Landing Page Best Practices: Where to Place a Call-to-Action

Placing a call to action at the top of a landing page is one of the key landing page best practices. That way, your call to action is perfectly visible to anyone who’s landing on your page. In theory, this should increase the conversion rate of your landing page.

However, in most cases, especially with B2B, visitors are not ready to perform an action on a landing page right away. They need to learn a bit more about your product or service. From that standpoint, a single call to action placed at the top of your page doesn’t make much sense.

‍‍PRO Tip: If you don’t want your conversion rate to drop, place your call to action at the top.

Consider the following enhancements to the positioning of calls to action on your landing pages:

• ‍Number one: place a call to action above the fold and a similar one after showcasing more details about your offer. For B2B, product screenshots, quick product tutorials, and product illustrations work best.‍
• Number two: Place a call to action above the fold, but when a visitor scrolls through the page, move the call-to-action to a fixed position at the top right corner. That way, it will remain perfectly visible at all times.‍
• Number three: If your landing page has a lot of content, consider placing a call to action at the very bottom of your page. You can create a special section with your CTA to make it stand out. That way, everyone who has reached the bottom of your page will get another opportunity to convert.