One City One Team Contests

Critical aspects of a winning contest landing page

Now that we know what a contest landing page is, here’s what you’ll need on yours:

• Attention-grabbing headline. Why should people enter the competition? People form their first impressions within 0.05 seconds of visiting a new website. Explain the benefits of entering the contest and what the winning prize is above the fold.
• Easy entry form. Have a simple form for people to enter the contest. Include the basic information such as their first name and email address. Play around with extra information you could use for retargeting—like their birthday—but remember that increasing the number of form fields could reduce the number of people who submit it.
• Social share buttons. Get more entrants to your contest by having people share it with their family and friends. You could even make this an entry requirement: people have to share a link to the contest landing page to be in with the chance of winning.
• Clear rules of the competition. Speaking of entry requirements, what do people need to do to enter the contest? Have any terms and conditions been explained clearly on the landing page?
• Clear opt-in box. GDPR rules mean you need explicit permission to email people who fill in your opt-in forms. Clearly explain that by submitting the form, they’re opting into your mailing list.
• Enticing prize. You can have the greatest landing page in the world, but people will only enter if the prize is something they want. Quiz your audience and figure out what type of prize they’re most interested in, whether that’s a free course, discount code, or a free ticket to an event you’re speaking at.