Better matching of land use with its sustainable potential is a “no-regrets” strategy for sustainably increasing agricultural production on existing land, targeting restoration efforts to where they are likely to be most successful, and guiding biodiversity conservation initiatives. Land potential is defined as the inherent, long-term potential of the land to sustainably generate ecosystem services. This report provides an introduction to land potential evaluation systems, strategies and tools necessary to implement this strategy. It provides information that both private landowners and policymakers can use to increase long-term productivity and profitability, while at the same time addressing global objectives defined through land-related Sustainable Development Goals, and particularly 15.3 (land degradation neutrality).