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4 min read

5 Landing Page Optimisation Tips for 2021

This article was updated on: 07.02.2022

It’s the beginning of a new year! To start off fresh, why not take this as an opportunity to upgrade and update your website and landing pages ready for the year ahead. Here are some up to date tips for your landing pages to ensure a successful start to 2021!

Hero Area

There has been a trend over recent years to have a large screen-filling hero area to provoke more of an emotional response in users upon landing, giving a wow factor and engaging users to avoid bounce. However, a client of ours recently found large hero areas that push search engine readable content further down the page had a negative impact on paid search quality score and impression share.  

So the quandary for landing pages is a big engaging hero area to keep users you’ve paid to acquire vs an improved quality score and impression share (gaining more traffic) but possibly losing more of it. It’s quite a fine balance to strike.

Testing is the only real way to find out what works best for your audience and campaigns. Try testing different hero area heights and images to establish which type gives the best engagement and keeps your quality score and impression share high.

Social Proof

Social proof is still one of the most important ways to reduce user anxiety and gain trust with customers so they invest with your brand. In 2020, I’d say that most company websites did seem to include elements of social proof, which is good right?No… not if it is deployed badly. Making social proof believable is paramount. Failure to do so and your business will fall into a trap on looking like it’s untruthful. This can be far worse than having no social proof at all. To avoid this, make sure:

  • Testimonials have additional information alongside them such as name, location and job title
  • The star rating score for your business shows where it is from (Trustpilot, Reevoo, reviews.co.uk etc)
  • You use a well known testimonial and review provider. A more recognisable provider makes it more credible and therefore trustworthy 
  • Reviews on product pages are relevant to the product on the page
  • If you get a negative review, use this as an opportunity to show how well your company can deal with bad reviews and show if the customer was happy with the outcome overall


Good imagery really sells and engages users. The big tech companies do this extremely well and need little else in terms of landing page assets, take Apple and Google as examples. 

When we say “good imagery”, this means photos your company has taken and not stock images. Using your own high quality images shows your user higher level detail of your product and creates desire. It also shows you’re invested in your product and increases the value proposition. 

Stock images are ok as a time filler before you get your own photography completed but try not to make stock photos a permanent fixture, they are more easily spotted these days.

Top tip – remember to compress images so that they load as fast as possible!

Match your advertising messaging

Users need to land where they expect to and be familiar with what they are presented with. Users will make an evaluation of whether or not to engage further with your website within two seconds of landing. Making sure your ads are consistent with the look and feel of your website will familiarise the user thus helping to reduce bounce rates and keep the traffic you have paid for. Users need:

  • Landing page colours, branding and messaging the same as the advertisement
  • A strong headline that includes some of the advert messaging and text 
  • The same imagery

Once users know they are in the right place they will engage with your brand.

Create multiple pages for personas

Creating multiple pages can seem like a big task but once you have a template you should be able to change your content to match each persona or ad campaign target market. This should include:

  • Images
  • Tone of copy
  • Features and benefits
  • Testimonials

The benefit of this is that users will get a more bespoke experience that is relatable to them and their needs. This is a method of persuasion called “liking”. The more a user can relate to a product or brand the more likely they are to engage with it. When marketers use a single impersonal landing page for all campaigns and personas “liking” is lost and users get a generic experience.
To find out more on optimising your website to get the most of your existing website traffic, head to our CRO agency service area or get in touch with our team today.