23 Landing Page Best Practices to Ramp Up Conversions In 2023

Sayani Deb

Building landing pages is easy. And difficult. At the same time. 

Though there are several landing page builders out there to build your page within hours, you must follow a few best practices to make your page highly converting.

Here are 23 landing page best practices for creating the highly converting landing pages you desire. 

Keep reading!

Why Do Need a Landing Page?

There are a few good questions that must be answered before I give you the list of landing page best practices. 

  • Why would you create a page just for visitors to fill out a form? 
  • Can’t you use your homepage or other web pages for the purpose?

Creating a landing page for people to fill out a form is significant because a landing page is solely dedicated to the purpose. It eliminates all distractions like competing links, navigation, and other options, enabling you to capture the visitor’s full attention. 

Thus, you can guide your visitors to the lead form and encourage them to provide the necessary information. In short, unlike home pages and other website pages, landing pages are dedicated to increasing conversions.

Now, let’s see the B2B landing page best practices that can help you increase conversions and, ultimately, your revenue. 

23 Landing Page Best Practices to Boost Conversions

Lo and behold, your landing page recommendations or best practices are here. But before noting down the best practices, remember that the first rule of landing page best practices is that they are a starting point that enables you to build the best landing page on the first attempt. 

After that, you must experiment with the different landing page elements and find out what your buyers like and what they do not.

1. Align your messaging with your ads

One of the landing page optimization best practices is to create a targeted landing page that ensures directing the traffic to a page that is aligned with their expectations. The message on your landing page must match the message conveyed in your search or social ads. 

For example, an ad for small businesses that directs visitors to a landing page focused on enterprise products/ services is more likely to drive the traffic away than the one that stays on the page. So, if you run several ads, consider creating different landing pages with different headlines to align the message with your ad. 

2. Craft a benefit-oriented headline

What problem can your product solve for your target customers? Mention it in your landing page headline. 

Your target audience must understand what’s there for them within seconds of arriving at your landing page. 

Once your headline hooks the visitor, you can further retain their attention with an engaging subheading and body content. Thus, ensure that your headline communicates the value of your landing page and the offer. 

craft a benefit-oriented headline - Asana

3. Keep the lead form above-the-fold

Your lead form must be easy to access if you want your visitors to convert immediately. Ensure that your visitors do not have to scroll to the bottom of the landing page to fill out the lead form. 

The above-the-fold position is just to make the lead form visible to the users even if they do not scroll through the landing page. It must be in view as soon as users land on your page. You can place a form, an anchor link or simply design a lead form that moves with the page as the user scrolls down. 

above the fold online content on jeff bullas site


4. Craft a gripping body content

Research shows that 29.5% of landing pages contain too much copy, and business sector landing pages with less than 100 words convert 50% better than those with 500 words or more. 

So, what do we learn here? 

A straightforward and clear copy is more effective than a complicated one.

Therefore, create a compelling and clear copy for your landing page. Use simple and concise sentences to make it understandable for every visitor. 

Though a few offerings may demand longer copies, try to keep things short (long paragraphs may distract the reader!). Also, add fewer paragraphs and more bullet lists to convey information quickly and make the content engaging. 

5. Add a prominent call-to-action (CTA)

Making your CTA stand out from the rest of your landing page content is one of the most effective and popular landing page optimization best practices.

To optimize your conversion rates, focus on the color of the CTA button. Use contrasting colors for the CTA button to make it pop out. This will draw more visitors’ attention and eventually contribute to increasing your lead conversions. 

Apart from a contrasting color, ensure that you position the CTA well and choose an appropriate size for the button. 

Marcomm Rocket - CTA example


6. Insert authentic social proof

Building trust is one of the most significant aspects of a business. No matter how good your offer is, consumers may doubt your authenticity. Hence, add social proof wherever relevant and necessary.

However, adding glowing reviews from anonymous, satisfied or verified customers may work poorly with audiences. So, make your reviews and testimonials more authentic by adding the customer name, organization, job title, date or purchase, and other information. Further, you can add videos of customer reviews. 

Here’s an example of MarketerHire adding social proof to its landing page. 

Insert authentic testimonials - Markethire Example


7. Simplify the lead forms

Keep your lead forms as simple as humanly possible. 

Though there’s no one-size-fits-all for forms, remember that less is more. Adding too many fields to your form may result in visitors not filling out the complete form. So, reduce the number of form fields.

