Websites are like a chain – it’s only as strong as its weakest link. The content of your website will only matter if you can lead people to other parts of your website. For the most part, the chances of it happening will drastically increase if you have a good landing page.

Landing pages play a critical role in marketing because they provide a great opportunity to generate qualified leads for the sales conversion funnel. Aside from providing the opportunity to collect names and contact information from visitors, they also provide an array of other benefits. These include:

• Instant Credibility

A good landing page lets your visitors know who you are and what type of service you provide. Specifically, your landing page reveals your niche to your visitor, giving instant credibility to your business due to the formation of instant trust between you and your potential customer.

• SEO Boost

An optimized landing page for SEO will not only add an additional page for indexing. It also increases the likelihood of being discovered by potential customers. By aligning your landing page and your content with a target keyword, you are making sure that you are found.

• Constant Leads

As your site continually gets discovered, more and more people may potentially sign up or download your opt-in offers with no additional input on your part. This means constantly generating leads without having to put in extra work.

• Navigation (or Lack Thereof)

In order to increase the likelihood of your visitors actually sharing their information with you, you have to limit their navigation options to reduce the likelihood of them leaving. Side and top navigation options are considered to be distractions and should be hidden. This allows your visitor to focus on receiving your offer, as well as reduce your landing page’s bounce rate.

• Unique Selling Point

Having a unique selling point that entices your visitors to opt-in to what you’re offering requires four elements:

• a clear headline
• a subtitle supporting the headline
• product benefits
• and a closing argument 

Al of which should point to answering the question “why should I buy this product?”

Your headline should be clear and concise and should communicate effectively what you are offering. The supporting subtitle and benefits should all work to support the headline. Add bullet points and clearly state what your offer includes. Close with a quick wrap up and a call-to-action.

• Relevant Image

Having compelling imagery can communicate more effectively with your visitors and can help capture their attention instantly. But it can only work if you use a picture that is relevant to what you are offering. The image that you use can be the cover of your e-book, a screenshot of a video offering, or even a graphic that describes your offer.

• Lead Capture Form

Perhaps the most important part of the landing page is the lead capture form. The form provides your visitors the opportunity to sign-up to your exciting offers. Allows you to collect the necessary data to improve your marketing strategy. By necessary data, we mean only the essential data that you want to acquire. Since people generally don’t like spending too much filling up landing page forms just to get to the offer. Balance your business needs with the customer experience.

• Social Proof

People love hearing about how good a product is. They are more compelled to listen and try out the product if they hear about it from someone who has tried it first-hand. That is why social proof can be a powerful persuasion tool. If site visitors see that people have tried it and actually liked it, they are more likely to think positively about it. And ultimately try it.

Social proof can take many forms. They can be added as customer testimonials, social media posts, case studies, video clip, the number of likes, product rating, or even a bar that states how many times it’s been downloaded.