Landing pages are among the most important pages of your website, but often times marketers get them wrong. Typically, users are directed to a landing page by clicking on an ad. Once on the landing page, the sole purpose of the page is to collect the users information thereby converting them to a lead or possibly a customer.

Although this sounds like a simple enough concept, the Summa Media team has seen the good landing pages, the bad, and the ugly over the years. Building a landing page that will help fuel conversion is a science and there a rules that you must adhere to.

Today, the team at Summa Media team is sharing the 10 landing page best practices you should be using. Keep reading below to learn more and sound off with your own landing page experiences in the comments!


The 10 Landing Page Best Practices You Should Be Using

1. Keep It Simple & Easy to Navigate

Have you ever gotten to a landing page and found yourself utterly confused over what you were looking at? Have you ever been ready to check out, but can’t seem to find the “Buy Now” or “Proceed to Checkout” button anywhere?

This is an extremely frustrating user experience and you want to avoid this on your landing pages. Keep your pages simple, clean, and easy to navigate to ensure a positive customer journey throughout.


2. Test Your Copy & Call-to-Actions

When writing copy for a landing page, you must keep it simple and easy to consume or you risk losing the reader. Using bullet points, sections, and clearly identifiable call-to-actions is key.

Don’t just take our word for it though, you should also be testing your copy and call-to-actions. Experiment with different versions of your message paired with unique call-to-actions in order to determine what best resonates with your audience.


3. Align Your Landing Pages With Your Campaigns

Make sure your landing pages are aligned with the campaigns that are driving prospects to your website in the first place. As a consumer there is nothing more frustrating than clicking on an ad because it says one thing, only to end up on a page that has nothing to do with the ad.

By always ensuring that your landing pages are aligned with the goals of your campaign you not only enhance the customer experience, but increase the likelihood of conversion as well.


4. Feature Case Studies & Testimonials

You should absolutely be leveraging reviews, case studies, and testimonials on your landing pages — with permission of course. These days, technology makes it easier than ever to embed Google or Yelp Reviews onto your landing page for easy to find, verified customer reviews.

When embedding reviews onto your page, you’ll want to place them strategically as to not distract from the main call-to-action. Embedding them on the bottom keeps them visible, but doesn’t take away from the rest of the page.


5. Update Your Landing Pages Regularly

Just like any other part of the website, you need to keep the content on your landing page up to date. Outdated content can cause your website rankings to slip, but staying on top of little updates like new calls-to-action or fresh copy will signal to ad platforms that the content has changed.


6. Keep The Important Content Above the Fold

We have all been on a landing page with so much content we cannot seem to find the main point, so we click out of the browser and resume our previous scrolling. Don’t make this fatal mistake on your landing pages. Keep the important content above the fold so it is easy to find and save the bottom of the fold for extraneous information like testimonials, case studies, and the terms and conditions.


7. Avoid Using Too Many Links

Links tend to capture a reader’s attention, but too many links can be distracting. On a landing page the Call-to-Action should be the only button. This will ensure the reader knows exactly where they need to click to receive what they are looking for.


8. Make Sure Your Landing Pages Are Mobile Friendly

Did you know that over 52% of all internet traffic is generated on a mobile phone? That is a huge percentage and that number only continues to grow year-over-year. A quick way to lose the interest of mobile visitors is by having a landing page that is not responsive to mobile views. In order to ensure that you are not missing out on these potential customers, you must make sure that your landing pages are mobile friendly. This will also keep you from getting dinged in search ratings.


9. Speed Matters

If you are noticing a particularly high bounce rate on one of your landing pages, load time could be an issue. Test the load time of your pages and optimize your pages for speed by ensuring that none of the files on the page are too big.

Some marketers are quick to dismiss slow load times, but these issues are not a problem to ignore. Doing so will not only lead to lost prospects, but the high bounce rates can impact the page’s SEO rankings longterm.


10. Be Authentic

The copy on your landing page should be written in a tone that is authentic and natural for your business. Don’t be afraid to let your brand’s personality shine through on your landing pages. This will help foster a sense of comfort and familiarity between your brand and the customer, leading to a more engaged longterm relationship.



If you are struggling to create landing pages to match your campaigns or if you are noticing higher than normal bounce rates on your pages, the Summa Media team is here to help. Give us a call today to discuss these landing page best practices and more!

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