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The Anatomy of a Landing Page
Professor: Angela Hicks
Inbound Certification
Brought to you by HubSpot Academy
CLASS 07
1 HOW DO YOU USE A
LANDING PAGE?
The Conversion Process
Call-to-Action Landing Page Thank You Page
Landing pages are your digital sales reps.
FLICKR USER DON BURKETT
All landing pages
use a form to
gather information.
2
HOW DO YOU
CREATE SUCCESSFUL
LANDING PAGES?
20%Landing page conversion rate goal.
GET READY FOR A
BLINK TEST.
WHAT WAS THE
LANDING PAGE ABOUT?
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
Write a clear, action-oriented headline.
Tell your visitors what they’re getting and how they are going to access it.
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
Explain the
offer and its value,
and keep it short.
In 1-3 sentences, explain what the
offer is. Write another 1-3 sentenc...
Use numbers, bullets
and bolding.
Help your visitor focus on what’s important
with visual emphasis.
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
Remove the navigation menu and links.
The primary goal of your landing page is to generate leads, so get rid of any distra...
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
The form on the landing
page should mirror the
value of the offer.
THE CONVERSION PROCESS CAN OCCUR
DURING WHICH OF THE FOLLOWING
BUYER’S JOURNEY STAGES?
A. Awareness Stage
B. Consideration...
THE CONVERSION PROCESS CAN OCCUR
DURING WHICH OF THE FOLLOWING
BUYER’S JOURNEY STAGES?
A. Awareness Stage
B. Consideration...
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
Include a relevant
image, animation or
short video.
A visual representation can communicate
the offer much quicker than a ...
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
Add social sharing icons to allow your visitor to
spread the word with others in their networks.
Write a clear, concise action-oriented headline.
Include a relevant image, animation or short video.
Add social sharing ic...
WHAT DOES AN
EFFECTIVE LANDING
PAGE LOOK LIKE?
3
BLINK TEST
CAN YOU LIST THE BEST PRACTICES
THAT ARE BEING IMPLEMENTED ON
THE LANDING PAGE?
CAN YOU LIST THE BEST PRACTICES
THAT ARE BEING IMPLEMENTED ON
THE LANDING PAGE?
A. Clear, concise, action-oriented headlin...
CAN YOU LIST THE BEST PRACTICES
THAT ARE BEING IMPLEMENTED ON
THE LANDING PAGE?
A. Clear, concise, action-oriented headlin...
CAN YOU LIST THE BEST PRACTICES
THAT ARE BEING IMPLEMENTED ON
THE LANDING PAGE?
A. Clear, concise, action-oriented headlin...
CAN YOU LIST THE BEST PRACTICES
THAT ARE BEING IMPLEMENTED ON
THE LANDING PAGE?
A. Clear, concise, action-oriented headlin...
CAN YOU LIST THE BEST PRACTICES
THAT ARE BEING IMPLEMENTED ON
THE LANDING PAGE?
A. Clear, concise, action-oriented headlin...
Consider how your persona is
interpreting the offer.
Make changes one at a time.
THANK YOU.
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Anatomy_of_a_landing_page

  1. 1. The Anatomy of a Landing Page Professor: Angela Hicks Inbound Certification Brought to you by HubSpot Academy CLASS 07
  2. 2. 1 HOW DO YOU USE A LANDING PAGE?
  3. 3. The Conversion Process Call-to-Action Landing Page Thank You Page
  4. 4. Landing pages are your digital sales reps. FLICKR USER DON BURKETT
  5. 5. All landing pages use a form to gather information.
  6. 6. 2 HOW DO YOU CREATE SUCCESSFUL LANDING PAGES?
  7. 7. 20%Landing page conversion rate goal.
  8. 8. GET READY FOR A BLINK TEST.
  9. 9. WHAT WAS THE LANDING PAGE ABOUT?
  10. 10. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  11. 11. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  12. 12. Write a clear, action-oriented headline. Tell your visitors what they’re getting and how they are going to access it.
  13. 13. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  14. 14. Explain the offer and its value, and keep it short. In 1-3 sentences, explain what the offer is. Write another 1-3 sentences that details how someone would benefit from the offer.
  15. 15. Use numbers, bullets and bolding. Help your visitor focus on what’s important with visual emphasis.
  16. 16. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  17. 17. Remove the navigation menu and links. The primary goal of your landing page is to generate leads, so get rid of any distractions.
  18. 18. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  19. 19. The form on the landing page should mirror the value of the offer.
  20. 20. THE CONVERSION PROCESS CAN OCCUR DURING WHICH OF THE FOLLOWING BUYER’S JOURNEY STAGES? A. Awareness Stage B. Consideration Stage C. Decision Stage D. All of the above.
  21. 21. THE CONVERSION PROCESS CAN OCCUR DURING WHICH OF THE FOLLOWING BUYER’S JOURNEY STAGES? A. Awareness Stage B. Consideration Stage C. Decision Stage D. All of the above.
  22. 22. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  23. 23. Include a relevant image, animation or short video. A visual representation can communicate the offer much quicker than a visitor can read about the offer.
  24. 24. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  25. 25. Add social sharing icons to allow your visitor to spread the word with others in their networks.
  26. 26. Write a clear, concise action-oriented headline. Include a relevant image, animation or short video. Add social sharing icons. LANDING PAGE BEST PRACTICES The form length mirrors the value of the offer. Explain the offer clearly and place visual emphasis on the value. Remove the navigation menu and links.
  27. 27. WHAT DOES AN EFFECTIVE LANDING PAGE LOOK LIKE? 3
  28. 28. BLINK TEST
  29. 29. CAN YOU LIST THE BEST PRACTICES THAT ARE BEING IMPLEMENTED ON THE LANDING PAGE?
  30. 30. CAN YOU LIST THE BEST PRACTICES THAT ARE BEING IMPLEMENTED ON THE LANDING PAGE? A. Clear, concise, action-oriented headline.
  31. 31. CAN YOU LIST THE BEST PRACTICES THAT ARE BEING IMPLEMENTED ON THE LANDING PAGE? A. Clear, concise, action-oriented headline. B. Explains the offer clearly.
  32. 32. CAN YOU LIST THE BEST PRACTICES THAT ARE BEING IMPLEMENTED ON THE LANDING PAGE? A. Clear, concise, action-oriented headline. B. Explains the offer clearly. C. Includes a relevant image.
  33. 33. CAN YOU LIST THE BEST PRACTICES THAT ARE BEING IMPLEMENTED ON THE LANDING PAGE? A. Clear, concise, action-oriented headline. B. Explains the offer clearly. C. Includes a relevant image. D. The form length mirrors the value of the offer.
  34. 34. CAN YOU LIST THE BEST PRACTICES THAT ARE BEING IMPLEMENTED ON THE LANDING PAGE? A. Clear, concise, action-oriented headline. B. Explains the offer clearly. C. Includes a relevant image. D. The form length mirrors the value of the offer. E. No menu navigation or links.
  35. 35. Consider how your persona is interpreting the offer.
  36. 36. Make changes one at a time.
  37. 37. THANK YOU.

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