{"id":1556,"date":"2025-03-04T11:00:00","date_gmt":"2025-03-04T12:00:00","guid":{"rendered":"http:\/\/nurseagence.com\/?p=1556"},"modified":"2025-03-18T13:38:07","modified_gmt":"2025-03-18T13:38:07","slug":"7-essential-landing-page-elements-you-need-to-have","status":"publish","type":"post","link":"http:\/\/nurseagence.com\/index.php\/2025\/03\/04\/7-essential-landing-page-elements-you-need-to-have\/","title":{"rendered":"7 Essential Landing Page Elements You Need to Have"},"content":{"rendered":"

Landing pages are one of the most important elements of lead generation. But they\u2019re only effective if you know what to put on a landing page to begin with.<\/p>\n

It\u2019s common to put more attention and resources into your main website and product pages, but landing pages are the most direct way to convert a higher percentage of visitors into leads.<\/p>\n

\"Free<\/a><\/p>\n

To get the most out of your lead generation strategy and increase your conversion rate, here\u2019s what to put on a landing page.<\/p>\n

Landing Page Elements<\/strong><\/h2>\n

A great landing page<\/a> turns your visitors into leads.<\/p>\n

Sometimes referred to as a lead-capture page, landing pages contain a lead generation form that collects the visitors\u2019 contact information in exchange for something of value, like an ebook, an offer, or a discount.<\/p>\n

\"landing<\/p>\n

The basic elements of a great landing page are:<\/p>\n

    \n
  1. A headline and (optional) subheading<\/li>\n
  2. A brief description of what\u2019s being offered<\/li>\n
  3. At least one supporting image or short video<\/li>\n
  4. Most importantly, a form on the landing page itself to capture information. If, for some reason, you can\u2019t include a form on the landing page, use a large CTA button to direct visitors to the next step.<\/li>\n
  5. GDPR compliance and any other legal requirements<\/li>\n
  6. It\u2019s optional, but supporting proof elements like testimonials, customer logos, or security badges can build your credibility with new leads<\/li>\n
  7. Optional AI chatbot<\/li>\n<\/ol>\n

    The difference between a landing page and your main website is that your website doesn\u2019t have a single goal or call-to-action (CTA) for visitors to follow. The goal of a landing page<\/a> is to tell your visitors exactly what you want them to do and why they should do it.<\/p>\n

    You can create as many landing pages<\/a> as you want \u2014 one for every campaign or offer you launch, for example. According to a 2023 survey we conducted, over half of marketers have between five and 10 landing pages on their websites.<\/p>\n

    Homepages, while still an important element of a website, are typically less focused on a particular task because they serve the masses. They\u2019re great for direct traffic, but when you can control how visitors arrive on your site, a landing page is the best place to send them.<\/p>\n

    When you have a specific product or campaign to promote, create a dedicated landing page<\/a> for it. You can drive traffic to that page through email marketing, social media, and pay-per-click<\/a> (PPC) advertising.<\/p>\n

    If your messaging and the rest of the landing page features are aligned with the visitor\u2019s goals, you\u2019ll have a greater chance of converting visitors into leads. In a 2023 HubSpot survey of 101 marketers, 10.9% say their landing pages have a 20% or higher conversion rate<\/strong> on average.<\/p>\n

    Wondering what it takes to get a stellar landing page conversion rate? Check out the tips below to learn what to put on a landing page to drive traffic and gain leads.<\/p>\n

    What to Put on a Landing Page: 10 Tips and Best Practices<\/strong><\/h2>\n

    1. Never use your homepage as a landing page.<\/strong><\/h3>\n

    It can be tempting to direct visitors to your website homepage simply because you\u2019re unsure what to put on a landing page in the first place.<\/p>\n

    But if you\u2019re running a campaign for a specific product or offer, you need a dedicated landing page.<\/p>\n

    As mentioned above, homepages typically have too much messaging, making visitors feel lost. I’d also recommend not using a main site product page either.<\/p>\n

