Key Guidelines for Building Landing Pages
1. Make the Action Clear and Visible
Place your headline and primary call-to-action (CTA) “above the fold.”
Avoid clutter - too much content can distract from the main message.
Treat your landing page like a newspaper: prioritize visibility for key actions.
2. Simplify Your Form
Keep your form short and easy to complete.
Aim for fewer than 7 fields. Fewer is better.
The simpler the form, the higher the likelihood of completion.
3. Remove Distractions
Eliminate top navigation and other exit points.
Focus your page around one clear goal.
A standalone page keeps users on track.
4. Deliver a Clear, Aligned Message
Match your landing page message with your campaign objective.
Avoid linking to unrelated content.
Ensure consistency between your email, ad, or CTA and the landing page.
For example, if your campaign is about post secondary education and why it is beneficial, the click to the landing page should not lead them to a job posting.
5. Check Mobile Responsiveness
Test how the page appears on mobile devices.
Make sure content and forms adapt to different screen sizes.
Keep designs fluid to handle various resolutions.
Learn more about Mobile Editing:
6. Use Contrasting, Accessible Colors
Make sure text and buttons stand out.
Design with accessibility in mind:
Don’t rely on color alone to convey meaning.
Example: Using green and red text to indicate pass/fail is not accessible to audience that may be color blind.
Always underline inline links for visibility.
Most users expect to see links underlined and this helps ensure that people with visual impairments can identify links.
7. Optimize Loading Time
Remove unnecessary elements that slow down performance.
Compress images and clean up heavy design blocks.
Use Knak’s Optimize tab to check load speed and performance settings.
8. Choose the Right Image Width
Use images that are double the width of your page container (e.g., 2000px for a 1000px wide container).
Keep image file sizes small to improve load speed and reduce CDN (Content Delivery Network) usage costs.
Note: Image file size is not as important for Landing Pages as they don't need to worry about deliverability, but keeping the images small will help with page load times & this also helps avoid CDN overages costs.
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