Complete Guide to Successful Landing Pages

guide to successful landing pages

When it comes to landing pages you want to perfect your landing page. Reason for this is because you want to convert your traffic into customers. You’re not going to be doing any converting if the landing page isn’t perfected. Today, we’re going to be showing you the complete guide to successful landing pages.

Landing Pages

For B2B marketers with long, complex sales cycles, landing pages are an essential tool for generating new leads. However, despite being very straightforward tools, landing pages are rarely optimized to their full potential. The typical landing page loses over half of its visitors immediately. Because of this, companies are left with only a tiny portion of visitors being converted to leads. So how do you not only keep visitors on your page but successfully convert them into leads?

Optimize and Convert

Design – Keeping the look and feel of a landing page consistent with your brand will help capitalize on familiarity and perceived value.

Forms – Forms can make a user uncomfortable. Creating forms with the user in mind helps minimize this feeling and maximize lead generation.

Value – Users have to be enticed to provide their information. Providing an appropriate incentive will dramatically increase conversions.

Analyze – Perfecting a landing page can take numerous tweaks and revisions. Spend time finding out what works and adjust accordingly.

Design and Layout

When you only have a few seconds to capture prospects interest, a well thought out and optimized layout can make all the difference to a page success or failure.

  • All branding, colors, and styles should be consistent with the full website.
  • A call to action and value proposition should be clearly visible to visitors.
  • Forms should be simple, easy to complete, and displayed prominently.
  • Navigation away from or around a landing page should not be provided.

Call to Action – It should be immediately clear to visitors which action a company would like them to take.

Value Proposition – A short paragraph or list starting the value in providing information provides a clear incentive to visitors.

Form – One prominently displayed form prevents any confusion for the user on how to complete your call to action.

Form Essentials

Although simple, the structure of a form affects a visitor’s perceived notion of value, risk, and even credibility.

  1. Firstly, get the essentials – The information collected by a form should be valuable and relevant to a specific goal.
  2. Secondly, limit your fields – Minimizing the number of fields will aid in completion.
  3. Finally, take advantage of email Delivery – Sending an offer via email instead of a redirect helps you begin to build a relationship.

Provide Value

A landing page must offer the right incentive to be successful.

Is the offer: relevant? Is it something interesting to a potential client? Does it pertain to the appropriate industry and space?

Valuable? Does it provide a direct benefit to a potential client? Does it help them reach a goal or improve their situation?

Timely? Is it appropriate for that stage in the sales cycle? Does it help move a prospect closer to buying?

  • Reward – Visitors need to feel like they have made the right decision in providing their information. Provide them with something that will reward them and keep them coming back.
  • Target – A prospect’s needs change constantly. Target consumers more effectively by developing a wider variety of content for different phases of the buying cycle.
  • Specials – It always comes down to the bottom line, and providing special pricing or promotions can be an easy way to convert leads and keep visitors coming back to a site.

Analyze and Revise

Tracking usage statistics and adjusting strategy is key to achieving landing page success.

Set Goals – Always design landing pages with a specific purpose in mind. Explicitly stating goals and determining how to measure them will make it much easier to monitor the success of a landing page.

Adapt – Industries and users are constantly changing and a landing page strategy needs to keep up. If a landing page is not performing, it may be time to make a change.

This was the complete guide to successful landing pages, use this guide to create your perfect landing page. If you enjoyed this article and helped you create a successful landing page, check out our other guides at