Landing page best practices
A landing page extends the conversation that started in your email. Done well, it gives interested readers exactly what they came for, guides them to a clear action, and leaves them with a positive impression of your brand.
Keep your email light, your landing page deep
The whole point of a landing page is to let your email stay focused. Your email teases; the landing page delivers. Don't repeat your entire email on the landing page, pick up where the email left off and give the reader what they clicked for.
If your email mentions three products, each landing page should be about one of them. One topic, one page, one focus.
Make it scannable
Most visitors spend less than 30 seconds on a landing page before deciding whether to stay. Structure your content so the key message is visible immediately, before any scrolling is required. Use short paragraphs, clear headings, and bullet points for lists. Put your call to action above the fold.
One clear call to action
Every landing page should have one primary action you want the visitor to take, subscribe, download, register, buy, contact. Multiple competing calls to action dilute each other's effectiveness. Design the page so the eye is naturally drawn to that one action.
The button text matters. "Download the guide" is more compelling than "Submit". "Register now, free" is clearer than "Click here".
Match the email experience
When a contact clicks through from your email to your landing page, the experience should feel continuous, same visual style, same tone, same topic. Flexmail's landing page builder uses similar tools as your email builder, which makes it straightforward to match colours, fonts, and layout style.
Use link tracking and interests
Tag the link to your landing page in your email with an interest. Any contact who clicks through is automatically subscribed to that interest, which means your next campaign can target specifically the people who showed enough interest to click. Over time, this builds a detailed picture of what each contact finds relevant.
Connect landing pages to forms or surveys
A landing page is a natural place to include a call-to-action form, event registration, product feedback,
contact request. Rather than sending contacts to an external page, keep everything within Flexmail so responses are automatically linked to their contact record.
Pro tips
- After sending a campaign with a landing page link, check your link tracking report to see how many contacts clicked through versus how many opened the email. A high open rate with a low click-through rate suggests the landing page promise in the email wasn't compelling enough. A high click-through rate with low form completion suggests the page itself needs work.
- Avoid sending contacts to your homepage as a landing page. A homepage is designed for everyone and optimised for nothing in particular. A dedicated landing page is optimised for one action from one audience.
- Keep landing page copy shorter than you think it needs to be. Interested readers scroll; uninterested ones leave. Lead with the conclusion, then support it.
- Revisit landing pages before reusing them in a new campaign. Outdated details, last year's event date, an old product name, undermine credibility.
Next steps
- See 'Create a landing page' for setup and configuration instructions.
- See 'Link a landing page to a message' to add a landing page link to a campaign.
- See 'Use interests' to understand how interest assignment via link tracking works.