Best Practices for Landing Page Design

I audited 40+ landing pages in the Exit Five community. Use these 9 tips to audit your own: 1. Don't confuse a landing page & homepage First thing's first - a landing page and homepage are not the same. There are many reasons why you shouldn't send paid traffic to a homepage, the largest being - everyone including your mother can access the homepage. That means you'll optimize based on murky data. Bad optimizations + mom = money wasted. 2. Content is king but design is queen Your content could be A+ but it won't matter if the page doesn't load or the UI is messy. Pro tip: Run a lighthouse test to check how your website performs. It will give you a list of things to improve. 3. Buzzwords are for the bees If you wouldn't use it in a conversation with another human, then don't put it on the website. Boost your streamlined buzzword soup right into the revolutionized garbage can. Pro tip: Most people read at an 8th-grade level, even if they're highly educated and can read at a higher level. The human brain is lazy...um, I mean, wired for efficiency. Get them to register information about you quickly. 4. Limit the number of asks Do you want our ebook?  Do you want a meeting?  Do you want to pet my dog? We make roughly 10,000 decisions a day. Your buyers are tired. Make 1 ask of your users per landing page. Make it direct. Make it simple. 5. Don't ask too soon Unless your buyers are banging down your door for meetings like Ticketmaster and Taylor Swift tickets, don't ask too soon. You are not Taylor Swift. You need to do some more convincing. Your ratio of value to ask should be 90:10. Tell them what you are, who you're for, what problems you solve, how you solve them, prove your credibility, answer objections THEN... and only then...make an ask. We date before we marry. 6. Story and balance  Landing pages either have too little or too much information. There's no in-between. Don't feature dump - address and acknowledge problems your ICP faces then talk about your features in context of how it solves the problem. 7. Testimonials Using the same testimonials on every page? Make them specific to each product or segment. Pro tip: Link to customer LinkedIn profiles so your users know they’re real people. 8. Prioritize FAQs This is the highest interacted-with block on every landing page I've seen. But make sure to answer real questions and objections not "Why are we the greatest company on earth?" - no one. 9. Optimize for consumption For B2B, they won't convert the 1st or even 50th time. Research heavy, long buying cycles, big committees, yada yada. Look for how they're consuming information on-page then look at overall handraisers on your website over time. --- If reading isn't your thing, Matthew Carnevale and I go over learnings from the audits on episode 185 of the Exit Five podcast. --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

After building 100+ lead magnet landing pages, I've found 7 non-negotiable rules to maximize conversion rates. Let's break them down: RULE 1: The Rule of 1 There's only ONE thing you can do on my landing pages: Opt-in or bounce. There's no navigation bars, blog archives, social media buttons... NADA. All of these are distractions. And distractions = lower opt-in rates. So if you want to increase your opt-in rates, the first thing you should do is follow The Rule of 1—just one CTA. RULE 2: Transformation-Driven Headline If you're reading this, you've probably heard the famous Ogilvy quote before: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Now, even though he said that decades ago (and in the context of paid advertising), this is still true. And it also applies to lead magnet landing pages. But, how do you write a great landing page headline? There's dozens of small nuances—but none of them matter if your headline doesn't promise a tangible & compelling outcome (or transformation). So, keep that in mind next time you're writing a landing page. RULE 3: Objection Busting Now, sometimes making a good promise isn't enough. People have doubts. So, if you want maximize your opt-in rates, make sure to always include an Objection Busting sentence to the end of your headlines. Pro tip: Use smaller font size & italicize your Objection Busting sentence so your "main" headline doesn't get too bulky. RULE 4: Mockup image One of your main goals when creating a landing page like this? To make your lead magnet feel *tangible.* Even make it feel like a product. That's why all of my landing pages always have a high-quality mockup image. Obviously, you can whip up your own mockup images using a tool like Canva. But if you can hire a designer to help you create one, that's even better. (It's worth every penny!) RULE 5: Compelling Lead Magnet Name Another way to make your lead magnets feel more tangible? Name them something! One of my favorite frameworks for this is Hormozi's MAGIC formula. RULE 6: Tangible Social Proof As we all know, social proof is extremely powerful. Now, when you have limited real estate, one of my favorite ways to add social proof is to add a short blurb with *tangible* social proof. (Instead of adding a "quote testimonial.") See the image below for an example of this! RULE 7: Opt-In Form Above The Fold Lastly, you want to make it as easy as possible for people to opt-in for your lead magnet. And easy means NO scrolling. That's why your opt-in box should always be "above the fold." Pro tip: Check the mobile version of your page to ensure the opt-in box is above the fold there too. And that's it! Now, the question is - which of these rules are you implementing first?

