The Ultimate Blueprint to
Landing Page Optimization
A Comprehensive Guide to Creating Landing Pages That Convert
What Are Landing Pages?
Landing Pages are stand-alone web pages designed to spur a specific audience to take a specific action. They introduce visitors to what you offer, spark their interest, and hopefully convince them to convert. You may want visitors to provide you with their email address or navigate to your online store to make a purchase; a good Landing Page compels them to do so.
 Landing Pages are highly targeted pieces of marketing collateral to which you send traffic from different marketing campaigns/channels.
They are essential to building an amazing business online. 

"48% of marketers build a new landing page for each marketing campaign."
Your Homepage is NOT a Landing Page
This is a classic, rookie mistake a lot of small business owners and entrepreneurs make when starting their ventures. Don’t treat your homepage like a Landing Page — they are nothing alike.

In fishing, the type of lure you pick usually determines the kind of fish you catch. It’s unreasonable to cast a lure intended for a small rockfish and expect to land a record-breaking bluefin tuna.

Your business is no different. Landing Pages are your lures, and you need a different one for every facet of your marketing. The most effective marketers craft a new Landing Page for every unique campaign, funnel, offer, and promotion they utilize in their business — and you should too.
Why Landing Pages Matter 

1. They Massively Increase Conversions

Landing Pages offer you the opportunity to market directly to a segmented audience, one that you have basic information on (demographic, traffic source, etc.) and can tailor your message/offer to. Instead of targeting your entire audience with one, single message, you’re targeting a specific audience with a hyper-targeted message. The potential for increased conversions is massive.
2. They Drastically Boost Your Marketing ROI
Landing Pages are ROI explosions waiting to happen, but a lot of people don’t see the immense value they bring to the table. Landing Pages take barely any time to create, and there’s little to no cost. Once published, they become digital sales reps that work for you 24/7 — like little ROI machines. When you launch a new campaign, you send traffic to your Landing Page and then let the page do the rest. If done right, your Landing Pages will continuously drive new leads or sales to your business — sustained ROI.
3. They Play a Huge Role in the Buyer Lifecycle
According to MarketingSherpa, 68% of B2B businesses use Landing Pages to garner a new sales lead for future conversion. While some Landing Pages are designed to act as a hard sell, not all need to be so direct. When you send new traffic to a Landing Page, it’s your first and potentially only chance to make a lasting impression on your visitors. Landing Pages are where you introduce people to your product, provide value of some sort and, in exchange, ask for their contact info. That way, you can continue to nurture and market to your visitors until they are ready to buy — instead of losing them forever after initial contact.
What’s Inside
At ONTRAPORT, Landing Pages are a huge part of our marketing strategy — we currently have over 300 active Landing Pages in our business. We love Landing Pages so much, we even built our very own (free) Landing Page software, ONTRApages, to help us create Landing Pages quickly and easily.

Because it’s our goal to help small business owners and entrepreneurs succeed, we want to share all of our Landing Page knowledge with you!

Inside this guide, you’ll find everything you need to start creating amazing Landing Pages. From how to write effective Landing Page copy to building your first Landing Page, we’ve got you covered with our best tips and favorite resources. We’ll also walk you through all the different types of Landing Page.

Let's get started!
Table of Contents
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Chapter One
Anatomy of a Landing Page
The headline is the most important part of a Landing Page. Headlines are the first thing people read when visiting your Landing Page — so they have to be clear and enticing. Visitors want to know exactly what the page is offering them and how they benefit from it. Add anything else and you risk the chance of your visitors leaving immediately, so take the time to create an amazing headline.
Subheaders are a great way to reinforce your main headline and provide extra information about your offer. Subheaders are what your Landing Page visitors read after the headline, so they need to both support your headline and persuade your visitors to continue viewing the page. Because subheaders are typically smaller than the main headline, you can often use multiple subheaders throughout your Landing Pages — as long as they don’t steal any attention away from the headline, and they support the main topic.

You can also use subheaders to introduce — and briefly explain — the various sections of content on your Landing Pages. Subheaders break up content which is especially useful on long Landing Pages, making it easy to read, scan and digest
Above the Fold
The term “above the fold” refers to the top portion of a page that is visible without having to scroll and is the section on any page that receives the most attention and analysis. While studies have shown that “66% of attention on a normal media page is spent below the fold” and people have become accustomed to scrolling, it’s important to make sure your content above the fold is relevant, visually appealing, and understandable without additional context. 
Body Copy
Your body copy is the meat of your offer and outlines to your Landing Page visitor how you can provide them value. Properly formatting this content is critical. It needs to be quickly digestible and easy to scan as most visitors won’t stay on your page to search for answers. Addressing problems, providing solutions and explaining benefits (customer-focused copy) is the best way to encourage visitors to engage with your page’s call to action and ultimately convert your visitors.
Good copy: Focused on your visitors
Bad copy: Focused on anything else
Call to Action
In the end, the most important job of a Landing Page is to get visitors to convert — that’s where your call to action (CTA) comes in. Your CTA is a button that visitors click to complete a conversion. They are your final push, your last attempt to convince people to convert. It helps if all the elements on your Landing Page work together to strategically direct visitors to your CTA so, once they get there, they are ready to click. The best performing CTAs boldly stand out – you want your visitors’ eyes to be naturally drawn to the all-important button. Chances are, your CTAs will differ depending on what type of Landing Page you’re using.
Trust Elements
Page elements such as customer testimonials, awards, partner logos, and security badges are validators and a great way to build trust with your visitors. If visitors trust your business, they are much more likely to convert. Customer testimonials are especially powerful endorsements when they appear on Landing Pages: Visitors want to see how people like them succeeded — they want to relate to these people and think, “That guy is just like me, and now he’s a success. I can do that too!” Make sure you include some trust elements on your Landing Pages.
Images & Video
If placed above the fold, a great video or image is more impactful than bulleted copy! Engaging videos are excellent to incorporate on Landing Pages and have shown to improve conversions by 86%. However, if you don’t have the resources to create a video, try using an interesting image – just be sure to stay away from tacky stock photography
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Chapter Two
8 Essential Landing Pages
1. Lead Capture Page
Before you can market yourself and your products/services, you need to gather leads to whom you can market. This is done with a Landing Page that features a compelling lead magnet and a strategically placed opt-in form that fulfills one key objective: get visitors to willingly give you their contact info in exchange for a reward or free content. A lead capture page — also known as a squeeze page — is the topmost entry point into your sales funnel. Once you’ve captured a lead, you may market to them via email and various other channels (with written consent) and are well on your way to nurturing them to a sale in the near future.

