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