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Pardot Landing Pages Best Practices

Nelson Eisenmann

Pardot Landing Pages Best Practices

Nelson Eisenmann

Nelson Eisenmann

Director of Marketing Automation

Landing pages are often the first experience your visitor has with your website, so you will want to learn how to boost the effectiveness of your landing pages.

With tools like Pardot marketing automation at your disposal, you can create and style your landing pages, forms, and calls to action for compelling user experience and return with high conversion rates.

The best practices that follow will contribute directly to you crafting a well-targeted landing page that can result in high-quality conversions.


Use Social Proof

You want to add testimonials, customer reviews, or stats to show your brand and offers are trustworthy. For an example, testimonials are a powerful form of validity because someone outside of the brand is doing the talking. This will lend your landing page additional credibility while the visitors proceed your site with greater confidence.


Limit your links

If the goal of the landing page is to fill out a form or download a piece of content, the last thing you want to do is have a navigation bar with several links for visitors to navigate away. It’s best practices to limit one link so that a visitor is prompted to take one desired action – click on your CTA and convert.


Include a Thank You page

Having a Thank You page not only inform visitors that the form was completed, but also allows you to upsell or cross-sell other services or content. There is a way to do this in Pardot under the form completion action section, where you can redirect the prospect to a custom URL on your website or create a short thank you note. This is a great opportunity to drive visitors deeper into your site and explore other facets of your brand. You also can install a Google tag manager snippet or create an event conversion in your Google Analytics account to track conversions with this function.


Declare your value proposition

Your landing page offer(s) should be alluring, clear, and spark curiosity. Ease into building the relationship with trust by offering something valuable in return for contact information.


Compelling hero section

When used correctly, images can compel prospects to take action. A hero shot is a powerful image that allows the prospects to envision what it would be like to receive the benefits of your offer. Your hero image should align with your message to drive it home but not take away from the core values of the landing page.


Add a non-gated piece of content

In addition to your gated content, some value needs to be included for free to drive further engagement, like a video or infographic. This second, free piece of content allows the visitor to see the quality of the content that you create without having to give up any of their personal information first.



The type of font you use can strongly affect how people interact with your landing page copy. Ask yourself these two questions: Is it readable? Will it distract from the main goal of your Pardot landing page? Using a font that’s clear and legible throughout the entire landing page allow visitors to stay until they reach the end of their journey.

Ready to Begin Your Pardot Journey?