offer is in high demand and/or short supply, they’re going to clamber to get this. (Here’s a cool study on cookie jars if you want to geek out on the psychology of scarcity marketing. )

The other reason why this technique works is really because people want things that are hard to obtain — that will signifies value and uniqueness.

To show scarcity, mention how little of your offer is left, include a countdown timer, use words like “ends soon” or “last chance”. Obviously, we want you to end up being genuine, so only employ tactics that are true for the business. Bottom line: there are many methods to use and benefit from this method.

Use video.

Video advertising is becoming increasingly popular for good reason. Nearly customers prefer to see movie from companies, but 88% of video marketers say that video gives them optimistic ROI. The key is to produce an effective video that does not distract visitors from your ultimate goal: the call-to-action.

If you’re on the fence about using video, here are some reasons that might push you over the ledge.


  • Increases conversion rates
  • Is a more personable way to share a message and connect with prospects
  • Can be more engaging than a picture and will get visitors within the habit of clicking (and converting)
  • Can reduce the number of assistance calls or tickets you receive
  • Is processed 60, 1000 times faster than text

Should you do plan to employ this tactic, VidYard has some helpful landing page video guidelines to follow.

Are you thrilled yet about all the methods for you to improve your landing pages? Certain, there are quite a few but that just means that a poor-performing squeeze page doesn’t have to stay that way. Bring it one tactic at a time plus build as needed.

How to proceed Post-Conversion: Lead Nurturing

So , you have an optimized landing page that converts like a charm. Now what? You don’t want to leave those leads dangling. Instead, you want to nurture all of them into becoming customers, then nurture them some more. Here’s how.

Optimize your thanks page.

I hope you’re not tired of optimizing yet. Your thank you page is the first thing someone sees after they convert, so it serves as a great opportunity to delight your new lead even more than you already have. Your own objective is twofold: provide your promised offer and obtain them interested in something else on your site.

Your thank you page should:

  • Thank your new lead (go figure)
  • Provide links in order to relevant content on your site
  • Invite your lead to stick to you on social media
  • Request your lead to subscribe to your site
  • Automate a follow-up e-mail with the offer

Guide them together their buyer’s journey.

Your brand-new lead is going to make their method to the decision stage with or without a person. You want to be the one to help all of them get there. You’ve gathered a few valuable information about your business lead, which means you can anticipate what they need next. Provide content or resources to bring them to the following stage of their journey, and you just might be their option for your decision stage. After all, we know that potential customers buy from companies that they know, like, and trust.

Form a relationship.

Once someone signs up to receive information a person, they become a potential customer with whom you should work hard to construct a relationship and link. The good thing is you already know what they are interested in and what their pain points are, so you can focus on them with additional, helpful content material and personalized marketing.

If you’re still stuck, acquire some inspiration from some of the best landing pages we could find.

Grow Better with Getting Pages

Landing pages will account for a majority of your new prospects, so they demand your interest. With the vast number of adjustments, additions, and variations you can implement, there’s no reason you can’t have a landing page that will converts well.

As long as you’re following the best practices we protected above, you’ll be soon on your way a high-performing landing page… and if you need some additional assistance, we’re always here as being a resource.

Editor’s take note: This post was originally released in August 2019 and has been updated for comprehensiveness.

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