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How To Optimise A Landing Page For Higher Conversions

February 16, 2025 — Simon Kelly

If you’re investing in marketing but not seeing the return, your landing page might be the problem—not your traffic.

Many businesses assume that increasing traffic will automatically lead to more conversions.

But if your landing page isn’t built to convert, you’re simply sending more visitors to a page that isn’t doing its job. 

Before driving more traffic, start by focus on converting the visitors you already have.

A few small changes on your landing page can make a big difference that can significantly impact your conversion rates.

Key points: 

  • First impressions matter. Visitors decide in seconds whether to stay or leave.
  • Focus 80% of your effort on the hero section—headline, subheading, hero image, trust signals, and CTA.
  • Clarity builds trust. A strong message and social proof turn visitors into customers.

What Makes a High-Converting Landing Page?

Simply put, a successful landing page is one that converts visitors into leads higher than other pages on your website.

To help you create landing pages that convert, we’ve put together this simple checklist based on time-tested best practices.

Use this checklist to assess your landing pages to make sure you’re making the most of every opportunity.

1. Clear, Attention-Grabbing Headline

A weak or unclear headline is one of the biggest reasons visitors leave a landing page. Your headline is the first thing people see—make it count.

It should instantly address your audience’s pain points or desires in a way that is clear, concise, and compelling.

It’s important to be clear before you try to be clever. 

As Donald Miller, author of StoryBrand, says: “If you confuse them, you’ll lose them.”

Test different headlines to see what resonates most with your audience—it’s one of the most powerful elements of your landing page.

2. Subheading & Visuals

Your subheading should reinforce the benefit of your offer and make it even more compelling.

This is your chance to increase desire and make it clear who your offer is for and who it’s not for.

If you haven’t already, mention your target audience and value proposition here.

Pair this with a photo or video that visually demonstrates your offer in action.

A great image or video can instantly clarify your message and help visitors see themselves using your product or service.

3. Trust Signals & Social Proof

Nobody wants to be the first to take a risk on a business they don’t know anything about.

Before making a decision, potential customers look for proof that others have had a great experience.

Social proof reduces hesitation, builds trust and reassures visitors that they’re making the right choice.

This works just as well for B2B as it does for B2C markets.

Here’s how to build trust on your landing page:

  • Include logos of well-known businesses you’ve worked with – If reputable companies trust you, new customers will feel more confident doing the same.
  • Case study results & testimonials – Showcase real results and success stories. Specific numbers and details make testimonials even more persuasive.
  • Google reviews & industry certifications – Third-party validation adds instant credibility. The more positive reviews and recognised certifications you display, the stronger the trust factor.

A strong landing page doesn’t just tell people you’re great—it proves it through the words of your happy clients and industry recognition.

4. A Clear Call to Action (CTA)

If visitors don’t know what to do next, they won’t take action.

Make it painfully obvious what their next step should be.

  • Keep it simple and action-driven. Whether it’s booking a call, requesting a quote, or signing up, your CTA should be crystal clear and easy to find.
  • Make it visible. Use bold buttons with high contrast and place them above the fold (visible without scrolling).
  • Give them options. Not everyone is ready to buy right away. Include both a primary and secondary call to action (CTA).
  • Primary CTA: A direct action like “Get a Free Consultation” or “Request a Quote.”
  • Secondary CTA: A low-commitment option like “Download the Guide” or “Watch a Demo.”

A strong CTA removes friction and makes the decision easy.

The fewer barriers, the more conversions.

Pro tip:

In our Google Ads and SEO campaigns, we’ve found that secondary CTAs often convert at a high rate with a lower cost per acquisition.

This is because they offer something valuable in exchange, rather than pushing for an immediate sale.

5. Landing Page Design Matters

Your landing page sets the first impression of your business—make it count.

If your page looks outdated or unpolished, your audience may assume the same about your entire business.

On the other hand, if you’re offering a premium service, your design should reflect that level of quality.

A well-designed page builds trust, enhances credibility, and makes visitors more likely to take action.

Next Steps

To make the most from these tips, you need to put them into action. Here’s how to get better results from your landing pages:

  1. Choose your most profitable service to focus on
  2. Assess your landing page against these best practices
  3. Make one change and track the results

Need help? Talk to our web design team to build landing pages that convert.

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Author

Simon Kelly

Simon Kelly is the CEO and Head of Growth at SGD. Simon started his first web agency in 2009 which he merged with the SGD team in 2023. With a strong background in digital strategy and a history of working with fast-growing Australian companies, including CyberCX, Envato and Agency Mavericks, he's passionate about using ethical digital marketing that delivers business value. Simon's experience includes coaching digital agencies, running digital marketing workshops, driving growth and excellence within the SGD team.

Read more posts by Simon Kelly

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