Upping Your Inbound Game: Part 2, The Inbound Landing Page

In Part 1 of this five-part series on getting your Inbound marketing foundation set up, we talked about optimizing your homepage. (If you haven’t read it yet, click here.) In Part 2, we’re going to talk about all things inbound Landing Page.

For starters, let’s define what we’re talking about. An inbound landing page is simply a webpage that’s designed specifically to turn prospects into leads. Here are the best practices for making sure those conversions are happening.

No Top Level Navigation

An inbound landing page is a little like a bear trap. You got the prospect there. Now don’t give them a reason to leave.

In the marketing world we call this attention ratio. The internet offers enough distractions already. Don’t add to the list.

Page Title: Action-Packed and Matchy

Tell your prospect what you want them to do. And make that action match the source copy (like, for instance, the Facebook ad that got them there in the first place).

Simple, simple, simple. And a little flashy.

Sub-header: State Your Value proposition

You headline tells them what to do and what they’re getting. You sub-header needs to make it clear why that thing they’re getting is going to benefit them.

Look at what you’re offering in exchange for an email address from the prospect’s point of view. How is their life going to improve by what you’re offering them? The answer to that question shapes what the sub-header needs to say.

Include a picture

People like pictures. So, include one of the thing you’re giving your prospect. It makes it more tangible. People dig tangible.

Clear Copy

Describe what you’re giving away in a simple, clear way. Again, focus on the benefits.

Sub Out the Submit

At the end of the form, don’t use the generic “Submit” for your button text. No one wants to submit things. Instead use something like “Download Your Free eBook.” Your conversion rates will thank you.

Keep Your Forms Short

It can be tempting to ask for a bunch of info from your prospects, but you should resist that temptation. Only ask for the stuff you actually need. Name, email address, and maybe one or two other things. That’s it. People are wary of giving away too much info. And your landing page is one of the first steps in building that relationship with the prospect.

If you play your cards right, you’ll have plenty of opportunity to get more of their info later. For now, keep the ask as unimposing as possible.


An inbound Landing Page is a vital part of your Inbound marketing arsenal. Take these tips and start optimizing!

Next up in this series: Part 3, The Blog Post.

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