Website Design
Landing Page Best Practices: 12 Ways to Turn More Clicks Into Leads
Follow these landing page best practices to turn more ad clicks and visitors into leads, from headlines and calls to action to speed, proof, and simple forms.
You can have a great ad, perfect targeting, and a healthy budget, and still get disappointing results. Very often, the problem isn't the ad. It's where the ad sends people.
A landing page is a page built for one specific goal, usually to get a visitor to call, book, buy, or fill out a form. Here are the landing page best practices that make the biggest difference.
1. Give the Page One Goal
The best landing pages ask visitors to do one thing. Every element on the page should support that single action. If you want people to request a quote, don't also ask them to follow you on Instagram and read your blog.
2. Match the Page to the Ad
If your ad says "Free Roof Inspection in Logan," your landing page headline should say the same thing. When the page doesn't match what someone clicked on, they leave.
3. Write a Clear, Specific Headline
Your headline should tell visitors exactly what they'll get. "Quality Service You Can Trust" says nothing. "Same-Week AC Repair in Cache Valley" says a lot.
4. Put the Call to Action Above the Fold
Visitors shouldn't have to scroll to find out what to do next. Put your main button or form near the top of the page, then repeat it further down for people who want more information first.
5. Use Action-Focused Button Text
"Submit" is the weakest button on the internet. Try "Get My Free Quote," "Book My Appointment," or "Check Availability" instead.
6. Keep Forms Short
Every extra field reduces the number of people who finish your form. For most local businesses, name, phone or email, and a short message is plenty. You can gather the rest on the follow-up call.
7. Show Proof
People trust other customers more than they trust your marketing. Include:
Real reviews or testimonials
Your Google star rating and review count
Before-and-after photos or project examples
Certifications, awards, or years in business
8. Use Real Photos
Photos of your actual team, your work, and your location build far more trust than stock images. Customers want to see who they'll be working with.
9. Remove Distractions
Consider removing the main navigation menu from ad landing pages. Fewer exits means more people stay focused on your offer.
10. Make It Fast
Slow pages kill conversions, especially on phones. Compress images, keep the page simple, and check your load time on mobile.
11. Design for Mobile First
Most local traffic comes from phones. Make sure your buttons are big enough to tap, your text is easy to read, and your phone number is clickable.
12. Test and Improve
No landing page is perfect on the first try. Change one thing at a time, like your headline or button text, and compare results. Small improvements add up.
A Quick Landing Page Checklist
Before you send traffic to a page, make sure:
The headline matches the ad
The offer is clear within five seconds
The call to action is visible without scrolling
The form is as short as possible
There's real proof on the page
The page loads quickly on a phone
Conversions are being tracked
Why It Matters
Improving your landing page is often the fastest way to get more out of your ad budget. When more visitors turn into leads, every dollar you spend works harder. Our guide on what a good conversion rate looks like explains how to measure it.
Get Landing Pages That Convert
At AdVantage Marketing, we build landing pages and run ad campaigns for businesses across Utah and Idaho, with real content that turns clicks into customers. Learn more about our digital marketing services or reach out.
