6 elements of a great landing page

If you're like most financial advisors, you want a robust sales funnel top, which is the shortest route to consistent results at the bottom. A key factor in a healthy sales funnel is a landing page that includes methods for capturing visitor information.

Of course, landing pages can also deliver digital content, such as webinar registration, insurance case studies, benefits calculators and newsletter subscriptions. Once you have determined the action you wish your visitors to take when they arrive at your site, you can go about building your page to achieve that goal.

Here are 6 key elements of a great landing page:

1. Your unique value proposition

• • The main headline (What is the central message of your landing page?)
  • A supporting headline
  • A reinforcement statement
  • A closing argument

2. Images or video 

• • Images and video increase conversion rates.
  • Video dramatically increases website "stickiness."

3. Key benefits

• • Use bullets wherever possible.
  • List the top 3-5 benefits.
  • List the top 3-5 features.
  • Whet your visitors' appetite, then convert to a meal.

 4. A succinct message

• • Validation (Prove it and prove it quickly.)
  • Real-life examples
  • Case studies
  • Statistics

5. Click through and conversion

• • One primary call to action
  • A short form for collecting demographics (name, email, industry, for example)
  • Keep it neat and simple

6. Execute, measure, refine

• • What are the stated goals for the page?
  • Evaluate number of webinar registrants, requests to download case studies, videos viewed, etc.
  • Make changes to optimize future conversion rates.

Your landing page is only one piece of your social-media marketing campaign. But it's an important one. Use these guidelines to ensure your landing page is as effective as it can be.