Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Download the Playbook
Fill out the form to get your playbook
Thank you! You have been subscribed.
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

5 Elements Every Landing Page Must Have

By Carly Stec

Carly Stec also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

5 Elements Every Landing Page Must Have

5_elements_every_landing_page_must_haveLanding pages serve as the home to conversions. Is your business inviting people inside?

Your landing pages shouldn't leave visitors and leads out to dry, but rather encourage them to take off their coat and stay awhile.

Trying to nail down a blueprint for an effective landing page isn't always easy. You're often times plagued by what to include, what not to include, or what to highlight. In actuality, there's a lot to consider.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

If your business is looking to lift conversions, we've outlined 5 elements that every effective landing page must have. (We also have some landing page examples that can help you get started.)

A Strong Headline

If your headline were to stand alone, would it still make an impact?

The headline is the first point of contact a visitor will have with your landing page. Make a strong first impression. 

Focus on the main objective and nothing else. Stay away from fluff and sentence fillers that may distract from the overall intent.

Make sure that the headline is 100% relevant to the information you are about to provide. Don't mislead visitors with a vague headline that could go more than one way.

Additionally, focus on putting forth a solution. Content that addresses a personas concern and provides a logical solution will catch their attention and encourage them to keep reading.

Clear Value

Your landing page provides your business with your one shot to appeal to the wants and needs of you visitors. If you hide the value behind long-winded explanations, it's likely that they won't stick around long enough to read through.

The offer's benefits should be clearly and concisely defined, often times through the use of bullet points.

Usually anywhere between 3-5 points will work best because you want to be sure that you are only honing in on the most important highlights.

Be sure that you are wording the sentences to ensure that they lend themselves well to your personas pain points. For example, look at the way Example B addresses a specific concern while Example A is doesn't convey much of anything:

Example A: Information on conversion paths.

Example B: How to create a well-defined conversion path to close leads into customers.

One Specific Goal

If you only had one shirt in your closet, figuring out what to wear in the morning would be quite simple. However, if you add 5 shirts and 5 sweaters into the mix, making a decision becomes a bit harder.

Point being, stick to one goal and one goal only.

Landing pages that try to cover all the bases wont see strong results because they're is simply too much going on for them to focus on just one element.

Once you've defined a single goal, your form fill and CTA will work to support it.

An Appropriate Form

When it comes to selecting a form for your landing page, keep it simple.

While you'll want your lead capture forms to collect valuable information from your visitors, try to avoid over stuffing them with a ton of extra form fields. 

After all, information collection is a gradual process so don't ask for everything all at once. Consider the use of required form fields and unrequired form fields to give visitors the option to submit more information if they choose to do so.

When applicable, avoid questions about age, address, and telephone number, as HubSpot's Dan Zarella revealed that these 3 areas tend to lead to lower conversion rates.

A Picture or Video

In terms of visual inclusion, avoid stock photography at all costs.

Not only is it cheesy, but often times it will take away from the written value that you put forth on your landing page. A strong image should enhance the written copy, not detract from it.

People always say, "a picture is worth a thousand words", and when it comes to your landing page, that's exactly what you need.

As I mentioned before, the written portion of your landing page should be quick, clear, and concise. With no room for lengthy explanations, allow a compelling visual to carry out the rest of your message.

Photo Credit

The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Inbound Marketing
Published on March 3, 2014

Recent Articles

Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
IMPACT+ for Teams vs. the They Ask, You Answer Mastery Program
April 15, 2022 • 7 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2022
April 7, 2022 • 9 min read
Inbound Marketing for Franchises: Attracting Your Audience
March 25, 2022 • 6 min read
3 Surefire Signs Your Content Is Hitting the Wrong Audience
March 18, 2022 • 5 min read
Inbound Marketing for Higher Education
March 11, 2022 • 9 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
11 Books Every Black Sales and Marketing Professional Should Read in 2022
March 5, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
Inbound Marketing for IT Companies
February 11, 2022 • 11 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
Inbound Marketing for Manufacturers
February 4, 2022 • 12 min read
Inbound Marketing for Healthcare (+ Examples)
January 28, 2022 • 11 min read
How Much Does Inbound Marketing Cost in 2022?
January 24, 2022 • 12 min read
Inbound Marketing for Insurance Companies, Agencies, and Agents
January 21, 2022 • 7 min read
4 Signs Your Revenue Team Is Slowly Failing
October 23, 2021 • 9 min read
17 Examples of Inbound Marketing That Drive Sales
October 11, 2021 • 13 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
5 Key Elements of a Winning Inbound Marketing Plan
September 14, 2021 • 14 min read
The Fundamentals of Inbound Marketing
September 9, 2021 • 13 min read
Inbound Marketing Strategy: 7 Steps to Success
August 11, 2021 • 8 min read
How to Learn Inbound Marketing in 5 Easy Steps
August 4, 2021 • 7 min read
What is the Inbound Marketing Funnel? (+ Examples)
July 26, 2021 • 7 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read