It takes more than just a cookie-cutter web page with little-to-no content to convert visitors into paying customers. Regardless of your business’s niche, a well-optimized landing page can help achieve more conversions. But you’ll want to include the following elements to increase your chances of success.

#1) Call-to-Action

Every landing page needs a call-to-action (CTA). Whether it’s a “Buy Now” or “Shop Here” button, or simply an email newsletter signup link, your landing page needs some type of CTA. When a visitor sees and reads this CTA, he or she will feel more compelled take action; thus, increasing your conversion rate.

#2) Contact Information

You should also include your business’s contact information on your landing page. Why is this necessary? Well, it serves several purposes, one of which is allowing prospective customers to seek out additional information. Furthermore, publishing your business’s contact info — name, address, phone number, email — instills trust and confidence in prospective customers.

#3) Brand Elements

Of course, your landing page should include your business’s brand elements. Hopefully, you’ve already generated a fair amount of brand recognition, in which case you can use your landing page to reinforce these elements. Common brand elements to include are your business’s logo, tagline/slogan and color scheme.

#4) Testimonials or Reviews

Don’t underestimate the power of customer reviews. When a prospective customer sees several highly positive reviews of your business from past customers, he or she will be more likely to take action and buy your advertised product or service. According to a study cited by eConsultancy, approximately 61% of consumers read online reviews before making a purchase decision. The site goes on to say that reviews are “essential for e-commerce sites.” The bottom line is that every landing page needs either testimonials or reviews to help influence prospects’ buying decisions.

#5) Mobile-Optimized

Granted, this isn’t technically an “element,” but it’s still a critical component of building an effective landing page nonetheless. Given the fact that more people now access the Internet via a smartphone or tablet, mobile optimization is something that webmasters can no longer ignore. If you want to connect with these users — and you should — you need to design your landing page with a mobile-friendly configuration, such as a responsive web design. This ensures that all users can see and use your landing page, regardless of the device on which they are viewing it.