A landing page is a web page intended to convert visitors into leads. It should be hyper-focused on the content it is linked from. It should contain a form that asks visitors for contact information in exchange for something of value.

Say YES to these Elements to Ensure a Well-constructed Landing Page

Is your headline benefit-focused?
Tell visitors the value of your offer.*

Does the image tell the story?
Make sure it is appropriate for your target audience and your brand. (Don’t forget to tag it.)

Is your message clear?
One message only per landing page! Its purpose is to provide them a relevant thing of value in exchange for their contact information.

Does the form have information that is valuable for lead generation?
Keep it as simple as possible. Asking for too much information can be a turn-off. Most important is name and email, so you can follow up.

Is your call-to-action clear?
What do you want the visitor to do? Click, call, submit or download? Make it easy for them to quickly get something of value.

Is your offer valuable?
The landing page is your first transaction—your offer for your lead’s contact information. If they’ve clicked from the email to the landing page, they have some degree of interest. Give them something that is helpful and conveys your expertise.

Is the landing page responsive?
If your email is opened on a mobile device, the landing page better look good once they click through. This is another argument for simplicity.

Is the landing page optimized?
Though email, ads or social media are the intended sources to the landing page, optimization is another way for prospects to find you. Apply the same SEO tactics to the landing page as you would any other page on your website.

Does your landing page generate a “thank you”?
Once your lead has submitted your form, a thank you page can confirm their action and give you another chance to provide more information.

*The offer is the valuable thing they get for filling out the form.