Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Improving the 4 Most Important Elements of Your Landing Pages

Improving the 4 Most Important Elements of Your Landing Pages Blog Feature

January 7th, 2013 min read

Hearing us praise landing pages is nothing new.  As a matter of fact, we talk about landing pages a lot in our free eBook “Key Components That Are Missing From Your Marketing Strategy” hoping that we get the message about the importance of landing pages out there.

MarketingSherpa’s “2012 Search marketing Benchmark Report – SEO Edition” has reaffirmed our belief that having well designed landing pages is, by and large, a critical aspect for significantly boosting your company’s bottom line.

As their study proved, only the most advanced marketers seem to be using SEO landing pages to strategically increase lead and customer conversions.  What does this mean for you?  That there’s a lot of room for you to make a big impact through landing pages.

Landing pages are a great way to get a ton of organic traffic coming your way, and the opportunity is yours for the taking.  But not just any landing page will do.  Let’s move out of the beginner landing page stage and dig into what you really need to have on your pages to make them a profitable and worthwhile investment.

The 4 Key Points Of Any Landing Page

Clarity

You have just a few very short seconds to try and impress your visitor, so you better have a clear landing page that’s direct in what it’s asking your visitor to do.  When you look at your page, you don’t want it to make your visitor guess or even think about what it’s about.

Your offer and the intended audience needs to be made clear right from the get to (you could suggest a problem and how your product can solve it, for example).

TIPS:

  • Make sure that you have a very clear headline with a strong offer being presented
  • If your offer is featuring an author (i.e. a research paper), then create a sub header that explains why the author is credible (i.e. professor at Harvard University, an industry leader, etc.)

Page Design

Page design ties in directly with clarity.  Given the short amount of time that you have to impress any visitor, you have to make sure that your page design both brings clarity and enhances your message.  For example, are there too many design elements on your page?  Or are there not enough?

Using bullet points is a good example of effective page design, but using 5 different fonts on your page is probably a pretty bad idea.  Keep in mind that a visitor’s eyes move from left to right, so whatever’s on the left hand side is what will be seen first.

TIPS:

  • Remove any top navigation from your landing pages.  This will only distract your visitor and likely have them end up on your website.
  • Remember, the goal of your landing page is to get them to fill out a lead-capture form so that you can nurture them further down the sales funnel later on.

Friction

Something that a lot of marketers don’t consider is the friction that their landing pages may be causing their visitors.  For example, some of the things that a landing page may request of a lead or a visitor can make them uncomfortable, and so they don’t end up filling out the lead capture form.

TIPS:

  • On any form, ask for minimal information.  The more work that a visitor has to put in for something, the less likely he or she will do it.
  • When at all possible, try to avoid asking for a phone number.
  • Use tools like HubSpot’s “Smart Forms” to cut down on any repetitive form filling

Value Proposition

We talk a lot about value proposition in our eBook “The Immediate Solution For Lead Generation” and how you want the perceived value of your offer to be strong.  If it isn’t, then there’s a slim chance that you’ll have any visitors offering up their contact information to receive your offer.

Visitors will see your offer as not being worth the time, or not being worth the potential “spam” emails that we all worry about getting when we sign up for an offer.

TIPS:

  • Create an actionable headline.  Just as we mentioned in our clarity segment, you want the landing page to be direct and clear
  • Make sure that any CTA buttons stand out. Several studies, such as in Susan Weinschenk’s PhD piece “Neuro Web Design: What Makes Then Click? (Voices That Matter)” reveals that the size and color of your offer button will affect your conversion rates
Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE