What Makes a Great Landing Page? 7 Best Practices for Conversions in 2025
- CodeMasters Marketing
- Jul 24
- 9 min read
Why Landing Pages Matter More Than Ever
In 2025, attention spans are short and competition is high. That’s why following landing page best practices is key if you want to turn clicks into real business. Sending traffic to your homepage just won’t cut it anymore.
Landing pages with one clear call to action can convert up to 2.5 times better, according to Unbounce. That means better leads and stronger returns from your ad spend.
At CodeMasters, we’ve built landing pages for businesses across Hamilton and the GTA. In this post, we’ll cover the top landing page best practices, what to avoid, and how to make them work as part of your marketing funnel.
What Is a Landing Page?
A landing page is a focused web page created to drive a single action from a visitor. That action could be filling out a form, signing up for a service, or making a purchase. Unlike a homepage or standard service page, a landing page is stripped of distractions and optimized for one goal.
You might use a landing page to:
Promote a limited-time offer
Capture leads from a Google Ads campaign
Offer a downloadable resource like an ebook or webinar
Highlight a free consultation for local services
Landing pages are often tied directly to paid advertising or email marketing efforts, where you only have a few seconds to convince someone to act. That is why they are built with purpose, speed, and clarity in mind. If your marketing sends traffic to a homepage or cluttered service page, you are likely leaving conversions on the table. A targeted landing page guides visitors to act without second-guessing.
Need help building a landing page for your campaign? Explore our landing page design services in Hamilton
7 Best Practices of a High-Converting Landing Page
A great landing page does not happen by accident. It is built with intent and refined through testing. Here are the seven elements that make the biggest impact in 2025.
1. Clear and Specific Headline
The headline is your first and most important impression. It needs to grab attention and immediately answer the question: "What is this page about, and why should I care?"
A vague or clever headline may sound good to you, but if the visitor does not understand it in seconds, they will leave. In 2025, with rising ad costs and limited attention spans, clarity wins over creativity every time.
What makes a strong landing page headline:
It matches the visitor’s intent or the ad they clicked on
It communicates the core benefit, not just the offer
It uses simple, direct language
Example for a local HVAC business:“Book Your Free Furnace Inspection in Hamilton”This is specific, location-aware, and immediately useful.
Compare that to:“Comfort You Can Count On”That may work as a brand slogan, but not as a headline on a campaign page.
If you are unsure, test multiple variations using A/B testing tools like Optimizely, VWO, or Convert.
2. Supporting Subheadline That Adds Value
Your subheadline works together with the headline to reinforce the offer. Think of it as the “second chance” to hook someone who may be skimming.
It should:
Clarify what the visitor will get
Mention how fast, easy, or valuable it is
Address a pain point or add urgency
Advances locality
Example continuation of HVAC offer:"Get a same-day inspection from licensed technicians and avoid costly breakdowns this winter." or "Don't Miss Out! Up to $10,500 in Rebates & Savings"
This type of copy reduces uncertainty. It lets the user know the action is fast, professional, and time-sensitive. Adding credibility and immediacy increases the chance they will take the next step. When writing your subheadline, try to answer the visitor's unspoken question:“What happens if I do this?”
3. One Strong Call to Action (CTA)
The call to action is where conversion happens. It is not just about having a button. It is about creating clarity, urgency, and confidence in what will happen next.
A strong CTA should:
Be action-oriented (start with a verb)
Be specific (avoid generic text like “Submit” or “Click Here”)
Be visible and repeated in the right spots
Match the stage of the buyer’s journey
Effective CTA examples:
Book My Free Consultation
Get My Instant Quote
Download the Free Guide
Schedule My Demo Now
If your landing page has multiple goals or competing CTAs, conversion rates suffer. Every section should support the one action you want the visitor to take.
It also helps to set expectations. If the form leads to a call, say that clearly.
Example: "Book your free audit" or “Fill out the form and we’ll call you within 24 hours.”
For mobile users, place your CTA button near the top and again after every major section. Make sure the button stands out visually and is easy to tap.
4. Visual Hierarchy and Clean Design
Design is not just about aesthetics. It is about guiding attention. A strong visual hierarchy leads the user from headline to subheadline, to the benefits, and finally to the call to action, without confusion or distraction. Remember, if your landing page looks like a budget template, it might actually be costing you conversions. Here’s why cheap websites end up costing more in the long run.
Key design principles for landing pages:
Use larger font sizes for your headline and smaller text for supporting content
Make your CTA buttons bold, prominent, and a contrasting color
Break text into short paragraphs or bullet points for easy scanning
Avoid clutter — every element should serve a purpose
Images, icons, and illustrations should support your message, not decorate the page for the sake of it. For example, a photo of your actual team or a snapshot of your product in use is far more trustworthy than a stock photo of people shaking hands.
Pro Tip: Use a scroll heatmap tool like Hotjar or Microsoft Clarity to see how people interact with your page: where they stop, where they scroll, and what they ignore.
5. Social Proof
People trust other people more than they trust marketing. Social proof adds credibility to your message and eases concerns that visitors may have before taking action.
Here are a few types of social proof that work well on landing pages:
Customer testimonials with names, photos, or video
Google reviews or Trustpilot ratings
Client logos or “As Seen In” features
Case study stats (e.g., “42 percent increase in conversions”)
Usage numbers (e.g., “Trusted by over 3,000 Ontario homeowners”)
Where to place social proof:
Near your CTA (reinforce trust right before the click)
After your benefit section (as a credibility boost)
In a “Why Us” section that highlights results or recognition
If you do not have many reviews yet, even a short quote from a satisfied customer can be effective. Add a name and location if possible — especially for local businesses.
