How Can I Optimize My Landing Pages?

Landing pages are a crucial part of your website. They’re a key part of converting website visitors into customers. High-quality landing pages can lead to more conversions and more money in your pocket. There are many different variables that go into a landing page. Let’s check out some of the best strategies to take with your landing pages. 

What is a Landing Page?

A landing page is a major component of any marketing campaign in 2021. Visitors end up on a landing page from a social media post, newsletter, or some kind of ad. It should be optimized with a goal in mind, like subscribing to an email list or having a visitor reach out to you for more information. 

In Google Analytics, the landing page report lists the pages on your website that get the most traffic from external sources. There are tons of optimizations to make on these pages and we’ll explore how you can make the most of them.


As we alluded to earlier, landing pages need a strong focus in mind; whether you’re selling something or offering a service. Keep the focus on one particular service or product, not your entire lineup. If a visitor clicked on an ad for decking and they land on a page, it should be focused on your decking services, not your entire range of offerings. 

The intent of the landing page should be clear. Include some information and benefits of your product or service and make sure there is a clear button aka call to action. Consider the size, color, and location on the page for your calls to action. 


Clarity is crucial when it comes to your landing pages, attention spans are shorter than ever. So make sure that visitors learn as soon as possible. Start with a strong headline that draws attention and a tagline that drills down the message. For your website, test different options and see which works bests for your audience.

Imagery is another important part of landing pages. Your ad or social media post that attracted the visitor likely had a high-quality graphic and your landing page should reflect that. Many people learn better visually, so having crisp images showing off your particular product or service leads to more conversions. 

Build Trust

If someone is landing on your website from an external source, there’s a decent chance that they’re unfamiliar with your organization and what you have to offer. Testimonials and awards are excellent ways to show people why they should do business with you. There are a number of ways to present these on a landing page, a customer video review, BBB badge, etc. On a landing page, you want to show that people have had an excellent experience working with you, making them feel good about opening their wallets. 

Consider all of these factors when building your landing pages. Review your top-performing pages and find out what’s working for your set of customers and it’ll lead to stronger conversion rates.

Contact Boston Web Marketing

For help with bringing your business into the future, contact Boston Web Marketing. Our team specializes in content creation, social media, SEO & more. We’re the digital marketing experts in the Boston area, helping local and national businesses improve their online presence. 

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