Goal: Work prospects into your sales funnel by incentivizing them to fill out your lead capture form.
Lead Capture Page Checklist:
A compelling headline to grab visitors’ attention.
Lead Magnet
A brief description of your free offer and the value you provide. Bullet points are a plus.
Any supporting media (image or video) helps boost conversions on your page. Place media above the fold for maximum effectiveness.
Lead Capture Form
Without lead capture forms, you won't be capturing prospects any time soon. The fewer fields leads have to fill out to claim their reward, the more likely they are to convert.
Your call to action is the most important part of your page. A clear call to action (CTA) tells your leads precisely what they’ll get when they click on it. Your CTA button needs to pop off the page!
No Navigation
Avoid distraction and increase conversions by removing all navigation menus and outbound links from your page. This keeps your visitors focused on one thing: your offer.
Social Share Buttons
Give your page visitors the opportunity to share your offer with their friends and cohorts.

Message Match: Make sure the headline on your lead capture page matches the messaging on any banner ad, email message, or social media ad that directs them to this page.
2. Sales Page
Simply put, if you have a product or service to sell, a sales page is your means to that end.

Whether you’re selling a digital or physical product or a one-on-one coaching session, the sole purpose of your sales page is to inform visitors of the value and benefits of your product, thereby enticing them to make a purchase. Sales pages can come in two lengths — short form or long form — depending on product price and complexity.

Goal: Convert leads and page visitors into paying customers.
Coming Soon Page Checklist:
A powerful headline and subheadings grab visitors’ attention and gets them to read on, whether merely skimming your page or consuming the entirety of your content.
The offer copy is the most important part of your sales page. This is your golden opportunity to get visitors excited and persuade them to buy from you. When appropriate, a high quality video may take the place of long-form offer copy.
Social Proof
Including testimonials on your sales page helps build trust in your product and brand.
Sales Video
A demonstration of your product, its benefits, and the pain points it addresses do wonders for instilling buyer confidence.
Graphical Media
Graphical elements showcase your product visually as well as reiterate the value you’re delivering.
A bold CTA should be immediately visible upon landing on your sales page and clearly indicate where a customer should click to buy from you.
Order Form
An order form captures your customers’ payment information.
For a complete step-by-step guide on how to write high-converting sales pages, download our free Sales Page Template worksheet!
Add graphics and images that serve as visual cues to guide visitors step-by-step through your Landing Page.
3. Coming Soon Page
You’ve got an awesome product in the works, but before you even begin to sell, you need to build hype. A coming soon page, often referred to as a pre-launch page, is the perfect way to announce an imminent release to your audience and encourage them to subscribe for updates. Aside from building anticipation, these pages invite early engagement, allowing for influencers and fans of your brand to spread the word well before your launch is set to take place. There’s no better way for small business owners to put their next big thing on everyone’s radar. Build a coming soon page with strong copy, eye-catching imagery, and an offer visitors can’t refuse, and your launch is destined for success.

Goal: Build buzz for an upcoming product launch, event, or website.
Coming Soon Page Checklist:
A remarkable headline to compel visitors to read the rest of the page.
Coming Soon Text
Bold copy spotlighting your impending release makes the intent of your page crystal clear. No ambiguity, no foul.
Teaser Video
A pre-launch video on your page can express the benefits of your new release like no other medium can. Plus, it’s easily shareable.
Benefits Copy
Give page visitors reasons to be interested in your product/event by being specific about what they’ll get out of it.
Social Share Buttons
Spur referrals and build momentum on social media with strategically placed social share buttons.
Countdown Timer
To up the engagement factor, a countdown timer is appropriate if the release date of your launch is fixed.
Progress Bar
A progress bar is another engagement tool that sets an expectation for releases with or without a fixed date.
Update Subscription Form
Send release notifications and updates to those whose interest you’ve piqued.
Note: You do not need to incorporate all these elements on your coming soon page. Doing so may clutter your page. Try not to use more than five of the eight elements above on your coming soon page.
4. Content Delivery Page
Content comes in many forms: PDFs, embedded videos, page copy, etc. Suppose you’ve made a promise to deliver content to your leads or customers - such as a free digital download or as part of a paid membership site - and you'll need a content delivery page. Typically accessible to leads and customers post-purchase or post opt-in, content is either embedded on the page or downloadable via an on-page download button. Content delivery pages often have dual-purposes as they’ll serve to both capture leads and deliver content simultaneously.

