There are several best practices marketers must keep in mind while creating landing pages.
Having simple yet compelling copy on landing pages is imperative. Use headlines and bullet lists to highlight the most compelling details of the service or product. Use the above-the-fold area to clarify what you're offering as a brand, what makes the offering unique and how can a site visitor get started.
Use the landing page to highlight a product or service in action and help people relate to the product via association The imagery being used to demonstrate this must be sincere and authentic and help audiences associate the product/service with an emotion.
Include social proof and reviews on the landing page to give site visitors the confidence to make a purchase. Further, instead of sticking to one type of a landing page, consider split testing and continually modify the pages.
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[4 minute read]