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A compelling landing page makes the offer clear, matches what brought the visitor there, and makes the next step easy to find and complete. The essentials are message match, a focused call to action, mobile usability, useful original information, and a layout that puts important details where visitors can find them quickly.
1. Match the page to the visitor’s expectation
Visitors arrive with an expectation shaped by a search, ad, email, or link. The page should continue that message: explain the same offer, audience, and benefit, rather than sending people to a generic page that makes them hunt for what they clicked to find.
For advertising traffic, Google recommends choosing a landing page that closely matches the ad and its keywords, and aligning the page’s call to action with the ad’s call to action. This is relevant to Google Ads’ ad relevance and landing-page experience assessments; it is not a guarantee of a higher conversion rate. Google Ads guidance on landing-page experience
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Decide what the page is meant to help a visitor do: place an order, request information, book a service, or make a call. Give that action a clear label and make it easy to locate without competing with unrelated links, offers, or navigation.
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Put the essential offer and action near the top of the page, while providing enough detail for visitors to decide whether to proceed. Google advises making the desired action easy to perform, keeping the page uncluttered, and placing important information toward the top. The right action depends on the page’s goal. Google Ads mobile landing-page guidance
3. Make the page work well on mobile
A landing page should be straightforward to read and use on a phone, not merely resized to fit a narrow screen. Check that the main information is easy to scan, navigation is simple, contact details are accessible when relevant, and the action can be completed without frustrating steps. Google’s mobile guidance specifically recommends a quick mobile site, easy contact, and simple navigation. Google Ads mobile landing-page guidance
4. Give visitors information that helps them decide
Explain what the product or service does and why it fits the visitor’s need. Include the details that matter for the offer—such as what is included, how it works, or what happens after someone submits a form—rather than relying on broad claims alone.
Useful, original content can also address reasonable doubts. Google cites genuine customer reviews as one example of useful information. Use authentic reviews and do not present them as representative unless you have evidence to support that implication. Google Ads mobile landing-page guidance
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.5. Evaluate performance in context
There is no single conversion-rate target that makes sense for every landing page. Results depend on the audience, offer, traffic source, and what counts as a conversion. A purchase, a qualified inquiry, and a phone call are different outcomes, so compare like with like before drawing conclusions.
Unbounce describes its 2024 Conversion Benchmark Report as drawing on more than 57 million conversions, 41,000 landing pages, and 464 million pageviews. Those figures describe the scale of the report’s dataset; they are not a recommended target for an individual page. Unbounce’s 2024 Conversion Benchmark Report overview
Tools can make it easier to create pages and compare variants, but a feature does not prove that a particular page will perform better. If you test alternatives, compare them against the page’s own goal and traffic, and change one meaningful element at a time where practical so the result is easier to interpret. Unbounce describes page-building and A/B testing features in its product information and documentation. Unbounce landing-page product information · Unbounce documentation on creating an A/B test
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