👀 Lessons from the Most Surprising A/B Test Wins of 2024 📈 Reflecting on 2024, here are three surprising A/B test case studies that show how experimentation can challenge conventional wisdom and drive conversions: 1️⃣ Social proof gone wrong: an eCommerce story 🔬 The test: An eCommerce retailer added a prominent "1,200+ Customers Love This Product!" banner to their product pages, thinking that highlighting the popularity of items would drive more purchases. ✅ The result: The variant with social proof banner underperformed by 7.5%! 💡 Why It Didn't Work: While social proof is often a conversion booster, the wording may have created skepticism or users may have seen the banner as hype rather than valuable information. 🧠 Takeaway: By removing the banner, the page felt more authentic and less salesy. ⚡ Test idea: Test removing social proof; overuse can backfire making users question the credibility of your claims. 2️⃣ "Ugly" design outperforms sleek 🔬 The test: An enterprise IT firm tested a sleek, modern landing page against a more "boring," text-heavy alternative. ✅ The Result: The boring design won by 9.8% because it was more user friendly. 💡 Why It Worked: The plain design aligned better with users needs and expectations. 🧠 Takeaway: Think function over flair. This test serves as a reminder that a "beautiful" design doesn’t always win—it’s about matching the design to your audience's needs. ⚡ Test idea: Test functional designs of your pages to see if clarity and focus drive better results. 3️⃣ Microcopy magic: a SaaS example 🔬 The test: A SaaS platform tested two versions of their primary call-to-action (CTA) button on their main product page. "Get Started" vs. "Watch a Demo". ✅ The result: "Watch a Demo" achieved a 74.73% lift in CTR. 💡 Why It Worked: The more concrete, instructive CTA clarified the action and benefit of taking action. 🧠 Takeaway: Align wording with user needs to clarify the process and make taking action feel less intimidating. ⚡ Test idea: Test your copy. Small changes can make a big difference by reducing friction or perceived risk. 🔑 Key takeaways ✅ Challenge assumptions: Just because a design is flashy doesn’t mean it will work for your audience. Always test alternatives, even if they seem boring. ✅ Understand your audience: Dig deeper into your users' needs, fears, and motivations. Insights about their behavior can guide more targeted tests. ✅ Optimize incrementally: Sometimes, small changes, like tweaking a CTA, can yield significant gains. Focus on areas with the least friction for quick wins. ✅ Choose data over ego: These tests show, the "prettiest" design or "best practice" isn't always the winner. Trust the data to guide your decision-making. 🤗 By embracing these lessons, 2025 could be your most successful #experimentation year yet. ❓ What surprising test wins have you experienced? Share your story and inspire others in the comments below ⬇️ #optimization #abtesting

Your homepage traffic is healthy, but the leads you get are worthless. Here are 7 things you can do about it: 1. Make your hero ruthlessly clear. If visitors have to scroll to understand what you do and for who, bad leads will pile up. "Outbound prospecting for growth-stage B2B startups" is 10x clearer than "Revolutionizing sales engagement." 2. Ditch mystery and ‘custom’ pricing. The first one creates too much friction, and the second one makes bad leads assume it’s for them too. Be explicit: "Starting at $2,500/month" or "For teams with 5+ reps." 3. Make demo/call expectations crystal-clear. Tell them what will be covered exactly, how they will benefit from it, and inject testimonial snippets of similar customers who worked with you. Pre-qualify visitors before they take action. 4. Add friction strategically to filter out tire-kickers. E.g. Next to your "Book a strategy call", add microcopy: "For B2B teams doing $10M+ ARR who want to shorten sales cycles." 5. Tell them who your product is NOT for (either in a dedicated section or through microcopy next to strategic areas). E.g. "Not for early-stage startups without a dedicated sales team." 6. Kill vague testimonials. "Great product, amazing team!" says nothing. Instead, showcase before-after scenarios where clients highlight the transformation they went through. E.g. "We cut churn by 42% in 3 months." 7. Tighten up lead capture forms. If every lead gets through, you’re probably not filtering well enough. Try adding more qualitative questions, a multiple-choice "biggest challenge" question, or a dropdown for revenue (or budget) range. Great homepages don’t just help your ideal customers feel like what you sell is exactly for them. They repel those who are not a fit.

