A landing page is a marketing page used to both introduce a product or service and generate leads from contact information. Landing pages typically include a call-to-action feature designed to encourage visitors to perform a specific action. This allows visitors to contact the provider.

Example: The call-to-action button “Get a free consultation” leads visitors to a contact form after clicking to send an inquiry with the contact details.

Anyone who wants to increase conversions should optimize their landing page as best as possible. The landing page's content must appeal to visitors and convince them to take action. A structured and appealing design immediately catches the visitor's eye. A successful call-to-action element perfectly rounds out the landing page and encourages readers to take action. The goal of the landing page is therefore to increase sales and conversions.

Readers usually decide in a few seconds whether they find what they're seeing interesting or whether they'll click away, so a compelling headline is essential. A headline should be eye-catching and succinctly convey to readers what to expect. Additional H2 headings also provide structure and encourage readers to stay on your page.

Text that's too long, or too short, can put readers off and lead to a high bounce rate. The landing page should strike a perfect balance between content and design. Graphics, tables, and diagrams of all kinds help with visualization, true to the motto: A picture is worth a thousand words.

The landing page must provide added value and show visitors "I need this." The central message should be placed at the beginning of the landing page or presented as a teaser at the beginning. Content should be verifiable and authentic, giving readers the feeling of gaining new insider knowledge. They should be addressed on the same level.

A strong call-to-action is one of the most important components of a landing page that leads to conversion. A call-to-action might, for example, read: "Get a free consultation now." The text must match the respective call-to-action and be embedded in a specific design, such as a button. This should be eye-catching and descriptive, as well as vary in color, shape, and size from the body text and headings. A contact form should also stand out and not contain too much contact information to avoid deterring visitors.

Visitors tend to get bored quickly, so endless scrolling and searching should be avoided. The call to action should be prominently placed on the landing page and, if possible, used multiple times. However, caution is advised here, as less is sometimes more. Incorrectly embedded elements not only create a poor impression but can also negatively impact conversions. Check your landing page regularly and fix errors as quickly as possible to avoid losses.

With just a few simple steps, you can optimize your landing page to perfection. A perfect landing page allows visitors to stay on your site and, ideally, maximize conversions. Say goodbye to high bounce rates and lost leads!