Landing Page Dos and Don’ts

One of the main goals of any marketing effort is to get potential clients to respond. Good marketing connects the right company (and their goods and services) with the right audience (the people who want or need those goods and services). You want a potential customer to say, “I need a widget, and you have the kind of widget that will meet my need. Let’s talk!”

One of the best ways to get people to respond is to offer them something they want (generally something free but valuable, such as a special report). Then direct them to a landing page to get it. This lets you know that they’re interested and gives you a way to stay in touch.

However, there are right and wrong ways to set up your landing page. There are things that can suppress responses on your landing pages and other things that can enhance responses. Let’s look at a few Dos and Don’ts for your landing page.


  • Tie your landing page to your offer graphically. This lets readers know that they’ve arrived on the right page. That can speed up the process for requesting your offer.
  • Keep your information request form as simple and easy as possible. Only ask for information you really need. If it’s a first-time contact and the reader is requesting a report or white paper, you probably just need a name and email address.
  • Keep your page clean and simple. Remember, your landing page is about one thing—allowing your potential client to respond by providing you with basic information.
  • Make sure your download works. If a visitor gives you their name and email address make sure the promised paper or report downloads. Otherwise it feels like a scam.
  • Say “thank you.” It’s just a nice touch and reminds your reader that they are dealing with real people.


  • Don’t use your home page. Sometimes businesses will make an offer and then send readers to their home page to request the offer. Readers can easily get lost on your home page. You know your site, so you know where to go. Your reader may not. Plus, anything that distracts your reader can result in them leaving without making contact.
  • Don’t try to do multiple things. Introducing another offer or more information can suppress response. Remember: Your landing page is about one thing.
  • Don’t include links to other pages on your website. This sounds counter-intuitive, but you don’t want to do anything that will take your reader away from the landing page and the ability to respond.
  • Don’t change the title of your offer. If your offer refers to “5 Ways To Build Better Burgers” don’t change the title to, “Secrets To Great Gourmet Hamburgers” on the landing page. Your reader can get confused and abandon the page.

Use these tips and you will make it easier for your prospects and customers to find what they came looking for. This will lead to less frustration for them, and more leads for you!