Your Landing Page is an essential tool in digital strategies and inbound marketing. However, in order to actually develop and engage new leads, 3 essential elements must be included!

What defines an ideal landing page?

The perfect landing page should hook and engage your new leads. If they are organic leads, this is likely your first encounter with them. And as we all know, first impressions matter! Luckily for you, we’ve created a list of the 3 best components for your new landing page!

1. Clearly define how you can help the visitor achieve their goal.

Once a user lands on your home page, it’s crucial that they can decipher what you can help them with within the first 1-3 seconds. Therefore having well-thought-out headline is key.

Sounds simple right? Well, believe it or not, not every brand gets this right.

Notice that we said ‘what you can help them with‘ rather than ‘what you do’. For instance, let’s imagine your business sells ingredients such as flour. Instead of blatantly saying that you sell flour, stop and think why this customer would even want flour in the first place. In short, it’s almost certain that their desire is to bake rather than own a bag of flour. In saying this, your landing page will instantly become more effective if you were to say:

In this way, you’re responding to your visitors’ end goal and clearly stating how you can help them achieve it. Carrying on the baking and flour theme, King Arthur – an ingredient company – master this perfectly with the below Headline:

2. Including a CTA is essential. I repeat. It’s essential.

Quite simply, your “Call to Action” (CTA) is the most important element of the page. After all, it is this element that converts visitors into leads. It’s a word often thrown around the digital marketing world – but what actually is it?

In short, your conversion goal should be the purpose of your landing page. Therefore, your CTA is the tactic that makes your goal a reality.

Generally, CTAs are presented as a standalone button on a click-through page or as part of a lead gen form. Poor CTAs are the standard “SUBMIT.” Instead, you should tailor your button text to specific titles. For example, if you are a furniture store owner and your landing page promises beautiful furniture, then a button saying “Make My House a Home” is far more personable and tailored than one that reads: “Click Here”.

Let’s take a look below and see how Ikea tailors their CTA’s. Simply but personalized:

And one last thing. Feel free to make several CTA’s across your site. In some cases this is necessary, depending on your customer’s journey. However, it’s important to remember that each CTA must only have one conversion goal.

3. Lastly, what makes you Different?

Ok. You’ve promised the world and created the most tempting button for 90% of incoming visitors to the landing page.

But what about that 10% who are still hesitant? How on earth do you retain them from leaving your site?

The answer is actually quite straightforward. Quite simply, it involves asking yourself one existential question (No biggie). In short, What is it that makes you different from everyone else who offers the same goal to the visitor landing on your site? Likewise, If you’re a fan of buzz words, you’d instead ask: What is your brand’s USP? (Unique selling point)

Whether it’s your brand’s story, its heritage, your friendly staff, or your highly efficient delivery system make it known and obvious on your landing page. Whether this is displayed through a video, client testimonials, or even a nifty prestigious award – this is a pivotal element that may well be the deciding factor for many of those hesitant visitors.

Read more great content on landing pages here!