Your landing page is where the magic happens - or doesn’t. A well-optimized landing page can be the difference between a profitable campaign and wasted ad spend.
1. One Page, One Goal
The most common mistake? Trying to do too much. Every landing page should have exactly one goal and one call-to-action. Remove everything that doesn’t support that goal.
2. Match Your Ad to Your Landing Page
Message match is critical. If your ad promises “50% off running shoes,” your landing page headline should say exactly that. Any disconnect increases bounce rates.
3. Speed Matters More Than You Think
Every second of load time costs you conversions:
- 1 second delay = 7% reduction in conversions
- 53% of mobile visitors leave if a page takes more than 3 seconds to load
- Compress images, minify code, and use a CDN
4. Write Headlines That Hook
Your headline is the first thing visitors read. Make it:
- Clear about the value proposition
- Specific (numbers and details perform better)
- Focused on the benefit, not the feature
5. Use Social Proof Strategically
Place social proof near your CTA to reduce friction:
- Customer testimonials with real names and photos
- Trust badges and security certifications
- “Join 10,000+ marketers” style counters
- Logos of recognizable brands you work with
6. Optimize Your Forms
Every form field you add reduces conversions. Ask yourself:
- Do I really need this field?
- Can I collect this information later?
- Can I use smart defaults or auto-fill?
7. Mobile-First Design
Over 60% of web traffic is mobile. Your landing page must:
- Use a single-column layout
- Have tap-friendly buttons (minimum 44px)
- Load fast on cellular connections
- Avoid horizontal scrolling
8. Test Your CTA Buttons
Small changes to your CTA can have big impacts:
- Use action-oriented text (“Get Started” beats “Submit”)
- Make buttons high-contrast colors
- Add urgency (“Start Free Trial - Limited Spots”)
- Test button placement above and below the fold
9. Remove Navigation
Landing pages should have no top navigation, footer links, or other escape routes. The only way off the page should be your CTA or the back button.
10. A/B Test Everything
Never assume you know what works. Test:
- Headlines and subheadlines
- Hero images vs. videos
- CTA button color and copy
- Long-form vs. short-form pages
- Testimonial placement and format
Conclusion
Landing page optimization is a continuous process. Start with these fundamentals, then test and iterate based on your data. The best landing pages are never “done” - they’re always being improved.