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10 Elements of an Optimized Landing Page
Presented by:
Landing Pages
Landing pages are an invaluable part of your
website and overall marketing strategy. They are
the pages that your website visitors will convert
into leads. Landing pages are only part of a larger
process of converting leads and moving them
down the sales funnel.
Creating an OfferBefore you create a landing page, you must first create a valuable offer to give away in the landing page.
•eBooks•Whitepapers•Webinars•Toolkits•How-to Manuals•FAQs•Checklists
Element 1: Explain the ValueClearly and succinctly answer the question, “what’s in it for me?
Bold the main value point
Consistent Copy
Element 2: Headers Match the CTATwo Jobs of the Header•Clearly explain offer•Consistent with call-to-action
Consistent Copy
Element 3: Bullet Points
Break up textMake points easy to understand3-5 points explaining what the visitor will get
Element 4: Short Form
Short is usually betterGenerally <7 fieldsOnly get info to help sales team qualify/follow up with lead(Note: This form has 8 fields because it is a more niche ebook designed for a very specific persona. We needed more information to qualify this visitor)
Element 5: Content Above the Fold
95% of the
content and form
are above
the fold.
Element 6: No Menu NavigationCompleting the form is the only action the visitor can take.
There’s nowhere
to go!
Element 7: Relevant Image
Cover of the eBook or whitepaperFirst slide of the webinarExcerpt from the toolkitScreenshot of free trial
Element 8: Blink Test Approved
Show co-worker page for 5 secondsAsk what the offer is, what the value is, and what they need to do to get offerIf they can answer those questions, it’s approved
Element 9: Thank You Page RedirectRedirected after filling out the formHave link to offer (if applicable)Reconvert on another offer
Element 10: Testing
Duplicate a landing pageChange one element at a timeTrack differences in effectivenessSee awesome results