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Account Engagement Landing Page Best Practices

Publiceringsdatum: Sep 30, 2025
Beskrivning
Landing pages are single webpages created for marketing campaigns. Typically landing pages include a primary call to action that serves as a conversion point for prospects. Keep the following best practices in mind as you create your Account Engagement landing pages.


  
Lösning
1. Use consistent messaging.

After clicking on an initial ad or email containing a value proposition, prospects should be driven to a landing page that clearly mirrors the initial offer. Any variation in language between your initial offer and landing page can make a prospect feel duped. Ensure consistent messaging is used in your landing pages.

2. Pay close attention to the wording and location of your call to action.

The call to action should reflect your landing page message and leverage persuasive language to encourage prospect action. A great tip is to use the unspoken “I want to” rule; your call to action could easily be prefaced with “I want to”. For example, your call to action for a gated white paper might be “Download the White Paper!”, because it can easily be formed into the statement “I want to download the white paper”. Ensure you place the call to action above the fold of the page so it’s clearly visible to prospects.

3. Leave white space on the page.

Leave blank space on your page to reduce clutter and draw more attention to your call to action. It’s important to also note that this space doesn't have to be white; just make sure to leave enough space between your copy and visual elements so prospects can focus on the most important element on the page, the call to action.

4. Consider using videos.

Videos are a recent marketing content trend, in part because they are a great way to increase conversion and are an easier medium for prospects to consume. When engaged in video, prospects tend to stay longer on a page and place more trust in a brand. If video is part of your strategy, consider using a tool like Wistia, which connects to Account Engagement, to capture conversions within your video!

5. Keep forms short and easy to complete.

If your call to action is a form, make form submission as easy as possible and ask for no more than 4-5 field values per form. Consider leveraging the same form fields across all of your web forms and use progressive profiling to gradually capture more information when a prospect completes subsequent forms on your site. When possible, use radio buttons or dropdowns to standardize the data format as well as create a simplified experience for your prospect.

6. Take full advantage of the thank-you content.

Your thank-you page is not just a thank you, it can be an opportunity to guide your prospect elsewhere to continue engaging in your content. Instead of just saying thank you, additionally suggest another product or feature to review, ask them to engage with you on social media, or even offer them free bonus content. Leverage the momentum and trust created by the conversion and proactively offer them their next engagement path!


For more information on Account Engagement landing pages, check out our documentation on Engaging Visitors with Landing Pages.
Knowledge-artikelnummer

000380120

 
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Salesforce Help | Article