Landing Page Best Practices

Updated April 28, 2025

Reading Time: 6 minutes

For Higher Conversions & Smarter Spends 

Most marketers define a landing page as the destination for a paid ad or social post. That’s a narrow view. We challenge you to think bigger.

A landing page can be any page on your website—as long as it has one job: to convert a reader into a lead. That could mean downloading a guide, scheduling a call, or requesting a quote. The same rules apply whether traffic comes from PPC, email, or organic search. If the page has a purpose, it should be optimized.

Whether you’re using a fully custom site or a WordPress website, your landing page design needs to do more than just look good—convert. That’s where best practices come in.

In this post, we’ll cover what separates high-performing landing pages from forgettable ones and how to turn more clicks into qualified leads without overcomplicating the process.

• What Counts as a Landing Page?
• Why So Many Landing Pages Underperform
• Choose the Right Proof Points
• How to Know If Your Page Is Working
• Common Landing Page Mistakes to Avoid
• When to Refine vs. Rebuild a Landing Page
• Closing Your Conversion Gaps

What Is a Landing Page​? 

A particular web layout doesn’t define landing pages. Their purpose defines them. If the page drives one specific action, it’s a landing page. That could mean:

• Downloading gated content
• Requesting a quote
• Signing up for a demo
• Registering for an event
• Completing a form or purchasing from any source (e.g., paid ad, social, organic)

Dedicated online advertising campaign pages are the most obvious examples. However, landing pages come in many forms. Any page with a focused goal and a clear conversion path qualifies.

You might have a layout that works—like a short form above the fold with trust icons or testimonials nearby. But layout isn’t what defines a landing page. Purpose does.

Why So Many Landing Pages Underperform

Most landing pages aren’t broken — they’re just not built to convert.

They start with good intent but lose momentum. Messaging gets vague. Forms ask for too much, too soon. Calls to action compete with each other. Instead of guiding the reader toward a decision, the page leaves them guessing.

Here are some common culprits:

• Generic headlines that don’t reflect what the reader came for
• Too many different calls to action, which dilute focus
• Missing proof points — like testimonials, recognizable client logos, or relevant stats that build trust
• Design choices that favor appearance over usability
• Unclear next step, especially on mid-funnel pages

Even minor missteps can reduce conversions. When left unaddressed, these pages quietly drain ad budgets, frustrate your team, and miss the mark with potential leads.

💡 The fix? Treat each landing page as a focused, testable asset with one job to do — and build it accordingly.

Landing Page Optimization Best Practices

Not all landing pages need to look the same. Conversion-focused pages follow shared principles rather than a rigid design template. Using these landing page optimization best practices ensures when someone lands on the page, they know what to do — and feel confident doing it.

1. Clear, Intent-Matched Headlines

Your headline should confirm that the reader is in the right place. It should connect directly to the ad, email, or link they clicked — using their language, not yours.

2. One Strong, Consistent CTA

The call to action should be obvious, specific, and repeated in key places on the page — but not so often that it feels contrary to your brand or intent.

3. Streamlined Design

Some optimizers advise stripping away a page’s navigation. Google and other search engines strongly frown on this practice as it doesn’t provide users a clear path to explore a website. Removing navigation can feel limiting or even suspicious. Instead, highlight the CTA with precise placement and contrast. Use a clean design with whitespace, guiding the reader’s eye to areas of importance on the page.

4. Trust-Building Proof Points

Give readers a reason to believe you are the clear choice. Use logos, testimonials, stats, or certifications to support your narrative and offer. A strong proof point shows others have trusted you — and gotten value.

5. Conversion-Friendly Forms

Keep forms short and purposeful. Ask for only what you need to start the conversation. For higher-value offers, consider multi-step forms to reduce initial friction while still qualifying leads.

Choose the Right Proof Points 

Proof points are the supporting evidence on your landing page — the elements that build trust and reduce hesitation.

Not every landing page needs the same set of proof points. Effective proof points depend on what you’re offering and what your reader needs to feel confident about taking the next step.

• Trust Builders
  • Testimonials
  • Certifications (e.g., ISO 9001, SOC 2, GDPR Compliant)
  • Partner badges (e.g., HubSpot certified, Microsoft certified)
  • Press mentions or awards
• Performance Indicators
  • Case study excerpts
  • Metrics and outcome stats
  • Client logos
  • Before/after comparisons
• Context & Fit Signals
  • Industry- or function-specific testimonials
  • Screenshots or deliverable previews
  • “What to Expect” sections
  • Team bios or credentials

💡 Quick tip: choose 2-3 that directly support your call to action. Anything that doesn’t reinforce a visitor’s decision adds clutter, not clarity.

