A Simple Recipe for the Perfect Landing Page

Fiona Leung
Fiona Leung • Posted on Aug 9, 2016

Landing pages are one of the most frequently asked about topics and requested items to have on advisor websites. With the common goal of generating leads and driving traffic, landing pages serve as an important tool but producing an effective one can get a little tricky.

As all great meals start with a great recipe, the perfect landing pages start with a solid formula. To taste some delicious conversions, I have put together a simple 5 step recipe for crafting out that perfect landing page. Here are the ingredients you'll be needing...

1.) A Compelling Headline

The presentation of a meal is just as important as its taste. It's what entices people to try a dish! Same goes for a landing page headline. If you don't have a compelling headline, you can't expect to have many viewers willing to read along or take the course of action you're hoping for. So make that first impression count!


A strong headline should always reference a product or service directly and describes what your company is all about. It should be active in the sense that it persuades people to do something.

So how do you do this? Simple. Use active words that creates urgency. Great examples include verbs such as build, get, launch, unlock, pledge, invest and give

You should also aim for a short headline that packs a punch - you know...one that's catchy! If you find yourself with a headline that's a bit too long, consider adding a smaller subheader which leads me to the next ingredient...

2.) 1 Winning Subheader


While your header is an active statement introducing your product or service, the subheader supports the header and gives visitors a reason to continue reading.

Your subheader should inform viewers what you have to offer and how easy the process is. A good rule of thumb to stick by is that prospects coming onto your landing page want to know 2 things:

  1. How is this beneficial to me?
  2. By handing over my details, you will do most of the heavy lifting (atleast to begin with). 

3.) A Spoonful of Delicious Benefits


Now that you have your header and subheader mixed in very well, it's time to add a spoonful of delicious benefits to the body of your landing page.

A landing page is like an elevator pitch where you are given the chance to put forward your best offerings. Notice I have mentioned the concept of benefits and best offerings several times in this article already? That's the secret ingredient that'll really make your pitch fly.

As such, the bulk of your landing page should do the exact same thing as the header and subheader - outlining the benefits your product or service offers and reasons to take action. But this time, elaborate on the benefits a bit more. Keep these benefits laser-focused and to the point by using bullet points instead of gigantic paragraphs. The last thing you want is for your landing page to look like an essay! 3-7 bullet points is a good range to aim for.


To add a little spice in your recipe, I recommend adding an image to your landing page. Visuals help prospects gain a better idea of what your product/service is about. After all, an image speaks a thousand words so use it to your advantage! Try to avoid stock photos though as this can give your landing page a rather overly cheesy taste.

4.) A Short but Sweet Webform

Thankfully, our landing page template already comes with a built-in webform that includes the following defaults: name, phone, email-address and captcha fields. It's short enough to entice prospects to fill out but long enough to gain valuable lead information. 


If you would like to read more about the best practices of creating a webform click here!

5.) 1 Yummy Call to Action

Now that you have baked up one delicious landing page, it's time to make sure those viewers bite!

Creating an effective CTA depends primarily on it's label


"Get Started" is the most popular CTA labels because it suggests a journey and an improvement, whereas "submit" or "subscribe" doesn't quite put an action into context very well.

Always strive to create a sense of achievement for viewers upon taking an action.


And there they are - the 5 most simplest steps to creating that perfect landing page you've always wanted! Also, to make things as stress-free as possible, we have a landing page feature available to you all for only $25/month! 

This includes a template where you can simply pop in your own content including a headline, subheader, body, image and webform.

As a wrap up, here are some key questions to keep in mind when crafting out your perfect landing page:

  • What does your product do, and how does it make your prospect’s life easier?
  • What are your product’s most ground-breaking or useful features?
  • Who does your product help?
  • How easy it is to get started?
  • Who else uses your product?

If you have any questions in regards to this article, submit a ticket to our support team here



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Founded in 2012, Advisor Websites specializes in helping financial advisors stand out and grow their business online with conversion-friendly, personalized websites and targeted digital marketing solutions, all which follow FINRA and SEC guidelines.

Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.

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