Landing page elements: What you should pay attention to when creating them

Landing page elements: What you should pay attention to when creating them

Whether through the results of a web search, social media or the classic call-to-action at the end of a blog article: Internet users reach landing pages in numerous ways. These offer certain offers such as white papers or checklists in exchange for user data. This is how companies direct interested parties or leads through the lead nurturing process to customers and fans. To do this, however, a user must first be convinced to actually leave their data to the company. The elements of a landing page are crucial here. Read what to look out for when creating a landing page.

Every single element on a landing page contributes to making the visitor enthusiastic about your offer:

An appealing headline

As with blog articles, the headline is extremely important on landing pages. Because it’s the first thing a visitor sees and decides whether or not to continue reading. The headline should therefore directly arouse the interest of a potential customer and clearly communicate what the landing page is about and what the reader can expect from it.

To do this, ask yourself the following questions:

  • Who do I want to address?
  • What solution do I offer visitors?
  • Is it immediately clear to the visitor what it is all about ?

Be sure to focus on the prospect and their problems. Because very few will find a company likeable that only talks about itself.

Here is a small example: 

  • Which headline speaks to you more?
  1. Our agency has a lot of experience with inbound marketing. Contact us and we will help you further.
  2. Would you like to finally generate more leads? This guide knows how!

Experience shows that heading 1 offers little added value and is rather unspecific. What exactly do you want to help your customer with? Heading 2 is clearer here: The guideline offered represents the specific solution to your potential customer’s problem. Namely, that they are generating too few leads.

In addition, a personal approach and direct questions are always more effective, because this is how the potential customer feels addressed and understood.

Therefore: Focus on the customer and his problem and make it clear which solution you have ready.

Relevant, correct content

What you previously teased with your headline, the reader must now find in the rest of the text. Present your offer in more detail, while still keeping the focus on your customer.

Because instead of focusing on your company and your product, you always refer to the problem of your customer. The following questions will help here:

  • Who is the offer intended for?
  • How can your offer help visitors ?
  • What possible objections and questions can arise?

How you respond to these questions is up to you – both text and video work well. With A/B testing , you can find the version that works best for you here.

Publish the table of contents for a white paper, for example. This makes your content transparent and your reader gets a better insight into what to expect after the download.

The last question in particular should be given sufficient attention in the content part. Anticipate objections and questions from your prospects and answer them before they ask them. This is how you prove that you know and understand your ideal customers.

Building trust with social proof

Anticipating questions and objections and responding to them is half the battle. However, customer voices that prove your answers are even more effective. Because your potential customer can identify with real people particularly well and builds trust.

You can also win this trust with awards or seals of approval. The only important thing is that all the evidence provided is true and that customer testimonials come from real customers.

The form itself

Of course, the form in which the interested party enters their user data is also important. The criteria here are the position on the page, the length of the form and the purpose of the data query.

Ask yourself what information you need from visitors to keep in touch with them. Do certain requested data prevent users from filling out the form? Does the value of the offer match the dates requested?

As you can see, when you want to create a landing page, there are a few things to consider. Now the question arises as to which tools are necessary for the creation and use of landing pages.

What tools do you need to make your landing page work?

Basically you need three things:

  • The landing page itself
  • A CRM system to collect the email addresses
  • A hosting provider so that your landing page can also be reached on the Internet

Our tip: HubSpot offers a complete solution for this.

In the page editor, you can quickly add text, images and forms to your landing page and optimize them for mobile devices at the same time with the help of built-in templates. In addition, with the help of smart content, content can be easily personalized and adjusted according to location, purchase phase or other details stored in your CRM system.

And if your design doesn’t work right away, built-in A/B tests will help you to optimize it. But the best thing about it is: You get the CRM permanently free of charge! If you want, simply test HubSpot for 14 days free of charge.


Landing pages are an irreplaceable tool in the lead nurturing process and thus in winning customers. Reason enough to invest time in optimizing the pages and their individual elements. But with our tips and HubSpot by your side, you’ll be perfectly equipped and will soon be able to create convincing landing pages.

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