A landing page is one of the most important pages on your website. A Home page is not your only landing page. A website landing page is also sometimes known as a lead capture page. This single web page is seen by visitors, in response to clicking on a search result, a promotional marketing campaign, a marketing email, a social media link or a paid online advertisement.

Your landing page is a direct extension of the advertisement your visitors clicked to land on one of your websites landing pages. At their core, landing pages must convert. The actions that your visitors take on one of your websites landing pages, will be considered a conversion.

HEADLINE
Within 3 seconds, your website needs to tell visitors what the site has to offer. Keep the headline clear, simple and fluff free.

SUB HEADLINE
Your sub-headline should offer a brief description of what you do/offer. Tip: Zero in on a common pain point for your target audience, avoid jargon and don’t just talk about yourself.

CALLS TO ACTION
The goal of your homepage is to get visitors to dig deeper into your website and move them further down the sales funnel. Include 2-3 calls to action, to be featured above the fold, that directs people to the different stages of the buying cycle.

SUPPORTING IMAGE
Most people are visual, use an image or short video that clearly indicates the services you offer. Use images that compel emotion and avoid cheesy stock photos

BENEFITS
Describe what you do, and why it matters, prospects need to know about the benefits of buying from you. Keep the copy lightweight and easy to read, speak the language of your customers.

SOCIAL PROOF
Social Proof is a powerful indicator of trust. Include a few of your best short quotes on the homepage and link to a portfolio piece or case studies. TIP: Adding a name and photo give these testimonials credibility.

CONTENT OFFER
Give away a great content offer, such as a guide, an e-book or a white paper.

SECONDARY CTA’s
Get additional conversion opportunities for prospects who aren’t interested in your primary objective. While your primary CTA’s should be above the fold, place secondary CTA’s below the fold to give website visitors things to click on as they scroll down.

KEY FEATURES
List some of your key business features so people gain a better understanfing of what’s provided by your products and services. Keep the copy light and easy to read.

RESOURCES
Many visitors to your website won’t be ready to buy. Offer a link to a resource page or article where they can learn more. This also helps you establish your credibility as a thought leader in your industry.

AWARDS / BRANDS / AFFILIATIONS
In addition to customer success stories/testimonials, awards, brands you work with and recognition you have received, will also inspire a great first impression.

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