The Seven Elements of a Great Lead Gen Landing Page
So which specific elements work best to draw prospects in?
According to Oli Gardner at Unbounce, there are seven elements that a lead gen landing page needs to have to get the job done.
Let's start with the top three:
- A concise headline. The headline is the most important element of the seven, Gardner notes. "Your headline is your hook," he reminds us. Take time polishing it.
- An image or video. To effectively showcase a product, you'll need to show "context of use," Gardner says. Either demonstrate the product in a video, or take a photo of someone using it. To effectively showcase a service, find a way to demonstrate how it will bring value to viewers. To showcase a whitepaper or book, offer a preview.
- A core benefit statement. These are the sentences that "reel them in," says Gardner. Make them easy to read and quickly persuasive.
Gardner offers a graphic demonstrating an effective page layout that incorporates all seven elements, and a link to examples of landing pages that get it right.
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