Landing pages are a great way to increase conversions from the leads you earn organically, buy via AdWords, or get from anywhere else across the Internet. They work by providing potential clients with key information about your product in an easily-digestible format, then driving them to make a purchase. However, there are some mistakes you might be making which lead to a loss of conversions. Here are a few ways you can improve your landing page for a higher conversion rate.

1) Stop using industry jargon

Every industry has its own set of terms, and sometimes we forget that industry jargon isn’t standard-use by others, including our potential clients. For example, a company which manages AdWords accounts might be tempted to proclaim that they will “Optimize PPC and conversions by improving an advertisements quality score, using well targeted keywords, and using negative keywords to dismiss poorly targeted search.” But if the company’s target clients are construction business owners who are interested in AdWords yet haven’t used it before, this will mean almost nothing to them.

Instead, try focusing on the benefit to customers, using specifics quantitatively and as supplementary information. For example, start with: “We will lower your AdWords costs and boost sales by making sure your ads are only targeting potential customers who are ready to buy.” Then, to quantify the advantages of your solution:

2) Use charts and graphs to express the benefit

If your service or product is fairly expensive, chances are your clients are busy people who want information as quickly as possible. Even if your clients aren’t busy executives, most people are routinely distracted by their phones, the bills they have to pay, or the cats clawing at their shoelaces. Graphs and charts are a great way to make sure that your clients understand the benefit quantitatively and immediately, without having to waste their time with specifics.

3) Make sure your Call to Action is obvious

Even if your landing page looks great, if your call to action is not immediately apparent when a lead is ready to become a customer, you might miss your sale. The best way to ensure that leads see your call to action is to place it above the fold (the portion of the page that is visible when a page first loads), at the bottom of the page, and, if your page is particularly long, following a customer as they scroll down.

4) Make sure it’s one click to checkout

A landing page is great, but if your landing page takes customers to a product listing, you may have a problem. While some sales cycles may take months, if you are working to acquire consumers as clients, you probably desire a fast sale. A landing page that takes leads to a product page with even more information, right when they are ready to buy, has went from a great sales tool to a roadblock; it will make it more difficult for a lead to become a conversion.

Instead, make sure your landing page developer can create an on-page solution for customers to add product to their cart. You can also include a separate button for clients who really wish to learn more before committing to a purchase.

5) Track where people are stopping on your page and for how long

By tracking what is drawing the most attention, you can improve upon the content of your landing page in the future. For instance, if there is a section that does not draw people’s interest, you may want to remove or reduce that section. Meanwhile, elaborating on sections where users are spending a lot of time may answer some questions they have and lead to a shorter sales cycle.

There is no doubt that landing pages have value, but when done poorly, they can be more of a problem than a solution. Make sure your landing pages are driving conversions by working with well-qualified development teams.