A landing page is more than just another place to host your content or digital marketing copy. 

It’s a website specially designed with a dedicated purpose in mind — to interest curious visitors in your product and transform them into leads that may later convert into eager paying customers.

This is usually done by offering a freebie of some kind (like an ebook or a mini-course) in exchange for basic contact information that can later be used to get in touch with the person and attempt to nurture them through a sales funnel. 

But naturally, some landing pages are better than others at serving this purpose.

An excellent landing page not only needs to be able to interest a person in a particular brand or service but also convince them to part with their personal information. 

Crafting yours with current landing page best practices in mind is the key to ultimately getting your conversion rates where they need to be.

Keep reading to learn more!

Also, once you have the type of message you want, you can outsource this to a ghostwriter, this will allow the writer to understand better the needs of the project.

6. Add illustrative imagery to your page

If you’ve ever visited a landing page or other web page without any images, you understand how stark such pages can feel. 

At best, they’re boring and lack personality, which doesn’t exactly inspire visitors to stick around and find out more. 

That’s why landing page best practices dictate that adding at least one image is mandatory.

Choose an image, graphic, or illustration that not only appeals to your target audience but does an excellent job of conveying a clear emotion. 

It should show your visitors how they can expect to feel if they give your product, service, or brand a chance. Naturally, some imagery will be more effective than others, so it’s always good to test different options.

Sometimes, just swapping out a generic stock photo for something that feels more personal or on-brand will do a lot of heavy lifting. You’d be surprised at how a well-placed image can tell a story in just a few seconds—no elaborate captions or long explanations needed. People simply react to imagery on a gut level, and you want to tap into that as much as possible. A quick A/B test, as basic as it sounds, will sometimes show what your audience connects with, even if it’s not the image you personally liked best.

On a related note, don’t underestimate the value of consistency between your imagery and your copy. If your copy is warm and approachable, but the images feel distant or overly corporate, you’ll probably lose that emotional thread before anyone gets to your call-to-action. Subtle cues matter—a smiling face that’s actually engaging with your product or a snapshot that riffs on your brand color can unlock that moment of relatability. The small stuff can decide whether folks hang around or just click away before you’ve even made your pitch.

7. Ensure your page loads quickly

According to Google, the standard to shoot for when it comes to web page load times is two seconds or under. 

People aren’t willing to wait much longer than that, especially for a landing page they likely only visited out of curiosity.

So if you’ve noticed one or more of your landing pages have an unusually high bounce rate and your on-page layout has tested well, a slow load time could well be the issue.

Resist the urge to take shortcuts when it comes to setting up your landing pages, even if they’ll only be live a short time. 

Make sure none of your images or on-page elements are big, bulky, or otherwise slow to load. 

Large files, numerous photos, and heavy scripts all take time to load — time you don’t have to spare when it comes to your audience’s attention span.

8. Include plenty of social proof

Modern consumers are pretty skeptical and discriminating. 

That means they’re not going to hand over their contact information (or their payment information) without giving it some thought first. 

That said, your visitors are going to be scanning your landing page for clues that it (and you) can be trusted.

Social proof is a compelling way to inspire trust and peace of mind in an instant, as nothing puts a consumer’s mind at ease quite like endorsements from other consumers. 

So if you’ve got testimonials, quotes, and positive feedback from happy customers, place it in a prominent spot where your visitors are sure to see it.

Many platforms — like Yelp or Google My Business — will even allow you to embed reviews into a landing page to keep things nice and fresh.

9. Keep your page up to date

Both web users and Google favor fresh, current web pages when it comes to information, so make sure you keep yours up to date. 

Landing page best practices and trends can also change over time just as surely and quickly as anything else in digital marketing, so stay informed. Update various elements of your pages accordingly.

It often doesn’t take much to jumpstart a previously successful landing page and bring it back to life. 

A quick copy refresh is a must, but even some updated accent colors, graphics, or calls-to-action can make a big difference. 

The fresher you keep things, the more relevant your pages will stay on Google.

Bonus Tip: Give your page some pop by adding interactivity

These days, it often takes more than just great copy and beautiful imagery to keep an increasingly fickle audience engaged. 

People are always on the lookout for something new, fresh, and fun, and interactivity is an innovative and effective way to give it to them.

So consider ways you can create interactive landing pages that break the mold a little and force your visitors to sit up and take notice. 

They’re not only more likely to stay on the page and complete a recommended call-to-action, but they’re a lot more likely to remember the information you’ve given them, as well.

Creating landing pages that engage visitors, generate leads, and send conversion rates soaring definitely takes some skill, practice, and know-how. 

But staying up to date on current landing page best practices is a great way to ensure maximum performance over time. 

This includes keeping an eye out for effective ways to make your pages more interactive and compelling.

Check out our comprehensive interactive content guide for more information on how you can put the magic of interactivity to work for you and create fantastic digital experiences that leave your visitors in awe. 

You’ll learn how to integrate interactivity into your current content strategy, discover best practices for putting a new approach into action, and more!

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