Landing Pages That Actually Convert: A Survival Guide for Travel Advisors – Part 1

A practical blueprint for building high-converting landing pages in a video-driven sales funnel.

 

Written By: Tom Ogg, Co-Founder and Co-Owner – Travel Professional NEWS

 

Your Last Chance to Close the Deal (No Pressure)

Let’s get one thing crystal clear: presenting the most compelling landing page to prospects is the key to converting a click into a lead. And never forget that the sole purpose of your landing page is to do exactly that. It is not to showcase your graphic design skills, not to win awards, and definitely not to display every possible piece of information about your company since its founding in 1987.

 

When potential clients click on your email (or video, or carrier pigeon message) to take further action, your landing page should speed them toward the action you want them to take and nothing else.

 

If you never lose sight of this specific function, your landing page will prove successful. Lose sight of it, and you’ll join the graveyard of “we got so close” sales that haunt every travel agent’s dreams.

 

So here are things to consider when building your video conversion funnel and crafting a landing page that actually works.

 

10 Landing Page Best Practices (Because You Deserve Success)

Here are 10 landing page best practices that you can implement to make your landing page as effective as humanly possible, or with AI assistance, which is even better.

 

1. Consistency (Yes, We’re Starting Here Again Because It’s That Important)

Your potential lead has already seen your videos and/or email and made the decision to pursue your specific value proposition. Once they click on the CTA, they should be delivered to the next step in the process that you’re wanting them to pursue, seamlessly, like a well-choreographed dance number, but with less jazz hands.

 

When they arrive at the landing page, it should be instantly recognizable as the next step. If it requires any amount of mental gymnastics for the reader to understand what to do, you’ll immediately start losing potential leads. Use the same colors, fonts, imagery, and messaging from your video. Make the transition smoother than a freshly paved runway.

 

2. Optimized Images (Speed Matters)

Make sure your images (if any) are optimized to their smallest possible file size. Review your HTML, CSS, and JavaScript code and do everything you can to minimize it. If you can create the page without CSS and JavaScript, so much the better, though let’s be real, we’re not living in 1995 anymore.

 

Remove anything that’s not absolutely necessary to get the page to function properly and maximize its loading speed. This includes that autoplaying background video of dolphins that you thought was “atmospheric.” It’s not. It’s a conversion killer.

 

Pro tip: Use AI-powered image optimization tools to automatically compress images without losing quality. Your page speed and your conversion rate will thank you.

 

3. Above the Fold (Because Scrolling Is Apparently Hard)

Make sure the entire landing page content appears above the fold so the reader isn’t required to scroll to see anything important. Yes, people scroll now more than they used to (thank you, infinite scroll and TikTok), but your most critical elements should still be immediately visible.

 

If you absolutely must go below the fold for whatever reason, complete the most important elements above the fold and then indicate that there’s further information below with a description of it. Use labels like “Client Testimonials Below” or “Full Itinerary Details” so you can limit the number of people who scroll past your CTA without engaging.

 

Always make sure a CTA is visible to act on, even if you go well below the fold. Multiple CTAs aren’t overkill; they’re strategic.

 

4. Exact Same CTA (Copy-Paste Is Your Friend)

Your CTA should be exactly the same as the CTA in your video and/or email. Make sure you follow all the criteria for creating the perfect CTA, including:

• Being benefit-oriented (“Get Your Custom Greece Itinerary” not “Submit”)
• High contrast colors that stand out like a lighthouse in fog
• Positioned at the top right of the page
• Also placed next to the most important content above the fold

 

Repetition isn’t boring when it comes to CTA it’s smart marketing.

 

5. Non-Invasive Response Form (Less Is More)

When a visitor clicks on your response form, it should appear immediately and only ask for the reader’s name and email address. Make the email address mandatory, but consider making the name optional. I know, I know, you want their life story. Practice patience.

 

There will be plenty of time during the relationship-building process that ensues once the prospect is in your database to capture additional demographic and psychographic information. Use AI-powered tools to gradually build out their profile based on engagement, clicks, and behavior rather than asking them to fill out a form that feels like applying for witness protection.

 

First, get them in the door. Then you can ask about their travel preferences, budget range, and whether they prefer aisle or window seats.

 

6. Honest Testimonials (Real Humans, Real Words)

Honest testimonials will go a long way toward reaffirming your visitor’s decision to pursue your value proposition. Video testimonials are even more powerful, as long as they’re believable, focused, and to the point, not staged productions that look like infomercials from 3 AM cable TV.

 

Of course, the best testimonials are from people who may be known in your marketing area or niche. “Sarah from accounting” doesn’t carry the same weight as “Sarah Johnson, Travel Editor at Luxury Living Magazine” or “Sarah, who’s been to 47 countries and still books through us.”

 

And please, for the love of all that is holy, avoid AI-generated avatar fake testimonials. People can smell those from a mile away, and nothing destroys trust faster than obviously fabricated reviews.

 

7. Complete Contact Information (Transparency Builds Trust)

Sure, you want the visitor to sign up for your offer, but you should also give them your complete contact information. By providing your telephone number, name, address, email, fax (okay, maybe skip the fax—this isn’t 1994), Skype, WhatsApp, and any other contact information, you set the stage for cooperative sharing of information and make it much easier to trust that their info is going where you say it is.

 

The best place on your landing page for this information is either on the left or right side of a sticky header visible but not intrusive, like a well-trained concierge.

 

8. Social Media Links (Proof You’re Actually Real)

Along with your contact information, you should provide links to your social media presence. Many visitors will absolutely check you out on Facebook, Instagram, or LinkedIn just to make sure your value proposition is consistent with your overall online presence.

 

They want to see that you’re a real person/agency with real clients, not a bot operating from a server farm in an undisclosed location. Give them that reassurance. Your active, engaging social media presence is social proof that you’re legit.

 

9. Mobile-Friendly Landing Page (Because It’s 2026, People)

You should craft a mobile-friendly version of your landing page and ensure it works flawlessly on every device. In fact, given that over 60% of web traffic now comes from mobile devices, you should probably design for mobile first and desktop second.

 

Optimize your mobile landing page by using:

• A single column layout (no squinting required)
• Bullet points instead of dense paragraphs
• Minimal graphics or video (unless they’re properly optimized)
• Fast loading times with the CTA above the fold

 

If your landing page doesn’t work perfectly on mobile, you’re essentially closing your business three days a week. Don’t be that person.

 

10. Highlight the CTA (Make It Impossible to Miss)

While your CTA may be in the perfect location and already stand out like a flamingo at a penguin convention, don’t hesitate to make it even more obvious. Use arrows or other directional graphics, use images where people are looking at the CTA, and make it crystal clear that the reader should click on it.

 

This isn’t the time for subtlety or minimalist design aesthetics. This is the time for “HEY, CLICK THIS BUTTON TO GET THE THING YOU CAME HERE FOR.”

 

What’s Next?

Part 1 introduced the best practices when building landing pages that convert. Part 2 will look at what not to do and also how AI can help you to success.