Key points at a glance
- A landing page focuses on a single offer and a single action.
- The headline must show within seconds what benefit the offer brings.
- Trust signals, frequently asked questions and a short form lower the barrier.
- Test variants instead of relying on gut feeling.
What is a landing page?
A landing page is a page where visitors land, for example after clicking an ad. Unlike a normal website page, it has a single goal, such as an enquiry, a booking or a download. Everything on the page serves this goal.
Which 9 elements does a landing page need?
- A clear headline that names the most important benefit.
- A subheadline that explains who the offer is for and how it works.
- A visible call to action right on the first screen.
- The problems of the target group in their own words.
- The solution and what exactly it includes.
- Trust signals such as testimonials, logos, figures or awards, where available and approved.
- Answers to frequently asked questions and objections.
- A short form that only asks for what is really necessary.
- A repeat of the call to action at the end.
What should be missing from a landing page?
- The full website navigation, which distracts from the goal.
- Several competing offers.
- Long blocks of text without structure.
- Stock photos that have nothing to do with your company.
How do I improve an existing landing page?
First measure how many visitors send an enquiry. Then test individual elements in a targeted way, such as the headline, the call to action or the length of the form. Small changes can have a big effect, and only tests show what works for your target group.
Conclusion
A landing page that converts is focused, understandable and trustworthy. With the nine elements and regular tests, it becomes the most reliable building block of your ads and campaigns.
Frequently asked questions
AIMelanie Dincdemir
Marketing, digital business and business model development at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
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