This article covers how to optimize your landing page to maximise UX and conversions. If you are not sure what a landing page is read our ‘What is a landing page?’ article.
What is landing page optimization?
Landing page optimization (LPO) is the process of making improvements to a landing page to enhance its performance. Enhancing performance normally means increasing conversions, for example, purchasing a product or service or signing up to a newsletter.
What should a good landing page include?
A good landing page should start with a clear and concise heading and make the value proposition of the page clear. Follow this information with a few short pieces of social proof, these testimonials build your credibility.
Next move on to persuasion, explain why your product or service is valuable and how it will benefit the customer. This could be in the form of a longer testimonial or a ‘how it works’ section. This persuasion section should remove any uncertainty the landing page viewer may have.
Finally use FAQs to remove any final roadblocks and end with a CTA.
Your landing page should funnel viewers towards converting. It should contain a CTA button and depending on the length of your landing page the CTA should be repeated at systematic intervals. The content on the landing page should drive viewers to your one clear CTA goal. Don’t be tempted to split attention and pack multiple focuses into this page.
What is needed to optimize a landing page?
Optimizing your landing page to persuade visitors to engage and convert involves a few steps.
- Define the objectives of your landing page
Decide if the objective of your landing pages is to increase product purchases, newsletter sign ups, trial signups, enquiries or something else. The purpose of the page affects the audience you are targeting and the content of the landing page.
A landing page designed for someone at the top of the funnel is probably focused on brand awareness, whereas a landing page designed for someone at the bottom of the funnel is likely to have less educational content about your company and more social proof to build trust.
- Know your audience
When you know what your landing pages purpose is and you have identified the audience it is targeting, work out what they would most benefit from finding out about your company. Use this information to populate the content on your landing page and build brand loyalty.
Take into account the devices and technical knowledge of your primary audience and build the landing page to be accessible and relevant to them. Young adults and retired adults are likely to have different needs and expectations from the design and functionality of a landing page. Be mindful of where your audience is and meet them there.
- Offer value to your audience
Landing pages are about lead generation and conversions. You might like to offer a free resource when people complete the CTA on the landing page. This could be a link to a blog, a discount code or a free trial. A/B testing here is useful to know which lead magnet drives the most conversions.
- Have clear branding
Your landing page could reach visitors from different platforms. It should be clear to a visitor that they have landed on your landing page, whether they click on the link on a social media post or a newsletter.
- Design for mobile audiences
Most internet searches are done using mobile devices. Mobiloud state that globally in 2025, 62.5% of internet traffic is on mobile, 35.7% is on desktop and 1.8% is on tablets. If your landing page isn’t optimized for mobile it significantly impacts your chances of visitors converting.
- Ensure a fast page load speed
Your landing page should load quickly. Landing pages that are slow to load will turn visitors away and reduce conversions.
- Test and review
Track and record problems with past campaigns and learn from mistakes. This is valuable before your page goes live AND when it is live. Always click every link on your landing page to test it.
When your page is live keep an eye on your conversion rate. If you have a healthy stream of people clicking through to your landing page and a very low conversion rate, critically look at the page and the CTAs. Think about what the bottle necks are and how you can improve them. If you have the functionality to, then use A/B testing to measure the success of different elements on your page.
When your campaign has ended set time aside to review how the page performed. Look at the data you have collected and use this to inform your decision making next time. Remember what works for one landing page at one time, doesn’t guarantee engagement next time. Your audience, their needs and external factors are all constantly changing, don’t be complacent and keep learning and optimising your landing pages.
Should landing pages be SEO optimized?
Generally, you should optimize your landing page for SEO as it increases the chances of visitors finding your pages organically. However, in some cases you may decide you don’t want organic traffic to find your page and so you might decide not to index the page. Think carefully about the audience you want to target when deciding if you should SEO optimize your landing page.
Contact us if you need help building or optimising a landing page. We’ll use our expert experience to help you create landing pages that work for your business.
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