Having a professional WordPress website created
Written by Gijs de Rooij, 18 February 2021

Here’s how to write an optimal landing page

A landing page is an important part of a campaign. This page directs the visitor to a particular action, such as scheduling an appointment or filling out a form. Visitors often arrive at the landing page through a search engine or through social media. Determine the purpose of the page and direct website visitors to this purpose.

For example, landing pages can be designed to increase brand awareness, generate leads or provide information.

Increase name recognition

Do you want your brand to become more recognized? Write texts that are remembered. For example, you can inspire, show authority or use humor. It just depends on what suits the company. In addition, the content on the landing page should be easy to share. Add social media buttons on the page.

Lead Generation

If you are looking for more leads, then your content should write steering toward the CTA button(call-to-action). Describe the CTA succinctly, such as: “download whitepaper,” “call immediately” or “try 30 days free. Make sure the CTA points to the right page. If the intention is for visitors to fill out a form, set up a thank you page as well.


If the purpose of the page is to inform, then the content should answer key questions. For example, consider a question-and-answer format. Write clearly and don’t use too much jargon. Explain terms in the text.

Tips for writing content

If you are going to work on the text, there are a number of factors to consider.

  • Write a catchy title.
  • Make sure the landing page exudes trust; add reviews, for example.
  • Write a persuasive text.
  • The most important information should be above the fold of the page. That’s the top part of the page you see without scrolling.
  • Make sure the landing page contains enough information. Assume about 1000-1200 words.
  • Write short paragraphs of no more than 300 words.
  • Think about what the visitor wants to find on the landing page. Focus on the goal.
  • Use images that add value to the story.
  • End the landing page with a clear CTA.

SEO optimizations

In addition to good quality content, it is also helpful to optimize the landing page for Google. We provide tips on how to write good SEO copy.

  • The page title is populated and contains the most important keywords.
  • The meta description is populated and contains the most important keywords.
  • A maximum of one H1 is used. It is unique and contains the most important keywords.
  • Include high-quality images that add value to the text.
  • Image alt texts are populated and contain the most important keywords.
  • Enter the anchor text under hyperlinks.
  • Check the page loading speed.

Measure the results

Once the page is live, it’s smart to monitor the results. The results provide insight into the performance of the page and the extent to which the goal is achieved. This way, you can continue to optimize the landing page in the future based on data.

Based on the purpose of the page, you can come up with associated critical performance indicators (KPIs). These indicators provide a specific indication of the ultimate goal. This allows you to concretely measure performance in the interim.

Examples of KPIs

  • Page views
  • Sessions by source
  • Number of conversions (depending on goal)
  • Average time on page
  • Bounce rate
  • Pages per session (click-through rate)

The secret to a good landing page

Combine quality text with a technically optimized page. Add a header that matches the CTA. Respond to website visitors’ expectations. Keep the page lighthearted with not too many distractions. Think short pieces of text, bullet points and blank lines. Lead the way to the goal this way and make the visitor as comfortable as possible.