Landing Page Optimization

Improve landing pages by aligning the promise, audience, proof and call to action with the traffic arriving on the page.

Message match

The landing page should continue the promise made in the ad, search result, email or link that sent the visitor there.

Reduce unnecessary choices

If the page has one campaign goal, avoid navigation or competing actions that distract from it unless users genuinely need them.

Strengthen proof

Use accurate evidence, relevant examples, guarantees only when real, and testimonials only when authentic and properly sourced.

Measure the right outcome

An opt-in page should be judged on lead quality as well as conversion rate. A sales page should be judged on downstream purchases and economics, not clicks alone.