7 principles for optimizing your landing page & better results

  • 6 min read



The landing page is a web page which is the entry point for a website visitor. Since it is the first page the visitor sees, it is crucial that he/she gets the best user experience.

If a user doesn’t like the design or content presented by the landing page, he won’t stick around for long and in most cases he will continue searching for another website. This results in a high bounce-rate.

Optimizing your landing page is a long-term investment which will improve your conversion rate using already existing visitors.

Creating a Effective Landing Page

Creating a good looking and highly converting landing page was never an easy task. In today’s online world when we consider constant changes of web design trends and updates of search engines algorithms (factors that search engines take into account when ranking your website) creating a good landing page takes a lot of effort.

However even in those changing conditions there are some necessary elements which a good and optimized landing page must contain. In this article we will explain the elements essential for a good landing page.


No matter in which industry your business is, good web design is the key to catch visitors attention. Web design plays a huge part in making first impression and the goal is to keep their interest – with quality and relevant content.

It is crucial to define the style and colors which will be used for your landing page. Defined style must stay consistent across the whole website meaning the same design elements and colors have to be used constantly. Picking suitable colors and using them constantly while respecting the chosen theme means creating a website that is recognizable and unique when compared to your competitors.

Keep in mind that your logo and design needs to be compatible. The right design of your landing page does not only attract visitors but makes them stay and interact. Considering all of this, it is highly recommended to have a professional designed website.


The headline is where you want to present your product or service but also earn the user’s attention.

Here are three major requirements a good headline has to meet:

  • Informative – the headline gives information to the reader
  • Attention – it has to catch the readers attention
  • Understandable – it has to be understandable to the average reader.

Also you need to make sure that your headline is not too long, which makes it boring. From the SEO aspect the headline has to include targeted keywords you wish to rank for in the search engines.

Use a subheadline to give more information after you catch the readers attention with the headline. The subheadline is usually longer and more informative and its purpose is to lure the reader to continue reading. This bring us to the description.


Now that you have already captured the readers attention, it’s time to present your product or service in more details. The description on your landing page should explain your offer in a beneficial way, highlighting the most important features.

The trend of using big pictures and massive banners led to a downsize of text descriptions so it is very common to use bullet point list. You also need to make sure that description is not too long. A more detailed description can be placed on another page of your website. It is also recommendable to use short a “How to” video.

Contact Options

One of the most important element of a landing page. Choosing the right contact option depends on the already defined design. Although some landing pages use the chat or option to click to send email, the most popular is the contact form

Click to send email is outdated and  the chat requires a full time online operator to respond. Not responding could easily break the visitor’s trust. Contact form is an easy and fast way to interact with your users.

You can collect the information of your users right on the landing page.

Make sure that:

  • the contact form contains all the necessary fields
  • you mark the obligatory fields
  • the fields are not too long or too short
  • the contact form follows your design style.

Although you already may have a contact form on your website, having one on the landing page is highly recommended.  Using a contact form on landing page will improve the generated number of leads. A huge factor in increasing the number of leads is  your traffic source.

Landing Page SEO

Most wanted web traffic is the organic one. With landing page SEO you can generate valuable targeted organic traffic. This means that people interested in your product or service will find your landing page easily.

Generating leads from this highly targeted audience after they visit your landing page now only depends on what is presented to them.

So how can you optimize your landing page to achieve this?

Since the landing page doesn’t contain many words, unlike blogs, performing SEO on it can be pretty hard but it’s not impossible.

For start, first you need to define keywords you wish to rank for. There are many useful online SEO tools (like Ahrefs) which can help you with this. Choosing right keywords can be harder than most people think, especially considering many factors that keywords contain (like keyword difficulty and search volume). Doing a proper keyword research is therefore a mandatory first step.

Onpage SEO

After choosing your targeted keywords it’s time for onpage SEO. Onpage SEO includes adjusting the content of your site to improve your ranking on search engines. Since the landing page doesn’t have a lot of textual content there are  few basic things to adjust for SEO.

Title tag

This is name of the page, you can see it in your web browser and it’s also shown on search engine results page. Make sure the desired keyword is included in title tag of your landing page. Don’t use a generic title tag for your page like “Home”.

The title tag should include a short description of your landing page like: “Web Design Services – company name”. Using this format will help search engines to understand your landing page and improve your SEO.

Moz says: “If you keep your titles under 60 characters, our research suggests that you can expect about 90% of your title to display properly. Otherwise google won’t show whole title of page but replace part of title with “…” resulting in lower number of clicks on your link.”

Meta description

This is the description of your page which is shown on the search engine result page underneath the title. If the meta description is not added, search engine will assign it, using text from your page. This is not only bad for SEO but can also confuse users, again resulting in lower number of clicks on your link. 

Write the meta description in few sentences, including your keywords while being informative and understandable.

Header tags

Make sure your headline uses H1 headline tag in HTML. There are six header tags which define the headlines on your page (from H1 to H6) with H1 being the biggest and most important one. Using H1 tag shows the search engine that is the main headline of this page.

Also, you should use H2 tag for your subheadline, if you have one on your landing page. As we said before, including keywords in your headline and subheadline is necessary.


The landing page is the first thing new visitor experience when coming to your website, therefore having an optimized and well done landing page is mandatory for attracting new customers.

The landing page has two major purposes:

  • It needs to rank well on search engines and attract new organic visitors
  • It needs to convert visitors into customers.

Having an optimized page is worth the investment. After the landing page is well optimized it will also grant you advantage over competitors and help you develop a trust with users faster. Considering the requirements it is a good idea to find a experienced team to achieve this.

In case of any questions you can always contact us.


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