The document provides guidance on optimizing landing pages by including key elements like a compelling headline, introductory text, key benefits, calls to action, forms, and supporting elements. It recommends crafting the headline and benefits to address user needs, keeping the call to action visible, minimizing forms, and including testimonials that specifically address common objections. The guidance is intended to help users clearly understand and easily complete the desired action on the landing page.

1. The keys to an awesome
landing page
www.inboundexperts.com.au

2. LINK ONE | LINK TWO | LINK THREE
Compelling headline here.
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• Key benefit one.
• Key benefit two.
• Key benefit three.
• Key benefit four.
• Key benefit five.
AS USED BY:
Call-to action
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*We take online privacy very seriously and we will never share your information with a third-party.
Read our privacy policy here.
Share this offer
with others:
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Name
Email address
Testimonial One Testimonial One Testimonial One
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YOUR LOGO

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HEADLINE
Crafting a great headline is a skill unto itself. The most important thing is to develop a
headline that is clear, engaging and encourages the reader to keep reading. It should
instantly confirm to the reader that they have arrived in the right spot.
If that wasn’t enough it should also be written with consideration to commonly
searched for keyword phrases and if there are pay-per-click ad campaigns sending
traffic to these pages, then this headline should also correlate with the headline of
the ads (for improved conversion rates).
INTRODUCTORY TEXT
This text should effectively sell the proposition to the reader in a clear and concise
manner. Try to write in a very honest ‘voice’. Writing in an authentic and honest tone
creates a far higer level of trust and confidence from potential customers than using
hyperbole and ‘over-selling’.
Try to sum up what the offer is and the key features in no more than one or two
paragraphs. Brevity is a winning feature of good copy.
LINKS TO OTHER PAGES
We recommend including links to other pages on your site, however rather than
replicating your main menu, consider installing a reduced menu that foccuses on
pages that might assist with the goals of this landing page (i.e conversions).
Think about other pages on your site that might provide extra details or add credibiity
to what your offer. Example: ‘About Us’, ‘Case Studies’ or ‘FAQ’.
YOUR LOGO
It should go without saying, but don’t forget to include your company logo on the
page so that people know who is behind the landing page. The logo should click
through to the homepage of the site. If someone arrives on the landing page from an
external source by accident, at least there is an opportunity to find out more about
the company (and other offers you may have).
KEY BENEFITS
People often scan a page before committing to reading it, this is especially true
online. They do this to determine if the content is revelent to them. Your aim should
be to have some areas of your landing page that draw the eye, are easy to read and
have a clear message.
Listing 3-6 key benefits in a large, easy to read font is one of these opportunities (the
headline is the other key one).
For these key benefits to be effective, think about the target audience for which
your offer has been developed. What problem or pain-point do they have that this
offer provides a solution for? What should the reader expect to gain from the offer
(emotional benefits are alwys more powerful than rational benefits).
Again, aboid over-hyped promised that look too ‘sales’ and untrustworthy.

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IMAGE OR VIDEO
It’s important to have a quality image on the landing page to give peole a visual
reference and add credibility to the offer. It could simply be a picture of the product,
your service in action, the front cover of the ebook or even just a picture of yourself
or key staff.
Of course, to take it up a notch again, this is the perfect spot to place a short
(15-30sec) video such as a product demonstration or a face-to-camera from the
company director explaining the offer and the key benefits to the viewer.
PROOF
Unless you are a well known national brand, it’s likely that many of the visitors to the
landing page will be looking to establish the credibility of your offer and the company
behind it.
Consider ways that you can add credibility to your landing page by including the
logos of other customers who have taken up the offer, list any industry awards you
might have one, or any media outlets who might have written about your business.
CALL-TO-ACTION HEADLINE
If the above content has done it’s job, then the visitor will be ready to take up your
offer. The aim of the ‘call-to-action’ headline is to make it very clear to the viewer
what it is they need to do. Some CTA examples include: ‘Sign-up here’, ‘Download
now’, ‘Place your order’, ‘Register now’ etc.
Try to keep this headline ‘above-the-fold’. This means that where possible try to
keep the call-to-action easily visiable to the user when they land on the page without
needing to scroll down to see it.
CALL-TO-ACTION COPY
The aim of this copy is to provide futher instructions for the action you want them to
take and what they can expect to happen as a result.
An example might be ‘To receive monthly updates of all our latest travel deals, enter
your details below and you will imediately receive our top 10 holidays list straight to
your inbox’.
THE FORM
If the action you want to the user to take includes the completion of a form, try to
limit the form to just a few fields. Instead of putting mandatory and optional fields,
we recommend just leaving optional fields out altogether. Sure it’s nice to have
extra information about people in your database, but what is even better is a large
database of prospects.
You will find the less fields you provide, the more people will complete the form.

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THE BUTTON
It’s important that the user can easily find the all-important submit button. Make it
large and of a contrasting colour to other items sorrounding it.
For those visitor to your landing page who might be a little on the ermm... slow side,
put some text on the bottom that once again tells them what they need to do.
Reference your call-to-action headline. Examples: ‘Submit’, ‘Click here’, ‘Download’.
PRIVACY POLICY
It can be beneficial to place a small line of text underneath the button that in some
ways reassures the user that you aren’t going to sell their data off to the highest
bidder who will then send them spam on an hourly basis.
For some people online they are very hesitant to give over their personal details,
especially to a faceless form on the internet. Try writing a simple message that
elivates their fears and links to a privacy page with more details.
SOCIAL SHARING TOOLS
Some visitors to your landing page might instantly recognise how your offer can
benefit somebody else that they know. Adding in tools that give the viewer the
opportunity to share your offer with others is a fantastic way to attract new prospects
to your site.
A recommenation of your offer from one friend to another is the most poweful form
of marketing you can ever achieve, the opportunity is too good to leave these social
sharing tools off your landing page.
SUPPORTING TESTIMONIALS
This one is optional, but it can be a good idea to add some extra credibility to the
page with some customer testimonials at the bottom.
Often the problem with testimonials is that they are general and over-glowing with
praise for the company, product or service. They sound suspiciously like they have
been written by the company and do little to create trust with the propspect. Usually
quite the opposite.
For your landing page, you should attempt to include testimonials that directly relate
the objection that a visitor might be having whilst they are on your page.
If you know of anyone who receive genuine value from your offer, don’t just ask
them to send you a testimonial. Instead call them up and ask them if they remember
having any doubts about the offer when they were considering taking it up.
Then ask them how the offer was ultimately able to counteract this objection. This is
the sort of testimonials you are looking for. Something specific to the offer and that
addresses some of the most common reasons that vistitors to your landing page
might not take it up.