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Landing pages: Best practices for 2022

Landing pages: Best practices for 2022

When it comes to looking for best practices for landing page, it can be a jungle out there.

To help you reach your goals for the coming year, we have put together a list of tried and tested tactics that will turn your landing page into a lead generation machine.

Let’s start converting!

What is a landing page?

In the world of digital marketing, a landing page is a standalone web page that you land on after clicking on a link in a paid ad or email. This is where compelling copy, solid design and smart branding come together to get visitors to convert.

Landing pages often offer items like free trial versions, e-books, white papers or webinar registrations in exchange for a person’s contact information.

Not only is this a great way to drive traffic and strengthen your brand, but it gives visitors easy and direct access to the product or service they are interested in.

But since there are so many moving parts, it can seem daunting to create a landing page from scratch. What should you focus on? What should you ignore? We explain it all!

Landing pages: Best practices

While this is by no means an exhaustive list, these are the 15 best landing page practices you should follow that you should consider when putting together your 2022 optimization strategy.

Keep your forms simple

Forms are often tedious to fill out. If there are a ton of fields and dropdown boxes, it can knock leads away from your landing pages.

With forms is less more. As long as you reduce the amount of resistance that a customer will encounter, the easier it will be for them to sign up for your conversion.

Craft convincing copy

There is a surplus of dry and boring copies on the internet. When copying to landing pages, you want to avoid overused phrases like “sign up” and “learn more.” You want to draw the reader in.

And today’s readers are not interested in marketing texts that are promotional or self-important. Make it conversation, foam and personal so they have no choice but to engage with you.

Write benefit-focused headlines

If you really want to increase the impact of your marketing messages, do not just describe the features – talk about the benefits. Your headline is the best place to do it.

Your visitors need to know what’s in it for them within the first few seconds of arriving at your landing page. At the end of the day, 80% of your visitors will read your headline, and only 20% will even bother to read the rest. Therefore, I recommend that you spend more time on your headline than the rest of your page.

Headline example from Slack Landing Page

Minimize distractions

Unlike your site’s homepage, where users can perform a wide range of actions, a landing page with a high conversion rate typically has a 1: 1 attention ratio. In short, it means that it should only contain what you want your visitors to do.

Anything else that does not encourage them to take the intended action is a distraction. If you want their undivided attention, use no social sharing buttons, no navigation bars and no footers on your landing pages.

Include a strong call to action (CTA)

This is one of the most important best practices for landing pages out there. Without a clear CTA, your visitors do not know what to do and will soon leave the place.

Make sure your CTA appears at least once somewhere on the page in a visually clear and obvious way. Avoid getting people to guess what to click on.

Build credibility with statements

To create a lasting impression on your audience, do not underestimate the role of testimonies in winning their trust.

When they see that other people have found their products or services valuable, then they will feel confident buying from you. In fact, according to recent surveys, nearly 80% of consumers say they trust online reviews as much as personal recommendations.

Get your keywords counting

Placing your keywords in the right places on your landing page is a great way to optimize it for SEO.

Where possible, target keywords should be placed in your headings, body text, page title, URL, and meta description.

By including your keywords in the areas where Google searches, you have a better chance of improving your rankings.

Use mobile-friendly design elements

Today, 68.1% of global website visits come from mobile devices.

And since mobile landing pages have less screen property than desktop landing pages, your landing page design should be mobile-optimized.

That means you have to cut back – remove redundant words, shorten your sentences and leave room for compelling graphics.

Landing page example from Country Chic Paint Mobile

Choose your photos carefully

Since people tend to process images faster than they do text, images can set the tone for the entire user experience.

Leave a lasting impression by choosing the right images and videos for your landing page – the ones that add value and are relevant to your brand.

Ask yourself – Does the graphics enhance the content in any way? Will visitors learn anything from it?

Improve page loading speed

Visitors are quite picky in terms of page speed. If your landing page does not load quickly, your leads will not think twice about going elsewhere.

The slower your load time, the higher your bounce rate. To speed up the process, you can get rid of unnecessary JavaScript and remove images with large file sizes.

Example of PageSpeed ​​Insights

Test, test, test

While A / B testing has become more popular over the years, there are a host of misconceptions that still surround this strategy.

It’s not just to test button colors and images, but to identify the highest performing version of your page. Sometimes this involves testing a drastically different landing page design against another to figure out what works best.

A / B test

Create a thank you page

In the field of digital advertising, a small “thank you” can go a long way. One way to do that is by showing genuine gratitude to someone who has just converted. Thank you pages are ideal for this.

After filling out a form or making a purchase on your landing page, the “Thank you” page works in the same way as a confirmation email – except that visitors do not have to choose to open it. Think of it as the final step in the conversion process and the first step in turning your lead into a brand advocate.

Hold the important pieces over the fold

The most effective landing pages do not waste any time getting to the point. To ensure that the most crucial information is at the top, refer to the inverted pyramid technique.

Example of inverted pyramid structure

This typically consists of the headline, text, images, or video that users see before scrolling.

Quick action with urgency

There is a reason why “time-limited offers” and “we are running out” are common marketing phrases. By creating a scarcity of time or resources, you can gently push your visitors to act on your site faster than they originally wanted.

But these must be real deals. You do not want to promote an agreement that does not exist as it can be detrimental to your brand.

Remove your navigation menu

Your landing pages have a clear goal, and you do not want people to get lost in other parts of your site.

By removing the header navigation from your landing pages, users will be fully engaged and ready to focus on the current task.

Landing page optimization tools

While following these landing page best practices is crucial to your marketing success, they make up only half of the conversion equation. You need to take it a step further and optimize your landing page. Fortunately, there are several cost-effective tools that can help you with this process.


More than 350,000 organizations from more than 180 countries use Hotjar to learn more about how visitors interact with their landing page. The tool also offers real-time recordings of customer visits to show where they spend the most time.



From segmentation to AI-driven personalization, Optimizely is one of the best tools on this list to help you get the most out of every campaign. Currently, more than 20 Fortune 100 companies have chosen Optimizely to scale their experimentation programs.



In addition to being a tool for optimizing landing pages, Instapage actually lets you create landing pages from scratch. Not to mention, it offers a complete suite of features such as built-in heatmaps, robust analytics and A / B testing.


Crazy eggs

300,000 sites use Crazy Egg to analyze visitor behavior, identify loopholes in the shopping journey, and test web pages. This landing page optimization tool is best for smaller e-commerce businesses and digital agencies.

Google Analytics

A fan favorite, Google Analytics is a great tool if you want to evaluate your site’s performance and determine what changes have been effective. Find out which pages visitors land the most on, how much time they spend there on average, and how many new visitors you attract.

Last thoughts on landing pages

Remember – your landing page can create or destroy your sales funnel.

And whether it’s an irrelevant copy or a bad design, there are plenty of pitfalls to avoid along the way.

By implementing these landing page best practices, you will be able to attract more leads and convert more customers in 2022 and beyond.

If you are aiming for higher conversion rates, implementing these best practices will help make your landing pages more engaging.

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