Optimising your landing pages is crucial for getting the most from your marketing spend. Too many Australian SMEs drive traffic to their website, but don’t focus enough on what happens *after* the click. A well-optimised landing page directly improves your conversion rate – the percentage of visitors who take a desired action, like making a purchase or filling out a form. We’ve seen firsthand how small changes can deliver significant returns.

Here are a few key areas to focus on when looking at landing page optimisation:

• A Clear Headline & Value Proposition: Your headline needs to instantly communicate the benefit of what you’re offering. Don’t be clever, be clear. Tell visitors exactly what they’ll gain. This is the first thing people read, so make it count.
• Focused Call-to-Action (CTA): Every landing page should have one primary goal. Your CTA – the button or link encouraging visitors to take action – needs to be prominent, visually distinct, and use action-oriented language. Think “Get a Free Quote” rather than “Submit”.
• Relevant Imagery & Video: High-quality visuals can dramatically increase engagement. Use images or videos that directly relate to your offer and resonate with your target audience. Avoid stock photos that look generic. Show your product in use, or feature happy customers.
• Remove Navigation Distractions: Unlike regular webpages, landing pages should minimise distractions. Remove the main website navigation to keep visitors focused on the offer and the CTA. You want to guide them towards conversion, not send them browsing elsewhere.

Don’t forget the importance of testing. What works for one business won’t necessarily work for another. A/B testing – showing two different versions of a landing page to different visitors – is the best way to identify what resonates with your audience. Tools like Google Optimize (while it’s evolving, the principles remain) can help you run these tests effectively. We recommend starting with testing different headlines or CTA button colours.

Ultimately, optimising your landing pages isn’t a one-time task. It’s an ongoing process of analysis and refinement. By focusing on clarity, relevance, and testing, you can significantly improve your conversion rates and maximise the return on your marketing investment. Your next step should be to identify your highest-traffic campaigns and the landing pages they direct to – these are the best places to start your optimisation efforts.