A landing page isn't a website; it's a destination with one purpose: Conversion. Follow these Landing Page Best Practices to ensure yours works.
1. The "Above the Fold" Hero
You have 3 seconds. Your headline must state exactly what you do, who you do it for, and the primary benefit.
The CTA: Make it a contrasting color and use action-oriented text (e.g., "Get My Free Audit" vs. "Submit").
2. Social Proof (Trust Signals)
Humans are pack animals. We don't want to be the first to try something.
- Logos of recognizable clients.
- Short, punchy testimonials with photos.
- "Join 5,000+ others" counters.
3. The "Pain vs. Gain" Bridge
Clearly outline the problem your user is facing, then show them the "After" state once they use your service or software.
4. Mobile-First Responsiveness
Over 60% of clicks often come from mobile. If your landing page looks like a "shrunk-down desktop site," your conversion rate will crater.
5. Zero Distractions
Remove the main navigation. Remove the footer links. There should be only two choices for the user: Convert or Close the Tab.
The Test: If a 5-year-old can't tell you what the page is offering within 5 seconds, it's too complex.