Landing page optimization is the process of researching and testing the design, copy, and other elements that are the most effective at generating the highest return on investment (ROI). The key benefits include:

  • Boosting the number of leads generated 

  • Increasing ecommerce sales (or conversions) 

  • Having deeper engagement with customers 

  • Improving the visibility of an offer or CTA

  • Driving more traffic further into a branded website or blog (after the fact)

Let’s review some proven strategies for optimizing landing pages.


1. Choose an appropriate design

Why are landing page headlines important?

Direct and clear landing page headlines help marketers drive immediate action. As a best practice, try and limit landing page headlines to 10 words and and under.

A good B2B landing page headline should also:

  • Grab the user’s attention immediately using a bold or larger font than the supporting copy

  • Be relevant to the message conveyed in the ad, social media post, or email that drove a user to the landing page

  • Help to boost search engine rankings so customers can find it organically 

  • Highlight a product or service’s unique selling points (USPs) or value propositions

  • Empathize with a target customer’s pain points (e.g., growing their career, and saving them money or time by accessing a product or service online) while offering valuable solutions