Boost Your Bottom Line: How to Optimise Any Landing Page

Is Your Landing Page Costing You Sales?

Optimise landing page performance and you stop wasting clicks.

Struggling with low conversion rates or feeling like your ad spend is vanishing into thin air? You are not the only one. According to HubSpot, the average landing page conversion rate is just 5.89%. That means most visitors leave without calling, buying, or enquiring.

The upside is that small, smart tweaks can shift that number fast.

Here is what usually makes the biggest difference:

• Focus on one clear goal per page
• Keep your headline and CTA above the fold so visitors see them instantly
• Build trust quickly with testimonials and social proof
• Make your page mobile-friendly and lightning-fast
• Test and tweak regularly instead of setting and forgetting

A slow-loading page, vague headline, or clunky form can quietly kill your conversions. On the flip side, a well optimised landing page can convert far better than generic website pages or pop ups, simply because it is focused and distraction free.

Whether you are running Google Ads , social ads, or driving organic traffic, the core principles stay the same. Keep things simple, clear, and customer focused.

In this guide, you will find beginner friendly, practical tips you can use today. No jargon, no complex tech talk. Just clear steps to help your landing page work harder for your business.

Need a hand? RankingCo, based in Brisbane and working with clients across Australia, New Zealand, the US and Canada, is here to help you turn more clicks into customers.

2. Landing Page Basics – Keep It Simple

Imagine you're trying to find a specific product online, but the page you land on is a jumble of information, conflicting offers, and endless navigation menus. Frustrating, right? That's often the pain point for visitors hitting an unoptimised landing page. They're looking for one thing, but they get choice overload.

Optimise landing page performance by embracing simplicity. Every single landing page should have one clear, singular goal. Whether it's a sign-up, a download, or a purchase, everything on that page should guide your visitor towards that one action. No distractions, no detours.

Place your main message and your all-important call-to-action (CTA) right above the fold. This means visitors see it immediately without having to scroll. This instant clarity answers their unspoken question: "What's in it for me?"

Use plain, easy-to-understand language to communicate your value proposition. Avoid industry jargon that might confuse or alienate potential customers. Think about what your visitor gains, not just what your product does.

Building trust is also crucial. Quickly add testimonials, client logos, and clear privacy statements. These signals reassure visitors that they're in safe hands.

Finally, consistency matters. If a visitor clicks on your ad for "discount shoes," they expect to land on a page showing those discount shoes. Ensure your landing page matches your ad or email in style, tone, and message. This message match reduces confusion and builds confidence.

For more insights, see our guide on optimising user experience for better conversions.

3. Tips & Tricks to Boost Conversions

Now that the basics are covered, here are some beginner friendly tips you can use to lift conversions without rebuilding your whole site.

3.1 Headlines That Hook

Your headline is usually the first thing visitors notice. CopyBlogger reports that around 80% of people read the headline, but only 20% go on to read the rest of the page. A weak headline means lost clicks and wasted ad spend.

To optimise landing page headlines:

• Make them clear and benefit driven
• Spell out what the visitor gets or what problem you solve
• Keep them short and scannable

You can try:

• Questions: "Struggling with slow sales?"
• Specific outcomes: "Get 3x More Local Enquiries in 90 Days"
• Power words: "free", "easy", "proven", "exclusive"

Always ask yourself: could a busy, non technical person understand this headline in 2 seconds?

3.2 Copy That Sells

Once the headline grabs attention, your copy needs to keep it.

Common problems include:

• Long, dense paragraphs
• Lots of company focused language
• Heavy jargon that makes people switch off

Keep it simple:

• Write like you are talking to a friend
• Use short paragraphs and bullet points
• Focus on benefits , not just features

For example:

• Feature: "24/7 reporting dashboard"
• Benefit: "See exactly which campaigns are bringing in leads, any time of day"

Make it clear how your product or service makes life easier, cheaper, or less stressful.

3.3 Visuals That Work

Images and video can make your message click much faster than text.

To optimise landing page visuals:

• Use high quality, relevant images (hero images, product shots, explainer videos)
• Avoid generic stock photos that look staged or confusing
• Choose colours that match your brand and support the emotion you want (for example, blue for trust, green for growth)

Make sure every visual has a job:

• Show the product or service in action
• Highlight the outcome your customer wants
• Draw the eye towards your call to action, not away from it

If you want more help with persuasive layout and design, check out our guide on crafting persuasive landing pages.

3.4 Forms & CTAs That Convert

Forms and buttons are where conversions actually happen. If they feel like hard work, people simply give up.

To optimise landing page forms:

• Keep them as short as possible
• Only ask for the must have details
• Consider a 2 step process (for example, ask for email first, then more info later)

For your call to action (CTA) button:

• Use action words like "Get My Free Quote" or "Download Your Guide Now"
• Avoid vague labels such as "Submit" or "Click Here"
• Make the button stand out with a contrasting colour and plenty of white space

Personalised CTAs, like "Show Me My Results" or "Start My Free Trial", often perform better because they feel specific and helpful.

Always test small changes to your form and CTA so you can see what actually works rather than guessing.

You can learn more in our overview of conversion rate optimisation strategies and tools.

3.5 Speed & Mobile Optimisation

Slow pages lose money.

Research from Portent shows that pages loading in 0 to 2 seconds usually have the highest conversion rates. At the same time, various studies report that a big chunk of visitors abandon sites that take more than a few seconds to load.

