4 Essential Landing Page Elements

Build Your Audience Email Marketing Landing pages

Every marketer seems to be talking about the importance of building an email list, but sometimes it’s hard to know where to start.

For us, it’s pretty simple- the easiest way to start growing your list is to offer a valuable lead magnet or a free incentive that is given to subscribers in exchange for their email address.

As you determine what lead magnet to offer, you’ll want to think about how you are going to get your lead magnet in front of more people. And when you’re ready to launch your lead magnet, it’s best to create a dedicated landing page where you can highlight its benefits and give more information.

Anatomy of a landing page

Why use landing pages

Utilizing landing pages for your business will make it easier to:

Increase your email list

Your email list is one of the only platforms you own, meaning that you have full creative freedom and control over what content you send, when you send it, and to whom. You don’t have to deal with algorithm changes or the fear of certain social media platforms dissolving.

Instead, you can convert your social followers into email subscribers so you always have a direct line of communication to them.

If you want to start growing your email list today, sign up for a free trial of ConvertKit!

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Sell more digital products

If you are an online educator, content creator, or influencer, you may already be thinking about how you can use email marketing to boost your digital product sales on autopilot. The great thing about digital products like online courses and ebooks is that once they’ve been created, you can put more of your energy into promoting your offers through various lead magnet-focused landing pages.

With a landing page, you can create messaging that is directed to one niche audience. And when your lead magnet is delivered through ConvertKit, it will also trigger an automated email sequence with a series of emails where you can further educate and sell your digital products. You can easily build this with our Visual Automations tool.

Attract more leads for your services

As a freelancer or service provider, you are probably in search of ways you can generate more quality leads without it taking over your schedule. You’d rather work with clients than spend all of your time trying to market yourself, so connecting your email marketing strategy with landing pages is one of the best ways to simplify your lead generation process.

Test a new idea or offering

No matter what stage of business you’re in, it can be helpful to use landing pages as a way to test new business ideas. When you test a new idea with a landing page, you’re able to gauge how interested your visitors and followers are in a particular topic or idea based on how many of them sign up for your lead magnet offer.

This is an important step in validating your offering before you create it. You don’t want to spend weeks (or months) creating a product or service offering that your audience isn’t interested in or won’t invest in. Instead of assuming it’s a great fit your audience, validate your idea through a landing page with a lead magnet that gives a small preview of the idea or is based on a similar topic.

You can also use a landing page to entice people to sign up for your invite-only community, join your waitlist, or create a “coming soon” landing page.

You can use a landing page to test a new idea
Coming Soon landing page example from Class Tech Tip
Landing pages for idea validation
Available Soon landing page example from Brennan Dunn

No matter how you use your landing page, it should always:

  • Tell a compelling story
  • Answer your audience’s questions
  • Create a memorable user experience
  • Visually capture their attention
  • Make converting on your offer an easier decision

While you may start with creating an email opt-in form for your lead magnet, you may sense that it’s time to upgrade to a landing page when you want to promote the same lead magnet on multiple platforms.

It’s easier to share a shortened link to your landing page through social media, community groups, forums, and in-person events as opposed to an embedded email sign-up form that might be hiding in a blog post or another piece of content.

Then you can collect quality leads and subscribers through your landing page since it will be optimized with your target audience in mind.

Are you sold on creating a landing page? If so, let’s talk about what goes into a good landing page.

Inside the anatomy of a good landing page

When we talk about what landing page elements need to be represented, it’s about more than checking them off the list. You’ll also want to have each element in the right order and highlighted in a way that is optimized for visitors.

Is it easy for your audience to determine what the most important elements are based on how your landing page is designed and formatted?

This is an important question to ask ourselves, but we’ve taken a lot of the guessing work out of the equation with our landing page template library inside ConvertKit.

When you customize one of our templates, you can rest easy knowing that it is already optimized and puts the most important landing page elements upfront.

Example of a ConvertKit customized landing page
Customized landing page example from Audrey Christie

As you create a landing page, you’ll need to incorporate these four core landing page elements.

