5 Elements of Great Landing Pages

Written by Kara Burns


When, where and how marketers connect with prospective customers online is constantly evolving. Because the landscape is so fragmented, the most successful inbound marketing campaigns rely on centralized landing pages to unite each tactic in their digital mix, driving website visitors toward a common goal.

Read on to learn 5 elements that can make or break your landing page’s success.

Great landing pages all contain these 5 elements:

A killer headline that inspires action

Your headline needs to command visitors’ attention the moment they arrive at your landing page. Great headlines use clear, concise, action-oriented language to tell visitors exactly what they’re going to get, and how they’re going to get it.

Examples of great headline action words include:

  • Download
  • Subscribe
  • Register
  • Schedule
  • Request

A compelling offer

In 3 sentences or less, the body of your landing page should communicate exactly what you’re offering visitors, and how your offer will benefit them. When writing content to encourage visitors to take you up on your offer, put yourself in their position and ask yourself:
  • What am I going to get out of this?
  • Why should I care?

Your answer to those two questions will practically write the content for you! And to take things a step farther, you can use bullets, numbers and bolding to drive home your offer’s value.

An organized, distraction-free design

The most successful landing pages contain plenty of white space, and eliminate distractions to keep visitors’ focus solely on the offer. As a best practice, you should remove header and footer menus from your landing page, as well as any outbound links, content or visuals that may draw visitors’ attention away from your offer. It is, however, appropriate (and recommended) to include sharing links to allow visitors to share your offer on social media.

An attention-grabbing visual

The right image, animation or short video can help bring your offer to life, and can often be more effective at communicating your offer than plain text. Your landing page should include a single, attention-grabbing, high quality image that visually communicates what you’re offering.

A form that mirrors the value of the offer

Your form is the final roadblock between landing page visitors your offer. The length and complexity of your form should directly mirror the perceived value of your offer — otherwise you run the risk of losing conversions by asking for too much / irrelevant information. Conversely, you may end up giving away something of significant value without getting equivalent value in return. 

When deciding what information your form needs to collect from visitors, put yourself in their position and ask yourself the following questions:

  • What personal information would I be willing to give up for an offer like this?
  • How is my personal information relevant to this offer?

Another best practice is to use smart form fields to avoid collecting duplicate information from visitors who have already taken advantage of one of your offers. HubSpot’s form builder tool allows certain fields to be automatically hidden when a contact who’s already in your database visits your landing page, saving time and eliminating redundant data collection.

We hope this information is useful to you as you create landing pages in the future!

If you have additional questions about best practices for landing pages, or simply want to learn more about how you can use landing pages to increase the number of conversions generated by your next marketing campaign, click the button below to schedule a FREE 30-minute marketing consultation:

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