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Landing page optimization: Best practices for agencies

Updated: Nov 16, 2021


Example of a headphone company’s landing page.

Here’s the good news: Landing page optimization is a skill you can learn, and even start to master, pretty quickly. And here’s some better news: Once you do master this skill, you’ll have the ability to boost your clients’ bottom lines in a big way.


The numbers are undeniable. A typical landing page can result in a conversation rate of roughly 4-5%. Some of the more successful landing pages, on the other hand, can generate more than 10 times that amount.


So, no doubt, it’s time for you to make optimization a priority. But first, let’s make sure we’re all on the same page.



What differentiates a landing page from other types of websites?


The terms landing page and homepage are sometimes used interchangeably. But let’s not forget that they’re 2 different things. A homepage can sometimes be a landing page—and vice versa—but a landing page always has a very specific mission. And that mission is, simply, to convert site visitors.


What that conversion is will depend on your client’s goals. One landing page might be selling a product while another might be extending an invitation or promoting a limited-time offer. In every case, the more conversions your clients bring in, the closer they’re getting to achieving their business and/or marketing goals.


The opportunities are vast. After all, the process for actually reeling in page-visitors has never been more efficient and effective. A typical customer journey these days moves organically and often seamlessly, with keywords and search results funneling users with increased precision. Services such as Google Ads or Outbrain are primed to keep the visits coming, so it’s up to you to make sure those clicks become conversions.



What are the essentials of a landing page?


A landing page itself is ultimately the product of 3 central components: the company, the product and the offer. If these elements are working in true harmony, your client’s page is on the path toward optimization. You’ll see these elements included in our landing page examples below.

In addition to higher conversion rates, your client stands to reap a number of additional benefits:


Stronger customer relations

An optimized landing page makes the process of user engagement quicker and more efficient. Visitors will appreciate a fluid path toward getting their offer and finding their call to action (CTA). A smooth user journey in turn helps start the customer relationship on the right foot.


Insights on your clients’ services or products

Because a landing page focuses on a specific goal, your clients can use the page to get a clear idea of what is and isn’t working with their offering. You can help them analyze site performance, identify what channels brought the most people to the page and see where people clicked. Clients can use that data to improve their keywords or their product.


Better SEO rankings

By including the right search terms on a landing page, and evolving your client’s content strategy to match shifts in user search intent over time, you can make them rank higher on search engines. This brings more visibility to your client’s business, drives the right traffic to their page and helps them achieve their business goals.


15 key steps to optimizing your clients’ landing pages


Now that we’ve covered the essentials of a landing page, here are 15 essential steps to building a landing page that converts:


  1. Set a clear goal

  2. Understand the audience

  3. Strengthen the lead-in

  4. Appeal to pathos

  5. Write a bold headline

  6. Include a sharp subtitle

  7. Use striking visuals

  8. Create the right hierarchy

  9. Emphasize the call to action

  10. Consider multimedia

  11. Show social proof

  12. Provide contact options

  13. Retarget

  14. Go the extra mile

  15. Test and test some more


1. Set a clear goal

Before starting on a landing page, work with your client to define their goal. Ask them: What’s their company’s greater mission, and how does the page fit into it? What is the specific action they want their visitors to take? Are there other landing pages your client sees as inspiration? By using market research and solidifying these answers, you’ll influence all the choices that follow.


2. Understand the audience

As you’re setting your goal, think about the page from the visitors’ point of view. Talk to your client about their target customer. If you find your client has multiple target audiences, consider creating a different landing page for each customer segment or giving those different segments separate options on the page. You may also want to use custom code or geo-targeting features to create dynamic content that changes depending on the visitor.


3. Strengthen the lead-in

From strong SEO content to your choice of advertising platforms, you’ll want to use all the right tools to drive traffic to their page. If you and your client want this page to rank on search engines organically, you can use tools like Ubersuggest to help you identify the right keywords to include.


4. Appeal to pathos

The core challenge for a landing page is getting the visitor to act in a limited amount of time and space. This is why experts suggest including some sort of emotional appeal. Maybe you touch on the visitor’s pain points, create a fear of missing out, inspire them or highlight a problem. Consider how your tar