Goal: To deliver your valuable content, as promised in your offer, to whomever requested or purchased it.
Content Delivery Page Checklist:
A headline to remind anyone who lands on this page what they’re getting.
Content/Product Teaser
A teaser for new, unreleased or related content.
Embedded Content
Content embedded (text or video) directly on the page is a surefire way to deliver requested content when a file download isn’t necessary or available.
Download Button
A bold download button to guide visitors to your content should a downloadable file be part of the deal.
Details of Content Provided
As with any page, explainer copy ensures page visitors don’t forget why they’re there or what they’ve come to claim.
5. Event Page
Much like a sales page, an event page sells the visitor with a value proposition, and many of the same basic principles apply. An event page needs to clearly convey the who, what, where, when, and why of an event. Brevity is key. Event description copy should be brief and direct, not vague. A good event page closes the deal by focusing on the benefits and lasting value provided to attendees. For events taking place at a physical location, a map and directions will get people where they need to go (obviously). For webinar events, it’s advised to include information or directions on how to obtain a webinar link.

Goal: To get page visitors to register for and attend your event.
Event Page Checklist:
Hero Image/Video
An image or video paints a picture of the experience and takeaways of attending your event.
Event Details
The what, where, when and why of your event. The simpler, the better.
Value Proposition
Communicate the unique value attendees get out of your event including:
   ·   A one-of-a-kind experience
   ·   Networking insider knowledge
   ·   Community
Registration Form (Embedded or Pop-up)
A form is triggered by your CTA button to capture attendee information for email follow-up and sending notification reminders.
CTA Button
A clear, immediately visible CTA pops up your registration form for visitors to fill out. 
Give page visitors reasons to attend by telling them the takeaways of the event.
Social Share Buttons
Get people to share your event and encourage interaction with you regarding the event.
Contact Info
Openly display your contact information enabling anyone with questions about the event to reach out to you and get their questions answered in a timely manner.
Countdown Timer (Optional):
Serves as an extra focal point to draw the eye and further ingrain the date of the event in your visitors’ memories.
6. Giveaway Page
Giveaway pages are the pillars of any contest promotion. Giving away a flagship product or supplemental products is a proven tactic (or better yet a growth hack) for growing an email list by giving an in-demand product away for free. Effective giveaway pages showcase the value of a prize and specifics of the giveaway while instilling a sense of urgency. Why? Because who doesn’t want to get something awesome for free?

Goal: Convert targeted visitors into subscribers and leads.
Giveaway Page Checklist:
Contest Headline
The right headline copy should evoke feelings of excitement.
Hero Image
A picture says a thousands words. Using a big, bold image to illustrate your giveaway offer goes a long way. It also helps to keep the page looking neat and uncluttered.
Video (Optional)
A great ancillary tool on a giveaway page gets the reason for and details of your giveaway across.
Giveaway Details Copy
Give clear instructions on how to participate to eliminate all hesitation of entering for your page visitors.
Entry Form
Large first name and email fields get the job done on most giveaway entry forms.
Social Share Buttons
Social media share buttons increase visits to your page… and more than likely conversions too.
A CTA button entices your visitor to click!

When doing a giveaway, all cross-promotional efforts from social media or email marketing channels should land people on this page.
7. Thank You Page
After someone fills out a form on any of your pages, whether they’ve completed a purchase, opted in or performed any other action worthy of their recognition, your best course of action is to drop them onto a thank-you page. At first glance, a thank-you page is merely an instrument of expressing gratitude to leads and customers in big, bold letters (for performing a desired conversion). But in order to get the most out of these conversions, the page goes well beyond saying thanks.

Depending on the nature of your thank you page, you can use this opportunity to get your participants feedback, offer a promotion, gather more information about them, promote some of your best content, show them how much other people love your company (testimonials), and more. Linking to other valuable content or special offers for your products at this stage of the customer lifecycle is a proven lead nurture method that can expedite the process of turning leads into sales and customers into repeat business. 
It’s appropriate to drop leads and customers onto a thank you page when they’ve:
Subscribed to your newsletter
Downloaded an ebook
Registered for a live event or webinar
Signed up for a product demo
Signed up for notifications on a coming soon page
Applied for a job on your website
Goal: To further nurture your relationship with your leads and customers post conversion.

Thank-You Page Checklist:
Thank-You Headline
A message of gratitude both confirms the conversion and acknowledges the person responsible.
Links to Content
Breadcrumbs to your next sale, links to content further nurture your leads beyond the initial conversion.
Product Offer (Optional)
A thank-you page makes a great gateway to your storefront. 
Social Share Buttons
Engaged leads and satisfied customers are prone to sharing their experience with the world.
8. Content Guide Page
According to a recent Curata study, “74.2% of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity.” As a result, standalone content guides have become a staple of inbound marketing, serving to create new leads for your business while simultaneously boosting SEO rankings. Content guides are typically a mesh of valuable, long-form content and scannable visuals such as pull-out quotes, infographics, and gifs. In fact, this very webpage is an example of one giant content guide page, built using ONTRApages. We’ve found that hosting content on a Landing Page allows you the flexibility and functionality to include graphics, outbound links, video, and embedded offers more easily than a blog post does. 

Goal: To plant a seed of trust and brand awareness while also converting page visitors.
Content Guide Page Checklist:
Company Logo
A company logo in the header lets the reader know who created the content.
As with any editorial piece, a headline is supposed to clearly tell visitors what to expect within the page.
Conversion Forms
Add conversion forms on your page to grow your list.
No content guide page is complete without your awesome content to grace the page.
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The Entrepreneur’s Guide to Landing Page Optimization
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Chapter Three
Copywriting for Landing Pages
Now that you’re more familiar with the basic structure and different types of Landing Pages, you’re ready to start writing copy for your own pages. Copywriting is a huge part of creating effective Landing Pages — it’s what connects you to your visitors, keeps them on the page, and hopefully gets them to click your call to action.
Headlines and Subheaders

Your headline and subheaders are the most important parts of your Landing Page. Headlines and subheaders are tasked with capturing the attention of people who visit your Landing Page — they are your bait, your lure. Considering most visitors will leave your page after only a few seconds, your headlines and subheaders better be perfect.

