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What Content to Include on a Landing or Sales Page

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Have you ever clicked on a link, only to be taken to a page with no information? You probably clicked away just as quickly as you arrived. The same goes for landing or sales pages on your website. If your landing or sales page doesn’t include specific and useful content, people will leave before they even get a chance to learn more about what you have to offer. If you want people to stay on your page and interact with your business, here are the key elements of content that should be included in every landing page.


Your headline should be attention-grabbing but also straightforward.

It should tell visitors exactly what they’re getting when they click onto your landing page.

For example, if you’re offering an e-Book download, the headline could read “Download our free e-Book now!”

This way potential customers know exactly what they’re getting before they sign up.

Call-to-Action (CTA)

The CTA is the part of the page where visitors can take action, such as signing up for an email list or downloading a product.

Your CTA should be prominent and easy to find. It should also stand out from the rest of the content on the page by using contrasting colours and fonts so that it immediately grabs attention.

For example, if most of your text is black, make your CTA bright red or blue so that it stands out from everything else on the page. Read this blog post to learn more about using CTAs to increase your profit margins.

Images & Video

Using visuals can help keep visitors interested in what you have to say and provide them with extra information about your product or service without taking up too much space on the page.

A good image or video can have a huge impact when used strategically; for instance, if you’re selling shoes online, having images of people wearing those shoes will help potential customers visualize themselves wearing them as well.

Videos are great for providing quick snippets of information about a product or service that can engage potential customers even further than an image might do alone. 

Testimonials/Social Proof

Lastly, utilising customer testimonials or social proof on your landing page is an effective way to demonstrate the value of your business or offer to new potential customers.

Reading reviews from existing satisfied customers boosts consumer confidence and encourages new prospects to choose your product or services. Studies have shown that including customer voices can significantly improve conversions, as it establishes trust almost immediately and authenticates the promises in your brand message.

Additionally, utilising profile pictures from verified customers can lend a ‘human’ aspect to your message which consumers more often than not prioritise over a faceless promise. Displaying positive stories about how your offered service has improved clients’ lives can effectively illustrate the effectiveness of your products and services in an arguably unparalleled manner.

There are many different types of content that you can include in a landing page—headlines, CTAs, images, videos and testimonials—but one thing is certain: if it isn’t present in an organised format, it won’t offer much value to potential customers who visit your site looking for answers or products/services that you provide.

Ensuring that each element complements each other is key when creating successful landing pages; after all, good design works best when it has both form and function working together seamlessly! By following these tips for incorporating key elements into your landing pages for small businesses, you’ll create pages that draw in prospective customers and encourage them to stay engaged with your brand long after their first visit!

And if you would like assistance with getting your landing page created and published, send me an email today.