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

"Why doesn't my landing page convert?" Here's why 👇 An empty page with a form will not cut it for most buyers. You need to earn their purchase. To do so, you must bring them through these 5 steps before they convert. 1] 𝗠𝗮𝗸𝗲 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂 𝗗𝗼 𝗜𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆 𝗞𝗻𝗼𝘄𝗻 Make it clear what you do, who you serve, and how you make lives better. Have a visual that continues the message and brings in attention. Headline Formula: [What You Do] + [Outcome] Headline Example: Unlimited Copywriting That Converts Subheadline Formula: We help [Audience] + [Value Prop 1], [Value Prop 2], [Value Prop 3], with [What You Do] Subheadline Example: We helped B2B SaaS companies lower staff costs, go to market faster, and convert more demos with unlimited copywriting. 2] 𝗗𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗲 𝗘𝗺𝗽𝗮𝘁𝗵𝘆 Customers want to feel seen. Make it clear you understand where they are and what they deserve. Empathy Headline Formula: [Question] + [Deep Rooted Concern] Empathy Headline Example: Do you have an amazing product but struggle to communicate it's true value? Empathy Subheadline Example: Every word on your website is an opportunity to connect with your ideal customer. Finding the right combination of trust, education, and pulsation with your copy is no easy task. You need the right partner to help guide you to a copy strategy that will resonate with your ideal customer. 3] 𝗕𝘂𝗶𝗹𝗱 𝗧𝗿𝘂𝘀𝘁 Customers need to feel comfortable working with you. You need proof. Your landing page should include: – Testimonials – Case Studies – Client Logos – Press Logos – Data Use these to your advantage to back up claims. Don't leave them isolated to a single section. 4] 𝗦𝗵𝗼𝘄 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 Make it obvious why you're the right choice. Communicate how you've solved these problems for people just like them. Authority Formula: We Help [Customer Industry] + [Path Forward] Authority Example: We help B2B SaaS companies write copy that communicates their value and prompts action. We helped [Client Name] lift their demo requests by [Specific Value] by re-writing their homepage. Check out the full case study. 5] 𝗠𝗮𝗸𝗲 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽𝘀 𝗖𝗿𝘆𝘀𝘁𝗮𝗹 𝗖𝗹𝗲𝗮𝗿 Not only should you make it crystal clear what the next step is, make it known what the cost of inaction is. Action Headline Formula: [Value] + Starts Now Action Headline Example: Your path to better copy starts now Inaction Examples: You lose opportunities every time a customer fails to resonate with your copy. Stop wasting time and ad budget on bad copy. --- Want a high-resolution PDF version of this lesson? Comment "LANDING PAGE LIFT"

5 tips to create a landing page that converts 🚀 1️⃣ Craft a clear, concise headline above the fold Your headline should instantly communicate the value your audience will get from your product or service. If you're running paid ads, make sure the headline matches the messaging in your ad copy. For example: If your ad highlights "hair loss treatment," your landing page headline could be: "Get Your Hair Back." This consistency builds trust and keeps visitors engaged. 2️⃣ Include a strong visual focus above the fold Place a high-quality product image, video, or graphic above the fold, next to your headline. Extra bonus if you can show your audience how your product or service solves their problem—visually! 3️⃣ Highlight benefits in your body copy Focus on the tangible outcomes your customers will experience. Dive into customer research to identify pain points and explain how your product/service addresses them. Use this insight to write persuasive, benefit-driven copy that speaks directly to their needs. 4️⃣ Feature a clear and actionable call to action (CTA) Your CTA should guide visitors to the next step—whether it’s filling out a form, making a purchase, or calling you directly. Place the CTA button prominently above the fold and make the action as seamless as possible. 5️⃣ Build trust with testimonials and social proof Let potential customers see how others have benefited from your product/service. Use direct quotes, business logos, or even better—screenshots of Google reviews or customer-recorded video testimonials. Because seeing is believing!

