Landing Page Best Practices

Preparing your landing pages is an important step in the campaign planning process. To make the most of your campaign, remember:  

• Copy & design should align with expectations set by the creative 

• Stay focused on the intended action and avoid distractions 

• Forms should be as simple and easy to execute as possible

Shorten Load Time

Use tools such as Pingdom and Google PageSpeed to identify how the performance of your page can be improved.

Meet the Expectations

If your ad says “buy now,” don’t send the user to a page to fill out a survey.

Drive Towards One Goal

If you are looking to collect email addresses, make that the only thing a user can do on the page. Do not include site navigation or any other links. Use pop-up windows for privacy policy and terms and conditions pages.

Simplify Copy

Use short taglines to communicate the incentive quickly. This format is more likely to engage the user than a short paragraph.

Use Contrast to Highlight Your Goal

For example, put a thick dark border around your sign-up form that has a white background.

Create Effortless, Easy Forms

Make the first field a text input and pre-focus the field when the page loads; that way, the user can start typing immediately.

Have a Direct Call-to-Action

Use words that communicate the end action and a sense of immediacy.

Keep Mobile in Mind

Use a tool such as Cross Browser Testing to see how your page renders in other browsers.