Tips For Writing Amazing Headlines and Subheaders:
Headlines and subheaders need to be easily understandable to ensure the visitors know at a quick glance exactly what the page is offering them. Can a stranger understand the purpose of your page in 5 -10 seconds?
Keep ‘em short and sweet — get right to the point. You only have a few seconds to capture your readers’ attention before they leave your page.
Be persuasive! You have to convince visitors they stand to benefit from what you’re offering, so make your headlines and subheaders enticing.
Headlines and subheaders need to be clearly focused and relevant to your offer. With any extra information, you risk confusing your visitor.
Creating urgency is proven to boost conversion rates, so try adding trigger words that encourage visitors to take action immediately.
Headlines need to stand out and gain attention. Subheaders should reinforce, support, or add more value to the headline.
Message match is incredibly important! Whether page visitors come from your email marketing efforts or Facebook ads, your headlines need to match the copy the visitors clicked to get there; the visitors need to see what they expect to see.
Good Headlines vs. Bad Headlines
Let’s take a look at some examples of good and bad Landing Page headlines.

Why it's a GOOD headline:
It focuses on the customer — not the product. “Start selling today” clearly and effectively tells the visitors what the page is about and how they stand to benefit from the offer. The subheader effectively adds more value and clarity to the initial headline and, utilizing the words “today” and “get started” add a sense of urgency.
This headline immediately catches the reader’s attention, as it presents a shocking statistic. The subheader “You deserve better.” personalizes the message as the language focuses on the prospect — the company isn’t mentioned at all.
Besides being visually appealing, this headline is inspiring. It focuses on the customer, provides an example of how to use the service and additionally provides social proof.
Why it's a BAD headline:
Which part is the headline, and which is the subheader? It’s unclear and hard to follow… Neither headline is particularly attention-grabbing nor do they instill a sense of urgency. The copy lacks persuasiveness and doesn’t entice visitors to stay on the page.
This headline attempts to convince the customer how great the company is, rather than focusing on the customer’s interests and concerns. Your Landing Page headline should talk about your customer and provide what they want or need.
Resources For Writing Headlines and Subheaders:
Body Copy
The body copy of your Landing Page needs to provide details and benefits of your offer, prompt your visitors to your page’s call to action … and ultimately convince them to convert. We said this earlier, but we’re going to emphasize it again because it’s so freaking important:
Good copy: Focused on your visitors
Bad copy: Focused on anything else

Once you begin to understand the fact that people don’t care about your company but do care about how they can benefit from your offer, copywriting will become SO much easier.

Past ONTRApalooza speaker and Landing Page expert, Liston Witherill, expands on this concept in his post on the ONTRAPORT Blog:
In the example to the right, Basecamp effectively addresses the pain points of their prospects rather than focusing solely on their software’s features. Further down the page, the copy clearly explains the benefits/solutions that their software provides, but they steer clear of it in the headline. By focusing your copy on the visitor, your Landing Pages will naturally convert more leads.
Tips For Writing Great Body Copy:
Bullet Points
We can’t stress this one enough. Utilizing bullet points is the fastest way to get your message across and makes your copy highly scannable — which is how most people will be reading your Landing Pages. Make sure they are simple, easy to read, and straight to the point. Also, due to a psychological occurrence in our heads, we prioritize the first and last bullet points of a series, so include the most important points at the very beginning and the very end.
Feature-Benefit Statements
These bulleted benefit statements tell your leads exactly what your product or service offers and what they stand to gain from your business. When writing feature-benefit statements, it’s very important to separate the feature from the benefit. A feature is a tangible item or skill that your product or service offers (i.e., a zoom lense). The benefit is the feature’s impact (i.e., takes higher-quality photos).
You need to make sure all of your body copy reflects your headline — congruence is key here. This ensures the entire page is strategically created with the same goal and message in mind, which keeps your readers on one track straight to your call to action.
Utilizing stats can be a highly persuasive and effective copywriting strategy to employ on your Landing Pages — numbers don’t lie.
Write with your prospects’ emotions in mind. Describe how your offer will solve one of their problems or improve their lives in some amazing way.
Highly Focused
Make sure you omit any useless content. It’s important to only include copy that is relevant to your page and directly supports your call to action.
This is a really important one. Urgency is a highly powerful motivator and proven to substantially increase conversions. To get people to act and respond to your offer quickly, try some of these urgency strategies. Adjust your copy to include phrases such as: “limited time offer,” “instant,” “today,” “now” and “hurry.”
Resources For Writing Effective Body Copy:
Call to Action
The success of your entire page boils down to one thing: Getting people to click your call to action.

No matter how beautiful your page looks or how long you spent optimizing the copy, if you can't persuade your visitors to click your call to action, then your page is a failure. It’s as simple as that.

Your calls to action need to stand out and encourage your visitors to click. While call to action buttons seem pretty straightforward, there are a good number of surefire strategies that can drastically boost your conversion rates. For example: Often, poor marketers use boring text on their calls to action. Try replacing weak verbs such as “Submit” with an actionable phrase such as “Send me my free PDF!” or “I want amazing content!”
Resources For Writing Calls to Action:
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Chapter Four
Designing Landing Pages for Conversion
Design plays a MASSIVE role in getting your Landing Page visitors to convert. While your Landing Page content tells your visitor everything they need to know, the design elements of your page show your visitor where to go — subconsciously guiding them in the right direction.

