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A landing page is one of the most effective tools at converting visitors into customers, but creating one is only the first step. Landing page optimization is a multi-stage process that places an emphasis on a user-friendly experience by focusing on simplicity and legitimacy.

Once the steps have been implemented, a fully optimized landing page can have a hugely positive impact on your marketing campaign and ultimately on your business. In this article, we’ll outline the optimization steps and how to apply them.

1. Maintain Consistency

Design, copy & tone

A landing page is a standalone webpage that exists to convert visitors into leads or customers, but this separation shouldn’t mean that the page feels completely disconnected from your brand.

The design, copy and tone of all that is contained on your landing page should be consistent with the traffic source and the destination website. It doesn’t have to entirely replicate the experience of the latter, but it should still feel connected to it.

If a PPC or social media ad directs traffic to your landing page, they expect each of the three elements to be consistent with the brand. If your brand uses a minimalistic, natural tone approach, don’t then use vibrant colours with flamboyant graphics on your landing page.

People like assurance that they’re buying something of quality and if your design, copy and tone seem mismatched and inconsistent they’ll get a bad impression and most likely look elsewhere.

2. Create a Strong Headline

One of the most underrated elements of an effective landing page is the headline. Naturally, the headline is the first thing a visitor will read, so some thought and effort are required to make it attention-grabbing.

The headline is the first step in getting the visitor to take action and be convinced that your product or service is right for them. Fortunately, making alterations to this element is straightforward, so create a variety of options and conduct split tests to see which one performs best. Here’s how to create an ideal headline:

  • Drive your point home with clarity and concision, without ever resorting to ambiguity or clickbait. The customer should immediately know what the purpose of the landing page is.
  • Use your copy to connect with the user by evoking a strong emotion. Ease their worries by suggesting their problems can be solved by reading the page’s information.
  • Make sure it’s related to both the title and the copy of the traffic source that was used to initially attract the user.
  • Make it noticeable with a suitable font size and style.
  • Positioned correctly above the landing page fold, ensuring it’s the first thing that gets seen by the visitor.

3. Implement Video Content

Standing out from the crowd is crucial in the highly competitive online free-for-all, and landing pages that make use of video content are much more eye-catching and engaging compared to ad campaigns that don’t.

Thanks to advancements in technology, and the prevalence of mobile phones that capable of filming ultra-high-definition footage, uploading and sharing video content is now easier than ever.

You want visitors to spend time on your landing page, digesting all the information that’s available. It’s rare for a visitor to see blocks of text and think, “I can’t wait to read this!” Instead, they’re much more likely to take one look and back out, refusing to waste their time on what could potentially be something they don’t need.

Videos are passive content, meaning the visitor can gain an insight without putting much effort in. This doesn’t mean put videos up for the sake of it – quality always takes precedence over quantity. Your videos should include the following:

  • A linear storyline that reassures and convinces the visitor to take action and enter the sales funnel.
  • A message that evokes an emotional response in your target audience. Sure, be as informative as possible, but don’t bog the visitor down in a deluge of information.
  • Attention-grabbing visuals.
  • Focused on and related to the overall purpose of the landing page that it’s attached to.

4. Clearly Display Your Contact Info

The visibility of your contact details reflects the legitimacy of your business.

A clearly visible phone number and customer service email address contribute to removing customer doubt and hesitation – especially if you’re asking for details related to online bank transactions.

If contact details are hidden or hard to find it could give the impression of a scam or an illegitimate business. This could absolutely not be the case, of course, but impressions count when money is involved and something as simple as displaying your contact details has been proven to be a great conversion rate optimizer!

5. Testimonials for Social Proof

Leading on from the previous point, social proof is another unquantifiable metric that contributes to legitimacy and to a visitor’s confidence in a business they have no prior interaction with.

Reading real-life anecdotal encounters between previous customers and the business that describes their personal experience provides the authenticity and assurance needed by a new visitor.

If you’re going to include testimonials, make sure they’re real! It’s easy to spot fabricated reviews as they often follow a similar template; overtly positive, generalised information with a noticeable lack of product or service details is an instant red flag and questions will be raised. If a company is faking reviews, what other deceptive tactics have they secretly implemented?

Focus on authentic, legitimate business practices so that you’re able to gain testimonials naturally. Quality will always prevail. Take an extra step by simplifying the review process by including a comment or feedback section on your site for extra transparency.

6. Test Responsiveness on Mobile Devices

Your website and landing pages should be responsive to a range of screen sizes and mediums. Failing to check whether this is the case could be a huge mistake.

Your land page designs should flow seamlessly regardless of the device that’s being used; meaning the images, text and buttons should always be where they’re supposed to be as noted in the original design. Remember that mobile phones are responsible for over half of all Internet usage and if things aren’t aligned or look poor on a mobile device the user will immediately back out.

Keeping responsiveness in mind is key during the step-by-step design process!

Wrap Up

The best thing about working in online marketing lies in the fact that influential changes can be made simply by editing your existing content. If you have already made your individual landing pages, reading this would’ve undoubtedly given you peace of mind considering the optimization process doesn’t require a dramatic overhaul.

Start by making changes today to see positive results tomorrow!


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