Building a landing page that produces long-lasting results requires not only thoughtful design but also strategic planning to reduce future costs and frustrations. Below are five essential tips companies should follow to create landing pages that are efficient, adaptable, and optimized for conversion.
One of the most important aspects of building a landing page that stands the test of time is adopting a modular approach to both design and code. Many companies spend significant time creating a visually appealing landing page, only to find it difficult to modify later.
In conversion optimization, the need to rearrange sections on a landing page is very common. For instance, you might find that customer testimonials perform better near the hero section instead of further down the page. A modular design makes these changes quick and easy, whereas rigid designs may require complete redevelopment.
Developers should also follow modular coding practices. Sections like “how it works” and “testimonials” should be coded independently, not grouped within a single container. This ensures seamless repositioning and testing without creating layout issues.
Example 1:
Take the landing page on Rover’s website. The four sections directly below the hero section are all contained within a single div.
This structure not only violates proper HTML5 practices by using div tags instead of semantic section tags but also makes it impossible to rearrange these elements without introducing visual or structural issues. For example, moving testimonials above the services section would require additional CSS fixes.
Example 2:
If you wanted to A/B test the three points listed below the hero section, a lack of proper padding and modularity in the design would cause layout-breaking problems when rearranging them.
By adopting a modular approach in both design and code, companies can save time, reduce costs, and ensure their landing pages remain flexible for future optimization.
Optimized code and assets play a critical role in reducing landing page load times and improving user experience. Many companies rush to publish their pages but overlook the impact of unoptimized code and images on conversions.
Why it matters:
Google’s research (thinkwithgoogle.com) shows that a one-second delay in mobile page load can reduce conversions by up to 20%. These losses are avoidable with the following practices:
Streamline Assets:
If you’re using a CMS like WordPress, ensure only the necessary scripts and stylesheets are loaded on your landing page. Loading unrelated assets, such as those from the homepage, adds unnecessary weight.
Minify CSS and JavaScript:
Use tools like Webpack to bundle and minify your code. Webpack is a module bundler that processes assets like JavaScript, CSS, and images, optimizing them for production. It helps split larger files into smaller chunks, ensuring only necessary code is loaded, which improves speed and performance.
Optimize Images:
Use modern formats like WebP or SVG, which provide smaller file sizes and faster load times without compromising quality. Additionally, implement lazy loading—a technique that defers the loading of off-screen images until they’re needed. This reduces initial load time and improves the user experience. Lazy loading can be achieved with native browser attributes like loading="lazy" or libraries such as Lazysizes.
Write Modular CSS:
Ensure that your CSS is modular and targets sections individually. For instance, if you swap two sections, the layout should not break. A modular CSS approach minimizes dependencies and makes future optimizations seamless.
Adopt Modern Development Standards:
Developers should utilize tools like Webpack to ensure their CSS and JavaScript meet modern ECMAScript standards while maintaining compatibility with older browsers. Webpack can also handle polyfills for unsupported features, ensuring a consistent experience across all devices.
By prioritizing these practices upfront, you can create fast, efficient landing pages that minimize friction and maximize conversion rates.
One of the biggest mistakes companies make is assuming their first landing page will be perfect. The reality is that your initial design will likely require optimization based on real-world performance.
The best approach is to set up A/B or multivariate (MV) testing from the very beginning. By creating two or more versions of your landing page and dividing traffic between them, you can quickly identify which design or layout resonates better with your audience.
How to approach it:
If your team follows modular design and coding practices, creating multiple variations of a landing page becomes simple and cost-effective. Test different hypotheses, such as altering the layout, repositioning sections, or changing the messaging, and let data guide your decisions.
This iterative approach ensures that every optimization effort is backed by measurable results, reducing wasted time and resources.
If you already have a website or previous marketing campaigns, leverage that data to inform your landing page design. Tools like Google Analytics or heatmaps can reveal valuable insights about user behavior, such as:
For example, if analytics show that users frequently navigate to the “Pricing” page without engaging with other content, this indicates that pricing is a key concern. In this case, you could hypothesize that moving the pricing section to the hero area might improve conversions.
Additional strategy:
If your product or service is competitively priced, highlight this directly in the hero section or use a comparison table to emphasize your unique value. Conversely, if your offering is more premium, showcase the additional features or benefits that justify the cost.
By utilizing existing data, you can create a landing page tailored to your audience’s needs, reducing the guesswork and associated costs of redesigns.
While it might be tempting to replicate competitors’ landing pages, this approach often leads to suboptimal results. Your competitors’ strategies may target a different audience or leverage psychological principles that don’t align with your brand or current business stage.
Instead, focus on highlighting your unique value propositions and showcasing what sets you apart. If you’re a newer company, avoid trying to match your competitors’ offers directly. Instead, excel in areas they may overlook or underdeliver.
Example:
A mature company with an established reputation might successfully leverage the principle of authority to drive conversions. For instance, they could prominently feature endorsements from well-known figures, partnerships with respected organizations, or awards that showcase their expertise. A SaaS company like HubSpot might highlight being named a “Leader” in Gartner’s Magic Quadrant or their longstanding partnerships with major tech companies.
This approach works because the trust and credibility are already established. However, if a newer company were to adopt the same strategy without a foundation of trust, it would likely fall flat. In such cases, other principles—such as reciprocity (offering free trials or helpful resources) or likability (humanizing their brand with relatable messaging)—might prove more effective.
By understanding your company’s current stage and leveraging the right persuasion principles, you can craft a landing page strategy that aligns with your audience and goals.
By following these five tips, you can build landing pages that are flexible, cost-effective, and optimized for conversions. While some of these strategies may seem obvious, they are often overlooked in the rush to publish. Taking the time to plan and execute properly will save significant costs and headaches in the long run.
If you’re short on resources or time to implement these practices, book a call with us to discuss how we can help.
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