Landing Page Do's and Don'ts

Some basic landing page do's and don'ts to help you create the best possible landing page for your company!

Felix Higgs avatar
Written by Felix Higgs
Updated over a week ago

Landing Page Do’s and Don'ts

A landing page should be the destination for your email marketing campaign — hosting the survey you want people to take, the asset you want people to download, or the details of the webinar you want them to register for. There should be a seamless transition from your email (or social post or ad) to the landing page, with the landing page having a bit more context and a clear reason for people to convert.

Landing Page: A landing page is a standalone web page that a person "lands" on after clicking through from an email, ad, or other digital location. There is typically a form on the landing page. Once they're on your landing page, users are encouraged to take an action, such as joining your list, downloading a piece of content, or buying your products.

Website: A set of related web pages located under a single domain name, typically produced by a single person or organization.

Microsite: A branded web page or group of small web pages that exist outside of a company's primary website and serve to promote the content, products, services, and/or events of its brand.

Landing Page Do’s

  • Use a good headline: Headlines should be clear and concise

  • Keep your form simple

  • Use good design practices

  • Keep the copy short and sweet

  • Position the offer above the fold

  • Provide enough information about the CTA

  • Remain consistent with the rest of the campaign

  • Have a clear message

  • Have one action that you want a user to complete

  • Make the content instantly understandable (who is selling and what is being sold)

  • Check mobile version for responsiveness

  • Ensure quick loading time

  • Say “thank you” with a separate page that appears after they’ve converted

Landing Page Don’ts

  • Don’t include links directing away from LP

  • Don’t include your website’s nav bar (that might distract people from converting)

  • Don’t include information that distracts away from the CTA

  • Don’t ask for too much information in your form

  • Don’t share vague information

  • Don’t make the content inconsistent

  • Don’t use contrasting colours

  • Don’t make it difficult to navigate

Landing pages and websites are two different things. Each has different purposes and they are aimed toward different audiences. To get the best possible results for both your website and landing page, you should have a dedicated website that explains your business, highlights your products, features customer use cases, and gives people a way to communicate with you, and a dedicated landing page for each of your marketing campaigns.

Landing Page



1 Page

5+ Pages

3-5 Pages

Provides details about the offer

Provides all information that readers need to know

Provides all information that readers need to know about a specific topic

Appealing to users who are most interested in the offer

Appealing to users with a general interest in the business type

Appealing to users with an interest in a specific topic within the business

Limited navigation

All pages accessible

All pages accessible

Is about the conversion of a predetermined action

Is about directing to another destination

Is about directing to another destination

Is specific and focused on one objective

Is about brand awareness and messaging

Is about brand awareness and messaging on a smaller scale

Has limited points of entry

Has multiple links and points of entry

Has multiple links and points of entry

Like a leaflet insert for a special offer

Like the front cover and table of contents of a book

Like the front cover of a book

High commercial intent

Top of the funnel

Top of the funnel


Forms act as a point of conversion. They’re the place where someone becomes willing to share some of their personal information (e.g. their name, contact details, or place of work) in exchange for a webinar invite, a place on a product waitlist, or an in-depth piece of content. It’s also the place where a prospect becomes a lead. Once your sales team has those details about a customer, they can be better equipped to qualify that lead and pursue it if it’s the right fit.

Our 8 best practices for building effective forms in landing pages:

  1. Prioritize good design practices

  2. Choose the right spot for your form

  3. Make the form as easy to fill as possible

  4. Make sure your form is responsive

  5. Consider the incentive

  6. Keep user behaviours top of mind

  7. Avoid turning people off from filling out your forms

  8. Stay compliant

Click this link for more information about building forms

A/B Testing

As organizations become more data-driven, they need tools and processes that can collect the insights necessary to make informed decisions. A/B testing can be used both with emails and landing pages. Research shows that this approach delivers real-world results around engagement, click-through rates, and other conversion indicators.

With this information, you can improve your reader experiences, increase key metrics, reduce your abandonment rates, and optimize your content with very little risk or investment. This, in turn, can translate into increased revenue for your business.

Click this link for more information about A/B Testing


Accessibility should be just as important a consideration in online spaces so that everyone can access the content they want in a format that makes sense to them. The truth of the matter is that a lot of online content – whether it’s an email, landing page, or mobile application – isn’t fully accessible. And, unfortunately, for many businesses, making that content accessible isn’t always at the top of the list of priorities. But it should be.

It is important to first understand what we mean by accessible content. According to the Web Content Accessibility Guidelines (WCAG), a set of recommendations developed by the World Wide Web Consortium (W3C), there are four key principles for creating accessible digital content that meets the needs of auditory, cognitive, neurological, physical, speech and visual disabilities.

4 key principles for creating accessible digital content:

  1. Perceivable

  2. Operable

  3. Understandable

  4. Robust

Click this link for more information about accessibility

Landing Page Conversion

Landing pages are specifically designed to create conversions. Removing navigation and links directing away from the landing page removes all distractions for the visitor. This way you can get the visitor's undivided attention which then allows you to guide them directly to a form or action you would like them to complete.

The more landing pages you have, the more your conversion rates will increase. Companies that have more than 10 landing pages see a 55% increase in leads. This shows that the more pages you produce, the more targeted you can be with your targeting and messaging.


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