Understand Core Concepts of Your Landing Page

To get opt-ins your landing page needs to have certain elements. And no matter your business or industry, there are certain core concepts that are universal. Most successful landing pages have and include these core concepts.

But of all these elements, simplicity wins the day. A confusing landing page will not convert. So if nothing else, make sure your landing page is simple or you’ll lose opt-ins.  

As you build your landing page, make sure you have the following elements:

  • Attention-getting headline: If your landing page doesn’t have a compelling headline, it won’t pull visitors into your page. If you’re stuck, use the headline or the name of your offer as inspiration for your landing page’s headline
  • Image of your offer: While it’s not an essential element to include, it does help to show people what they’re going to get when they opt-in. An image or a graphic (may also be called a hero shot) of your Lead Magnet or EPO or Core Offer will help to boost conversions
  • Compelling copy: Explain the benefit and the value they’ll get. Use your copy to show them how your offer will get them one step closer to their desired after state (that we talked about in the first module). The more expensive and complex your offer is, the more copy you’ll need to effectively explain this. But for a free Lead Magnet or a low-dollar EPO, a few short paragraphs will suffice
  • Below the fold opt-in form: If your landing page is longer and will require someone to scroll to go through the whole thing, include 2 opt-in forms. One above the fold and one below the fold. Including a below the fold opt-in will make it easier for a user, they won’t have to scroll all the way to the top to opt-in. You want the opt-in process to be as smooth as possible for a user to encourage conversions. Including a below the fold opt-in form on a long landing page will help to remove a hurdle for your user and therefore, increase opt-ins 
  • Privacy policy and terms of service: While this may be a boring one, it is absolutely essential. If you’re collecting someone’s information, even if it’s just their email, you must have a privacy policy and terms of service (TOS) on your landing page to be compliant with traffic stores (particularly with Google and Facebook)

Before you launch your landing page use our Landing Page Checklist. Aim to check off as many of these elements as possible (ideally you can check off all of them). The more that you can check off, the more successful your landing page will be at generating leads and sales. 

Another resource you can use before setting your landing page live is our Landing Page Audit. Use it to identify any holes or weak spots on your page. And then fix those issues. If you ever find that your landing page is struggling to generate leads and sales, start with this audit to see what may be the problem. 

With these resources and core concepts in mind, it’s time to build and set your landing page live. Once your page is live, begin running traffic to it from the traffic source you chose in Module 3

If you’re looking for more information on how to create your landing page, check out our Landing Page Builder Playbook. It will help you design and build a landing page by covering the 15 key elements every successful landing page needs and will go into more detail than we’ve covered in this module.

You can also use your landing page to upsell and move people toward the next step of your funnel. We’ll talk about that in the next lesson.