The Essential Landing Page Checklist

Published: Tuesday, May 13, 2014 | Tags: content marketing, landing pages, marketing

boy landing in fieldFirst of all, what is a landing page?

A landing page is a web page someone is sent to after clicking on an ad or a call to action button.

Landing pages play an important role in internet marketing. A landing page is where the high value behavior takes place—where the visitor fills out a form, downloads something or makes a purchase. 

Here’s an example of how a landing page fits into an internet marketing campaign:

An economic development council runs an online ad that says, “Learn the 10 secrets to successful hiring! Sign up for the seminar today.” Joe Smith, a local business owner, sees this ad, is intrigued, and clicks. He is sent to a landing page on the EDC’s website. The landing page contains information about the offer (the seminar) and a registration form. Joe fills out the form to register for the seminar, and BAM—internet marketing success!

Your landing page can make or break your marketing campaign. Use this handy checklist to make sure your landing page isn’t missing any of the essentials.


Landing Page Checklist

All of these items are absolutely CRUCIAL to the success of your landing page.

  1. Is your landing page relevant to the ad/Call To Action that sends people there?
  2. Upon landing, can a visitor quickly determine the name of your organization and what you do?
  3. Is there a high quality image on your landing page?
  4. Can someone look at your landing page and, after 3-5 seconds, determine what you’re offering?
  5. Does your landing page have a short and to-the-point paragraph describing your offer?
  6. Does that paragraph focus on consumer benefits, rather than on the features of what you're promoting?
  7. Does that paragraph include a bulleted or numbered list (making the information easier to quickly digest)?
  8. Is there a form, or a button leading to a form?
  9. Does the form ask for as little information as possible?
  10. Does your website include a privacy policy that explains how you'll be using the requested information?
  11. Do you offer a second contact method, in addition to the form? (For example, a phone number so people can call your organization.)
  12. Are visitors redirected to a Thank You page after their form submission?
  13. If the offer is something downloadable, is a link to download it provided on the Thank You page?
  14. If the offer is not downloadable, is an explanation of next steps provided on the Thank You page? (For example, “Thank you for registering to become a member. You'll receive an email shortly with instructions for completing your membership application.”)


And your final score is...

How many times did you answer "Yes" to the questions above?

17:  Congrats! Your landing page has all of the crucial elements!

0-16:  Looks like you have some work to do. Until you can answer "Yes" to all of the questions above, your landing page isn't the very best it could be.

Image courtesy of Kevin Conor Keller


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