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The Anatomy of a Landing Page That Converts

The Anatomy of a Landing Page That Converts


You wouldn’t try to fly an airplane that is missing a wing, or drive a car that is missing the steering wheel. So don’t expect to convert visitors into leads with landing pages that are missing important elements.

Each of the following 6 elements plays a role in increasing SEO and conversion rates for your landing pages. Don’t leave any of them out.

While there may be slight variances amongst landing pages, most of them will have these basic parts. Let’s break down this example:

The Anatomy of a Landing Page That Converts

1. Heading

Your main page heading should clearly indicate what the offer is, using the same wording found in calls-to-action. Remember to also consider key search terms to make the landing page findable through search as well as by clicking on a CTA, social media link or paid promotion.

The Anatomy of a Landing Page That Converts

2. Subhead

Using a secondary heading provides an opportunity to add information, such as a key benefit, or to incorporate another keyword or phrase that describes the offer.

The Anatomy of a Landing Page That ConvertsYou can also incorporate another secondary header at the top of your form.

The Anatomy of a Landing Page That Converts

3. Image

Images can help reinforce what the offer is, reflecting the same image used in the CTA, or can provide additional context. For some campaigns, video may make sense on a landing page. (Kissmetrics offers tips for using landing page videos here.)

When using images, make sure you optimize the image file name for search—don’t just name it “image1.jpg.” Include a keyword and alt text related to the offer: Landing-Page-ebook.jpg.

The Anatomy of a Landing Page That Converts

4. Main text

Keep your landing page text short and to the point. The goal of the page is for your visitor to complete the form and access the offer, not get bored and distracted reading lengthy text.

Explain in just a couple of sentences how the offer benefits your prospective customer, without getting carried away with hyperbole. You might even want to use a bulleted list to tell them:

  • What they will learn;

  • What they can do;

  • Or what makes this offer unique.

The Anatomy of a Landing Page That Converts

5. Final CTA copy

Yes, the original CTA that linked them to the landing page—whether from your blog, your website homepage, an email, social media or some other channel—indicated the action you want the visitor to take. But it should be repeated again.




The Anatomy of a Landing Page That Converts

6. Form fields

The landing page does its job by capturing lead information and automatically enrolling the lead into an automated lead nurturing cycle. To do so, it uses information the visitor provides through a form.

The number of fields—amount of information—required on each landing page will depend on the type of offer. Remember that top-of-the-funnel offers should require only the very basic information needed. A blog or newsletter subscription might ask only for an email address.

Offers further down the sales funnel, such as case studies, pricing sheets or product demos would request more information, including name, company name, perhaps even job title or what industry the lead works in, letting you further personalize lead nurturing communication.

The Anatomy of a Landing Page That Converts

Are you effectively using all six of these elements on your landing pages? Or are they missing something important to conversion success?

You’ll find more details on how optimizing your landing pages for conversion in our free ebook. Download it here: How to Optimize Landing Pages for Conversion. Then use our Landing Page Content Template to plan out the landing pages for your next inbound marketing campaign.

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