Best Landing Page Optimization Practices, Tips, and Tools
by Julie Weishaar
September 16, 2023
Best Landing Page Optimization Practices, Tips and Tools

A landing page is one of the highly effective marketing channels to capture new leads, build your email list, and send prospects down the sales funnel for conversion.

However, only a few businesses can utilize their landing pages correctly for maximum results.

Does any of these sound familiar?

Case A: You have spent thousands of dollars on your marketing campaign, but your landing page conversion rate is lesser than the capital input.

Case B: Your landing page was initially doing well, and then suddenly, the metrics dropped so badly despite investing the same amount of effort into your marketing campaign.

Although both cases are a bit different, the point is that you are losing money without converting.

And no brand wants an outcome like this. That’s where optimizing your landing page comes in.

According to Gripped, merely addressing your prospects’ fears on a well-optimized landing page can increase the current conversion rate by 80%.

Moreover, approximately 50% of landing pages rank high on Google’s search results and draw tons of organic traffic.

Could your page use a fix, too? Implement these proven and tested tips.

1.    Redesign Your Website for SEO

Yes, we get it. Landing pages (LP) are primarily used for receiving leads from paid sources, so SEO is not a thing for most people. But that’s where many get it wrong.

Imagine how irritated your leads will be after getting stuck and spending several tens of seconds to access your landing page.

That aside, most people utilize mobile devices for scouring the internet, meaning your landing page’s design should fit right into their screen’s width.

If your page elements are not built for mobile scalability, you might have to deal with a high bounce rate later.

Effective SEO practices like fixing your page’s loading speed, minifying your codes if you are a tech geek, and developing mobile-friendly pages are the things you should keep in mind.

All these factors allow your landing page to rank on SERPs and ensure you provide the right experience for your leads.

Beyond the techy aspect, you must also ensure your website is visually appealing. This includes using the right colors and elements.

Include high-quality images wherever necessary, and try out animations if it doesn’t affect your page’s function. You can audit your website for issues and bugs that need urgent attention.

2.    Develop Resonating Copy

Landing pages – whether for lead capturing or product sales – all bank on quality copy content. Let’s say your landing page is for a digital product like CRM software.

Immediately, new leads get to your landing page for this product.

They must meet compelling content that will proactively convince them even before a salesperson steps in to nurture the relationship.

Sounds great?

When crafting your copy, ensure your subject line or header content is enough to keep them on the page.

The copied content should further cement their stay and nudge them towards the call-to-action (CTA). Using a clear-cut CTA in your copy is also crucial.

According to Hubspot, personalized CTA results in about a 200% increase in conversion rate.

Avoid generic CTAs like “Click here” or “Buy now”. Use interesting ones like “Grab this one-time deal now”.

3.    Add Testimonials And Customer Reviews

Here’s where social proof comes in. People like precedence. Customers want to see others who have successfully used your products.

Ask your previous or existing clients to share their testimonies or customer reviews and tell them why.

Use the most sincere and attention-grabbing testimonial on your landing page with the client’s permission.

You can include as many as five, depending on your copy’s length.

Make sure these testimonials can be fact-checked since most customers want to know if it is genuine and not made up.

4.    Let Videos Do The Talking

Video content on your landing page can increase conversion by 80%. That’s a huge and significant impact on your annual ROI.

Instead of always boring your leads with textual content, use videos to do the talking.

You can place a 10-minute product video immediately after your header content and use it to explain everything about your product.

Hire a video marketer to create animations, create your own using video creation platforms such as Renderforest or InVideo, or use a photographic video for more realism.

However, be careful of using overly stretched videos. While your leads will prefer something visual over blocks of text, they still do not want it to be too long.

5.    Reduce Form Lines and Keep Things Short

If you’re using your landing page for lead capture, that means you will work with contact forms or email boxes.

A generic contact form asks for first name, last name, contact number, and email address.

But in most cases, you might need more information from your leads, thus leading to several lines of input on your form.

Similar to how most leads are irritated by long blocks of text, they can get annoyed by the many question boxes.

For an average lead capture campaign, three to four boxes are enough.

Only ask for the information you need. More complex campaigns should have a max of six to eight boxes.

6.    Use Analytics Tools To Measure Optimization Results (A/B testing)

Lastly, track your optimization results with a tool like Google Analytics.

Check for metrics that explain your leads’ actions immediately after they get on your page.

Each touch point and how long a lead stays on your page show how engaging and effective it is.

You can also integrate your Google Analytics account with CRM software for deeper insights.

This will give you a detailed report on which lead-generating channel is most effective and how well your leads convert once they get to your landing page.


There’s no one-size-fits-all landing page optimization solution.

However, you can scale your conversions and triple sales by combining all the above practices.

First, redesign your website to provide a better user experience before creating copies invoking your leads’ desires.

Afterwards, include reliable testimonials on your page. Word of mouth is most times more convincing than your best copy.

Don’t forget to integrate appealing visual content like videos and high-quality images.

Then, finish it up with frequent tracking and constant page review.

Originally published January 13, 2023. Republished September 16, 2023, to add video.

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  1. Kiran

    a good article about landing pages. great points

  2. Ryan Biddulph

    Good advice Julie. I did an SEO redesign over the past 18 hours or so on my blog. I slept a few but worked on it mostly. Feeling really good about it because I deleted so much stuff weighing it down, affecting my Google traffic.

  3. Julie Weishaar

    Hi Ryan,

    Good for you. What do you think was most effective in improving your traffic?

  4. Paul

    I need to use more landing pages after reading these optimization tips.

  5. Lisa Sicard

    Hi Julie, I need to work more on A/B testing, what kind of tools do you use for that? Thank you.

    • Julie Weishaar

      Hi Lisa,

      Me too. For now, Google Analytics. Looking into HubSpot’s free tool is on my to-do list.


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