The purpose of landing pages is to support your content marketing efforts. The complicated thing is … landing pages are not technically a home page. Nor are they’re a blog, white papers, or product description pages.

And you definitely can’t act like they are.

Successful high-converting landing pages are made up of three action-driving phases: before, throughout, and after. Sadly, when many marketers construct landing pages, they focus on just one phase: the during one.

1^st Key:

The purpose of landing pages is to force your readers to pay attention to on one thing and one thing only.

Defining that one thing is the only time your company gets to be self-absorbed in this digital marketing procedure. The greatest way to set your marketing goal is to finish this sentence:

I want my potential lead to …

• Subscribe to company’s newsletter
• Watch my “How to” video
• Like my Facebook Fan page
• Register for contest
• Download this free eBook

Obviously, there are plenty of other marketing and sales actions that might be the goal of your company’s landing page. Whatever you pick, your marketing goal should be remarkable: the one desired user action will conduct everything else.

10x marketer tip: when it comes to developing your landing page, the most important key is to set one goal. Eliminate whatever that doesn’t support that goal.

2^nd Key:

The headline and subheads of your landing page is perhaps the most vital on-page component. Why? How about this stat from Copyblogger; 8 out of 10 individuals will read the headline, only 2 out of 10 people will even read the copy that trails it.

So, how do you create a headline that grips, induces, and drives user action? I believe the answer to that question is simple. You don’t because it’s hard too. As an alternative to trying to generate the perfect headline, steal it.

The first idea here is to pinch the heart of your title by structuring it around your user’s SEO keywords. Whether you drive potential leads to your landing page with social media, organic or digital advertising, and your title must include the words your customer’s uses.

A creative landing page does the following:

• Expresses the big advantage (“$100k Case Study”)
• Excite those who want to learn something new
• Suggests valuable information (use verbs like “Generate” or “Explode”)
• Has direct linguistic (Such as My, You, Your)

Let’s not forget the Subheads

With all the data that bombards us on an everyday basis, many of us scan text. Thus the importance of the subhead.

Great subheads on your sales landing page should not merely structurally lead your user through your major benefit points, they should stand on their own and ruthlessly focus on the advantages of your call to action. (CTA)

10x marketer thought:  what the title does for the landing page itself, subheads do for each segment. This means creating alluring subheads with bite-sized wisdom nuggets of “I can’t stop reading” content.

3^rd Key:

While you must express the heart of your leads, you also need to offer proof for their heads.

Recommendations are the primary way you deliver that proof. Sadly, testimonials are often too broad and fail at given that proof in 1 of 2 ways:

• The testimonial isn’t outlined in a problem-then-solution presentation.
• The testimonials don’t showcase quantifiable results.

How do you create your own result-driven testimonials?

Ask your customers for more details.

As an alternative to petitioning weak testimonials, reach out to your regulars and ask them to rave you about:

The difficulty they were facing before they find you

How you assisted them in finding a answer

The outcomes (real statistics) that back up winning results.

When you construct digital marketing landing pages with these three keys, they are turning points that convert users into actual leads: real individuals with real issues in search of real answers. Don’t let up after all your solid work either. Tailor your follow-up email and keep your campaign rolling.

Be sure to share your thoughts in the comments below if you’ve got any tips about converting leads with high-quality landings.