Landing Page Design Best Practices – Top 12

landing page design
So you’ve got a great product you want to sell online and need to design a landing page that will get visitors to click the order button. Most website visitors are in a hurry so they’ll quickly scan your page to see if it’s worth reading (ie what’s in it for me?). If the design or the content doesn’t match the product they’ll leave immediately and perhaps purchase the product from your competitors.

What’s the difference between a home page and a landing page?

The purpose of a landing page is to get your visitor to take action (e.g. click the order button). This means you need to remove all distractions so after they’ve read your web copy they’ll buy your product or subscribe to your list. A home page usually includes a header graphic, navigation bar (top, left or right) and several images. A landing page consists of a sales page with a graphic of your ebook, an order button and a few links at the bottom (disclaimer, privacy policy, contact).

What’s the difference between a good landing page and a great landing page?

A good landing page is well designed, professional and easy to read whereas a great landing page makes you want to buy. Check for yourself. Enter “camping equipment” in the Google search box. Look at the ads on the right side of the result pages and visit the websites. Make a note what type of landing pages would make you want to buy from them.

12 best practices of landing page design

1. Easy to read

It’s harder to read text on a computer screen than text in a printed book therefore you need to use headlines, sub headlines and lots of white space between all elements on the page.

2. Fast loading

Pages using flash, lots of graphics or javascript slow the loading of your web pages. Google takes page load times into account when ranking pages so make sure you use clean code and minimize the use of graphics.

3. Write a captivating headline

When a visitor first reads your main headline they will decide if they want to read the rest of the page. Try to place yourself in the mind of visitor when writing your web copy.

4. Outline the main benefits

This should answer the question “what’s in it for me?” Make a list of all the benefits your product provides and incorporate the main ones into your sales copy. Use bullet points to make the benefits stand out.

More detailed content can be included below the fold for visitors who want more information about your product.

5. Use images

If you’re selling an ebook, design a nice ecover and place the graphic on the left or right side of your content above the fold (what first appears on the computer screen without scrolling down). A professionally designed ecover will enhance the image of your website.

6. Create a call to action

This is a statement or a button that tells your visitor what to do. Don’t make the mistake of placing the “call to action” button at the bottom of the page where they can’t see it. Include a “call to action” button above the fold, in the middle of your content and after the last paragraph.

7. Include the price

You want your visitors to take action by clicking on the order button. This needs to be above the fold and is usually a graphical button that takes them to the order page.

8. Include bonuses

The purpose of the bonus is to offer something extra (ie a report, audio or video) so it helps the visitor to purchase your product.

9. Get testimonials

Testimonials provide proof your product is valuable and worth buying. Include several testimonials within your copy to add credibility to your product.

10. Include navigation links

Place links to other pages at the bottom of your landing page so visitors won’t be tempted to click on the links while reading your content. These may include your privacy policy, disclaimer, and contact information.

11. Include meta tags

Your title meta tag is the most important tag for search engines to index your website therefore make sure you include your main keywords in it. The description meta tag describes what your page is about and appears under the title in the search engines. Create a well written description so it will motivate the visitor to click through to your landing page.

12. View your landing page design in multiple browsers

Not all browsers are created equal. Your landing page may appear fine in Internet Explorer but not in FireFox. Check it also displays correctly in Google Chrome and Safari. Test in on MAC as well as a PC and view it in different screen resolutions.

Related Articles
How to create a landing page from scratch
7 essential elements of landing page design
How to write an effective sales letter for your ebook
Top 7 ways to improve your sales letter conversion rate

To receive a quote on landing page design please visit:
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  1. Great list! As far as press releases go, I’ve had good luck driving traffic with, which is free, and does allow links within the body of the press release. (Can’t do anchor text, unfortunately).


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