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14 Best Practices for Optimising Landing Pages That Convert

Discover 14 essential best practices for creating and optimising landing pages that drive conversions. Learn how to enhance user experience and boost search rankings with these effective strategies.

1. Keep it simple

Minimise distractions by using straightforward design elements. This helps focus users on the conversion goal and creates a positive user experience.

2. Keep landing pages short

Shorter pages are more effective at guiding users quickly to the call-to-action button. This helps maintain user attention and increases the likelihood of conversion. Even with less content, a high-quality, informative page can rank well on Google and provide the same SEO benefits as a longer page.

3. Above the fold

Research shows that many users may not scroll past the initial view. The “above the fold” area is what users see before they start scrolling, on both mobile and desktop. Make this section clear and compelling to convert users or encourage them to scroll down for more information.

4. Five-second rule

Ensure the page’s purpose is immediately clear within 5 seconds. If users cannot quickly understand what the page is about, they are likely to leave.

5. Design for skimming

Many users skim text rather than reading in detail. Break content into short paragraphs or bullet lists to make it easier to scan. Optimise the text layout for F and Z pattern scanning, which are common reading patterns.

6. Structure your page with headings

Using H1, H2, and H3 tags helps structure the content, making it easier for users to scan and understand. They also assist search engines in interpreting the content’s hierarchy and relevance to search queries, improving SEO and enhancing the page’s visibility in search results.

7. Optimise landing pages for SEO

Include keywords in H1, H2, the body (naturally, up to three times), and image alt text. Add internal links to other pages on the website. Optimise the title and meta description with keywords to improve clicks from search results.

8. Keyword Density

Use your keywords strategically on your landing page. Keyword density is the number of times a specific keyword appears on a webpage compared to the total word count. SEO best practices suggest using approximately 1-2 keywords per 100 words of copy, resulting in about 1-2% keyword density.

9. Mobile-friendly

Check if the landing page is mobile-friendly by testing it on various mobile and desktop screen sizes. You can do this in Google Chrome. Use Chrome’s built-in Developer Tools to simulate different device types and screen sizes.

10. Check the speed of your landing page

Test your landing page on both mobile and desktop. Use speed testing tools like GTMetrix and Google PageSpeed Insights. Ensure the page loads within 2 seconds.

11. Optimise the URL

An optimised page URL improves your landing page’s visibility in search engine results. Ensure the URL slug is short, readable, and includes relevant keywords to help search engines understand the page’s content.

12. Keep the forms simple

Visitors to your landing page are often impatient and dislike filling out forms. To make it user-friendly, avoid collecting excessive information and limit the number of form fields to three or four for a better experience.

13. Add social proof

Include testimonials and reviews from satisfied customers to boost the credibility of your landing page. Social proof can enhance your conversion rate.

14. Test and update your landing pages

A/B testing your landing pages is the most effective way to maximise conversions. Use Google Analytics 4 data to assess landing page performance and user engagement. For more insights, add HotJar to see user interactions.

Note: These best practices are for optimising landing pages. Blogs and other web pages have different requirements, but most of these practices still apply to them, as they share many common elements.

If you’re looking to elevate your online presence and drive real results, Concept Marketing is here to help. As a full-service digital and traditional marketing agency with offices in Perth and Melbourne, we specialise in web design, SEO, Google Ads, and Social Media ad campaigns that deliver measurable success for our clients. Contact us today to start transforming your digital strategy into a powerful tool for growth!