While there is no definite “best converting Landing Page layout” due to the differences and unique properties of each business, there are a couple of areas you can focus on to get the best results.
No one wants to spend time deciphering the format of your page. Lay out your Landing Pages in a simple, easy-to-understand manner that eliminates page busyness and clutter.
Your Landing Pages need to look clean, sleek, and polished — not like you just threw them together.

Congruence is another significant concept to have in mind when creating Landing Pages. You need every element on your page, both content and design, to support one another and work toward the same goal — conversion. Unnecessary page elements that aren’t 100% aligned with the goal of your page cause clutter and distract visitors from what really matters.
Message Match
Message match is a highly important — and often overlooked — aspect of using Landing Pages effectively. Message match is the process of making sure your Landing Page copy, especially headlines, match the link, offer, or ad copy from which your traffic came. While it may seem trivial, message match actually has a huge effect on conversions.
Color affects your visitors’ psych and emotions, as different colors generally provoke certain emotional responses. For example, if you want someone to trust your page, you might make a majority of it blue — the color most associated with trust, loyalty, and security. Utilizing different colors to induce particular emotions is great; however, your Landing Pages still need to follow your brand standards and color palette.

Check out this awesome infographic about color and emotion from our friends at CoSchedule!
Experimenting and making bold color choices can lead to a great payoff, but make sure to stay consistent with your brand colors.

Canva for Work
allows you to create tailored templates and on-brand images by uploading your consistent brand colors, logos and fonts. Our designers use a handy color-code chart that designates our brand colors, so they never have to guess or produce off-brand images. 
Mobile Optimized
Make sure your Landing Pages are mobile optimized and responsive, or else you’re severely hurting your business:
Mobile has quickly become the go-to platform for basic searches, even though over 77% of mobile searches take place in a location where desktop computers are present and available. If your site relies on desktop access and forces mobile users to squint, pinch and zoom their way through your site, you’re alienating a large majority of your visitors.

If you’re not using ONTRApages to create your Landing Pages (ONTRApages are automatically optimized for mobile), it’s important to be aware of how your site appears on a mobile screen. Use Google’s Mobile Friendly Test to see how your site looks on mobile devices.
Social Proof
Including social proof on your Landing Pages is a great way to build trust with your visitors, and if visitors trust your business, they are much more likely to convert.

Social proof elements include: 
Client testimonials 
Company logos
Trust seals
Social proof elements are validators and show visitors they can trust your business. 
Tips for Social Proof:
When you can, add a row of awards your company has won to your Landing Page. They are major validators and give people confidence in your business.
Choose customer testimonials that will appeal to the audience you’re targeting. If a specific Landing Page is meant for younger people, then use a young person as your testimonial. 
Trust seals add a sense of security and assurance that makes your visitors feel safe and not like they are being scammed.
If you work with any recognizable companies, include their logos. It’s trust by association.
Testimonials are powerful endorsements when they appear on Landing Pages: Visitors love to see how other people like them succeeded — you want them to relate to these people and think, “That woman was just like me and now she’s a success. I can do that too!” So try adding convincing testimonials to your Landing Page — just make sure they “prove” that your business is awesome.
Spicing up your offer and adding a guarantee to your Landing Page is an effective way to address visitors’ concerns and persuade them to convert. Simply adding the word “guarantee” to your Landing Pages is proven to have great success and increase the likelihood of conversion. At ONTRAPORT, we use a 90-day money-back guarantee to help remove a visitor’s hesitation and fears.
Pancham Prashar at Moz says, “Most buyers expect some form of guarantee when they purchase from your store. Try giving different guarantees. Test bigger and a bolder ones for different shopping seasons.”

Try adding a guarantee to make your visitors feel safe and totally trust your offer!
Call to Action
We’ve already discussed CTAs at length (see Chapter 3), but your calls to action are the second most important part of your Landing Page. Effective design is necessary to make your CTAs stand out and get clicked. So, let's take a look at CTA design best practices.
  Effective CTA design requires:
 Contrast, clickability, directional cues, urgency, and whitespace.


Tips for Designing Calls to Action:
Make them big — giant if possible! Above all, you want people’s eyes to land on two things: Your headline and the CTA. Finding your CTA should be dummy-proof.
Understand where to place your CTA. It may be above the fold, but other methods may also work. Kissmetrics puts forth that there are many options for a CTA placement.
If your Landing Page is longer (sometimes they need to be depending on the context of your product or service), make sure you include multiple CTAs so the visitor can convert from anywhere on the page. If you do this, make sure the CTAs are all exactly the same.
Choose customer testimonials that will appeal to the audience you’re targeting. If a specific Landing Page is meant for younger people, then use a young person as your testimonial.
Using visual cues, such as arrows or eye orientation, direct attention to your CTA and drastically boost conversions!
Including high quality images on your Landing Pages is an amazing way to engage visitors and keep them from quickly leaving your page. While not vital to the performance of a Landing Page, a captivating image can take your Landing Page from good to great.

