Key Items to Include to Make a Successful Landing Page

Written By

True Digital Communications

This insight post is a summary of the original blog post published by Matt Kulik of True Digital Communications: Three Key Items to Include that Lead to Successful Landing Page. 

Landing pages that convert are essential for any brand with a digital marketing strategy. With a steady stream of qualified leads, your business will be able to maintain a healthy sales funnel and achieve results. The question is, how do you create landing pages that drive members of your target audience through the funnel? 

While putting together a successful lead generation landing page can feel like a high mountain to climb, knowing some tips can make the process easier.   

Successful Landing Pages Start with a Form  

The goal for most landing pages are lead generation conversions, specifically to get visitors to fill out the form. The average conversion rate for lead-gen landing pages falls between one and two percent, depending on the industry. It’s also important to make sure your form is front and center, and easy for the user to find.

The fields you include in a form are crucial. Figure out what exactly you need by making a list of essential information. This often includes name, email address, company info, and which product or service they are interested in. Keep in mind that the longer a form is, the less likely it is for a prospect to fill it out. Best practices suggest that a max of five fields is a healthy number. 

Drive Interest Above the Fold 

Since more users are looking at content from their mobile devices, you want to grab attention above the fold. Doing this starts with your messaging. While it is natural to think that easing the reader into the core benefits of your brand is the best approach, landing pages tend to perform best when you put those benefits upfront.

Your goal is to capture the readers’ attention and spark their curiosity to learn more. One of the ways you can achieve this is by writing a strong headline. Try to write something that addresses a pain point for your target audience. If you are an IT company targeting CEOs who are looking to switch IT providers, you could write a headline on how you can be their valued partner and help them find tailored solutions to generate interest.

If you are still uncertain about how to structure your landing page content, you can save time and hassle by using templates or landing page services.

Get the third and final tip in the full blog post Three Key Items to Include that Lead to Successful Landing Page.You can also find great Digital Marketing insights from Worldcom partners.