For the rest of this article, we will walk through each landing page element and how to make sure it is strategically crafted to turn visitors into email subscribers.

Create an engaging headline

Try to imagine a blog post or newspaper article without a headline. It’s hard to know whether something is worth reading or taking action on if all you see is the longer body copy.

Your headline copy is meant to capture your audience’s attention and pique their interest. It should relate to your niche topic and explain what your lead magnet will help them accomplish in a clear yet concise way.

The days of using vague headlines like “Sign up for more updates” or “Get the latest news and deals” to build an email list are over. Your audience wants to know exactly what they’re getting when they sign up, and your headline will tell them what to expect.

The best headlines are:

  • Easy to understand and digest
  • Written with action-oriented words
  • Easy to read at a quick glance
  • Bolded or italicized for emphasis
  • A larger font size than your body copy

Your headline is often the most important piece of copy you’ll write for a landing page, but luckily, you don’t have to write it from scratch. Let us help you brainstorm!

Try out one of our headline formulas to help you write a more engaging headline:

  • What if you could _____?
  • Transform your _____ into _____
  • Insider secrets from _____ influencers to help you _____
  • An easier way to _____
  • Little known ways to _____
  • Say goodbye to _____ and hello to _____
  • What you need to know about _____
  • _____ lessons I learned from _____
  • How to achieve _____ without _____
  • My secret method to _____
  • How to grow your _____
  • Want to _____ but don’t know _____?
  • Win more _____ with _____
  • Learn the _____ steps to _____
  • _____ made simple

Here are a couple landing page examples that have utilized these headline formulas for their own lead magnets. No matter your niche or industry, you can customize your headline to perfectly fit your lead magnet and brand.

An engaging headline is an element of a landing page
Example of an engaging landing page headline from NourishMel
A strong headline is an essential element of a landing page
Example of an engaging landing page headline from Andrea Denise

If you want even more headline formulas, check out these comprehensive lists from Sumo and Copyblogger. I recommend creating a few headline variations you can test on your landing page. Then you’ll decide which variation is the winner based on your landing page conversion rate data.

Do you want to add a little extra pizzazz to your headline to make it stand out even more?

Highlight your expertise on your landing page by sharing an impressive statistic in your headline. YouTubers Doug and Stacy from Off Grid did this by telling their visitors that one of their chicken coop videos has been viewed over 5 million times, one of the highest viewed videos on YouTube in that niche.

Putting a statistic in your landing page headline increases engagement
Example of using numbers in your landing page headline from Off Grid

This headline statistic gives them a lot of credibility, especially since they are using the video to drive more subscribers to their email list by giving them a PDF guide with chicken coop instructions as a lead magnet. I love how they made the Princeton template their own inside ConvertKit by customizing their headline and adding a subscriber testimonial.

Want to do the same for your landing page?

Dig into your analytics and past client testimonials to see if there are any result-driven statistics that you can feature on your landing page, like this headline from Budget Like a Lady’s landing page designed with the Everett template in ConvertKit.

Example of a statistic in a landing page headline
Example of a statistic in a landing page headline from Budget Like a Lady

Once you have a few headline variations you’re ready to test, we can move on to creating description copy that will give your audience more details before they sign up for your email list.

Thoughtfully write your description copy

Inside your description copy, communicate the benefits of what you are offering through your lead magnet. What will the lead magnet help them achieve and walk away with? That’s the main question you want to answer with your description copy.

This is also a good place to talk about the features of what’s inside your lead magnet but only after you’ve described the key benefits your subscribers will get out of it.

Thoughtful copy is an essential landing page element
Good landing page copy example from Juliana Burke

In this Belmont landing page example, we see that the Instagram Audit and Guide promises that subscribers will walk away with a list of 15+ free Instagram-focused apps (a feature) while they learn how to leverage their Instagram influence (a benefit) among other things.

It’s a great idea to put your benefits and features into a bullet-point list, much like this Princeton landing page example from Heather Lindsey. This makes it easier for landing page visitors to quickly scan the description copy and see if the lead magnet is right for them.