Tips for Using Images on Landing Pages: 
If possible, show your product being used in context. Try showing your product in action with real people, in real situations.
Your images need to be eye-catching. Don’t even bother adding a photo if it isn’t interesting or doesn’t add significant value to your Landing Page.
While it’s nice, you don’t need a professional photographer to take photos of your product — standard smartphones act as completely suitable cameras these days.
Include a product hero image that shows the visitors everything they’re getting or what they can expect.
Don't use stock photos! They make your page look incredibly tacky and unprofessional — visitors will immediately leave your page. We stopped using stock photos altogether, and instead coordinate monthly photo shoots of all the images we will need according to our monthly content calendar. We brainstorm photo ideas based on the type of content we are creating for the month and then compile them into a “shot list.” It makes it easy for the photographer to deliver the images we need.
If utilized correctly, an interesting video can be more impactful than any other element on your Landing Page! Engaging videos are smart to incorporate on Landing Pages because they immediately capture your visitor’s attention, take very little effort to consume, and have shown to improve conversion by up to 80%!
Tips for Using Video on Landing Pages:
Like images, you want to show your product being used in context within your videos. That way people can see how they can directly benefit from your product.
While there’s no optimal video length for all Landing Pages, your video should be long enough to explain your offer but not so long that your visitors disengage and leave your page.
Utilize Wistia! It’s an amazing tool that provides video lead generation tools and in-depth analytics to measure your video’s effectiveness and engagement.
Make sure to create your Landing Pages with as few outbound links as possible — outbound links kill conversions! You want to keep the reader on the Landing Page so they inevitably reach your call to action. Limiting the clicking options available to your visitors removes possible exit routes, so delete your navigation menus and remove any extraneous links. This will guide visitors to your Landing Page goal: Conversion. If you absolutely must include a link, then a company logo with a link back to your homepage isn’t a bad idea.

While outbound links on Lead Capture or Event Landing Pages can kill conversions, this doesn’t necessarily apply to Content Guide Landing Pages. On this Landing Page we have entire lists of outbound links that are used to make our original content that much more useful and credible. Just make sure that your outbound links on your Content Guide Pages are set to open in a new tab. 
Links in your footer are conversion killers. They distract visitors from your main goal (to click your call to action) and instead, prompt them navigate to your website where they can easily get lost and leave.

For example, say you own a marketing consulting business. You have Facebook ads set up and a Landing Page with a goal to get visitors to sign up for two free hours of consultation in order to get them on your list. That way, you can continue to market and sell to them — a standard business building practice nowadays. However, because you fail to remove your navigation links from your footer, a good amount of your visitors end up clicking the “Services” link at the bottom of your Landing Page. These people are then taken back to your website, which isn’t optimized as specifically as your Landing Page, and ultimately most of them bounce. You’ve essentially lost quality leads (and money) just because you included links in your footer.

Don’t make this mistake anymore — remove your navigation to increase conversions

Tips for Designing Footers:
Remove links to social media. Unless your page depends on being shared, such as for a contest or an event, not many people are going to share your business’s Landing Page on their social media accounts.
Links to your privacy policy or terms of use in your footer are totally acceptable and actually help the visitor gain trust in your page/business.
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Chapter Five
Creating Effective Forms
Forms are a Landing Page essential. Paired with the call to action (CTA), your forms hold the keys to conversion on your pages — they are the gatekeepers.

If you can get people to fill out your form and click the CTA, you’ve won.

In fact, forms are so important to building and growing a business, we decided to make our own form creation software — and it’s awesome.

Anatomy of an Online Form
Lead Capture Forms
Lead Capture forms gather and store leads in your CRM so you can follow up with your visitors at a later time; however, when it comes to form length, there’s a trade off – too many fields on your form can deter some leads, while a shorter form may yield fewer qualified leads. Make sure you’re only asking your leads to provide information that you’re actually going to use to contact them later. If you only plan on targeting them with email and/or SMS marketing, there is no reason to ask a lead for any other information such as their address. 
Contact Us Forms
Contact us forms gather feedback or field questions from leads and clients who visit your page. Contact us forms are also helpful tools that keep the visitor on your page, rather than directing them to send you an email if they have a question or want to contact you.
Sales Forms
Sales forms collect online payments for a product or service that you offer on your web pages. A sales form is the final step in converting potential prospects into paying customers; it’s imperative not to lose them at the last minute. Don’t clutter the form with unnecessary copy, fields, or outbound links that can distract them or deter your lead from completing the purchase.
Social Sharing Forms
Social sharing forms allow page visitors to connect with your business and share your content via their preferred social networks. These social sharing forms are great for content promotion, especially if you provide pre-populated posts for your site visitors to share (very common on Twitter). Giving direct access to your social platforms increases the likelihood that your site visitors will engage with your business and content on social media.
Tips for Creating Amazing Forms: 
Ask for Less Info (Generally)
According to Eloqua, the sweet spot is between 5 to 10 fields on forms. However, as a best practice, you should ask for the least number of fields possible. If you only need your visitors’ name and email address, don’t waste their time or test their patience by including extraneous fields — you risk scaring your visitors off and losing out on conversions!
Make Them Stand Out
Make your forms large, encapsulated, and a contrasting color — like calls to action, your forms need to jump off the page. It should be apparent to the visitor that their course of action is to fill out the form and then click your call to action.
Form Placement
As a general rule of thumb, you should place your forms above the fold, on the right side of your Landing Page — trust us on this one. You can mess around a lot with form placement and test to see what works best for you, but top-right is old faithful and proven to convert.
Mobile Ready
This should be fairly obvious, but make sure your forms are mobile-responsive. People need to be able to view and fill out the form from any device.
Strategies that Dramatically Boost Conversions
Strategy One: Progressive Profiling

Determining the right number of fields to include on your forms is tough. Marketers either spend their time focusing on the quality of leads (by including lots of form fields) or the quantity of leads (by including only a few form fields).
More Fields = More Lead Information, Fewer Conversions
Fewer Fields = Less Lead Information, More Conversions

However in certain cases, there is a way to get the best of both worlds - to gather lots of lead information while still maintaining an increased number of conversions. It’s called progressive profiling.

