A landing page that grabs the customer’s attention, making a strong first impression, generally includes several landing page best practices refined over time.

There are some differences between best practices for desktop and mobile, but in general, landing pages that contain certain elements result in higher conversion rates.

We discuss a number of these landing page best practices.

Keep the headlines, the main message, and call-to-action above the fold
Above the fold is historically a newspaper concept where the most important headlines and news were placed in the top half of the first page of the newspaper. In digital marketing terms, this is the part of the screen visible to the viewer without scrolling down.

When a user enters the landing page, there is a good chance they will scan the full screen but not scroll down to read further. Keep the headlines, the main message, and the call-to-action (CTA) above the fold for a better chance of conversion. For SEO purposes, the headline must be clear, concise, and include the main keyword.

Use only one call-to-action (CTA)

Every landing page should be optimized for a single goal.

It could be a special offer, free trial, contest entry, webinar registration, or download an eBook. Too many CTAs or links to other pages distract the viewer from the main goal, so place a single CTA button above the fold.

Repeat the call-to-action (CTA) where relevant

When a desktop or mobile user must scroll down to read the landing page copy, they don’t want to be inconvenienced by having to scroll up again to access the CTA.

To retain the potential customer, place an exact version of the CTA on the lower section of the page.
CTA button design

The call to action (CTA) button design must entice the viewer to take action.

It should be a contrasting color to the landing page background and of appropriate size.

When a CTA is repeated on the landing page, it must be an exact replica of the CTA above the fold.

Design for mobile
Research indicates that 56.89% of global internet traffic takes place on a mobile phone, so designing landing pages for mobile use is essential. There are still many reasons to design desktops as the older demographic and many B2B businesses use computers to do business. Your analytics data should be the guide on the device preferences of your audience.
Traffic source optimization

Design the landing page for the sources you draw traffic from.

SEO-optimized pages have a lower conversion rate than short, copy-orientated landing pages. Keep landing pages with paid traffic sources short and direct with clear messages and actions.

Provide social proof
Fear of missing out is a powerful persuasion tool. Use testimonials and reviews from other users to boost landing page conversions. When users learn other customers and businesses value your product, it builds brand trust and credibility.