Landing Page : Best Practices to follow in 2020

Are you Building a Landing Page For your website? Ensure a well-converting landing page with these proven practices

Imagine yourself walking down the street until something catches your eye. It could be the sales board or an extremely attractive jacket. Maybe the store has an inviting atmosphere that drew you in.

Now think of the store as a website.

Where would you like to shop?

Somewhere that is crowded or disorganized or somewhere that is clean, visually appealing, and organized?

Organized one? Of course!

Similarly, your prospects look forward to a well-defined and seamless landing page with clear and crisp information, visuals, and a Call to action.

If a landing page takes more time to load, has too many massive calls to action (CTAs), ill-performing forms, and contains incomplete information is likely to be abandoned within seconds of visiting it.


Because it didn’t fulfill your targeted customer’s purpose.

Stop me If I am wrong!

Landing pages are designed with the sole purpose of attracting visitors and convert. If your landing page failed in fulfilling the purpose, what is the point of having one?

Here are some of the biggest mistakes that marketers commit while designing a landing page.

  • Re-designing the landing page rather than listening to your audience
  • Confused clarity with brevity
  • Optimize for the attribute’s checklist rather than what your audience desires
  • Generic call to actions (the question is where should you put it)
  • Listing features than benefits

Avoid repeating mistakes and losing conversions! Adopt the below listed best practices to gain the trust and convert prospects.

Here are the landing page best practices 2021 that you can adopt for your online business.

  1. Define Your Value Proposition

What value do you promise to provide post-conversion?

It is the reason that provokes the customer to buy from you rather than the competitors.

Ask yourself:

  • What does my product do that is both desirable and exclusive?
  • Which benefits set me apart from my competitors?
  • How specifically does the customer benefit by purchasing my products/services?
  • Do my products/ services solve the customer’s problem? If it does, to what extent?

Improvising the value propositions is imperative for gaining the trust of your audience.

What is the point in designing a landing page that doesn’t provide value?

Certain parameters like Heatmaps, Surveys, interviews, user testing, and user session replays offer an overview of the qualitative and quantitative data.

Click Nurture help businesses transform conversions with responsive surveys, heatmaps, and user session replay tools.

Furthermore, you need to define the value proposition according to the stage your targeted customer is in:

  • Completely unaware: The one who is clueless and unaware
  • Problem aware- aware of the problem but not the solution
  • Solution aware- aware about the solution but not about you
  • Product aware- They are aware of the product, solution, and service you offer but aren’t sure whether it is right for them.
  • Most-aware- They are aware of the problems, solutions, and you, and your offerings and have decided that the services are right for them.

Do you design separate landing pages? You Are Committing the BIGGEST MISTAKE!

Here is why!

“The costliest mistake I see is building custom pages and modules when a template could get you 90% of the way there, or repeatedly building different pages for different campaigns when you could templatize things and create design changes based on either the universal or the specific page depending on which needs to be done. Luckily, most landing page builders have eliminated this type of redundancy, which allows marketers to focus on more important and meaningful aspects of landing page optimization, like strategy and creativity.”

– Alex Birkett, HubSpot

Your value proposition and CTAs need to align with the current stage of awareness or else You will leave conversions on the table!

What’s your strategy now?

  1. Design an Intuitive User Interface

The User interface says a lot about your brand. It amplifies the messaging and makes the messaging easy to consume by the visitors.

An intuitive user interface is celebrated while the broken one is condemned. If your landing page doesn’t meet the expectation of the prospects, it won’t convert.

Common UX mistakes that marketers commit while designing a landing page

  • Prioritizing aesthetics over functionality
  • Jumping on every new design
  • Creating a landing page for search engine, not people
  • Low-quality content

How can you avoid UX blunder?

  • Don’t ask for information you don’t intend to use
  • CTAs should be relevant, clear, concise, and targeted.
  • Rely on quantitative analysis

Things to keep in mind while designing landing page UX:

  • Responsive design
  • Allow visitors to save their progress
  • Allow pinch to zoom



workable landing page example

This is the example of a workable landing page that reveals a well-placed testimonial and powerful color combination. By offering figures and realistic estimations, Workable generates credibility and provides a reason for the customers to connect with their brand. The form is short with only 4 questions and the clearly visible CTAs make the conversions almost effortless.

What is your take on this?

How are you going to generate Conversions NOW?

  1. Value your visuals

Are you aware of the fact that you get only 8 seconds to catch the attention of the visitors?

The images speed up the process of delivering the message quickly, so having them on your landing page improves the chances of conversions.

You can make the visitor convert in seconds by-

  • Using a banner image
  • By embedding a video on the page
  • Use below-the-fold estate


  1. Show Value through CTAs

It is indeed tempting to use buttons on your landing page.

The color, positioning, size, and copy of your CTAs can directly influence your conversion rates.

Try to use contrasting colors with your CTAs. if your entire landing page is green, a red landing page button will really stand out.

You should consider positioning the CTAs safely. Try to keep it in the center of the page.

The major concern is what words do you use in CTAs.

Using words like Click”, “Get Started” are better than vague words like “Next” and “Continue”.

landing page call to action button copy best practices


In the above image, the Optimonster convert and monetize your website. This value-focused copy with a clear and provoking CTA helps the optimonster grow the business.


  1. Run A/B Testing 

When your Landing page has all the elements, it’s time to A/B test the copy, visuals, and CTAs. Review the performance metrics of each and know how you can optimize it. Even the slightest delay in loading time can negatively impact conversion rates.

A/B testing helps in –

  • Identifying the opportunities and create variations
  • Understand user behavior
  • Watch which version of your content performs better

These are some of the important practices which you should consider for booming your business conversions in 2021.

If you wish to improve engagement on your landing page, then you will love this Chatbot tool.

Designing a perfect landing page is indeed time-taking. How about simplifying the process and save time?

Click Nurture helps you with-

  • A well-designed landing page that improves CTRs
  • Create a landing page that divides cost-per-acquisition
  • Communicate your core brand message with interactive templates
  • Ensure high conversions with responsive forms.

Creating a landing page might sound daunting, but with the right resources, it becomes possible.   Get in touch NOW! and ensure a landing page that flood-in conversions.