If you properly optimize landing pages for conversion, then you can expect higher clicks, results and engagement!

Social media is a great referral source for landing pages, and with every landing page we are hoping for some form of conversion. Whether that is a sign-up, a download or a purchase, we want visitors to take that next step.

In order for a landing page to work in your favor and lead to that next step, you need to properly optimize landing pages for conversion. There are several ways you can go about doing this – after all, optimizing a site or a page may differ depending on who you are trying to target. But when it comes to surefire ways to effectively optimize landing pages for conversion, there are 5 main items that should always be on your checklist.

Is there a clear Call-to-Action (CTA)?

When I get to your landing page, do I know what to do next? Is it clear how I am supposed to proceed? This is going to be the most important element to any optimized page – you need a clear Call-to-Action.

According to the inbound marketing experts at HubSpot, you’ll want to avoid negative action phrases like “Submit” and focus more on phrases like “Download Now”, “Get Your Free Trial”, “Speak to an Expert” or “Buy Now”. This reduces anxiety and friction for the visitor.

Do You Convey Who You Are?

When I get to your landing page, do I know who you are? Be sure to brand your page. Consistency is everything when it comes to online marketing; you are creating a personality with which people are interacting, and that personality needs to be as apparent on your landing pages as it is on your social networks.

Is It Simple?

Am I going to be turned off by your landing page? Using flash, too many colors and varying fonts is going to turn people off and result in lower conversion rates. You are going to want to keep it simple, to the point and clean. The easier it is for the visitor to find and click on your CTA, the higher those rates are going to be.

(Extra Tip: The only area where there should be a contrasting color on your landing page is in the CTA button.)

Is Your Page Properly Formatted?

Headlines, images, and forms are just a few examples of professionalism when it comes to landing pages. And professionalism is key. If your page is all over the place and I don’t feel like it was put together with professionalism in mind, I am, in all likelihood, going to leave the page without asking for more information, buying now, or downloading your e-book. Proper formatting goes a long way.

Here are some examples of stunning, effective landing pages.

Can Your Content be Shared?

I love what I see. I not only want to get more information for myself, but for my colleagues and friends. Is there a simple way for me to do it?

Make sure your content is shareable. I shouldn’t have to copy your link, go to my Outlook, create an email and do the work for you; the more steps there are, the lower the conversion will be. With the click of a button (using ShareThis, for example) I should be able to share your content to every one of my social networks and my entire email address book.

While you are going to want to configure some landing pages differently based on the audience you are looking to target, these elements should remain consistent across every one of your landing page campaigns.

Have you seen success with landing pages? Tell us in the comments below or on Twitter!