Instead of asking your first time visitors to fill out 15 form fields up front on one form, you only ask them to fill out a few form fields. Once they submit the form, visitors are taken to a different page where another form appears and you can ask for more valuable lead information. If some of your visitors don’t feel like filling out any more form fields and they leave the page, that’s totally ok! You can still provide value and continue to market to them because you got their name and email address from the first form.

When done right, progressive profiling is a great way to gather information about your leads and something you can easily do in ONTRApages.
Strategy Two: Exit Intent Pop-Ups
Forms set to pop up on exit intent are amazing — we utilize them throughout our business. Exit intent forms are a last ditch effort to grab visitors’ attention and contact information. Here’s how they work. When someone decides to leave your page (when a user shows exit intent) a pop-up form automatically appears and gives you one last chance to win over your visitors with a special offer or unique content.

Golden Rule: Do not annoy people with your exit intent forms! It’s good practice to try a different call to action on your exit intent forms — a much less spammy strategy than pestering your visitors with the same call to action over and over again.

For example, on an event Landing Page, you might include an exit intent form that pops up and reads, “Would you like to stay updated with news and updates about the event? Enter your name and email below!” It’s simple, unintrusive, and provides value. If done right, exit intent forms will significantly increase conversions. 

Chapter Six
Segmentation & Split Testing
Best Practices
Developing customer personas is an amazing way to learn more about your audience, segment your customers, and tailor your Landing Pages to appeal more to the audiences you’re targeting.

Creating personas for your business is like creating a character who represents each type of customer you serve. The first step in creating effective personas is researching the demographic breakdown of your customer base. It’s very likely that you already know more about your existing customers and personas than you think. Look at your current customers, leads and website visitors. Can you find any similarities between them? Some indicators might be easy to notice such as age, gender, location, etc., while other attributes such as interests and family status may be more complex. Draw as many parallels and conclusions as you can from your research.

Tools such as Google Analytics and Survey Monkey are great for conducting initial customer research. Looking at the demographics of those who opt in to your email lists as well as researching what groups are most active and engaged with your social media profiles are great ways to identify similarities among your customers. Once this happens, you can create groups — or personas — based on characteristics and initial research you’ve done. 

While identifying your main demographic groups is an excellent start, not everyone within those groups is going to have the same interests, priorities, knowledge or skills. This is where creating highly specific and well-researched customer personas come in. 
Say two women who fit into the same 25-40 age demographic visit the Lead Capture Landing Page that is promoting your yoga studio. Stacy, who is a 37-year-old homemaker with two kids sees your Landing Page geared towards busy moms and loves it. When Breana, an athletic 26-year-old engineer sees that same Landing Page, she immediately clicks off because it doesn’t relate to her at all. This is a classic case of mistargeted marketing. 94% of customers who receive mistargeted marketing messages from a business completely discontinue communication with said company.

Use this downloadable worksheet to get started creating your customer personas. It’s important to remember that you’re going to have multiple buyer personas so using this worksheet more than once is definitely encouraged.


94% of customers who receive mistargeted marketing messages from a business completely discontinue communication with said company. 
Once you have your personas nailed down, creating successful Landing Pages will be much easier because you can strategically sell to a more refined group of people instead of a broad audience. You don’t have to use personas to create effective Landing Pages, but targeted Landing Pages consistently out-perform and close more sales than non-targeted pages. 
Using Your Buyer Personas to Create Targeted Landing Pages
By doing a little research and completing the Buyer Persona worksheet, you’ve already laid the groundwork for creating high-converting and targeted Landing Pages. When creating targeted Landing Pages, keep the following questions in mind. (Click here for a PDF version of these questions!)
What do your personas like?
What do they dislike? 
What are they likely looking for on your page?
What are their motives for being on your page? 
What do they value?
What are their pain points? 
How can you tailor your Landing Pages to better appeal to each persona?
Going back to our persona examples of Stacy and Breana, by using the worksheet and answering the above questions, you’ve figured out that Stacy wants to use yoga as a relaxing escape, while Breana is more interested in using yoga as a workout. So they’re going to need two very different Landing Pages. 
Building Landing Pages with your personas’ core values and motivations in mind allows your pages to emotionally engage with your visitors which, in turn, will increase conversions. For an extensive look into segmentation, check out our amazing ebook Five Tactics, One Strategy, written by ONTRAPORT CEO, Landon Ray!
Split Testing
Once you have a Landing Page up, you should start split testing to determine which elements on your page are converting and which are duds.

By knowing what elements appeal most to your target market, you can optimize messages to generate more leads, increase sales, and boost your Landing Page’s effectiveness.

