Why is it considered a best practice to include an image or video on a landing page?

Including an image or video on a landing page is considered a best practice because they effectively give visitors a tangible idea of what they will receive. Visual content enhances the user's understanding of the product or service by providing a clear representation that text alone may not fully convey. This can lead to better engagement and retention, as images and videos can illustrate features, benefits, or the experience of using a product in a way that resonates with visitors.

Additionally, visual elements can help evoke emotions and convey brand identity, thus contributing to a more compelling narrative around the offering. When potential customers can see what they are signing up for or purchasing, it builds trust and encourages conversions. The use of relevant images or videos can significantly improve the overall appeal of the landing page, making it more likely to convert visitors into leads or customers.