What Is a Landing Page?
A landing page is a standalone web page designed to drive one specific action.
You typically direct visitors to a landing page from:
Email campaigns
Paid advertisements
Social media posts
Webinar promotions
Event campaigns
The goal is to convert visitors into leads or customers.
Examples of landing page actions include:
Downloading content
Registering for an event
Completing a form
Requesting a demo
When to Use a Landing Page
Use a landing page when you want users to complete one clear action.
Common use cases include:
Collecting form submissions
Promoting webinars
Offering downloadable content
Capturing campaign leads
Driving event registrations
Ensure your landing page message matches the original campaign source. Keep the experience consistent from the email, ad, or CTA through to the landing page.
Example
If your campaign promotes post-secondary education benefits, the landing page should continue that topic. Do not direct users to unrelated content such as job postings.
Landing Page Best Practices
Make the Action Clear and Visible
Place your primary CTA above the fold.
Treat your landing page like a newspaper. Put the most important information first.
Users should immediately understand:
What the offer is
Why it matters
What action to take next
Landing Page Do’s
Follow these best practices to improve conversions:
Use a clear and concise headline
Keep forms simple
Use clean and consistent design
Keep copy short and easy to scan
Place the offer above the fold
Use one primary CTA
Match the page to the campaign message
Focus on one campaign objective
Make value clear immediately
Test mobile responsiveness
Optimize for fast load times
Show a thank-you page after form submission
Landing Page Don’ts
Avoid these common mistakes:
Do not add distracting links
Do not include a full navigation bar
Do not use multiple competing CTAs
Do not ask for unnecessary information
Do not use vague messaging
Do not create inconsistent designs
Do not use clashing colors
Do not make navigation confusing
Landing Page vs Website vs Microsite
Use the table below to compare these experiences.
Feature | Landing Page | Website | Microsite |
Pages | 1 page | 5+ pages | 3–5 pages |
Purpose | Drive one action | Share business information | Focus on one topic |
Audience | High-intent users | General audience | Niche audience |
Navigation | Limited | Full navigation | Moderate navigation |
Goal | Conversion | Exploration | Awareness |
Structure | Focused | Broad | Semi-focused |
Forms: Capture Conversions
Forms help convert visitors into leads. Users provide information in exchange for value.
Examples include:
Webinar access
Downloadable resources
Product updates
Demo requests
Form Best Practices
Use a clean and simple layout
Place forms in visible areas
Keep fields easy to complete
Aim for fewer than 7 fields
Remove unnecessary questions
Optimize forms for mobile devices
Offer a clear incentive
Match user expectations
Reduce friction and confusion
Follow data privacy and compliance requirements
Shorter forms typically improve completion rates.
Learn more: How to Build an Effective Form for Landing Pages
Remove Distractions
Landing pages perform best when users focus on one action.
Remove top navigation menus
Limit outbound links
Eliminate competing CTAs
Keep messaging focused
Avoid unnecessary design elements
A standalone page keeps users on track and improves conversions.
Test Mobile Responsiveness
Always test your landing page on mobile devices before publishing.
Ensure forms resize correctly
Use fluid layouts
Check spacing and font sizes
Test buttons on smaller screens
Verify readability across resolutions
Responsive pages improve usability and conversion rates.
Learn More:
Improve Results With A/B Testing
A/B testing compares two versions of a landing page to determine which performs better.
Elements to Test
Headlines
CTA buttons
Images
Form length
Layout variations
Benefits of A/B Testing
Increase conversions
Improve engagement
Reduce drop-off rates
Improve campaign performance
Learn more:
Make Your Landing Page Accessible
Accessibility ensures all users can interact with your content.
Follow the Web Content Accessibility Guidelines (WCAG) created by the World Wide Web Consortium (W3C).
Four Accessibility Principles
Perceivable:
Users must be able to see or hear content.Operable:
Users must be able to navigate and interact with the page.Understandable:
Content must be clear and easy to follow.Robust:
Content must work across browsers, devices, and assistive technologies.
Use Contrasting, Accessible Colors
Design accessibility into every landing page.
Best Practices
Ensure text and buttons stand out clearly
Meet color contrast requirements
Underline inline links for visibility
Do not rely on color alone to communicate meaning
Example: Red and green indicators may not be accessible for users with color blindness.
Learn more: Designing Accessible Content
Optimize Landing Page Performance
Fast-loading landing pages improve user experience and conversions.
Reduce Load Times
Compress large images
Remove unnecessary design blocks
Limit heavy visual elements
Optimize page assets
Use Knak’s Optimize tab to review performance settings and load speed.
Choose the Right Image Width
Use images that are double the width of the page container.
Example:
Use a 2000px image for a 1000px container
Keep Image File Sizes Small
Smaller image files:
Improve page speed
Reduce Content Delivery Network (CDN) costs
Improve mobile performance
Landing pages are less sensitive to deliverability issues than emails. However, optimized images still improve performance.
Optimize for Conversion
Landing pages should guide users toward one action.
Remove unnecessary navigation
Focus attention on one CTA
Match messaging to audience intent
Create targeted landing pages for different audiences
Keep layouts clean and focused
Creating multiple landing pages allows better audience targeting and personalization.
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