What are the elements of a landing page and how do they work?

[Shaha Noor]

What are the elements of a landing page and how do they work?

Ok, so the Landing Page is a powerful tool for lead generation. How does it work?

You need an offer.
First off, you need to have an offer. It can be an ebook, a checklist, a bundle of delicious and relevant information consisting of links and downloads.

The offer must be of interest to your ideal customer (aka persona) and relate to the stage of the buying cycle s/he is in. Generally, when a prospect is at the early stages (e.g., awareness), the offer will be more educational and relate to research on options available.

Further down the buying journey (e.g, interest and decision), the offer will be more focused on buying criteria and the decision-making process.

Then, you create a landing page for the offer
A landing page includes several elements:

A page completely focused on the offer. Even website navigation gets removed so as not to distract from the offer.

A compelling headline and space to explain how the offer delivers sufficient value that a visitor would agree to leave an email address and other information. Included bullets to detail benefits.

An image showing what the offer looks like.

A form for capturing at minimum an email address, and as relevant more information (name, company name, persona qualification question, business questions...)

A means for delivering the offer - aka the 'thank you' page

Next, you deliver the offer with a 'Thank You' page
The 'thank you' page is critical to completing the landing page experience.

It's a separate web page that appears after you complete the form and click on the Download button. It also delivers the offer you are promising and restores navigation to the rest of your website.

Don't forget to include additional calls to action in your thank you experience: an invitation to subscribe to your blog, or to download another related offer.

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