What Are Landing Pages? Boost Conversions 86% On Average vs Without

Landing Pages: Best Practices for 2022When it comes to looking for landing page best practices, it can be a jungle out there.

To help you meet your goals for the coming year, we’ve put together a list of tried and tested tactics that will turn your landing page into a lead generation machine.

Let’s get converting!

What is a Landing Page?

In the digital marketing realm, a landing page is a standalone web page that you land on after clicking a link in a paid ad or email. It’s where persuasive copy, solid design, and clever branding come together to drive visitors to convert.

Landing pages will often offer items like free trials, ebooks, white papers, or webinar registrations in exchange for a person’s contact information.

Not only is this a great way to drive traffic and strengthen your brand, but it provides visitors with easy, direct access to the product or service they’re interested in.

However, since there are so many moving parts, creating a landing page from scratch can seem daunting. What should you focus on? What should you disregard? We’ll explain it all!

Landing Pages: Best Practices

While this is by no means an exhaustive list, these are the top 15 must-follow landing page best practices you should consider when putting together your optimization strategy for 2022.

Keep Your Forms Simple

Forms are often tedious to fill out. If there are a ton of fields and dropdown boxes, it may turn leads off of your landing pages.

With forms, less is more. As long as you reduce the amount of resistance a prospect will encounter, the easier it is for them to opt-in to your conversion.

Craft Compelling Copy

There’s an excess of dry and dull copy on the internet. When writing copy for landing pages, you want to avoid overused phrases like “sign up” and “learn more.” You want to pull the reader in.

And today’s readers aren’t interested in marketing copy that‘s salesy or self-important. Make it conversational, skimmable, and personalized so they’ll have no choice but to engage with you.

Write Benefit-Focused Headlines

If you really want to boost the impact of your marketing messages, don’t just describe the features—talk about the benefits. Your headline is the best place to do that.

Your visitors need to know what’s in it for them within the first few seconds of arriving on your landing page. At the end of the day, 80% of your visitors will read your headline and only 20% will even bother reading the rest. That’s why I recommend spending more time on your headline than the rest of your page.

Headline Example from Slack Landing Page
Headline Example from Slack Landing Page

Minimize Distractions

Unlike your website’s homepage, where users can take a wide variety of actions, a high converting landing page typically has an attention ratio of 1:1. Simply put, this means it should only include what you want your visitors to do.

Everything else that doesn’t encourage them to take the intended action is a distraction. If you want their undivided attention, use no social shares buttons, no navigation bars, and no footers on your landing pages.

Include a Strong Call-to-Action (CTA)

This is one of the most important landing page best practices out there. Without a clear CTA, your visitors won’t know what to do next and will soon leave.

Make sure your CTA is displayed at least once somewhere on the page in a visually distinct and obvious way. Avoid making people guess what they should click on.

Build Credibility with Testimonials

In order to create a lasting impression on your audience, don’t underestimate the role of testimonials in winning their trust.

When they see that other people have found their products or services valuable, then they will feel confident buying from you. In fact, according to recent studies, nearly 80% of consumers say that they trust online reviews as much as personal recommendations.

 Make Your Keywords Count

Putting your keywords in the right places on your landing page is a great way to optimize it for SEO.

Wherever possible, the target keywords should be placed in your headers, body text, page title, URL, and meta description.

By including your keywords in the areas where Google is looking, you have a better chance of improving your rankings.

Use Mobile-Friendly Design Elements

Today, 68.1% of global website visits come from mobile devices.

And since mobile landing pages have less screen real estate than desktop landing pages, your landing page design should be mobile-optimized.

This means cutting the fluff—removing redundant words, shortening your sentences, and leaving space for a compelling graphic.

Landing Page Example from Country Chic Paint Mobile
Landing Page Example from Country Chic Paint Mobile

Choose Your Visuals Wisely

Since people tend to process images quicker than they do text, visuals can set the tone for the entire user experience.

Leave a lasting impression by choosing the right images and videos for your landing page—ones that add value and are relevant to your brand.

Ask yourself—Does the graphic enhance the content in any way? Will visitors learn anything from it?

Improve Page Load Speed

Visitors are pretty picky about page speed. If your landing page doesn’t load lightning-fast, your prospects won’t think twice about going elsewhere.

