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 and 40% and an accuracy of textless 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.