Avoid using the same form for mobile landing pages as you do for desktops. For mobile landing pages, cut back on the additional fields to make it easier for the visitors to fill out the form. 

Salesforce lead forms


8. Make the pages load faster

About 70% of consumers confess that page speed impacts their willingness to buy from an online brand. The more time your landing page takes to load, the more potential buyers you lose. 

If you find too many visitors bouncing off a specific landing page, check the page's loading time. Long load times can be the culprit behind low traffic and conversions. So, ensure that the elements on the page aren’t too heavy. 

Remove all additional elements. Compress videos, resize images, optimize them, and follow Google’s speed recommendations.   

9. Make your landing page mobile-friendly

If you struggle to increase your conversion rates, this B2B landing page best practice can take you closer to your goal.

Marketers must ensure that the landing pages are compatible with any mobile device. Your pages need to be responsive to accommodate every viewing experience. Use multiple plug-and-play solutions to adjust your landing page to a mobile view.

Also, use a safe design and keep your CTA button forms toward the center of the page. This way you can ensure a proper view of the landing page from devices of any size.

10. Add and optimize a “thank you” page

Though it may sound trivial, a thank you page can work wonders for your marketing strategy. 

A thank you page is where your traffic is directed once they fill out the lead form. You can design this page using your creativity. You may simply display a thank you message or add more content like a confirmation message on the page.   

There are three reasons why you must not forget about a thank you page. 

  • A thank you page creates an opportunity to engage your new lead in additional relevant content
  • It delivers the offer typically in the form of a download
  • It gives you a chance to show gratitude to your leads for their interest which works well to convert them into paying customers.

Here are two types of “thank you” pages. 

Eventbrite thank you page example


EventBrite’s “thank for registering” page is a simple page with less content and a clear CTA to drive demo bookings. 



On the other hand, Leadpages has a more detailed “thank you” page that mentions about the free download and directs the new leads towards an additional offer – the webinar.  

11. Ask for limited information only

Though you must collect as much data you can about your leads, ask for important information only. What you ask for and how much depends on certain factors:

  • Where your leads are in their buyer’s journey;
  • How well they know your brand; and
  • How much they trust you.

Initially, ask for your lead’s name and email or only email address to reduce the entry barrier. Once they are in contact with your brand, gather more information required to nurture the lead effectively.

12. Build search-optimized landing page

One of the most important landing page best practices to build a landing page for SEO. Here are a few basics that may help you build your SEO landing page.

  • Title tag and header tag – The title tag is the title of your page. You will find both options in plug-and-play landing page solutions. Just remember to fill out both fields and use your keywords you want to rank for.
  • Unique URL – Your landing page needs a unique URL for the people to land in the right page. URLs can also optimize for the targeted keywords and help you rank higher in the SERPs.
  • Meta description – This is an essential field for SEO. Write your meta description to tell Google what exactly your page is about. Insert the primary keywords to get better results in the SERPs. 
  • Image file name – Give your images suitable names that reflect their purpose. Self-explanatory image names help Google to understand the relevance of the images. If you can insert your target keywords in the image file name, even better.
  • Backlinks – Link your web pages to landing pages, blogs, ad campaigns. Embed links within blog posts and give in out to affiliate partners. The more places your link appears, the better, as Google will recognize the page’s relevance and authority. 

13. Give away something valuable and relevant

Your landing page is a vital part of the lead’s journey. It takes your leads to the ultimate offer – your product or service. Hence, offer your leads something valuable in exchange for their personal information. 

It is one of the best landing page practices to give away a compelling and relevant offer that encourages people to provide their contact information. 

For instance, you sell email marketing software. Your offer may be an eBook on “10 Effective Email Marketing Tips for 2023” or a how-to guide on getting started with email marketing for beginners. Such offers are relevant to your target audience. Hence, they are sufficient to hook them and gather their contact information.

14. Align your offer with conversion intent

To boost conversions, match your landing page offer with the buyer’s intention. Prompt them to take the action they are ready to take.

For instance, social media traffic is less likely to purchase, whereas PPC traffic is more likely. That’s because PPC ads allow you to target purchase-related keywords. They are ideal for bottom-of-the-funnel leads.

Though visitor’s intent will vary depending on the traffic source, when building your landing page, ensure that the offer aligns with the intent. 

