Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Carly Stec

By Carly Stec

Mar 3, 2014

Topics:

Inbound Marketing
Inbound Marketing

5 Elements Every Landing Page Must Have

Carly Stec

By Carly Stec

Mar 3, 2014

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.

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

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

The Hidden Costs of a Cheap Website

November 29, 2023
Vin Gaeta Vin Gaeta

Your Website in 2024: The Future of Trends, Tech, and Traffic

November 1, 2023
Vin Gaeta Vin Gaeta

How to Humanize Your Content While Using AI

September 11, 2023
Mandy York Mandy York

What is the Inbound Marketing Funnel? (+ Examples)

July 27, 2023
Anj Bourgeois Anj Bourgeois

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

Word-of-Mouth is Fragile; Here's How to Build Market Durability

May 10, 2023
Marcus Sheridan Marcus Sheridan

9 Best Customer Feedback Tools for Businesses of Every Size

March 27, 2023
Ramona Sukhraj Ramona Sukhraj

How to Ghostwrite Content for a Subject Matter Expert

March 20, 2023
John Becker John Becker

What Happens When You Don't Have Buy-in for Your Inbound Strategy?

March 9, 2023
Ramona Sukhraj Ramona Sukhraj

How To Set Content Marketing Goals for Growth

December 29, 2022
Brian Casey Brian Casey

Inbound Marketing for Logistics Companies (Transportation and Warehousing)

December 8, 2022
John Becker John Becker

How Much Does Inbound Marketing Cost in 2023?

November 28, 2022
Ramona Sukhraj Ramona Sukhraj

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Content Marketing in 2024: Principles, Platforms, and Content Distribution

November 8, 2022
Marcus Sheridan Marcus Sheridan

7 Inbound Marketing Strategy Mistakes that Will Cost You in 2024

October 19, 2022
Kevin Phillips Kevin Phillips

Inbound Marketing for Construction Companies

June 11, 2022
Kimberly Marshall Kimberly Marshall

What is the Inbound Marketing Methodology?

June 8, 2022
Allison Melnik Allison Melnik

Inbound Marketing for Staffing Agencies

May 28, 2022
Kimberly Marshall Kimberly Marshall

Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers

May 7, 2022
John Becker John Becker

IMPACT+ for Business vs. the They Ask, You Answer Mastery Program

April 15, 2022
Kimberly Marshall Kimberly Marshall

Inbound Marketing for Franchises: Attracting Your Audience

March 25, 2022
Carolyn Edgecomb Carolyn Edgecomb

3 Surefire Signs Your Content Is Hitting the Wrong Audience

March 18, 2022
Ramona Sukhraj Ramona Sukhraj

Inbound Marketing for Higher Education

March 11, 2022
Kimberly Marshall Kimberly Marshall

Starting a Business Blog? Features and Best Practices for Success in 2022

March 10, 2022
Ramona Sukhraj Ramona Sukhraj

11 Books Every Black Sales and Marketing Professional Should Read in 2022

March 5, 2022
Hannah Woods Hannah Woods