Landing Page Compliance: Everything You Need to Know

Landing page compliance is a crucial yet often overlooked aspect of digital marketing. It’s not just about creating an eye-catching design or compelling copy. It’s about ensuring that your landing pages meet legal, accessibility, and privacy standards while also optimizing for conversions. Failure to comply can lead to legal penalties, loss of customer trust, and, ultimately, diminished conversion rates. This guide will explore the various facets of landing page compliance, from legal requirements to best practices, to help you create landing pages that are both effective and compliant.

A landing page is a standalone web page designed to encourage visitors to take a specific action, such as signing up for a newsletter, downloading a resource, or making a purchase. It’s where a visitor “lands” after clicking on a link in the search results, an email, an ad, or other digital channels. Examples include a home page, pricing page, product ad page, etc. 

Landing page compliance directly impacts your marketing performance, influencing everything from user trust to conversion rates. Here’s how:

• User trust and credibility: A compliant landing page exudes professionalism. By adhering to data protection laws and providing transparent information, including disclaimers and contact information, you build trust with your audience, essential for converting visitors into potential customers.
• Data privacy and consent: Compliant landing pages ensure that users’ data is handled carefully. This includes providing clear consent mechanisms and transparent data usage policies, which comply with regulations like GDPR compliance and CCPA and make users feel more comfortable sharing their information. Ensuring user consent and user privacy is crucial for building long-term relationships with your audience.
• Conversion rates: Well-designed, compliant landing pages tend to have higher conversion rates. Clear, truthful messaging that aligns with user expectations reduces confusion and builds trust, encouraging users to complete the desired actions. Including testimonials, a clear call-to-action (CTA), and functional landing page forms can significantly enhance the user experience.
• Brand reputation: Compliance with legal standards reinforces your brand’s reputation. Inconsistent or non-compliant practices can lead to legal challenges and harm your brand’s credibility. Furthermore, incorporating compliance into your marketing strategy can serve as a unique selling point for your brand.
• SEO benefits: Search engines like Google prioritise websites that offer a good user experience, and compliance is a big part of that. For example, a landing page that is compliant with privacy laws and accessible to all users is more likely to rank higher in search results. This means more organic traffic and more opportunities for conversions. Additionally, using tools like Google Analytics can help you track the effectiveness of your compliance efforts and make data-driven decisions for further optimization.

Understanding and following the legal requirements for landing page compliance is the first step to protecting your business. Here’s a practical overview of the key regulations:

GDPR (General Data Protection Regulation)

The EU GDPR is a comprehensive data protection law that came into effect on May 25, 2018. It was designed to give individuals more control over their personal data and to unify data protection laws across the European Union (EU). Learn more about the EU GDPR.

Here are some key aspects of the GDPR relevant to a landing page:

• Consent mechanisms: Implement explicit opt-in mechanisms for data collection, including cookies. Users should be able to give granular consent and choose which data processing activities they agree to. Ensure that users can withdraw consent easily.
• Transparency: Your privacy policy must be easily accessible and detail how user data is collected, processed, stored, and shared. Clearly inform users of their rights under GDPR, including access, correction, and deletion of their data. Make sure this information is easily accessible on your homepage.
• Data minimisation: Collect only the data necessary for the specific purposes disclosed during collection. Avoid asking for excessive personal information like phone numbers unless it’s strictly required.

CCPA (California Consumer Privacy Act)

CCPA is a state statute intended to enhance privacy rights and consumer protection for residents of California, USA. It was signed into law on June 28, 2018, and came into effect on January 1, 2020. Here are the key aspects of the CCPA relevant to a landing page:

• Notice at collection: Clearly inform users at the point of data collection about the categories of personal information being collected and the purposes for which it will be used. If applicable, provide a clear opt-out option for the sale of personal data.
• Consumer rights: Ensure that users can easily exercise their rights under CCPA, such as accessing and requesting deletion of their data. Provide a straightforward process for users to submit these requests and ensure they are not discriminated against for exercising their rights.

