Recently, I was surprised to read that even though landing pages designed with a clear call to action (CTA) have a much higher average conversion rate (~6% more) compared to general websites (2–5% total), only a little less than half of marketers build a new landing page for each marketing campaign!
So, why, if landing pages significantly enhance the success of marketing campaigns, do so many advertisers not use them? With the growth of DIY ad solutions like Google Ads, more small businesses are handling their ads themselves than ever before. While savvy users can figure out how to run ads, they may not have all the tools or strategies that a traditional marketer would bring to the table—especially when it comes to optimizing landing pages.
But that's okay! Landing pages certainly have specific needs, but they're not inscrutable. In fact, best practices for landing pages are straightforward when you don't overthink them.
Here are ten ways to make landing pages that convert visitors into customers:
1. Landing pages that convert value the call to action above all else.
2. Landing pages that convert do not distract users from the conversion.
3. Landing pages that convert make users identify with the conversion.
4. Landing pages that convert ensure fast load times.
5. Landing pages that convert meet user experience expectations.
6. Landing pages that convert test their assumptions about traffic.
7. Landing pages that convert are mobile-friendly.
8. Landing pages that convert use compelling visuals and design.
Let's start with the most essential element of your landing page: the point of conversion - your call to action.
What is the most important feature of a landing page? Conversions happen fast, and you need to capture users who are ready to commit immediately. The longer a user spends browsing, the more likely they are to talk themselves "out" of a conversion. So, what should be the most visible thing on your landing page? It's simple: whatever action you want your user to take.
If you want purchases, make sure the "Buy Now" button is easy to find. Need calls or newsletter sign-ups? Your clickable phone number or simple form should be front and center. Avoid vague CTAs like "Learn More." Use clear, action-oriented language like "Get Started," "Claim Your Offer," or "Buy Now." And don't forget the button design—use contrasting colors and ensure it looks clickable.
When collecting data, keep forms as short as possible. The more fields you include, the more likely users are to drop off. Stick to the essentials—name, email, and maybe one additional field if necessary. You can always gather more information later as the relationship develops.
If the first thing your users see is your conversion point, what should follow that? Again – don't overthink it. The answer is whatever it takes to get your user to go back to a CTA! If your user was not tempted into an impulsive purchase, maybe they need a little more evidence. This is the right place to add any copy, graphics, or arguments in favor of your conversion. That might be a paragraph about your product or service; it might be smiling people using your service that customers can relate to. Other common examples include testimonials, ratings, guarantees, comparisons, or promotions. Ideally, if the focus is on redirecting the user to the CTA, you're on the right track.
Continuing the argument against distracting your visitors - landing pages that convert users into customers eliminate distractions by minimizing unnecessary elements like navigation menus. It's a hard sell, but your landing page should not be just another page on your website. It should be a separate page that cannot be navigated away from. This focus helps guide users toward specific actions, improving the effectiveness of your (paid) advertising campaign.
Furthermore, all offsite links should be strictly limited to those you need. By need, I mean links you would need for legal compliance, like privacy policies.
You may have been introduced to ethos and pathos at some point in your life. Today, let's look at these concepts through our marketing lens as appeals to credibility and emotion, respectively. We are not just using these concepts but also magnifying them with a more modern marketing technique: appealing to the user's identity. And we are supporting the whole thing with logos—the appeal to logic.
This is a powerful idea that gets used in marketing very often. Your users should already identify with your product or service on some level. Think about it: You have used tracking, or your user clicked a sponsored link on Google or another site, and they want to find a solution behind your advertisement as much as you want them to. They have already self-qualified themselves as a lead beyond the average person on the street. So when they reach the site, they need to feel at home. They should see happy people, people that they relate to, using your product. That can be accomplished with photos, videos, and embedded social media posts. These are your appeals to emotion - smiling, happy users. Next, you display their peers submitting testimonials, reviews and ratings, impressive clientele lists, or anything else that will increase your credibility. Finally, you appeal to their logic. You can and should wrack your brain to find a logical reason why every user you're targeting needs your product, but you should also provide them with a logical incentive. A discount, money back, a guarantee, a limited-time offer, something that appeals to their sense of cunning.