💡 Most B2B homepages suck. Not because the product is bad. Not because the offer is weak. But because the messaging is unclear, irrelevant, or uninspiring. So I put together a step-by-step template for a high-converting SaaS homepage. Use it to audit (or build) your homepage and make sure it: ✅ Communicates clear value ✅ Speaks directly to your ICP ✅ Reduces friction & boosts motivation 👇 Breakdown of each section: 1️⃣ Hero & Navbar → Outcome-oriented H1, supporting subheader, bullet points for objections, CTA, trust signals. 2️⃣ Alternative Comparison → Frame the old way vs. new way, summarize competitors & why you’re different. 3️⃣ Features → Clear, benefit-driven feature explanations using the voice of your customer. 4️⃣ Integrations → Highlight key integrations, use cases, & setup simplicity. 5️⃣ How It Works → Show customers how to reach the “aha moment” in 3-5 simple steps. 6️⃣ CTA → Reinforce benefits, social proof, & reduce risk. 7️⃣ Manifesto → Emotionally charged, why your company exists, the transformation you enable. 8️⃣ Demo Video → Show the product in action—keep it under 5 minutes, cut the fluff. 9️⃣ Footer → Links to key pages & an extra CTA. Here’s the full framework in visual format 👇 Use it to optimize your homepage. Or if you’re too busy, DM me for a teardown. I’ll show you what to fix (and how).

Great Landing Pages: Making Your Customer the Hero 🌟 "Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov Great landing pages do more than just sell; they make your customer the hero of their journey. Here’s how to craft landing pages that empower and resonate with your audience: 1. Clear Value Proposition Focus on what the customer can achieve with your help. Make them the central figure in your story. 2. Empowering Visuals Use images and videos that show customers overcoming challenges and achieving their goals with your product. 3. Engaging Content Tell a relatable story that mirrors your customer's journey. Speak directly to their experiences and aspirations. 4. Persuasive CTAs Encourage action with benefits-oriented language. Think “Start Your Journey to Success” instead of “Sign Up Now.” 5. Trust and Credibility Feature testimonials and case studies to build trust. Let customers see themselves in these success stories. 6. Seamless UX Ensure your page is easy to navigate, loads quickly, and is mobile-optimized. A smooth experience keeps the focus on the customer’s journey. Make Your Customer the Hero Effective landing pages make customers feel smart, capable, and empowered. By positioning them as the hero, you enhance their experience and boost conversions. Ready to turn your customers into heroes? Let’s connect and transform your landing pages today! #DigitalMarketing #CustomerJourney #LandingPageOptimization #MarketingStrategy #CustomerFirst

Your CRM tool landing page should do more than look good—it needs to convert visitors into believers. Here’s how to make it happen: ✅ Speak Directly to the Pain Points: Start with the specific frustrations your CRM solves. Is it lost leads? Disorganized sales pipelines? ✅ Show Results, Not Just Features: Replace generic feature lists with tangible benefits. Instead of "automated workflows," try "save 10+ hours per week by automating lead follow-ups." ✅ Lead with Social Proof: Add testimonials, case studies, and user stats that show real-world success. “5,000 businesses streamlined their sales process with us” builds trust instantly. ✅ Don’t Make Users Guess: Use bold, action-driven CTAs like “See How We Simplify CRM.” ✅ Make It a Visual Story: Use graphics, animations, or icons to visually communicate your tool’s flow or impact. A well-designed page turns complexity into clarity. The best CRM landing pages don’t sell tools—they sell transformations. Focus on the user’s success story, not just the software. Check the full case study on driobbble: https://lnkd.in/gFgPdKWM