Landing pages have a purpose – to generate leads for your business. They’re usually built for exchanging content and providing a brand experience. Creating targeted landing pages can increase the conversion of traffic to leads.

First off, when creating a landing page, limit the navigation. After all, you want them there for one purpose – to sell or promote one product or service. You’ll also want to limit the number of exits from your landing page, so the visitor is able to focus on completing the form. The best thing you can do for this is to remove website navigation from the page (i.e. menu). Also, don’t forget to take advantage of share links – make sure to add social and email share buttons to the page to encourage visitors to freely spread the word before they leave your site!

Tools to improve web experience:

  • Stark: Contrast checker and colorblind simulator
  • WAVE: Web accessibility evaluation tool
  • Lighthouse: Good for testing page load time
  • BrowserStack: App and browser testing

SSL certificates – crucial for sites holding customer data

You may have noticed that some URLs start with “http://”, and others with “https://”. That’s because the extra “s” means the site has an SSL certificate. Put simply, an SSL certificate ensures that your site is secure and encrypted. Not only does it protect information between your site and customer, but according to Google Webmaster Trends Analysts, SSL is part of Google’s search ranking algorithm, meaning that it helps with your SEO!


  • Keep it short and sweet: pages convert best at 400-500 words.

So, you’ve captured your targeted audience’s attention and now they’re ready to explore the rest of your site… don’t disappoint them with information overload on the first page they land on! Make sure to choose a redirection page that is relevant to the visitor’s journey (i.e. if they’ve just come from a landing page that features a contact form, don’t take them to the contact page) and make sure it’s a smooth transition and the site works as efficiently and as fast as your landing page. Below are some quick tips to reduce your page load speed throughout your site:

  • Reduce image size: you can compress images for free on sites such as
  • Cache your browser for data storage: this enables you to temporarily store some data on a visitors’ computer, so next time they visit the site, they don’t have to wait for it to load.
  • Reduce CSS load time: An optimized CSS means your files will download faster, giving your visitors quicker access to your pages. If you use WordPress, consider downloading the app WP Hummingbird.