A Beginner’s Guide To Landing Page Optimization

Here’s a simple definition of a landing page: A landing page is a specific page that any visitor can land on.

As a “special” page of your website, its main purpose is to meet a purpose.

That purpose can be enticing your audience to join your webinar, buy your latest offer, enter your contest, and more.

Many newbie marketers assume that creating a landing page is simple.

All they need to do is place an email sign-up form and a call-to-action button.

However, a landing page is more than that.

It’s about holding your audience’s attention and winning their trust so that you get all the best results for your brand.

This blog post will show you how to optimize a landing page for high conversions.


Table of Contents 

  • Important Elements Of A Landing Page And How To Optimize Them
    • 1. Unique Selling Proposition
    • 2. Main Headline & Supporting Headline
    • 3. Supporting Body Copy & Benefits
    • 4. At Least One Compelling Image Or Video
    • 5. Sign-Up Form
    • 6. Call-To-Action Button
  • Over To You

Important Elements Of A Landing Page And How To Optimize Them

Before you get to optimize a landing page, first you need to know its critical components.

These are the building blocks that make up a complete landing page:

1. Unique Selling Proposition

You won’t be able to find the unique selling proposition (USP) on a single spot of your landing page.

However, it will be the basis of how you craft all landing page elements.

What is a unique selling proposition?

A USP is the one thing that makes you and your products stand out from the competition.

It’s what your business stands for. Successful brands are known for one thing.

For example, Starbucks is known for their amazing coffee while Uber for their top-notch convenience in booking a ride using a phone app.

Questions to ask that help you create a USP:

  • Who is my target audience?
  • What are my prospects’ needs and wants?
  • How do their daily lives look like?
  • Is there a pressing problem that I can help address?
  • What are the factors that prevent them from reaching their goals?

2. Main Headline & Supporting Headline

Your main headline is the first element of your landing page that everyone sees.

It’s your big announcement that’s supposed to let visitors know what’s in it for them.

A supporting headline should be found right beneath your main headline.

Remember that a supporting headline is optional.

If you choose to include a supporting headline, make sure that it provides additional information on the main headline.



How to write great landing page headlines (and sub-headlines):

  • Get to the point immediately.
  • Spark curiosity.
  • Offer a solution to your prospects’ problem.
  • Speak to people on an emotional level.

There are headline tools you can rely on for inspiration.

Try these: CoSchedule Headline Analyzer, Tweak Your Biz, and Portent’s Content Idea Generator.

3. Supporting Body Copy & Benefits

This is the meat of your landing page

. Your landing page copy is where your visitors get to learn more about your offer.

Because some landing pages are long, a good way to keep readers hooked is to divide along copy into smaller sections, together with a headline above each section.



Make sure that your copy outlines everything people need to know about your offer.

While you state its features, never miss its key benefits.

For example, if you’re selling a book, the features are a glimpse of its chapters.

The benefits describe the end result that readers will get with each chapter.

How to optimize your supporting body copy:

  • Write shorter sentences and paragraphs.
  • Use simple terms. Avoid jargon.
  • Write in the first person. This gives the sense of “being there.”
  • If possible, use bullet points for certain features and benefits.
  • Mention possible consequences if your prospects fail to act.

4. At Least One Compelling Image Or Video

Prospects won’t be able to fully appreciate your offer if it isn’t accompanied by visual elements.

No matter what you’re promoting, a video or image of it helps you demonstrate exactly what it looks like.

Your visuals should be high in quality and related to your offer.

If you’re going to use a video to get your message across better, paint a picture or tell a story of how your audience’s situation can get better through your offer.

5. Sign-Up Form

All landing pages are supposed to collect information from prospects.

This will help you better to their needs in your future offers and messages.

One mistake that some marketers make is that they drive people away by requiring them to enter so many personal details about themselves.

While more details are better, it’s important to consider your audience’s short attention span and patience.

Basically, all landing page forms should at least ask for these details:

  • Name (First or complete name)
  • Email address – For list building
  • Job title

Have you heard of smart forms?

Smart forms are a specific feature of landing pages that automatically fill up information of people who’ve interacted with you in the past.

This means that you already have the contact details of these individuals.

6. Call-To-Action Button

A CTA button tells your prospects what they should do.

After all, we want more conversions.

Call in action

Remember to create your call-to-action in such a way that it truly stands out and entices even the most resistant people to click through.

Usually, a CTA button is placed right beneath the sign-up form.

In other cases, bloggers place it below their video, image, or testimonials.

How to design a compelling call-to-action button:

  • Use a contrasting color. For example, if the background color is blue, a good CTA button color would be orange.
  • Use action-oriented words to provoke immediate conversions.
  • Make your button big enough to stand out especially for mobile users.

Over To You

These are all the ways for you to start optimizing your landing pages.

For your landing page creator, I personally recommend that you try out AWeber and GetResponse.

Good luck on building a successful landing page that helps you meet your goals.

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