Best Practices for High-Converting Landing Page Content

Landing pages are designed for one purpose: conversion. Unlike blog posts, landing page content should be concise, focused, and action-driven. Every word should guide visitors toward a single desired action.

1. Focus on One Goal Only

Each landing page should have a single, clear objective — such as capturing a lead, booking a demo, or downloading a resource. Remove anything that distracts from that goal, including unnecessary links or secondary CTAs.

2. Use a Clear, Benefit-Driven Headline

Your headline is the most important element on the page. It should clearly state the primary benefit or outcome the visitor will get. Avoid vague messaging and focus on what problem you solve and for whom.

3. Keep Copy Concise and Scannable

Landing page visitors scan quickly.

Use short sentences, short paragraphs, bullet points, and bolded highlights to make key information easy to digest.

4. Choose the Right Page Length

Landing page length depends on the offer and audience awareness:

• Short landing pages (150–300 words): Best for low-friction offers like newsletter signups, free tools, or simple demos

• Medium-length pages (300–600 words): Ideal for most lead-generation offers, webinars, and consultations

• Long-form pages (600–1,200+ words): Best for high-commitment offers, complex products, or colder traffic

  

  Franchise offerings fall within the Long-Form Category

Longer pages can convert extremely well when the offer requires education or trust-building — but only when every section serves a purpose.

5. Lead With Value, Not Features

Focus on outcomes and benefits before explaining features. Visitors care more about what they’ll gain than how something works. Features should support benefits, not replace them.

6. Address Objections Early

Anticipate common questions or concerns and address them directly on the page. This might include pricing clarity, ease of use, required commitment, or what happens after conversion.

7. Use Social Proof to Build Trust

Testimonials, logos, reviews, case studies, or data points help validate your offer. Place social proof near CTAs to reinforce confidence at decision points.

8. Make Your Call to Action Clear and Compelling

Your CTA should clearly communicate what happens next. Use action-oriented language and avoid generic phrases like “Submit.” Make it obvious, specific, and easy to understand.

9. Limit Form Fields

Ask only for the information you truly need. Fewer fields reduce friction and increase conversion rates. Longer forms should be reserved for high-value or sales-qualified offers.

10. Optimize for Mobile and Speed

Landing pages must load quickly and read easily on mobile devices. Large blocks of text, small buttons, or cluttered layouts can significantly hurt conversions.

11. Test and Refine

Continuously test headlines, CTAs, layouts, and copy length. Small adjustments can lead to meaningful improvements in conversion rates over time.