For anyone who captures leads or sales via their website (which is almost everyone!), a good landing page can mean the difference between growing or lackluster sales. Your landing page is like the squeeze point in your sales funnel. Here you want to get the attention of the prospect, and focus his/her attention on one and only one action:  to click the buy button, fill out a “contact us” form, sign up for a webinar, sign up for a mailing list, etc. Homepages need to accomplish many functions, almost as a welcoming front door; but landing pages act as your closer for leads and sales.

All effective landing pages have the following key elements:

  • Catchy title - something that grabs the attention (so visitors at least read more)

  • Benefit copy- brief punchy bullet points (or a long form story) telling all the benefits of doing the next step

  • Hero image - an attention getting image that speaks to the benefits

  • Client endorsements - quotes from happy clients

  • Credibility markers - anything that signals you are a legit organization: credentials, logos of past clients, stats of performance, etc.

  • Action button - clear, eye catching button asking the visitor to take the next step

But while the benefits and pieces are clear, the tough part is often in the execution of landing pages.  Exactly how should the page look? How can you easily test different versions without having to resort to the time and expense of enlisting a programmer for a web page change? How do you know what is really working? How can you ensure the landing page is effective on different platforms (like mobile)?

There are two online software services that can help you be smart and lazy and immediately create effective landing pages. 

Leadpages has a library of hundreds of landing page templates – organized by objective and industry.  The impressive distinction of Leadpages is that they have collected the data on client results for each format and assembled those that have been the best performing. The templates are less flexible but, given they have already been tested, can be a quick way to jumpstart your results.

Unbounce also has many templates to start you off with all the key elements above but Unbounce has more flexibility so you can more easily customize.

While both are subscription services with monthly fees, you can use the free trial to see if the software works for you. If effective these software tools will have a quick payback via decreased programming expenses and increased sales.  Also both, especially Leadpages, have excellent webinars and other training resources so you can educate yourself on the benefits and best execution for lead pages.

Have you used a service for generating landing pages?  Share in the comments section below.


About the Author(s)

Jeanne Rossomme headshot

Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish.

President, RoadMap Marketing