  Arbitrary light potentials have proven to be a valuable and versatile tool in
many quantum information and quantum simulation experiments with ultracold
atoms. Using a phase-modulating spatial light modulator (SLM), we generate
arbitrary light potentials holographically with measured efficiencies between
$15\% - 40\% $ and an accuracy of below $2\% $ root-mean-squared error. Key to
the high accuracy is the modelling of pixel crosstalk of the SLM on a sub-pixel
scale which is relevant especially for large light potentials. We employ
conjugate gradient minimisation to calculate the SLM phase pattern for a given
target light potential after measuring the intensity and wavefront at the SLM.
Further, we use camera feedback to reduce experimental errors, we remove
optical vortices and investigate the difference between the angular spectrum
method and the Fourier transform to simulate the propagation of light. Using a
combination of all these techniques, we achieved more accurate and efficient
light potentials compared to previous studies, and generated a series of
potentials relevant for cold atom experiments.