Speed is crucial for conversions. Studies show that a landing page should load within 3 seconds; anything longer risks losing users. Optimize images, reduce heavy scripts, and ensure your page performs well on both desktop and mobile devices. A slow landing page can kill conversions before they even begin.
This is yet another reason to ensure that your landing page isn't just a page on your website unless you are confident in your server speed! If you are not sure, perform a speed test!
Do you remember the book "Don't Make Me Think”? This was the guide on user experience for a long time. Unfortunately, the user-first interface techniques have not made it to all of our modern digital interfaces because users don't have another option. But your users always do, and every time you ask them to flex their mind muscles, they are just a little more likely to close the browser window and move on with their day. Keep that from happening; you want your conversions to be as mindlessly straightforward as possible. Anything else, including detailed information about the user, can wait in line behind the almighty conversion.
"Don't Make Me Think" also answers how your landing page should be designed. Like your brand, like your ad. If your user comes to your website, they want your website to look like the ad. They want it to use the wording they heard in the ad. They want to experience a brand that they are familiar with. This all eases the transition to conversion because it increases user trust – the ethos. This is the hardest part because it is easy for an amateur to make a landing page that looks like it could give your computer a virus.
You may think you know what your users will do. You may have read a few articles or followed best practices, believing your landing pages will convert. But without testing and data, you'd be making a big mistake. If you're planning a long-term advertising campaign using landing pages to convert visitors, you must gather metrics on user behavior. Without metrics, it's difficult to determine how many visitors clicked on your ad, how many stayed for the page to load, how far they scrolled, or even where they clicked on the page.
Tools like Google Analytics can help you track key data points like traffic sources, user demographics, and conversion paths. Heatmap tools like Microsoft Clarity can show you where users are engaging on your page—where they click, scroll, and even lose interest.
However, tools like Google Tag Manager (GTM) are essential to unlocking the full potential of tracking. GTM allows you to implement various tracking codes—such as Google Analytics events, conversion tags, or custom scripts—without needing to constantly update the site's code manually. It simplifies tracking everything from button clicks to form submissions. With Tag Manager, you can customize what events to track and gather more granular data on how users are interacting with your landing pages.
Combining these tools gives you a complete view of your landing page performance, allowing you to optimize for conversions and improve your advertising ROI. However, setting up and managing a successful ad campaign can be one of the more complex and technical aspects of digital marketing. While you may have a good grasp of what it takes to set up a campaign, monitoring and fine-tuning it requires a different level of expertise.
If you find the technical side overwhelming, consider reaching out to Twothirty Media. As a Pittsburgh-based advertising agency, we specialize in tailoring solutions to fit your specific needs, helping you achieve your goals on your terms.
Users are continuing a trend toward mobile-first browsing, so optimizing your landing pages for mobile is essential. Many visitors will access your page on their phones or tablets, and if your page isn't mobile-friendly, they'll likely bounce. Use responsive design to ensure your landing page looks and functions perfectly across all devices. This is especially true if your ad appears across apps!
Speed, layout, and clickable buttons should all be tailored to mobile users, and mobile versions of forms should be short and easy to complete. A clunky or slow mobile experience can cost you conversions.
The visual design of a landing page plays a considerable role in driving conversions. High-quality images, videos, and graphics that support your message can create an emotional connection with your users. Visual elements like product images, explainer videos, and infographics make your offer more appealing, while minimalistic design keeps the focus on your CTA. Your visuals should be purposeful and help reinforce your value proposition. Avoid clutter and distractions, and ensure that your design aligns with your overall brand image.
While landing pages are highly effective for driving conversions, there are times when they might not be necessary. Here are a few situations where you can skip the landing page:
Keep these tactics in mind when you build your landing page, and your users will convert more often. If you need help setting up a landing page like this or would like an advertising campaign consultation, feel free to reach out!
© 2026 Twothirty Media | Privacy Policy
