If you’re in marketing, you’re no stranger to landing pages. We’ve all clicked through an interesting ad looking for more information and abandoned the landing page because it was too confusing or didn’t hold enough information. And if we’re paying attention, we usually take note of what not to do with our own landing pages.

But what about what we need to do to keep those visitors? Whether you’re using a plug-and-play solution like Marketo or Hubspot or Unbounce to make your landing pages or you’re having an in-house dev team build them out, you can swear by these 11 landing page best practices for better pages and, of course, more conversions.

1. Align your landing page with the goal of your ad campaigns

Now, I think landing pages are harder to create than ads, so I think this tip should be the other way around. But others disagree. Either way, when you’re setting up a landing page, keep your eye on the prize. What ad campaigns will drive traffic to this page? What’s the goal?

Based on that, make sure the language on the page echoes the language in your ads or vice-versa. If your ad says, “Get free internet! Learn how here,” then your landing page should explain exactly how to get free internet. Badda-bing-badda-boom, you have a new customer.

Starry internet landing page example

2. Simplify your forms

Though forms can be an important part of landing page design, I’m not going to dive in too deep since we have another (far more helpful) post on that…

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