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UX Design
8 minute read

Landing Page Best Practices (with Infographic)

It takes more than clever copy and visuals to compel conversion. Landing page best practices help designers craft content that is relevant, convincing, and optimized to make value instantly apparent.

The web is teeming with distractions. Landing pages exist to cut through the noise and entice prospects, but it takes more than glossy visuals and informative copy to compel conversion. Landing page best practices help designers craft content that is relevant, convincing, and optimized to make value instantly apparent.

Landing pages highlight value with persuasive visuals, concise copy, and limited navigation. They are entirely conversion-focused. Because of their abundance online, designers may be tempted to replicate inspiring examples and assume that success will follow. Unfortunately, mimicry is a narrow strategy, and polished content is useless if it isn’t presented in ways that motivate buying decisions.

Landing page best practices empower designers with proven strategies that clarify value and trigger conversion.

Slack's high-converting landing page.
The content on Slack's landing page connects to the desire for a productive work environment. Copy is concise, and the call-to-action is easy to locate.

Eliminate Distractions to Amplify Value

The term “landing page” is misleading. It almost sounds passive, as if prospects are only meant to “land” and observe content—like they would at an art gallery. Make no mistake. Landing pages exist to propel conversion. Navigation, links, text, and visual design elements are on the chopping block. If they divert attention from conversion, they must go.

What happens when designers fail to appreciate the conversion-driven nature of landing pages?

  • Too much information: Information-heavy landing pages thoroughly explain product features and functionality but fail to convince prospects to take action.
  • Too little motivation: Motivation-deficient landing pages prioritize aesthetic excellence but lack clear value propositions.

That’s not to say that well-written copy and world-class visuals aren’t necessary, but there’s more to consider. To get the most out of content, designers need to know the different types of landing pages and why they exist.

Landing pages limit distractions to highlight value propositions.

5 Types of Landing Pages

Lead Generation Pages

Lead generation pages are designed to obtain contact details and frequently offer promotional items in exchange for information. They’re a useful way to identify interested prospects for follow-up efforts.

Lead generation pages offer promotional items.
Lead generation pages offer promotional items in exchange for contact information. (Jordan Huges)

Click-through Pages

Click-through pages combine images and copy that tout product benefits and persuade prospects to click CTA buttons which lead to checkout or account-creation pages.

Click-through pages highlight product benefits.
Click-through pages highlight product benefits while leading prospects to conversion pages. (Synthesia)

Pitch Pages

Pitch pages are streamlined versions of click-through pages. These pages feature very little imagery and copy, and introduce value propositions immediately. The objective is to entice users with a call-to-action that results in a trial period or follow-up conversation.

Pitch pages present value quickly.
Pitch pages present value quickly and encourage prospects to continue towards conversion. (Fedor Shkliarau)

Squeeze Pages

Squeeze pages force prospects to submit email addresses or phone numbers before granting access to sought-after content. They’re a boon for email marketing but may irritate prospects who don’t want to relinquish contact details.

Squeeze pages force prospects to submit contact details.
Squeeze pages force prospects to submit contact details before accessing more content. (Public)

Sales Pages

Sales pages encourage prospects to make immediate purchases. They’re advantageous when landing page content is persuasive and prospects are motivated, but it’s worth noting that information is best revealed in layers. People tend to ignore details they aren’t looking for.

Sales pages seek immediate purchases.
Sales pages encourage immediate purchases. (CSS Scan 2.0)

Compel and Convert With Landing Page Best Practices

There’s no fail-proof landing page formula. Products are nuanced, as are the people who buy them. Compelling imagery and copy are essential, but they won’t meet their conversion potential if implemented poorly. Landing page best practices help designers frame content to illuminate value and show how products fulfill prospects’ needs and desires.

Landing page best practices infographic.

Download a PDF version of this infographic.

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Further reading on the Toptal Design Blog:

Understanding the basics

Landing pages exist to limit distractions. High converting landing pages have clear and compelling value propositions, illustrative visual examples, and limited navigation. Additionally, successful landing pages show prospects how products will improve their lives.

Landing page best practices help designers craft and arrange content to demonstrate value quickly and convincingly. One of the most important measures that designers can take is eliminating text, imagery, and design components that divert attention from conversion.

Landing pages are an effective form of inbound marketing. They are used to promote an array of products, services, and causes. High converting landing pages are hyper-focused. Images, copywriting, and visual design elements are never extraneous and exist only to help prospects understand value propositions.

Because they are conversion-focused, landing pages have distinct design considerations. The goal is convincing prospects to accept an offer (buy a product, hire a service provider, join a cause). Every aspect of landing page design aims to limit distractions and make value propositions appealing.

Organizations use landing pages to attract prospects and drive sales. They’re an effective way to focus attention on the unique value of goods and services. Designers boost conversion by following landing page best practices, like limiting navigation and breaking copy into manageable chunks.