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A website landing page should be part of any digital marketing strategy.

Incredible social media? Check.

High-performing Search Engine Optimization? Check.

Awesome online advertisements? Check.

Killer landing page? … um …

The landing page can make or break an online campaign. Even if you have everything else going for you, if you do not have a great landing page – which we can define as one with a high conversion rate – you should immediate take steps to improve it.

While every business and every campaign have slightly different needs, high-converting landing pages have several characteristics in common. Here are the essential elements that almost all effective landing pages include:

The Headline

The headline is the first thing the reader’s eyes meets. Since this is where it all begins it is critical that it grabs the reader’s attention and informs him what the product or service is about. A powerful headline is short yet memorable. It shouldn’t be more than 20 words.

A Persuasive Subhead

The sub-headline is usually positioned directly below the main headline. It should go into more depth than the main headline, employing an element of persuasiveness to keep users reading.

High-Quality Images

People process images faster than text, so images must be the weapon of choice to create immediate engagement with your offering. Use large images of high quality that grab attention, appeal to the reader’s emotions or desires, or demonstrate how the offering will solve a problem or fulfill a need.

A Powerful Call to Action

A call to action (commonly referred to as the CTA) moves customers further into the sales funnel. It tells them what you want them to do: to buy a product (now!); request a consultation; enter an email address; or take some other definite action. Consumers always have some reluctance to take that step, and you must overcome it with appropriate language and visuals. Don’t use a boring button that says “submit.” Try something that offers an incentive or promises the solution, like these:

  • Receive our monthly newsletter with tips and tricks to solve your (whatever) problem.
  • Save 10% now
  • Yes! I want healthier (whatever)

Methods of Contact

Maybe your landing page engaged the customer, but she still isn’t ready to commit. Give her an alternate method of further engagement by including methods to contact you. These can include a live chat popup, a phone number, an email address, your physical address, and/or a contact form. These provide some assurance that you are a real company and that you care about customer service.

Need help with your landing page? We’ll help you build an effective landing page that converts visitors into customers.