2024

Landing Page
Best Practices& Templates

Presented by:

Taboola Creative Shop

WHO WE ARE

Taboola Creative Shop is a
global in-house agency
and team of creativeeducators.
➔ Powering recommendations for advertisers aroundthe world and back.
➔ Distributing industry-specific insights, trends,
and strategies to boost performance.
➔ Enhancing and creating assets for top advertisers.

CONTENTSTRUCTURE
BEST PRACTICE STRUCTURE
Exhibit the problem
Why they need to solve the problem?
How you can help?
Why now?

CONTENTSTRUCTURE

1. What is the Problem?
Start by speaking about the problem your product is solving. Thereader needs to understand the problem first, not the product.

2. Why Should this Problem be Solved?
In 1-2 sentences, educate your target audience on the importance of solving theirproblem. Speak about how their lives will improve if they fix the issue.
Mention the pros and cons of eliminating the problem, and rule out the cons thereader might have.
Make the solution to the problem simple. The reader should clearly understandthat taking action to solve the problem will be easy, especially regarding time,effort, and cost.

CONTENTSTRUCTURE

3. How Can Your Product Help?
Explain the solution to the problem, not the product. Put emphasis on theunique selling points your product offers. Show your expertise in a simple,
concise manner.

4. Why Should They Take Action Now?
Define why it’s important for the user to take action immediately. Usetechniques such as urgency or FOMO, user testimonials or reviews,comparisons to competitors, and other points.

PAGE
DESIGNBEST PRACTICESKeep it short
Humanize it
Top it with a strong visual
Make it readable6 KEY DESIGNELEMENTSKEEP IT SHORT
Kill some words, Shortpages, of 400-600 words
outperform the longinformative pages. Taboola
trends are showing evenshorted pages, of 250 words.

MAKE ITREADABLE
Bolded sub-headers, relatively
big fonts, and short paragraphs
will also ensure the reader
stays on the page.

CTAs
HUMANIZE IT
Who wrote the article?
What is their profession?
When was the article
published.

TOP IT OFF WITH
A VISUAL
Visuals of users, thought
though leaders orcontextual.

Integrate 3 types of CTAs
1. CTA buttons (at the top rightcorner and at the bottom ofthe page)
2. Hyperlinks- less aggressive
within body
3. Test Gamified CTA

LINK CAREFULLY
Avoid places where reader
can click out: navigationbar, social sharing,
testimonials, home page.

DESIGN
YOUR PAGE

ARTICLE TITLE
Your title should capture
the reader’s attention andmakes a promise about
what they will read.
It should have the samemessage as your creative.

AUTHOR & DATE
Author’s/ editor’s firstand last name + date.
You may also add asmall picture/ icon ofthe author.

HOOKAnswer the promise
you made in your title
immediately in anenticing way.

NUTGRAPH
Your reader should
receive the entire
message of your article
in these 1 to 3
sentences — think ofthis as a brief summary.

DESIGN
YOUR PAGE

SECTION HEADERSHeaders shouldsummarize your article
when scanned so thereader understands
whether or not it’s valuablefor him or her.

CTAYour final CTA should
be more aggressive, asreaders who make it to
the end of an article areinterested andcommitted to thetopic.

Bad: Will you besatisfied?
Good: Comfort andinterior that will
guarantee yoursatisfaction.

DESIGN
YOUR PAGEINNOVATE
Videos, photo galleries, quizzes, andother unique content types have thepotential to unlock new audiences foryour product or services. Experimentwith new formats when possible, butmake sure to keep the rules we’vementioned here in mind!

CTA DO’S& DON'TS
BEST PRACTICES
Location
CopyFormat=

CTADO’S AND DON’TS

LOCATION
Add a less aggressive
CTA about 1/3 of theway down your page.
Hyperlinked text in aseparate row can work
well for this.

Don’t place your primary CTA
in the right rail on desktop.
Users will be engaging withthe article, and will most likely
miss it.

Place the CTA
immediately below
the article body.
Don’t place your CTA
below share buttons
and/or comments.
The user will miss it.

CTADO'S AND DON'TS

COPY
Tell the user what toexpect post-click. Use
preciseaction-oriented
language like “buy” or“sign up”, Rather thanmore generic language
like “click here”.”

Don’t emphasize
multiple actions. YourCTA should focus only
on your primary goal.

Use end of article CTA’s rather
than multiple CTA’s. The user
who will click on the end ofarticle CTA will probably makea valuable conversion, as theyread the full article and knows
what they will get in return.

CTA
DO'S AND DON'TS

FORMAT
Find creative ways togamify your action if
possible, like using a quizformat. It will make theuser more likely to follow
through with the action.

Don´t make the CTA look like abanner. Users have blindness andwill ignore it. Even separating yourCTA from the article with a block ofbackground color will have thiseffect.

Don't rely on a floating
CTA in the footer. Users
will most likely miss thatas well.

USER
EXPERIENCEBEST PRACTICES
Pop smart
Link carefully

USER
EXPERIENCEPOP SMART
Users will instinctively close pop-up
windows without reading them. If youneed to rely on a pop-up, then makesure it's triggered only once a reader
has truly engaged with your page.

USER
EXPERIENCELINKCAREFULLY
If you need to link outside of your site,
make sure that the link opens in a newtab or window.

LANDING PAGETEMPLATES
New! Landing page templates
ElementorWixWordpress
InstapageLANDING PAGEQUICK START➔ Taboola simplifies landing page creation withpre-designed templates➔ Select a website builder & craft landing pages
using templates that align with our best practices➔ Advertisers can simply add/paste their content &publish their optimized page➔ Get started here!

A/B TESTINGRECOMMENDATIONSTechnology and browsing
habits change and evolve. A/B
test major elements of yourpage on a regular basis tomake sure you´re reaching
maximum conversion potential.

THANK YOU