10 steps to an excellent landing page
Mar 2018

10 steps to an excellent landing page

Reading time: 5 minutes

 Landing pages are an essential component of any well-crafted, effective inbound marketing strategy. They’re like landing pads for the numerous prospects that visit your website. Whether your goal is to generate leads, sell products, or collect data, your landing page is where the action happens.

Well optimised landing pages allow you to take the prospects that you attract to your website and convert them into leads. Investing the time into creating well-designed and optimised landing pages is critical because they are your means for generating leads for your business

Here’s an example:

The road to landing pages by the book


A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting a specific campaign. So its important to build a unique landing page for each of the offers you create.


A good landing page makes the process of receiving an offer much simpler for your visitors because they don’t have to navigate through your website to find the page they’re looking for. Sending your visitors to well designed landing pages also eliminates any confusion about what they must do to receive your offer, which keeps them from getting frustrated about not finding the form. Each landing page should also have a unique design that matches other marketing materials used for that specific offer. The branding, imagery, and positioning should align. For instance, your PPC ad should include the same title, subtitle, and summary as your landing page, as well as any image that might be included. The same is true for the blog or article you post to launch the offer, emails you send, and the thank-you emails you send after the form is completed. A clear landing page is the #1 way to avoid possible confusion, which could lead to a prospect navigating away.


You must keep your audience in mind when creating every aspect, from the headline to the button copy. Do they want to see bold declarations or absolute facts? The copy you use should also be crafted specifically for the readers whom you want to convert into leads. The tone, clarity, and focus of your words is so important.


A good landing page has a clear, concise headline and subheading. The headline is the first thing visitors will see when they land on your page. Whether they stay and engage or navigate away could depend entirely on what your headline says. That’s why this part is so critical. It should state your offer as clearly as possible. Tell visitors what kind of ebook, workshop or demo they’re signing up for, how much the discount is, or what product they can test. The more information you provide in the headline, the more likely you’ll convert interested prospects.

Here are a few examples of clear, concise headlines:

  • “Sign up for your free account”
  • “Work Smarter with our software: Download a trial version here”
  • “Get our tips straight to your inbox and become a better manager.”

A subheading under your main headline can provide more information about the benefits of your offer. This also serves as your landing page’s value proposition: What does this offer bring to your buyers that they can’t get anywhere else? What makes it so valuable for your visitors? All of this information doesn’t fit into a headline, so fortunately, you get a second chance.

Here are a few examples of headlines with great subheaders:

  • “Money Matters: Your Guide for Financial Security”
  • “Get a Free Strategic Cost Analysis of IT Infrastructure”
  • “Watch a demo of our software: See how you can increase your company’s revenue with our self-service BI”

Once visitors land on your page, you don’t want them to leave until they hand over that information and receive your offer. For that reason, it’s important to keep your navigation options to a minimum. Hide top and side navigation bars from the site so that nothing distracts them from completing the form. These visitors landed on your site for a reason: to receive the offer your promote. You’re actually doing them a favour by removing the distractions of links to other pages until they’re able to receive your offer – and you’re doing yourself a favour by reducing your landing page’s bounce rate.


In addition to creating a great offer and writing a great headline and value statements, compelling imagery will help you grab your visitors’ attention. After all, a picture says a thousand words. Of course, that image should be relevant and match the offer so that buyers aren’t confused by the final asset. A great image for your offer might be the cover image of your ebook, a screenshot of the webinar or video, or a graphic design stating the discount or sale available. This gives landing page visitors something visual to match the text they read. That image will stick with them longer than any of the copy.


The lead capture form is without a doubt the most crucial element of your landing page. Your form is how your visitors will supply information in exchange for your offer. Without this form, you cannot collect the necessary data that helps you market to potential buyers. Naturally as marketers or salespeople, we want to ask for lots of information from visitors. Visitors, on the other hand, want to spend as little time as possible filling out the landing page to get access to the offer they’re trying to get. That means the number of fields on a landing page is a balancing act between user experience and business needs. It all boils down to your goals: If your priority is more leads regardless of quality, then minimise the number of form fields. If your priority is more high quality leads, then ask for the specific information that your sales reps need to qualify your leads. Learn all about forms in out other blog post.


Any time you request contact information from a visitor to your website, you should provide an explanation about how you plan to use e-mail addresses and phone numbers. It’s just the right thing to do. Lack of a privacy policy could discourage visitors from filling out your forms. Include a short line to reassure visitors that you won’t sell their information: “Your privacy is important to us, we will never share your information.” Even a simple link to your privacy policy, could be enough to give your prospects some peace of mind.


The copy on your button is what what motivates and directs your visitors to take a desired action on your landing page, so make it a compelling one! That’s why a word like “submit” is a bad idea. Not only is it too vague, but no one wants to “submit” to anything. You need to be more specific than that. Instead, tell buyers exactly what they’re getting when they click that button. Use specific words like “Download Now” or “Download Your Ebook” for an ebook or white paper; something like “Access Your Coupon” for a discount offer; and “Sign Up For Free” for newsletters or free trials.


You can tell visitors as much as you’d like how good your offer is, but the truth is, it’s more compelling for them to hear about it from someone else. This is where social proof comes in. Social proof is the positive influence created when a person finds out that others are doing something. If site visitors see that people who have consumed the offer are speaking positively about it, they are more likely to think positively about it, too, and therefore might be more likely to fill out the form and convert to a lead.

Social proof can take the form of:

  • Customer testimonials: short quotes from happy customers
  • Case studies
  • Embedded social media posts
  • Number of downloads, users, and so on

By now, you should have the basics you need to build powerful landing pages with a focus on conversion and building relationships with your audience. It’s important to study the anatomy of your landing pages often to ensure you’re keeping up with the latest best practices and trends so you can maximise your lead potential even on older, evergreen offers. You’re ready to run now, so start bringing in those leads!

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