Best Practices for Landing Page Optimization

The goal for most marketers is to get traffic to their website in the hope that the visitor will make some sort of call-to-action (CTA). Whether that’s filling out a form, downloading a white paper or making a purchase, you want your visitors to do something once they get back to the website.

Step 1: Attract the attention of your prospect

We can attract the attention of your prospect and move them to your website, but once they get there, it is up to you to maintain their attention and persuade them to engage and convert.

How do you encourage visitors to click on your CTA?

First and foremost, the CTA should be clear. If you want your visitors to download a white paper, for instance, the download button should be easy to find and just as easy to click. Same is true when selling a product. There should be a quick and easy way for your visitor to make a purchase or take action from the landing page.


Call-to-Action buttons should stand out on your landing page. Green and orange CTA buttons tend to perform the best. Either way, it is important that the CTA pop. There should be some contrast between the web page and the CTA to ensure that it really sticks out and grabs the attention of the visitor.


Make sure the CTA is action-oriented. That means the CTA itself should encourage the visitor to click-it. Use verbs like “buy,” “download,” or “register” to encourage your visitors to actually do something.


Your CTA also needs to brief and to-the-point. Limit your call to action to 2–5 words. Be concise about what you want your visitor to do and what they get by clicking on the CTA.

Additional Info

In some instances, you may find that you need to include some additional text to encourage your visitor to click on the CTA. They may be on the fence about your offer and you’ll need to offer some language that will set their mind at ease. That could be in the form of a testimonial, guarantee or risk minimizing message (i.e., no cost to sign-up) that appears in proximity to the CTA.


Since we want visitors to take one specific action, don’t include a bunch of other links or calls to action on the landing page. If you want your readers to download a whitepaper that should be the only call-to-action on the page. Don’t overwhelm visitors with too many options.


Of course, the CTA should pertain to the landing page copy. For instance, if you are selling mortgage insurance and want people to click on a white paper about mortgage insurance rates, then the landing page copy (not to mention the original Gist or ad) needs to pertain to mortgage insurance. You can certainly trick people back to your landing page with click-bait, but if the landing page and CTA don’t pertain to what your prospect is looking for, the chances of them clicking the CTA will be slim.


Encourage visitors to click on your CTA by creating a sense of urgency. Visitors are more likely to click the CTA if they are under the impression that they only have a limited amount of time to take advantage of the offer.

The Fold

Your CTA should ideally appear above the fold. By keeping it above the fold, visitors are more likely to see it and aren’t forced to read the entire landing page copy before seeing the call-to-action.


Time and time again, research shows that people are more likely to click on CTAs written in the first person. Use words like “my” instead of “your” to help increase click-through on your CTAs.


Cranberry can get more eyes on your content and drive qualified traffic back to your web site, but from there, you’ll need to ensure that your landing pages are optimized for engagement and conversion. We’ll take care of the all-important delivering engaged traffic back to your website, but once they get there, it’s up to you to encourage them to take action.

Written by Gerald Craft (@GeraldCraft)

Gerald Craft is the Director of Marketing at Cranberry LLC, a content amplification platform that optimizes for engagement, rather than clicks. Cranberry’s focus is on reduced bounce rates, increased time-on-site, and better engagement. To learn more about the proprietary platform, sign up for a free one-on-one presentation with company founder David McInnis: Chat with David.