ADA (Americans with Disabilities Act)

ADA compliance refers to the Americans with Disabilities Act Standards for Accessible Design, ensuring that all electronic information, including websites, is accessible to people with disabilities.

• Accessible design: Ensure that your landing page is navigable via keyboard and follows a logical structure. Use proper HTML tags for headings and lists, and provide text alternatives for all non-text content, such as images and videos.
• Readable content: Use legible fonts and maintain high colour contrast to ensure your content is accessible to visually impaired users. Ensure that text is scalable and that your page layout adapts accordingly.
• Forms and interactive elements: Clearly label all form fields and provide accessible error messages. Ensure that all interactive elements, including pop-ups and forms, are accessible via keyboard and provide visible focus indicators.

WCAG (Web Content Accessibility Guidelines) 2.2

Web Content Accessibility Guidelines (WCAG) 2.2 sets the standard for making digital content accessible to people with disabilities. Compliance means a business or agency has implemented key design principles to ensure accessibility.

• Perceivable content: Provide text alternatives for non-text content such as images (using alt text) and videos (using captions or transcripts). Ensure content is presented in ways that can be perceived by all users, including those with visual or auditory impairments.
• Operable navigation: Ensure that all interactive elements on the web page (e.g., forms, links, buttons) are accessible via keyboard. Implement clear focus indicators and provide mechanisms like skip links to allow users to bypass repetitive content.
• Understandable information: Use clear, simple language and provide consistent navigation throughout the landing page. Ensure that content appears and operates in predictable ways, reducing confusion for users with cognitive impairments.
• Robust content: Your landing page should be compatible with current and future user agents, including assistive technologies. This includes using clean, semantic HTML and ensuring that various devices and software can reliably interpret content.

FTC ad regulations

FTC guidelines apply to landing pages whenever they include advertising content, such as product or service claims, promotional offers, or any form of marketing that could influence consumer decisions. This is particularly relevant when the landing page makes specific claims about a product or service’s benefits, performance, or results, as these claims must be truthful, substantiated, and disclosed to avoid misleading consumers.
Compliance with FTC guidelines is crucial for any landing page that engages in direct advertising or promotional activities. 

Security measures

• Encryption: Secure your landing page to protect data transmitted between the user’s browser and your server. Ensure the site encrypts any sensitive data collected in transit and at rest. Data security is paramount, especially when collecting user data through forms or pop-ups.
• Access controls: Implement strict access controls to limit who can access user data, ensuring only authorized personnel can view or manage sensitive information.

#1 Implement clear opt-in/opt-out mechanisms

One of the most critical aspects of landing page compliance is obtaining explicit consent from users before collecting their data. This step is vital for compliance with regulations like GDPR and CCPA, which require businesses to clearly inform users how their data will be used and allow them to opt in or out of data collection.

Best practices include:

• Use checkboxes: Include clear and prominently placed checkboxes on your forms that allow users to opt in or out of data collection or marketing communications. For example, use phrases like “Yes, I would like to receive updates” or “No, I do not want to receive promotional emails.”
• Pre-tick checkboxes: Avoid pre-ticked checkboxes for consent. Regulations like GDPR require that consent be given freely, meaning users should actively choose to opt in.
• Granular consent: Where possible, allow users to consent for specific types of communications (e.g., newsletters, promotional offers) rather than blanket consent for all communications. This granular approach complies with legal standards, improves user trust, and enhances lead generation efforts.
• Simple language: Use simple and clear language to describe what users consent to, avoiding legal jargon that could confuse or mislead them.
• Revocable consent: Users should also be able to withdraw their consent as easily as they gave it.

Miniso Lithuania uses the CookieYes banner to manage cookie consent. Users can customise their cookie preferences according to the categories as shown and also change their consent if needed by clicking the widget as shown: 

Ensure that the consent options are easy to find and clearly labelled. They are typically placed next to or directly below the form fields where users input their information.

