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Building a website is a lot like building a house. It all starts with a solid foundation (logical website structure), a desirable location (good domain name) and a pretty paint job (modern web design). Also much like constructing a home, where you take the project from there is entirely up to you.

And you have A LOT of options with where to go. If you plan on making money with your site, choosing to include a landing page should be one of the first decisions you make. But just like a rundown shack isn’t as sexy as a beachside mansion, not all websites (or landing pages) are created equal. Some pages consistently convert better and sell more customers than others. The real trick is determining what to include on your’s to make it a winner and not a loser.

You’re in luck however! Data analysis junkies, web gurus and the like have sifted through websites, statistics and analytics all to discover certain commonalities between the highest converting pages removing the strenuous work from our lives.

The equation is not nearly as complicated as you might think. In fact, the creme de la crop of landing pages contained not a myriad but a slight handful of similar features. Seven to be exact. Follow this guide and include these seven features in your pages, and you may just be on your way to constructing the next Taj Mahal of websites.

1. Headline (and Sub-Headline)

Your headline should be compact, succinct and to the point. You only get one chance to make a first impression as they say, and you headline is exactly that: your first impression. Think of the main headline as your elevator pitch—your one sentence to sum up your products or service. Use the sub-headline to then detail the big benefit(s) to the customer.

2. Image or Video

To keep on rolling with the cliches, a picture paints a thousand words. Your featured images should be your product’s masterpiece. It should Illustrate exactly what it is you are selling and reinforce the claims from the headline. If you’re feeling really ambitious, put up an explainer video that shows your goods in action.

3. Big Benefits

Published in Marketing & Strategy
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