How To Know If Your Page is Working 

At first glance, landing page metrics can be overwhelming — until you realize they don’t explain what’s working. What you need to know: Are the right people taking the next step? Are those metrics tracking real progress or just activity?

Core Metrics to Track

• Conversion Rate
  Did the reader take action — like submitting a form or requesting a quote?
• Form Completion Rate
  Are users dropping off mid-form? Too many fields or unclear copy could be the culprit.
• Bounce Rate
  A high bounce rate may signal mismatched expectations — or that the ask came too early without enough supporting proof. Add more proof points, or consider offering a lower commitment as the next step to build trust before asking for more.
• Time on Page + Scroll Depth

Does the reader spend a long time on the page with shallow scrolls? Or, is their visit brief without scrolling? These scenarios point to a stall, distraction, or lack of interest. 

🔍 Bonus Insights for Optimization

• Traffic Source Breakdown
  Use analytics to compare channel traffic sources (e.g., paid ads, organic, referral, etc.). Align messaging with each audience’s intent, and look for lessons you can apply across channels.
• Heatmaps + Session Recordings
  Hotjar, Crazy Egg, Microsoft Clarity, or similar tools help spot layout issues, CTA confusion, or content gaps.
  👉 Related reading:
  • Heat Maps for Website Insights
  • Visitor Recordings for On-Page Optimization
• CRM + Sales Feedback

Are these leads qualified? Loop in your sales team for context beyond the click. Share these insights with your agency partner. Without this feedback, making meaningful adjustments to messaging, offers, or strategy is nearly impossible. Make it part of your monthly reporting process so insights don’t get lost or delayed.

Common Landing Page Mistakes to Avoid

Even polished pages can underperform if the fundamentals aren’t in place. Here are the most common mistakes — and how to address them:

❌ Weak or Generic Headlines

✅ Make the headline specific to your offer and the reader’s intent. If it could work for any company, it’s not working for yours.

❌ Poor Visual Hierarchy

✅ Avoid giving every element the same size, color, or placement — it creates noise and confusion. Use contrast, whitespace, and clear visual flow to guide the reader from headline to subhead, to proof, to CTA.

❌ Too Many (Different) Calls to Action

✅ Stick to one CTA per page. Repeat it in key places, but not so often that it feels contrary to your brand or intent.

❌ Overcomplicated Forms

✅ Only ask for what you need. Match the form length to the offer’s value to reduce friction and increase completions.

❌ Missing or Misplaced Proof

✅ Use testimonials, logos, or stats near your CTA to build trust and support the offer — not as an afterthought.

❌ Ignoring Mobile Experience

✅ Test the page on real devices. Prioritize fast loading, clean design, and buttons that work well on smaller screens.

🔧 Most of these mistakes are easy to overlook — and even easier to fix once you know what to look for. Start here before you invest in a complete redesign.

When to Refine vs. Rebuild a Landing Page 

Not every underperforming page needs a rebuild from scratch. Small changes could lead to better performance. But sometimes, a fresh start is the wiser investment.

Here’s how to tell the difference:

🔁 When to Refine

The page is doing something right — you just need to clear the friction. Look for these signals:

• Your ads or organic listings are getting the right traffic — the page isn’t sealing the deal.
• Visitors are scrolling or spending time on the page but not converting.
• Heatmaps show attention near key content, but few clicks on the CTA.
• Form-fill starts are high, but submission rates are low.
• Bounce rates are significantly higher or lower depending on the mobile or desktop experience.

✅ A/B testing the individual components of your landing page can unlock big improvements.

🧱 When to Rebuild

The page isn’t just underperforming; it’s fundamentally misaligned. You may need to rebuild if:

• The bounce rate is high across all traffic sources.
• Scroll maps and session recordings show little engagement.
• Messaging doesn’t match your current strategy or services.
• The layout is dated, cluttered, or hard to use on mobile.
• The page is trying to serve multiple audiences or funnel stages.

✅ A misaligned page wastes traffic and budget. In these cases, a clean rebuild will get you results faster than a series of minor fixes.

Closing Your Conversion Gaps

Landing pages aren’t just campaign assets. They’re conversion tools. When built with intention and backed by the correct data, they help you turn traffic into qualified leads.

But clarity depends on visibility. If your pages aren’t converting — or if you’re not sure why — you may be missing key data that explains the gap.🎯 Figure out what’s driving conversions (and what’s not)
Get clarity on your performance gaps. An Analytics Audit can make sure you’re tracking the right metrics in order to find friction points and misalignments. We’ll first show you what to prioritize — from forms to messaging — so your landing page optimization efforts drive real results.