By Rachel Foster published September 14, 2011

5 Ways to Improve Your Landing Pages for Better Conversions

As a content marketer, you put a lot of effort into getting your target audience to visit your website and opt in for your white papers, videos and reports. However, if your landing pages don’t entice people to request your content, a lot of your hard work will be lost.

That’s why I wanted to provide advice on how to improve your landing pages. For this article, I’m focusing on tips that will get people to download your free content, as the techniques for selling premium content can be different.
Here are 5 ways to increase your landing pages’ conversion rates:

  • Keep your most important content above the fold. You want to make it as easy as possible for your website visitors to say “yes” to your offer. Place your opt-in box above the fold — the point on your web page where visitors would have to scroll to see more information. Your conversion rates will increase if visitors don’t have to scroll to complete your form.
  • Limit your visitors’ options. Your landing page will perform better if your visitors’ only option is to complete your form. That means that you should remove any outside links or navigation from your landing page.
  • Show the benefits. You need to entice visitors to opt in for your content. Just stating the title of your video or white paper is not enough to do this. Add some copy that explains the benefits of requesting your material. For example, I like to include short bullet points that highlight what visitors will learn when they check out the content. 
  • Create a sense of urgency. Try to give your readers a compelling reason why they must request your content now. For example, you can offer a report or video series for a limited time. You can also stress that limited spots are available for an upcoming free webinar.
  • Appeal to skimmers. Most people won’t read your web content word-for-word, so you want to ensure your landing page is structured for skimmers. Make use of headers, sub-headers, bold text, bullets, and white space. You should also consider red graphics, such as arrows or buttons, to draw a reader’s eye towards your call to action.

Also, be sure to test your landing pages to determine which copy and graphics give you the best results.
For instance:

  • Try running an A/B split test where you create two versions of your landing page and split your traffic between both pages.
  • Experiment with different headlines, calls to action and other elements until you learn which page brings you the highest conversion rate.

What about you? What techniques do you use to make your landing pages more effective? Feel free to share your thoughts below.

Author: Rachel Foster

Rachel Foster is a B2B copywriter and CEO of Fresh Perspective Copywriting. She helps her clients improve their response rates, clearly communicate complex messages and generate high-quality leads. Rachel has taught white paper, sell sheet and case study writing for MarketingProfs. She is also one of the Online Marketing Institute’s Top 40+ Digital Strategists in Marketing for 2014. You can connect with Rachel on LinkedIn, follow her on Twitter or check out her B2B marketing blog

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  • Gina B Kellogg

    Great tips. Of course, doesn’t it seem that so much of this is just good common-sense marketing? Think about what appeals to you, as a consumer, when you are attracted to reading–or finishing reading–some type of advertisement or appeal. Smart, simple, concise copy. That’s always the key.

    • Rachel

      Hi Gina,

      Thanks for the comment. I find that it’s always good to review marketing best practices. You’re right that concise copy is also a key part of a landing page. You can’t underestimate the value of great copy.


  • John Refford

    I’ll ad another one to the list. Make sure they work on mobile. We live in a connected world.
    BTW, I featured this story in my weekly Marketing Technology wrap.

    • Rachel

      Hi John,

      Thanks for the comment and for sharing this on your blog. Yes, the landing pages should work on a mobile device. There have been times when someone has emailed me a link to a landing page, but it was too slow to load on my smartphone. That can definitely affect your conversion rates. 


  • Dawn Groves

    Hi Rachel,
    It’s easy to create a blog and just never get around to some of this stuff. Your points may not be new but they’re important reminders and distill the best of what should be done. I also agree with John’s comment about making it work on mobile. Something I have yet to do… OUCH. Thanks for your excellent stable of content.
    dawn groves

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  • sudipto

    great tutorial…
    I created my own facebook landing page. have a look

    • Leon Cheng

      not really like the typo.

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    Interesting post. Thanks for sharing

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