November 28, 2014

The 3 Musts for an Effective Landing Page

marketing tips infographic

A landing page is a single webpage where you want potential customers to land in order to capture leads for sales. There are many different features you can include on a landing page. You likely want to include enough information to capture interest and drive sales, but not enough to distract them from your main point.

To help businesses sort out the essential elements from the distractions, PPC Hero details what they deem to be the must-haves of an effective landing page.

The three most important features to consider, according to an infographic they produced are [click to see full infographic]:

  • Layout: The layout should ensure that all important information such as calls to action, promos, and contact information are above the fold and easy to spot.
  • Copy: The copy should be compelling enough to provoke clicks, but short enough not to bore or overwhelm visitors.
  • Imagery: The imagery should be relevant to the objective of the page and should give visitors a few different views of the product or service it’s trying to sell.

It’s important to keep the overall landing page goal in mind when putting it together. The infographic states:

“37% of B2B companies and 56% of B2C companies say increasing lead-to-conversion rate as their most critical landing page goal. . . .62% of B2B companies and 34% of B2C companies say increasing lead gen is their most critical landing page goal.”

So your business should have a clearly outlined goal for its landing page and you should always keep that goal in mind when building it.

There’s so much advice available for how to create an effective landing page. Different types of businesses will create different pages, but no matter what your business sells, you’ll need a page that tells them why they should buy your product, shows them examples, and gives them a way to purchase or learn more.

That’s why the three aspects mentioned above are considered musts.

Image: PPC Hero

10 Comments ▼

Annie Pilon - Staff Writer


Annie Pilon Annie Pilon is a staff writer for Small Business Trends, covering entrepreneur profiles and feature stories. She is a freelance writer specializing in marketing, social media, and creative topics. When she’s not writing for her various freelance projects or her personal blog Wattlebird, she can be found exploring all that her home state of Michigan has to offer.

10 Reactions

  1. I would add that simplicity should be the default. Whenever an element is added you should ask yourself why the element is there and whether the potential pull away from the main objective is worth the benefit.

  2. Couple things.

    1. Conversion tools like Chat are critical for conversion
    2. Make sure landing page is responsive for mobile users.
    3. Retargeting is a must to get the most ROI
    4. Mobile marketing option (Text/SMS) data capture will increase buy in and lead generation.

    PS- Link to full Infographic is broken or not found

  3. These are some great landing page tips. I would add that you want to ensure consistency from one page to the landing page. For instance, if you have an ad that states you’ll get a free ebook when clicking over, yet after clicking over there’s a sales pitch with no sign of the promised ebook, then visitors will most likely click away (and you could lose them forever).

    You also don’t want too many calls to action. Otherwise the visitor could get confused and not take any action. There should either be one or two calls to action at the most.

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