CRO · 6 min read
Landing pages that convert: a young marketer's 2026 checklist
The exact checklist a young UK marketer can use to build landing pages that convert 3–8% — headline, proof, form and copy.
By Jack Frampton, Apprentice Advocate working at Queen's College, Taunton · Published 10 July 2026
Landing pages are the highest-leverage skill in performance marketing. Here's what actually moves conversion rate in 2026.
Headline does 80% of the work
State the outcome and who it's for. "Free trial" is not a headline; "Get your Somerset business ranking in 90 days" is.
Proof above the fold
Star rating, logos of clients, one testimonial. Trust before ask.
Short form beats long
Name, email, one qualifying question. Every extra field cuts conversion 5–10%.
Load speed is CRO
Under 2 seconds. Compress images, defer scripts, host on a modern edge platform.
Frequently asked questions
- What's a good landing page conversion rate?
- 3–5% for cold traffic, 8–15% for warm. Below 2%, revisit headline or offer.
- How many CTAs should a landing page have?
- One primary. Secondary CTAs distract and reduce conversion.
- Video or static hero?
- Static loads faster and converts better on cold traffic. Video works for warm audiences and product demos.
- Should I A/B test?
- Only at 500+ conversions per variant. Below that, use judgment and copy testing.