5 Key Elements of Great Landing Pages

You already have a robust, effective website full of information about your company and plenty of lead gen opportunities. But moving the needle on customer conversions takes another tool in the digital toolbox. Let’s take a look at landing pages and what they need to include to help you effectively convert leads.

What is a landing page?

A landing page is a specific webpage created to help a company reach a certain goal. It might be focused on a specific product or event such as a webinar you’re hosting. A landing page will serve as a place to communicate this information and capture specific information about visitors. Specifically, it will prompt visitors to do one thing, such as enter their contact information to sign up for the webinar or request a product sample.

How do visitors get to a landing page?

Traffic to a landing page can come from one or multiple sources. Social media posts can include a link to your landing page to entice your audience to download your latest case study. Ad campaigns can also direct traffic to your landing pages. Your ad would have a very clear message and goal that is targeted to a specific audience. A landing page will take them straight to what they wanted from your ad.

Landing pages can also be sent via individual emails to a customers of a certain company and contain specific content that addresses that company’s particular challenges. Utilize landing pages as a tool of your account-based marketing (ABM) strategy by personalizing content for specific audiences.

Can I just direct ad traffic to more specific content on my internal webpages?

The short answer is that you shouldn’t. Here’s why: your website should serve as an educational resource to inform visitors of what your company does. It likely has many pages that covers various information about your business and its offerings. While there will be certain pages of your website that have specific calls to action such as contact you, subscribe to your newsletter or request a sample, it’s not created with a singular purpose in mind.

Landing pages, however, are designed around one focus and contain elements that work toward that goal quickly. When using ad dollars to convert leads, you want to do that as effectively and efficiently as possible, which is done with landing pages. One company found their ad-specific landing pages outperformed their generic pages by 115%.

With all this in mind, great landing pages contain:

  • Singular focus. The purpose of a landing page should be clear and limited to one single action – download a white paper, register for a webinar, etc.
  • Content you can personalize. Start with a great landing page structure and customize messaging and graphics to fit a specific customer’s needs.
  • Copy that sells. While content on most of your website will be more informational, copy on your landing page should be direct and influential. Your headline should clearly and concisely tell people about your business while also grabbing their attention. Use smart copy to sell directly to your visitor by influencing them to take the desired action.
  • A call to action (CTA) that stands out. Don’t lose the opportunity to get your visitor to take the next step by burying your CTA in copy. Make it stand out. Design plays a critical role in landing page conversion rates, so pay extra attention to creating a CTA that catches your visitor’s eye and influences them to act.
  • Easily digestible content. Visuals are important to landing pages. You want your landing page to be visually appealing, and quickly and efficiently communicate your message with as little copy as possible. Typography, graphics and photos are all design elements to consider when creating a landing page.

Landing pages serve the purpose to quickly convert leads. All pieces of the landing page are focused on that singular goal and fit together cohesively to achieve that objective. If you need help creating a landing page that converts with smart design and engaging copy, contact us today to kick off a collaborative partnership.