Key takeaways
- One goal per page. Remove distractions.
- Headline = outcome. Form = minimal. Button = specific.
- Mobile, speed, and trust signals matter. Test everything.
Small changes can move the needle on landing page conversions. Here are ten tweaks we've seen work across industries.
1. One clear goal
Every element should support a single action. Remove distractions. If the goal is to capture a lead, don't send people to your blog or product pages.
2. Headline that speaks to the outcome
Lead with the benefit, not the feature. 'Get more qualified leads' beats 'Our CRM software'.
3. Social proof above the fold
Testimonials, logos, or numbers. If you have it, show it early. Trust compounds.
4. Form length
Fewer fields = more submissions. Only ask for what you need. You can enrich later.
5. Button copy
'Get my free guide' beats 'Submit'. Be specific. Match the promise.
6. Mobile-first
Most traffic is mobile. If the form is fiddly or the CTA is hidden, you're losing conversions.
7. Speed
Slow pages lose people. Optimise images, defer scripts, use a fast host.
8. Urgency (used sparingly)
Limited spots, ending soon—only if it's real. Fake urgency backfires.
9. Trust signals
Privacy policy, secure badges, money-back guarantee. Reduce friction and fear.
10. Test
A/B test headlines, forms, and CTAs. What works for one audience may not for another.