Landing Page Best Practices for 2024

Why It Matters

A well-built landing page is one of the highest-leverage assets in a marketing team's toolkit. When a visitor arrives on your page, you have seconds to convince them to stay and act. Every element — headline, imagery, copy, and form — must guide them toward a single conversion.

Yet many pages underperform not because the offer is weak, but because the page itself creates unnecessary friction. These ten practices address the most common issues.

The 10 Practices

1. Write a headline that precisely matches the ad or link that brought the visitor to the page.
2. Limit your form to only the fields you will genuinely use in your follow-up.
3. Include one clear call to action — multiple competing options reduce total conversions.
4. Place your strongest social proof above the fold where it is immediately visible.
5. Ensure the page loads in under three seconds on a mobile connection.
6. Test your headline and CTA copy before optimising anything else on the page.
7. Keep your visual design consistent with the creative that generated the click.
8. State your value proposition clearly in the first visible screen area.
9. Use urgency or scarcity only when the constraint is real and honest.
10. Review your conversion data on a scheduled basis, not reactively.

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