Most people now browse on their phones, so a mobile first layout is essential. A clunky desktop style page that is squeezed onto a mobile screen will instantly turn people away.

Easy wins to optimise landing page speed and mobile experience:

• Compress images to reduce file size without ruining quality
• Remove unnecessary scripts and heavy widgets
• Keep the design clean and simple
• Place key buttons and forms inside the natural "thumb zone" on mobile

Fast, mobile friendly pages are also a big part of having an SEO friendly website , which supports both organic traffic and paid campaigns.

3.6 Test, Tweak, Repeat

The biggest conversion killer is "set and forget".

Online behaviour changes, competitors update their pages, and new devices and features appear all the time. Your landing page needs regular check ups.

Start simple:

• Run A/B tests on one element at a time (headline, image, CTA text, layout)
• Use tools with heatmaps and session recordings to see where people click or drop off
• Track conversions, bounce rate, and time on page with analytics tools

This does not need to be complicated. Even basic tests, run one after another, can steadily lift your results.

For a deeper dive into testing and optimisation tools, explore our article on CRO strategies and tools for businesses.

4. Quick Wins Checklist

Feeling overwhelmed? Here’s a handy checklist of quick wins to optimise landing page performance. These are often the low-hanging fruit that can make a big difference without a major overhaul.

• Check your page load time: Aim for under 2 seconds. Use tools like Google PageSpeed Insights to see how you're doing.
• Add social proof: Include genuine testimonials, customer reviews, or logos of well-known clients. Even a small boost can come from social proof.
• Clarify your headline: Does it immediately state the main benefit or solve a clear problem? If not, rewrite it to be punchy and benefit-driven.
• Reduce form fields: Go through your forms and ruthlessly remove any fields that aren't absolutely essential for your primary goal.
• Make your CTA button pop: Use a contrasting colour, bold text, and action-oriented language. Ensure it's easy to find and click.
• Double-check your mobile view: Grab your phone and look at your landing page. Is everything clear? Are buttons easy to tap? Is the text readable?

These simple steps can often lead to noticeable improvements in your conversion rates, getting you closer to your goals.

5. FAQs – Landing Page Optimisation Made Simple

We often get asked common questions about landing page optimisation. Here are some quick, friendly answers to help clear things up.

• What is a good conversion rate?
  The median landing page conversion rate across all industries is 6.6%, according to Unbounce. However, rates can vary wildly by industry. Most businesses aim for anything between 2-6%. With the right tweaks, we often see our clients double that!
• How long until I see results?
  You can often see improvements in days or weeks, especially after fixing major issues like slow load times or unclear CTAs. Continuous testing means you'll see ongoing gains over time.
• What’s the biggest landing page mistake?
  Trying to do too much. A landing page should have one singular goal. Adding too many links, distracting visuals, or multiple offers creates "choice overload" and confuses visitors, making them leave.
• Why do I need a separate landing page for each ad?
  Message match is crucial. If your ad promises something specific, your landing page needs to deliver exactly that. Custom pages convert better because they meet visitor expectations, directly matching what they saw in your ad or email.

6. When to Call in the Pros

Running a business means juggling a lot of moving parts. Finding time to plan, build, test, and keep improving landing pages can feel like a full time job on its own.

Common pain points include:

• Not knowing what to test next
• Struggling to connect landing pages with Google Ads, Meta Ads, or SEO
• Worrying that you are wasting budget on clicks that never turn into leads

If that sounds familiar, bringing in an expert team can save a lot of stress and guesswork.

RankingCo is based in Brisbane, QLD, and we work with startups and growing businesses across Brisbane, Sydney, Melbourne, the Central Coast, New Zealand, the US, and Canada. We like to think of ourselves as the world’s best little digital agency, using smart data and advanced AI tools to squeeze more value from every click.

Here is how we can help:

• Align your landing pages with high intent traffic from Google Ads , Meta, and Bing
• Improve your on page experience so your Brisbane digital marketing and SEO efforts convert more visitors
• Use analytics and conversion tracking to spot quick wins and long term growth opportunities

If you are short on time, unsure where to start, or just want a fresh set of expert eyes, it might be the right moment to lean on a specialist team.

You can always contact us for a friendly chat about your goals and current challenges. We are happy to talk through options, share ideas, and help you decide the next best step for your landing pages and wider marketing.

7. Get Expert Help and Watch Your Business Grow

Your landing page is one of your hardest working sales tools. It runs 24/7, turning traffic from Google, social, and email into real leads and sales.

When you optimise landing page elements properly, you make every click work harder. That means more enquiries, more bookings, and more revenue from the same ad spend.

Key takeaways:

• Keep it simple with one clear goal and a focused message
• Put the customer first by speaking to their problems and desired outcomes
• Make it fast and mobile friendly so nobody is left waiting or pinching and zooming
• Keep testing small changes so your results keep improving over time

Even small tweaks, done consistently, can compound into big gains for your bottom line.

If you would like support from a team that lives and breathes landing pages, paid ads, and SEO, the crew at RankingCo is ready to help. We blend data, AI driven insights, and real world experience to help businesses grow across Australia, New Zealand, the US, and Canada.

Take the Next Step to Online Success

Want your landing pages to finally pull their weight? Explore our landing page services or get in touch with our Brisbane team and let us help you turn more of your hard earned traffic into customers.