#2 Include a Privacy Policy and Terms and Conditions links

Every landing page collecting user data should link to a privacy policy explaining how the website handles the data. Similarly, if your landing page involves special promotions or transactions, it should include a link to your terms and conditions.
Best practices include:

• Privacy Policy link: Place a clearly labelled and easily accessible link to your privacy policy.
• Terms and Conditions: If your landing page includes special offers, discounts, or contests, include a link to your terms and conditions. This ensures transparency and protects your business from legal disputes.
• Placement: Ideally, place these links near the area where the user inputs their data or in the footer. They should be easy to find but not intrusive. For example, HubSpot’s footer has links to all its legal pages, such as its privacy policy and cookie policy.

• Content clarity: Both your privacy policy and terms and conditions should be written in clear, plain language, avoiding unnecessary legal jargon. Users should be able to understand what they are agreeing to easily.

#3 Ensure accessibility for all users

Accessibility is not just a legal requirement; it’s also a moral obligation to ensure that all users, including those with disabilities, can access and interact with your landing page. Following the Web Content Accessibility Guidelines (WCAG) ensures your landing page is accessible to everyone, which can also improve user experience and SEO performance.
Best practices include:

• Use semantic HTML: Structure content with proper heading tags, lists, and labels.
• Provide alt text for images: Ensure all images have descriptive alt text for screen readers.
• Ensure keyboard accessibility: All interactive elements (e.g., buttons and forms) should be accessible via keyboard navigation.
• Contrast and colour: Maintain high colour contrast between text and background. Avoid relying solely on colour to convey information.
• Responsive design: Ensure content is accessible on all devices, including screen readers and mobile devices.

See how the CookieYes landing page responds to different screen sizes:

• Clear and descriptive links: Use meaningful link text that describes the destination. Here’s an example from CookieYes:

• Test accessibility: Regularly test pages using accessibility tools and screen readers.

Boston Dynamic’s landing pages provide several accessibility features that users can turn on using the widget as shown below:

#4 Ad regulations

When creating landing pages, it’s essential to comply with FTC guidelines to ensure transparency, avoid misleading consumers, and protect your business from potential legal issues.

Best practices include:

• Ensure truthfulness and substantiation: Back all claims on your landing pages with evidence to avoid misleading consumers.
• Use clear and conspicuous disclosures: Place disclosures prominently near the related claims, ensuring they are easy to see, read, and understand across all devices. 
• Prioritise proximity and placement: Position disclosures close to the relevant claim on the same screen to maintain context and visibility.
• Leverage hyperlinks appropriately: Use clearly labelled hyperlinks for lengthy disclosures, ensuring they lead directly to the relevant information.
• Avoid deceptive practices: Do not use the ad if a clear and conspicuous disclosure is required but cannot be made.
• Include disclosures in multimedia ads: For audio or video ads, ensure disclosures are in the same medium and easily noticed and understood by consumers.

For example, Ahrefs’s home page includes review ratings. Users can click on these ratings to view the corresponding pages where customers have provided feedback on Ahrefs.

#5 Use badges and certifications

Displaying compliance badges can help build trust with your users by showing that your landing page adheres to relevant data protection and privacy regulations. These badges serve as visual reassurance that your business takes compliance seriously.
Best practices include:

• SSL certificates: If your landing page uses SSL encryption (which it should), display a secure connection badge. This helps reassure users that the website transmits data securely. For example, CookieYes has implemented SSL encryption, as indicated by the padlock icon in the image below.

• Trust seals: If you have earned any trust seals from reputable organisations, display them prominently. Trust seals from organisations like Norton or McAfee can significantly increase user confidence.
• Placement: Place these badges where they will be most visible and relevant, such as near the form or call-to-action button. Avoid cluttering the page with too many badges, which can overwhelm or distract the user.
• Legitimacy: Ensure that your badges or seals are legitimate and earned through proper compliance processes. Misleading users with fake badges can severely damage your credibility and lead to legal repercussions.