Your HubSpot landing page has one job: convert.
If you're driving traffic but getting no leads, that page is failing. Building a page that works requires a specific strategy, not just an eye-catching design. It’s about conversion rate optimization (CRO), or “marketer speak” for making it as easy as possible for a visitor to say "yes” to whatever action you are asking them to take.
We’ll skip the fluff. Here are five landing page best practices that actually move the needle.
Table of contents
- Write a headline that creates a "click-match"
- Simplify the form to reduce friction
- Remove all navigation (aim for a 1:1 ratio)
- Make the call-to-action impossible to miss
- Build trust with proof
- When landing page best practices aren't enough
1. Write a headline that creates a "click-match"
According to Copyblogger, eight out of 10 people read a headline, but only two read the rest. Your headline has to do the heavy lifting.
A headline needs to directly match the promise of the ad, email, or call-to-action that brought the visitor into your site. If your reader clicks a "Download Your E-book" link and lands on a page titled "Our Marketing Philosophy," they’ll leave. That disconnect kills trust instantly. Here’s an easy way to break this down:
- Headline: Be clear, not clever. State the value of the offer.
- Subhead: Use this to add essential context, answer "what is this," and explain why they need it.
2. Simplify the form to reduce friction
Stop asking for information that you don’t need. Every single field you add to your form is a point of friction. It increases the "cost" of the download and gives the user a reason to second-guess their decision.
Only ask for what you absolutely need for a sales follow-up.
Name and email? Great. Annual revenue, street address, and favorite childhood pet? You’re killing your leads.
For HubSpot users, this is even easier: use progressive profiling. If a contact already exists, the form can hide known fields and ask new questions. This lets you build a complete profile over time without overwhelming them on the first visit.
3. Remove all navigation (aim for a 1:1 ratio)
A landing page is not a web page; it's a focused conversion tool. Your website homepage needs navigation. Your landing page needs focus.
The goal is a 1:1 conversion ratio: one page, one goal, one clickable action.
Any other link (your main menu, footer links, social media icons) is an exit ramp. You did the hard work to get them there; don't give them an easy way out before they convert.
4. Make the call-to-action impossible to miss
"Submit" is not a call-to-action. It’s a generic action that says nothing about the value your reader is getting.
Your button copy should be active, clear, and value-oriented. It should complete the user's thought, "I want to..."
"I want to... Download My Guide"
"I want to... Get the E-book"
"I want to... Book My Consultation"
Use a contrasting color that pops off the page, place it above the fold, and, if your page is long, repeat it at the bottom. Make it big, bold, and obvious.
5. Build trust with proof
People are skeptical. Your design looks great, but they're thinking, "Is this legit? Is this offer worth my email?" You have to prove it.
- Use clear visuals: Show them exactly what they're getting with a high-quality mockup of the e-book, guide, or video.
- Add testimonials: Use short, powerful quotes from real people that highlight a specific result they got from your offer.
- Show company logos: "Trusted by" or "As seen in" logos provide instant authority and build borrowed credibility.
When landing page best practices aren't enough
You can follow all these landing page best practices and still see a low conversion rate.
Why? Because a landing page doesn't exist in a vacuum. It’s one stop in a longer journey. If your ad promise is weak, your follow-up email sequence is nonexistent, or your offer isn't right for the audience, the page itself can't save you.
As a HubSpot Diamond Solutions Partner, we don't just "fix pages." We build complete conversion engines. We analyze the entire system, from the first click to the final sale, to find the real reason you're not getting leads.
If you’re tired of driving traffic to a dead end, we should talk.