The slower your load time, the higher your bounce rate. To speed up the process, you can get rid of unnecessary JavaScript and remove images with big file sizes.

Example of PageSpeed Insights
Example of PageSpeed Insights

Test, Test, Test

While A/B testing has become more popular over the years, there are a ton of misconceptions that still surround this strategy.

It’s not just for testing button colors and images but identifying the highest-performing version of your page. Sometimes, this involves testing a drastically different landing page design against another to find out what works best.

A/B Testing
A/B Testing

Create a Thank-You Page

In digital advertising, a little “thank you” can go a long way. One way to do that is by showing genuine gratitude for someone who just converted. Thank-you pages are ideal for this.

After completing a form or making a purchase on your landing page, the ‘Thank-You” page acts similarly to a confirmation email—except visitors don’t have to choose to open it. Think of it as the final step in the conversion process and the first step in turning your lead into a brand advocate.

Keep the Important Pieces Above the Fold

The most effective landing pages waste no time in getting to the point. To ensure the most crucial information is at the top, refer to the inverted pyramid technique.

Example of Inverted Pyramid Structure
Example of Inverted Pyramid Structure

This is typically comprised of the header, text, imagery, or video that users see before they have to scroll.

Prompt Action with Urgency

There’s a reason why “limited-time offer” and “we’re running out” are common marketing phrases. By creating a time or resources scarcity, you can gently nudge your visitors to take action on your website faster than they would have originally.

But, these need to be real offers. You don’t want to promote a deal that doesn’t exist as doing so can be detrimental to your brand.

Remove Your Navigation Menu

Your landing pages have a clear objective and you don’t want people straying to other parts of your site.

By removing the header navigation from your landing pages, users will be fully engaged and ready to focus on the task at hand.

Landing Page Optimization Tools

While following these landing page best practices is critical to your marketing success, they’re only one-half of the conversion equation. You need to take it one step further and optimize your landing page. Luckily, there are numerous cost-effective tools that can help you with this process.


More than 350,000 organizations from 180+ countries use Hotjar to learn more about how visitors are interacting with their landing page.  The tool also offers real-time recordings of customer visits to show where they’re spending the most time.



From segmentation to AI-powered personalization, Optimizely is one of the best tools on this list for helping you get the most out of every campaign. Currently, there are more than 20 Fortune 100 companies that have chosen Optimizely to scale their experimentation programs.

Optimizely review: full stack


Aside from being a landing page optimization tool, Instapage actually lets you create landing pages from scratch. Not to mention, it offers a full suite of features such as built-in heatmaps, robust analytics, and A/B testing.


Crazy Egg

300,000 websites use Crazy Egg to analyze visitor behavior, identify gaps in the buyer journey, and test web pages. This landing page optimization tool is best for smaller ecommerce businesses and digital agencies.

Google Analytics

A fan favorite, Google Analytics is a great tool if you want to evaluate the performance of your site and determine which changes have been effective. Discover which pages visitors land on the most, how much time they spend there on average, and how many new visitors you attract.

Final Thoughts on Landing Pages

Remember—your landing page can make or break your sales funnel.

And whether it’s irrelevant copy or a poor design, there are plenty of pitfalls to avoid along the way.

By implementing these landing page best practices, you’ll be able to successfully attract more leads and convert more customers in 2022 and beyond.

If you’re aiming for higher conversion rates, implementing these best practices will help make your landing pages more engaging.

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John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation. Ignite Visibility is a 4x  Inc. 5,000 company. Ignite Visibility offers a unique digital marketing program tied directly to ROI with a focus on using SEO, social media, paid media, CRO, email, Amazon and PR to achieve results. Outside of Ignite Visibility, Lincoln is a frequent speaker and author of the books “Digital Influencer” and “The Forecaster Method.” Lincoln is consistently named one of the top digital marketers in the industry and was the recipient of the coveted Search Engine Land “Search Marketer of The Year” award. Lincoln has taught digital marketing and Web Analytics at the University of California San Diego since 2010, has been named as one of San Diego’s most admired CEO’s and a top business leader under 40. Lincoln has also made “SEO: The Movie” and “Social Media Marketing: The Movie.” His business mission is to help others through digital marketing.

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