When it comes to creating any advertising campaign, one of the best ways to ensure that it garners ROI is to create specific landing pages that correspond to specific campaigns. If you spend a lot of time listening to podcasts, then you’ve probably heard landing pages used by companies that sponsor your favorite series. They will direct you to a certain page so they can track the effectiveness of their advertising effort.

The purpose of a general website is multi-faceted. It is about driving brand awareness, informing customers, distributing content, recruiting, and so much more. A landing page is different because it has no navigation and should direct the prospect to a single action.

Start building your page by composing a bold claim. This should be your headline. After you’ve composed an engaging headline, make sure to pair it with a great hero image. Remember—prospects can process a photo much faster than they can process a headline. A compelling image can grab a user’s attention faster than anything else.

Then talk about the benefits of your product or service. Be careful, because benefits should not be confused with features. You have a finite amount of space, and you want to get right to the value of what you bring to the table.

From there, validate your benefits by providing social proof. Use testimonials from past clients to provide a different perspective on the value of your product or service, because a prospect is likely to trust one of your clients because they can relate to them.

From there, present the prospect with a single CTA that is easy for them to carry out. If you follow these steps, you increase conversions, and in turn increase your client base.