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Landing page best practices come down to focus. Give the page one goal and a headline that says what the visitor gets. Add one clear call to action, images that show the real thing, a short form and nothing that pulls attention away. A good landing page answers the visitor's questions in the order they ask them, then makes the next step easy.
What is a landing page?
A landing page is a web page built for one action, usually the page someone lands on after clicking an ad, an email or a search result. Unlike a home page, which introduces your whole business, landing pages focus on one offer: book a call, get a quote, download a guide or buy a product.
What makes a good landing page?
A good landing page answers five questions within seconds:
- Where am I? The page clearly matches the ad or link they clicked.
- What do I get? The headline states the benefit.
- Why should I trust you? Reviews, photos of real work, credentials.
- What do I do? One obvious button or form.
- Is it easy? Nothing confusing or distracting on the way.
What makes a high converting landing page?
So what is a high-converting landing page? It's one where a large share of visitors take the action you want. These are the elements of a high converting landing page:
1. One goal and a matching message
Decide the single action first: call, book, buy or enquire. Then make sure the headline and offer match what the visitor clicked on. If your ad says "free quote on solar panels in Mildura", the page should say the same thing in the first line.
2. A clear headline with a value proposition
Your headline is the most important line on the page. Say what the visitor gets in plain words, in about ten words or fewer. Skip clever wordplay and hype. A short subheading underneath can add the main supporting benefit, and three bullet points can cover the rest.
The example above works because the headline is short, the subheading explains the offer and there's one field and one button.
3. A visible call to action
Use one main button, in a colour that stands out from the background, with words that say what happens: "Get my free quote" beats "Submit". Repeat the same button further down long pages so it's close by wherever the reader is.
4. Real, relevant images
Photos of your actual work, team and premises build more trust than stock images. Use one strong image that shows the result or the product in use, and keep file sizes small so the page loads fast on phones.
5. Proof
Add reviews, ratings, before and after photos, or logos of clients who've agreed to be named. Put a short piece of proof close to the call to action, where people hesitate.
6. A short form
Ask only for what you need to follow up: often a name, phone or email, and one question. Every extra field gives people a reason to stop. If you need more detail, ask for it on the follow-up call.
7. No unnecessary elements
Hick's Law, a well-known design principle, says the more choices people have, the longer they take to decide. On a landing page that means fewer menu links, no competing offers and no pop-ups that cover the form.
How do you create a good landing page?
Here's how to build a high converting landing page, step by step:
- Pick one goal and one audience.
- Write the headline and subheading first, then the call to action.
- List the three to five questions your customer asks before buying and answer each one on the page.
- Add proof and a real image.
- Keep the form short and test it on your phone.
- Check the page loads quickly and works on mobile.
- Set up conversion tracking, then test one change at a time.
How do I create a landing page without a developer? Most website builders and email platforms have landing page templates. Start with a simple one and focus on the words.
What are the landing page design best practices?
Good landing page design best practices are mostly about clarity:
- A single column layout on phones, with the headline and button visible without scrolling
- Plenty of white space, readable font sizes and strong contrast
- A navigation bar that's minimal or removed for ad landing pages
- Fast loading: compressed images and no heavy animations
- Accessible buttons and form fields that are easy to tap
These best practices for landing page design matter even more on phones, where many local searches start.
What are some landing page examples to learn from?
Look at landing page examples in your own industry and note what they do well. A useful exercise: click three competitors' ads, then compare their headlines, buttons and forms. You'll usually spot one that says the offer more clearly, and one that buries it. Use those landing page examples as a checklist, not a template to copy.
What we see when regional businesses build landing pages
When Rock Solid Marketing reviews landing pages for businesses across Sunraysia and the Mallee, the most common problem is a page that tries to do everything: every service, the full company history and three different buttons. Cutting it back to one offer and one action usually helps more than any design change.
The second is a mismatch between the ad and the page. If the ad promises a price or a free quote, the page should show it straight away. Our landing page optimisation service focuses on fixing exactly these issues.
Frequently asked questions
What is a landing page conversion?
A landing page conversion is when a visitor completes the action the page is built for, such as submitting a form, calling or buying. Your conversion rate is the share of visitors who do it, which you track in a tool like Google Analytics 4.
How do I make a landing page?
Use your website builder or a landing page tool, start from a simple template, and write the headline, benefits and call to action before worrying about design. Keep the form short, test it on your phone, and connect conversion tracking before you send traffic to it.
How long should a landing page be?
As long as it needs to answer the visitor's questions. A simple, low-cost offer can work with a short page. A bigger decision usually needs more detail, proof and FAQs, with the call to action repeated along the way.
Should a landing page have navigation?
For pages that receive ad traffic, it's often better to remove or minimise the menu so visitors focus on one action. For landing pages that also serve as service pages on your main site, keep simple navigation so people can find related information.
Landing page best practices aren't complicated: one goal, a clear message and an easy next step. If you'd like help, our landing page team can review and improve your pages, our guide to writing content for your website covers the words, and our web design team builds pages that convert.
