Websites are essential marketing tools for businesses of all sizes and types today, but with their tremendous benefits comes limitations too. Websites typically contain a great deal of information, which can be distracting to visitors, even when they’re directly linked to a specific page on your website.

Enter landing pages. Landing pages are web pages that stand alone from a company’s main website and are designed to accomplish a single objective, typically lead generation. Forms are often a part of landing pages in order to capture lead data when someone, for example, downloads an eBook, registers for a webinar or requests more information about a particular product or service.

So how do you create and optimize your landing pages to maximize success and conversions? Here are five tips:

1. Reassure visitors. People often arrive on landing pages because something in an ad, email or social media post entices them to click on a link, rather than being directed there from your organization’s website. Through your landing page verbiage and design, you can help reassure them that they are in the right place, which will help decrease bounces and increase conversions. Landing page headlines are particularly important. Be direct rather than clever. If, for example, you have an ad for an eBook, be sure that your landing page headline includes the title or topic of that eBook. Also, match the design of your ad or email to that of the landing page so it feels familiar to visitors.

2. Have one clear call to action. Whether it’s to register for a webinar, request more information about a product, download content or receive special offers, your call to action (also known as a CTA) is what you want your landing page visitors to do. To maximize conversions, ask only one thing of your visitors and be sure that it’s completely clear what that one thing is. Repeat your CTA throughout the landing page too. As seen in the example below, we use the download call to action in three different places on this eBook landing page.

3. Remove clutter. The landing page example above also illustrates another essential landing page best practice – removing clutter. Attention spans today are notoriously short and by removing options for navigating to other pages, you help keep visitors focused. In our example, we removed all our typical website navigation options and opted for a simple link to the ClickDimensions home page via our logo and our phone number.

4. Be brief. In another nod to short attention spans, be sure to keep your landing page copy brief. However, not so brief that you don’t convey the value of your offer. When creating your copy, work to answer, “What’s in it for me?” for your visitors and then look for ways to present that in a brief and digestible fashion. Short paragraphs of a sentence or two and bulleted lists work well on landing pages. Brevity is also important on your form. Don’t ask for so much information that your landing page visitors decide that what you’re asking for isn’t as valuable as your offer.

5. Keep visuals to a minimum. If you’re sensing a theme when it comes to landing pages, you’re on the right track. Simpler is better, and that applies to your visuals too. Aim for a clean design that helps illustrate your offer, whether it’s a product demo or an eBook download. You can also use visual cues such as arrows or color to call more attention to your CTA.

Happy Marketing!