Split testing is the process of running experiments on two pages simultaneously and then comparing them to see which performed best. There’s an array of different elements that you can split test to determine what aligns best with your target audience, such as copy, images, form placement, CTA and more. 
A/B Split Test
An A/B split test compares two versions of a single component on a page. An example would be split testing the copy or color of your CTA button on your Landing Page. A/B tests are inexpensive and easy ways to see immediate data and make quick changes that could increase conversions. Just like experiments in your seventh grade science class, you need a “control” page (one that doesn’t change) and a “variant” page (one that does change). Once your pages are set up and you’ve chosen something to test, you can start sending 50% of visitors to Page A and 50% of visitors to Page B. After a set period of time, you measure which version is more successful, and then use that page
Statistical Significance
Statistical Significance sounds complicated, but is very easy to understand. Statistical Significance shows you how likely it is you would get your exact results if you were to repeat the same test. Say you only got 50 views on each version of your Landing Page. It’s more likely that your test results would be a fluke than if you had 10,000 visits to each version. To protect against this, run a significance test to see how confident you should be in your numbers.
Multivariate Split Test
A multivariate split test involves testing a variety of components on a page against every possible combination of those components. This results in multiple versions of the same Landing Page, and accurate results requires driving a high amount of traffic towards those pages. 
Two of the easiest and most important elements to split test on your Landing Pages are opt-in form location and CTA. Page builders such as ONTRApages give you the option of creating different versions of the same page and then automatically driving a certain percentage of traffic towards each page. This allows you to see solid data of which elements are working and which aren’t so that you can fully optimize your Landing Pages.
Form Location
The location of the form on your Landing Page could have a huge impact on your opt-in rates. Is it above the fold, below the fold, centered, right-aligned, horizontal, vertical? A tried and true placement is the upper right hand side of your page, above the fold, but testing the shape and location of your form will give you definitive results rather than just guessing. 
Call to Action
Your CTA is the most important element on your page and thus deserves a lot of attention. Details such as copy, font, color and size may sound insignificant, but they actually have a huge impact on your conversion rates!  
Always be testing! Maintaining an up-to-date and optimized iteration of your Landing Pages will help make sure they are working effectively and help you learn why.
Split Testing Resources & Tools:
The Landing Page Optimization Checklist
You’ve researched your buyer personas, brainstormed images and themes, designed templates, secured social proof, written relevant and engaging copy, and dedicated time to building a beautiful Landing Page. Before you hit publish and send it live to the world, follow this checklist to ensure you’ve covered all your bases in launching a Landing Page with the greatest potential for conversion.
1. Is your site mobile-ready?
Most web page builders, like ONTRApages, automatically convert your site to be mobile responsive, but it never hurts to double-check.
Enter your Landing Page URL into Google’s Mobile-Friendly Test. Are all page elements functioning and loading properly?
2. Are your forms optimized?
Your lead capture form is the most valuable element on your Landing Page; it needs to draw the eye and function properly.
Limit your form fields to only information you absolutely need to collect — any unnecessary form fields will be a deterrent. Are you ultimately going to use all the information that you’re asking for?  
If you are using lightbox or floating forms, do they appear on cue?
Have you tested your opt-in or double opt-in forms? Ask a team member, or register yourself, to test the form. Make sure you’re automatically rerouted to your thank you page and that you receive a confirmation email. Double check that any other steps fire off as planned. 
3. Search Engine Optimization (SEO)
Google’s “spiders” crawl through your Landing Pages to categorize and index your information. The easier you make it for search engines to identify your content, the higher you will rank and the more people will see your site.
Have you assigned accurate and descriptive title tags and meta descriptions
Are your page tracking scripts installed?
Have you doubled-checked for broken outbound links?
Have you included and optimized for keywords that are relevant to your business or niche?
Have you assigned your Landing Page the correct domain name or subdomain?
4. Is your page user-friendly?
No matter how pleasing to the eye your Landing Page may be, if it doesn’t work right, you’ll lose leads forever.
Is the purpose of your page easily discernible to viewers? 
Do all elements on your Landing Page load properly?
Does your Landing Page have a single and clearly identifiable goal (lead capture, thank you, content, etc.)?
Is the purpose of your page evident in the page headline?
Do your subheaders support your headline?
If relevant, have you included social share buttons?
Have you checked the speed and load time of your page? Try using Google’s PageSpeed Tool to identify how you can make your site faster and more responsive.
5. Landing Page copy
Copywriting is paramount to creating effective Landing Pages — it’s what connects you to your visitors, keeps them on the page, and compels them to click your CTA.
Have you copy-edited all the content that appears on your Landing Page to check for spelling errors and grammatical issues?
Are your headlines/subheadlines clear and concise?
Is your content easily scannable?
Does your message and copy address the main pain points of your target audience?
Have you spelled out why your product or service is the solution to your audience’s pain points?
Do you have a single CTA?
Do your tone, voice and vocabulary match your brand standards?
6. Landing Page design
The design elements of your Landing Page show your visitor where to go, subconsciously guiding them to your form or CTA.
Are all images clear and appropriately sized?
Are your images and videos hosted properly?
Are the color, themes and fonts consistent with your brand standards?
Have you included social proof, testimonials, award badges or a guarantee?
Does the page draw your eye to the CTA?
Do you have any unnecessary outbound links?
Does your page footer include your privacy policy or terms of use?
7. Split testing
Split testing helps you determine which elements on your Landing Page are working and which need tweaking.
Have you created two versions of your opt-in forms to see which performs the best?
Have you identified the most important elements on your page?
Have you created an alternate version of your Landing Page to split test against the original?
Have you designed or written copy for two versions of your CTA?
Do you have systems in place to run a Statistical Significance test?
Now that you’ve double-checked every detail of your Landing Page, it’s ready to go live and start converting like a champ.

For more information and tips to optimize your Landing Pages, check out The Definitive Landing Page Toolkit!
Finally... The End!

By now, you have everything you need to create amazing Landing Pages that get more leads and close more sales.

Let’s recap what you’ve learned: 

The basic anatomy of a Landing Page
Eight different Landing Page types 
Amazing Landing Page copywriting strategies
How to design Landing Pages for conversion 
Tips for creating effective forms
Segmentation and split testing best practices  
Remember, a lot of this blueprint is based on the numerous ways we’ve learned to best optimize Landing Pages for success, but don’t force a square peg into a round hole. You have to do what makes most sense for your business; however, by using tools such as ONTRApages (we built this guide using ONTRApages!), you’ll be able to maximize your efforts and reap the true rewards of utilizing Landing Pages in your business.

We hope you learned a lot from this blueprint. Now, get out there and start killing it with Landing Pages!
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