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Creating the perfect landing page

Updated: Feb 4, 2020

Modern marketers working with an inbound strategy should be incorporating landing pages into their campaigns. A landing page is where visitors land 'post-click' and convert to access a special offer or download - such as an e-book or case study. 'Post-click' means that they've arrived on your landing page to access your fantastic content or offer after clicking on an email link, social media ad or Google ad.

When it comes to creating your landing page, you might choose to do so directly within your website or by using a marketing software like Hubspot or Marketo. But, wherever you decide to build it what are the must-haves when it comes to an optimised landing pages?

Above the fold headline and USP

Like all webpages, you want to include a clear headline of what the page is about. Visitors should know immediately why they are there and that they're in the right place. Ensure that the content on the page matches the offer that was clicked on you'll see a very low conversion and lose trust with your audience.

Remember to make sure you include your USP too to make you stand out. Below you can see that Shopify clearly tells you why you should use their service ‘Trusted by over 800,000 businesses worldwide’.

Explain your offer with suitable copy and imagery

Your landing page copy should clearly and simply explain your offer to the visitor. Make sure you target this copy to your audience highlighting the benefits to them rather than selling your product/service features. ​This LinkedIn page highlights the benefits of their service very clearly.

Use personable imagery, and the more authentic the better. Make sure any images are hi-res and fit within your brand guidelines as well as be suitably relevant for the offer you are making.

Lead capture form

This is the core purpose of your landing page - to capture the information from the people responding to your marketing campaign.

You'll want to make sure you keep it simple - don't create a long or overly intrusive form for visitors to fill in. Stick to what you need to get via this visit. Remember once you have some of their details you can start nurturing this lead with further comms and content so there's no need to get all their measurements on day one. You don’t want to put them off converting. Keep it reasonable like name, job title, email.

This MYOB example keeps their lead capture form clean and simple.


This is the final piece of the puzzle - when your visitor clicks to convert. It might sound obvious but make sure your CTA is clear and stands out. The copy should be kept simple but describe perfectly what the action is that they are taking. Hootsuite uses a bold green on their CTA’s so they easily jump out of the page.

Using this great framework you should feel confident to head off and get creative. Put your own unique stamp on your landing pages and get the results you need to smash your marketing goals. However, if you find you need a little help along the way feel free to drop me a message on LinkedIn or send me an email.


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