Using bulleted lists is a good idea for landing page copy
Example of using bulleted lists in your landing page from Heather Lindsey

And if you’d rather focus your description copy on highlighting a key benefit, you can do that, too.

Social proof is another thing you can add to your description copy to make it pop. A quick quote from a past reader or subscriber can help your audience make a quick decision whether or not they want to sign up for your lead magnet.

In this Hawthorne landing page example from author Stephanie Hrehirchuk, a quote from The BookLife Prize is included to add credibility to her book when subscribers sign up to read her first chapter for free.

Add testimonials to your landing page builds trust
Example of adding testimonials to your landing page from An Accidental Awakening

When possible, try to keep your description copy around three to four sentences at the most. If you choose to create a bulleted list, four to five points should do the trick.

Remember that you want to give enough information in your description copy so subscribers can feel confident signing up without getting overwhelmed with unnecessary details. You can always add more information in the automated email sequence that is sent to your audience after they sign up. That way, you are able to keep your landing page simple and concise.

Highlight eye-catching imagery

Let’s shift gears and talk about your imagery for a second. While your headline and description copy are important, your imagery is one of the first landing page elements your audience will notice.

Ideally, you want your imagery to communicate what your lead magnet is before you say a word. You can do this by adding a photo preview of what your lead magnet looks like or a lifestyle-focused photo with a visual aesthetic your audience already loves.

Branded graphics are also an option for content creators who want more creative control over the look and feel of their imagery.

We love how The Fantasy Footballers fully customized their landing page by using the Park template inside ConvertKit. In addition to including a background photo of a recognizable NFL quarterback, they also included their business logo as well as a logo for their email community.

Eye-catching imagery is an essential landing page element
Example of great landing page imager from The Fantasy Footballers

The background imagery is darkened so that the rest of the copy and email sign-up form can stand out, but it still adds dimension and immediately communicates to their audience what they can expect from their emails. Everything about this landing page works!

Another great example of using visuals to grab your audience’s attention is from author and photographer Matthew Vandeputte. Since he is offering a free ebook on timelapse photography, he includes a photo preview of the book cover while blending its style with the background photo of him in the process of taking timelapse photos.

An example of high quality landing page imagery
An example of good landing page imagery from Matthew Vandeputte

Both landing pages were made with the same Park template but look completely unique. Imagery makes a huge difference when you are building your own landing page, so think about what your visual branding guidelines are and how you can make your landing page stand out.

If you don’t have your own brand photography or graphics to share, you can select free stock photos from sites like Unsplash (PS- we have a direct integration with Unsplash in our landing page builder). Once you have your imagery, you’re ready for the last step: setting up your call-to-action.

Choose one main call-to-action (CTA)

After you decide on what your lead magnet is going to be, writing your call-to-action should come easily. Simply put, your CTA is the direct action you want your audience to take on your landing page.

If you are offering a free downloadable checklist, your CTA will be to instantly download the checklist. If it is to start an email course, your CTA will be to sign up for the email lessons. This part is easy, but how do you write concise copy for your CTA button? That’s the big question.

It’s important not to overthink what your CTA button copy is. You can test a few variations to see what works best, but usually keeping it direct, short, and actionable will do the trick.

Call to Action Words for landing page CTA buttons

Here are a few CTA button copy formulas you can use:

  • Download the _____ now
  • Sign up for the _____
  • Get instant access to _____
  • Yes, I want _____
  • Join the _____ community
  • Give me the _____
  • Access the _____ now
  • Get on the _____ waitlist
  • Start learning _____ today
  • Send me the _____
  • I want to join _____

After you’ve written CTA copy that feels like a natural fit with your lead magnet offer, you can start thinking about the color of your CTA button. Each landing page template inside ConvertKit comes with a default button color but many of our users change the color depending on what their visual branding guidelines are.

When you think about what CTA button color to use, consider what emotions each color conveys. Yellow communicates a different message than red or blue, so you’ll want to select a color very carefully.

