6 Critical Elements of a Top Converting Landing Page

Landing page optimization is an absolutely critical element of any marketing campaign, yet it’s often overlooked. It’s easy to subscribe to the “If it ain’t broke, don’t fix it” mentality when website changes can be costly, time-consuming, or both.

However, even small conversion rate improvements can deliver huge results. In fact, just by moving the needle from 2% to 4% conversion rate for one of our clients, we were able to improve lead volume by 200%.

If you’re like most marketers, chances are your digital marketing campaigns could benefit from a bit of thorough spring-cleaning. Take the first step toward conversion rate improvement and audit your landing pages for these 6 essential elements:


1.    Make your value prop crystal clear.

The average website visitor will decide whether or not to leave your site in just 7 seconds. That means you’ve got to make sure your value prop is clear, concise, and catchy enough to convince the visitor to stay. Craft an attention grabbing headline paired with a direct call-to-action to increase your changes of conversion.

The best copy successfully delivers an easily digestible message that is unique from the competition.

2.    Keep your form short and sweet.

The principle is simple: Shorter forms create less friction. Require only the information you truly need to register a marketing qualified lead (MQL).

B2B marketers are notorious for building long lead gen forms. While longer forms help to ensure lead quality, you may be severely limiting your volume. One thing to consider might be a progressive form fill strategy. Consider adjusting the lead-capture forms field to correspond with the prospect’s level of interest. For example, top of the funnel activities, like subscribing to the blog, should require less entry fields than bottom of the funnel activities, like signing up for a live product demo for example.

Don’t forget about form placement, either. Make sure the call-to-action is clearly articulated about the fold.

3.   Use an eye-catching hero image.

Good design goes a long way. Think about it. Would you give your personal information to a website that looks like it’s stuck in the ‘90s? Probably not.

Make sure your design accentuates the call to action and accurately represents your brand image.

4.    Name drop.

Showcase your happy clients. Get permission to publish your clients’ glowing testimonials to build credibility with your prospect. The more specific the testimonial is to the featured product or service, the better.

5.    Build confidence with trust signals.

In addition to those key client testimonials, inspire confidence in your prospect. Feature well known industry awards or important certifications prominently on the page next to your lead-capture form.

6.    A/B test your changes – and keep testing.

Test everything. Each element should be A/B tested to build the best possible version of your landing page. How long have you had “Send” or “Submit” as the button to your lead-capture form? Why not try testing “Request a Demo” or “Download Now” as the CTA button?

After all, we’re not mind readers, we’re marketers. Often times you’ll be surprised at what copy performs best with your target audience. A/B test each element on your page and trust your data to make the decision for you. With an established A/B testing process in place, you’ll be on your way to an improved conversion rate in no time.

Could your landing pages use a makeover? Sign up for a free 1-on-1 digital marketing audit with our team of online marketing consultants.