What is it?
Is it the headline?
Perhaps the first paragraph?
How about your offer?
Or, maybe it’s your call to action?
No, hang on, what about the font and design that you use?
What about the sign up form?
If you listen to the copywriting great, David Ogilvy, he’ll tell you that:
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
OK, so the answer is your headline is the most important part of your landing page.
Actually, no, that’s not the answer.
In simple terms there is no single element on a landing page that’s more important.
You need a strong headline to get people to read on.
Your content needs to be strong if you want to keep them reading.
Your call to action has to be compelling if you want them to sign up.
Your sign up form has to be clear and straight forward if you want them to complete it.
Every part of your landing page has to work because it leads your reader on to the next part. Any weak links in the chain and your reader heads off into the blue yonder in search of another company to deal with.
There are no second chances.
The same goes for all your other marketing materials.
If all the elements aren’t working together it’s game over.