On Nintendo’s website, one of the main CTAs is “Compare Features”. This CTA intends to address one of the most popular questions of the users still in the research phase. This CTA matches the user’s intention of identifying the best solution for their business. Hence, the landing page CTA is more likely to convert visitors. 

CTA Example: Nintendo


15. Add relevant media 

When it comes to landing page design best practices, adding relevant media is significant. That’s because images and other visual elements are easier to remember than texts. 

The first thing that visitors notice on the landing page are images. So, add rich media to ensure capturing your visitors’ attention right away. 

Support your copy with relevant images to make your landing page more attractive. You can also show your product in action using short videos, convey emotion through pictures, and more. 

16. Leave ample white space

This is an often-missed landing page best practice. White space is the gap between texts, lines, images, and paragraphs. If you leave ample gaps between the content, its readability will stay the same. White space creates balance and attracts attention of the readers. 

Here are a few white space-related tips, you must follow.

  • Use white space to draw attention to your CTA button.
  • Guide users down the page using white space.
  • Use white space to make the content more readable, digestible and less overwhelming.

17. Remove all navigation

Your landing page has only one goal – to convert visitors into leads. And that makes it different from a homepage. 

If you embed fewer links on your landing page to other web pages, it will distract the visitor. As a result, you may not be able to achieve the conversion rates you desire. Hence, remove all other links on your page and focus on drawing the visitors’ attention to the CTA. 

18. Use click triggers

Click triggers serve as nudges. They are placed close to the CTA button to encourage clicks. Though they aren’t necessary, click triggers can help you boost conversions.

 A few examples of click triggers are:

  • Testimonials
  • Key benefits
  • Data points
  • Anxiety-Suppressing Information
best call to action buttons

                                                                                 Anxiety-suppressing info used as click trigger

Review with OptinMonster campaign

                                                                                              Testimonial used as click trigger

19. Design your information hierarchy

If you want your landing page to convert more, you must give them a proper structure. 

One of the most vital landing page best practices is to design the landing page by structuring the information hierarchy first. The most important information goes first and the least goes to the bottom. 

Before choosing a landing page template, create the hierarchy first. Then, choose your template accordingly. Remember that visitors navigate your pages in two ways - F-shaped or Z-shaped. So, designing your information hierarchy, choose one among the two ways of navigation. 

F-shaped structure works best for landing pages with a lot of content. And for the ones with little copy, Z-shape works well. Check out the examples below.

F-shaped information hierarchy

                                                                                           F-shaped information hierarchy

 Z-shaped information hierarchy

                                                                                  Z-shaped information hierarchy

20. Add a live chat widget

Adding a live chat widget to your landing page can lead to 48% increase in revenue per chat hour and a 40% increase in conversion rate

Around 73% of consumers find live chat the most satisfactory communication with an organization. 

So, consider this marketing landing page best practice and implement a live chat widget on your landing page. It can help you improve the overall user experience. 

live chat post-click landing page Intercom


21. Embed live demos

A product video or short demo can do wonders for your landing page. This landing page best practice is best suited for SaaS companies. 

For instance, Hotjar embeds live demos in their landing pages for the visitors to explore and understand the product better. Thus, live demos can help you engage visitors and convince them to take the desired action. 

22. Focus on readability

81% of people only skim the content they read online. So, ensure to highlight the important points on your landing page.

Here are a few tips regarding this landing page best practice.

  • Use short sentences
  • Bold your headlines
  • Create bulleted lists
  • Use images and infographics
  • Use ample white space (I am going to cover more on this later)

23. Test and update your landing pages

After you have followed all the design and optimization-related landing page best practices and built the best landing page, test and update it regularly.

Only 17% of marketers use A/B testing to improve landing page conversions.

A/B testing your landing pages is super essential, just like the rest of the best practices. Testing and updating your pages is the best way to ensure that you convert leads as much as possible. 

A/B testing helps you identify elements on the landing page that are working well and the ones that aren’t. Thus, you can make more informed decisions based on the test insights. 

Wrapping Up

Landing pages can help you grow better. They account for a large number of conversions. Hence, they need your attention. 

With the 23 landing page best practices, you can rock 2023. So, consider the list and start tweaking your landing pages. Make additions and variations, and rebuild your landing page to a high-converting one.

Choose the best landing page builders; for additional resources, RevenueHero is always here. The instant lead qualification software can help you instantly qualify form submissions, assign leads to the right reps, and schedule meetings instantly. 

To learn more, schedule a demo now!

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