    Even if your homepage and sub-pages are awesome, a dedicated landing page will perform better when it comes to converting visitors into leads because they are focused on one task.<\/p>\n

    Plus, you don\u2019t need experienced design skills to create landing pages. You can use a landing page builder<\/a> to seamlessly create a landing page that matches your website and offering.<\/p>\n

    In fact, our survey found that 43.6% of marketers use pre-made CMS themes and templates to create their landing pages.<\/p>\n

    \"screencap<\/a><\/p>\n

    Get Started With HubSpot\u2019s Free Landing Page Builder<\/a><\/p>\n

    2. Follow the standard structure.<\/strong><\/h3>\n

    Your headline should be benefit-focused to let people know right away what\u2019s in it for them. Keep it brief while clearly communicating your offer. You can go into more detail with a brief description.<\/p>\n

    The description should emphasize the benefit in the headline and provide a few more reasons why visitors should convert. Writing compelling copy that engages users can be a challenge at times. But don\u2019t let this part slow you down in the landing page process.<\/p>\n

    Instead, consider using an AI tool like HubSpot\u2019s Campaign Assistant<\/a>. The tool can help you generate copy for your landing page in seconds \u2014 all you have to do is refine it so it\u2019s in your brand voice.<\/p>\n

    Speaking of AI: If you have an AI chatbot, consider using it on product landing pages. Here\u2019s an example from HubSpot\u2019s landing page for its landing page builder (say that 10 times fast):<\/p>\n

    \"screencap<\/p>\n

    Finally, don\u2019t skip the visuals.<\/p>\n

    Of marketers surveyed, 38.6% say that video is the landing page element that most positively impacts conversion rate, while 35.6% say imagery or graphics do.<\/p>\n

    In either case, landing page visuals are clearly impactful, so take your time developing images and videos for your landing page campaigns.<\/p>\n

    3. Remove extra navigation.<\/strong><\/h3>\n

    A landing page is used for one purpose and one purpose alone \u2014 to encourage a visitor to take a specific action.<\/p>\n

    To keep visitors focused on your landing page\u2019s content and message, remove the main site navigation from the page so they don\u2019t move off the page.<\/p>\n

    We ran an A\/B test for paid ad visitors and found that removing the main navigation boosted our CVR by 11%. Rebecca Hinton, a CRO strategist here at HubSpot, says, \u201cIf you send [paid ad visitors] to a website with full navigation, maybe they get distracted. Maybe they just [wanted the ebook].\u201d HubSpotter Curt del Principe talked to Hinton<\/a> and has the whole story, plus everything you need to run your own A\/B test.<\/p>\n

    You should also be mindful of navigation as it relates to the lead generation on your landing page. If you have a form, keep your questions to a minimum. Of the marketers we surveyed, 30.7% suggest four is the ideal number of questions to put on a landing page.<\/p>\n

    Need to add a form to your landing page? You can easily put together a form using HubSpot\u2019s free form builder tool<\/a>.<\/p>\n

    In the landing page example below from MIT Technology Review, the form includes seven fields to fill in, with one being optional.<\/p>\n

    The rest of the page is straightforward, offers clear navigation, and outlines exactly what you\u2019ll get after submitting the form.<\/p>\n

    \"screen<\/p>\n

    Source<\/a><\/em><\/p>\n

    4. Keep the objective simple and straightforward.<\/strong><\/h3>\n

    Don\u2019t stuff too much information on your landing pages. Make it clear what the page is about<\/strong> and what you want the visitor to do<\/strong>.<\/p>\n

    Limit the amount of copy, images, media, and links to only what\u2019s necessary, and organize your content in a proper structure so objects are in logical order. It\u2019s especially important that the CTA is as crystal clear as possible for the visitor.<\/p>\n

    Let\u2019s take a look at an example landing page from HubSpot. This landing page is designed to promote a free guide about optimizing landing pages for lead generation.<\/p>\n

    The design is simple \u2014 as soon as a visitor lands on the page, they\u2019re greeted with the most essential elements:<\/p>\n