Choosing a color for your CTA landing page button

You’ll also want to choose a color that has a high contrast with your background and text colors so it really stands out, much like this Camden landing page example from Jordan Aspen.

Use a contrast color for your landing page CTA button
Example of CTA button color contrast from Jordan Aspen

Now you have all of the crucial landing page elements nailed down! How do you feel? If you want to add a little more personality with customizations, we have a few more elements you can add to your landing page to really make it pop.

Optional landing page elements

While these landing page elements are completely optional, they can add a special and more personal touch to your landing page.

It’s important to note that these landing page elements shouldn’t distract from your main CTA but rather add to it. When you look at the anatomy of your landing page, you can increase its effectiveness by adding one (or more) of these elements.

Personal bio

When someone visits your landing page, they may need to be reminded who the content creator is behind the lead magnet. Having your name and photo will build trust with your audience and help new subscribers feel comfortable giving you their email address.

You only need one or two short sentences to describe what you do, who you help, and what you offer in your personal bio. Really, that’s it!

Here are two quick personal bio formulas you can use for your own personal bio:

I help [who you help] with [what you do] by specializing in [what you offer].

I offer [what you offer] solutions for [who you help] clients that need help [what you do].

Want to see this in action? Check out the clear and concise personal bio Bryn Bonino wrote for her Cedar landing page example. While teaching her subscribers how to define their unique selling proposition, she also adds commentary about what else she helps clients with through her personal bio.

You can add a bio to your landing page to build trust
Example of adding a bio to your landing page from Bryn Bonino

When you sign up for your free trial of ConvertKit, you can also add your personal bio to the Fremont, Hudson, Lincoln, and Linden landing page templates in addition to the Cedar design. Check out more of our landing page designs you can choose from inside ConvertKit.

Intro video

If you want to add more than a photo preview of your lead magnet, you can also include an intro video that describes what it is and how it is useful to your audience. Drew Parker of Customer Acquired did this by choosing the Academy landing page template from our library, which is already designed to include an embedded video of your choice.

Landing page videos increase your conversion rates
Example of adding a video as a landing page element from Customer Acquired

In your video, you can add more information on who the lead magnet is for, why your audience should care, and what they can do with the knowledge they gain from the lead magnet.

Pro tip: Keep the video around 30-45 seconds at a maximum to make sure you keep your audience’s attention.
And if you include a video, I recommend not having it auto-play when someone opens your landing page. If they are listening to something else or need to be in a quiet environment, hearing a video that automatically plays can be a huge turn-off.

Personality-driven copy

Who says you can’t have fun with your landing page? While you want to make sure the landing page focuses on your lead magnet, you can get creative with how you present your offer.

We love how coach Megan Dowd customized her anti-spam language underneath the CTA button in this Cedar landing page example. Here’s what it says:

Never gonna give you up, never gonna let you down,
Never gonna sell your info or hurt you.
(seriously, this info stays between us)

Did you read that to the tune of Rick Astley’s Never Gonna Give You Up? I did, too!

This is such a fun example of how to mix your personality into the copy of your landing page. Where you can inject an extra dose of your personality through your brand voice or visuals? It will make your landing page even more enjoyable to read.

Build your own landing page with ConvertKit

This article has given you plenty of landing page elements to incorporate into your next landing page. We have dozens of fully customizable landing page templates that you can choose from to start building your email list with a lead magnet.

We’ve already taken care of the coding so there’s no technical learning curve with our landing page builder. You can simply choose a responsively designed template that will fit any device screen and input your copy, imagery, and CTA.

You are well on your way to creating an email subscriber-generating landing page.

Click below to sign up for your free 14-day trial of ConvertKit and get to building!

I'm ready to build a landing page

Kayla Hollatz

Kayla Hollatz is a copywriter and content creator for creative entrepreneurs who want their words to connect and convert. Few things make her happier than ghostwriting for clients in her studio, aka her four-season porch with a lake view. She can frequently be found fighting Minnesota winters with a mug of hot chocolate in hand.

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