Landing pages are a critical part of any online marketing strategy. They are the first thing potential customers see when they click on an ad or a link, and if they don't convert, you've wasted your money on that campaign. Your landing pages should focus on one offer and not include any other distractions like more CTAs or pop-ups. Here we take a look at how to craft an effective landing page.

Compelling Headline

The headline is the first thing people will see when they land on your page, so it's important to make it clear, concise, and compelling. The subheadline should expand on the headline and give visitors a little more information about what they can expect on the page. The two combined should very succinctly let your prospect know what the offer is and why they should pursue it.

Clear Description

The copy on a landing page needs to be direct and to the point. Don't try to be too cute or clever - you want people to understand what you're offering and why they should care. Use short paragraphs and bullet points to make the information easy to digest. And finally, don't forget the call to action! This is the button or link you want people to click to convert. Make it large and obvious, and use persuasive language to encourage visitors to take action.

Value Proposition

What does your prospect have to gain from signing up for your offer or downloading your content? What pain points will doing so solve for them? What are the key benefits? This should be clearly communicated above the fold on your landing page. If you have testimonials from clients who have already benefited or learned from your offer, include a line or two to add credibility to your offer.

Visual Content

At a minimum, you want a high-quality image that corresponds with your offer. Taking it a step further and adding a video or infographic that builds excitement about your offer can be even more effective. "When it comes to landing pages, adding video can increase conversion by 86%. Video captures attention, educates prospective customers, drives conversions, and provides valuable analytics about what's working."

Lead Capture Form

The length of your forms should line up with the value of your offer and not ask for too much personal information. In most cases, simply getting their name and email will be enough for you to identify them and reach out. Asking for the company name, phone number, and a few qualifying questions can still work, depending on what you have to offer. A general rule for lead capture forms is the shorter, the better.

Click below to learn how to audit and optimize your digital marketing strategy.