6. Benefit-Focused Copy
Features tell. Benefits sell. Landing page copy should clearly explain what the user gains, not just what the product or service does.
Instead of this:
"Our platform includes advanced analytics and secure cloud backups."
Say this:
"See where your team is losing time and protect your data from loss — all from one dashboard."
How to write benefit-driven content:
Focus on outcomes. What pain does this solve?
Speak directly to the user. Use “you” more than “we”
Use emotion sparingly, but with purpose: save time, reduce stress, feel confident
Every headline, bullet point, or paragraph should answer the question:“Why does this matter to me right now?” If you are writing for a local service in Hamilton or the GTA, connect benefits to location or urgency.
Example: “Avoid surprise HVAC failures during peak season — book a certified inspection today.”
Many B2B companies underestimate the role of targeted landing pages. See what makes a B2B web presence truly effective
7. Fast Load Time and Mobile Optimization
In 2025, most landing page visits happen on mobile. If your page is not optimized for mobile, you are losing leads, plain and simple.
What to optimize:
Page speed: Use tools like Google PageSpeed Insights to test and improve load time
Responsive layout: Content should stack naturally on smaller screens
Clickable buttons: CTAs should be thumb-friendly and clearly labeled
Readable text: Use legible font sizes and enough spacing
Avoid pop-ups or auto-playing videos on mobile that frustrate users
A delay of just one second in page load time can reduce conversions by over 7 percent, according to research from Google. That adds up quickly when you're running paid ads.
Mobile-first is no longer optional. It is the standard.
Common Landing Page Mistakes to Avoid
Even a well-designed landing page can fall flat if it makes these common mistakes. Avoiding them is just as important as following best practices.
Even one or two of these issues can cut your conversion rate in half — especially if you're running paid ads. The best landing pages feel seamless and intentional. Every section has a purpose, every word supports the offer, and every click brings the user closer to action.
If you're unsure whether your current landing page is holding you back, we offer free audits and consultations to help you identify quick wins and structural improvements.
How Landing Pages Fit into Your Marketing Funnel
Landing pages are not just web design assets, they are strategic tools that connect each part of your digital marketing funnel.
Here’s how they work across channels:
Search and Display Advertising
Most Google Ads campaigns underperform when they send users to a homepage or generic service page. A tailored landing page matched to your ad message can double or triple your conversion rate.
For example, if you are targeting people searching “solar panel installation in Hamilton,” your landing page should headline that exact offer with a form to request a free estimate.
Email Marketing
Whether it is a newsletter or a promotional email, linking to a focused landing page helps increase clicks and conversions. It removes the clutter and tells people exactly what to do next.
Tip: Use personalized landing pages for different segments: existing clients, cold leads, or event attendees.
Media and Influencer Campaigns
Social content is great for awareness, but it rarely closes the sale on its own. A campaign-specific landing page bridges the gap between interest and action. It lets you speak directly to users coming from a particular platform or post.
SEO and Organic Search
Landing pages can rank well in search when optimized properly, especially for local intent. A page targeting “free marketing consultation in Hamilton” can bring in organic leads if the content is strong, structured, and fast to load.
Want to build a landing page that fits seamlessly into your marketing funnel? Explore our landing page design services in Hamilton
Get a Landing Page That Converts
In 2025, a well-designed landing page is no longer optional. It is the engine behind your paid ads, email campaigns, and product launches. Whether you're a local business in Hamilton or a growing brand across the GTA, the right landing page can dramatically increase your return on investment.
Your landing page is not just a design element, it’s part of your entire digital marketing strategy. Learn how web design impacts your digital marketing results.
At CodeMasters, we design landing pages that do one thing exceptionally well — convert visitors into leads and customers. From performance-based copy to mobile-first design, every element is built with purpose.
Ready to improve your conversions? Explore our landing page design services in Hamilton or contact us for a free consultation
Frequently Asked Questions About Landing Pages
What is the ideal length for a landing page?
There is no universal length. A simple “Book a Quote” page might convert better with just a few key sections, while a product launch might require more detailed explanation and visuals. The ideal length is just enough to address all objections without adding unnecessary fluff.
How long does it take to design a landing page?
At CodeMasters, most custom landing pages take 5 to 10 business days, depending on complexity, content availability, and review cycles. For urgent campaign launches, we offer accelerated timelines.
Should I build a separate landing page for each campaign?
Yes. A one-size-fits-all landing page rarely performs well. Customizing each page to match the intent, source, and audience of the campaign usually results in higher conversion rates and lower cost per lead.
Do landing pages impact SEO?
They can, especially when optimized for long-tail local keywords. While most are built for paid traffic, a well-structured landing page can also rank in Google for high-intent searches like “book furnace inspection in Hamilton” or “free solar estimate Ontario.”
Can I use landing pages for offline campaigns?
Absolutely. If you're running a print ad, QR code promotion, or direct mail campaign, a dedicated landing page lets you track conversions and performance. You can measure what works, even offline.
What tools can I use to test landing page performance?
Some of the most popular tools include Google Analytics, Hotjar, and A/B testing platforms like VWO or Convert. If you're using Wix or a similar builder, native analytics can also provide valuable insights like scroll depth and button clicks.
What happens after someone converts on a landing page?
That is where your follow-up matters. Ideally, the user sees a thank-you page with a next step, and you have an automation sequence in place (such as an email or booking confirmation). A great landing page is just the beginning of a smooth customer journey.
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