The world of online business is relentless, and competition is fierce. To succeed, you need to captivate your audience right from the get-go. But how do you do that? Enter the lead generation landing page. This is where you turn visitors into customers, build your email list and gather leads.
61% of marketers consider generating traffic and leads their top challenge. Thus, getting your landing page right is crucial. In this blog post, we will share the best practices and examples for creating a lead-generation landing page that will convert your visitors into a lead.
What is a Lead Generation Landing Page?
A lead generation landing page is a type of website page that is designed to capture leads for a business. It typically contains an opt-in form where visitors can enter their contact information in exchange for a free eBook, newsletter, or other valuable content.
Lead generation landing pages are typically part of an overall marketing strategy that includes other tactics, such as content creation and search engine optimization (SEO). Website leads landing pages also help businesses look more professional and improve their prospect qualification.
Benefits of a Landing Page For Lead Generation
Here are some benefits of landing page lead generation for your business
- Increased conversion rates: Landing pages are designed with a clear goal, usually to convert visitors into leads by filling out a form, subscribing to a newsletter, or requesting a consultation.
- Improved lead quality: Since landing pages are focused on a specific offer or value proposition, the leads generated through them tend to be more qualified and interested in your offer.
- Better tracking and optimization: Unlike website pages, landing pages are standalone and have a unique URL, making it easy to track their performance and make data-driven decisions about optimizing them.
- Enhanced personalization and segmentation: Landing pages can be customized to match the traffic source that directed visitors to them for a cohesive and compelling experience that resonates with their needs and pain points.
- Increased credibility and trust: Landing pages that are well-designed and optimized can create a positive first impression and convey a sense of professionalism and trustworthiness.
Best Practices to Follow for Lead Generation Landing Page
The following are the landing page best practices for building a successful lead-generation landing page.
1. Generate Leads with a Strategic Landing Page Design
A well-designed landing page can make all the difference in lead generation. Start by ensuring that your page is visually appealing and easy to navigate. Use contrasting colors, clear fonts, and sufficient white space to make the content stand out.
Also, ensure that your page loads quickly. A slow-loading page can put visitors off, resulting in high bounce rates. If your page takes more than three seconds to load, consider optimizing it.
Consider Hubspot's landing page design for their Marketing Hub Starter plan. The page is clean, with a simple layout focusing on the value proposition. Hubspot uses a banner image to show an attractive dashboard view, immediately communicating its software's ease of use and value. The minimalistic form only collects basic contact information, which reduces friction and increases conversion rates.
2. Identify Your Target Audience to Tailor Your Content
Identifying your target audience is critical in determining the type of content that resonates with them. You cannot create content that appeals to everyone. Instead, you need to identify your ideal customer and speak directly to them.
When creating your copy, focus on their pain points and offer solutions that resonate with them. Craft messaging tailored to their interests, pain points, and questions. As a result, visitors will feel more connected to your brand and be more likely to convert into leads.
The content on ActiveCampaign’s landing page is laser-focused on businesses looking for an all-in-one marketing automation solution. The page highlights relevant features for this target audience, such as email marketing, social media, and lead capture. The messaging is tailored to the pain points of small business owners, such as time and resource constraints while positioning Hubspot's software as a solution that simplifies their marketing efforts.
3. Grab Attention Above the Fold with an Impactful Headline
The headline of your landing page is the first thing visitors will see. It's essential to make it count. Craft a headline that evokes emotion, promises a solution, or piques curiosity.
Your headline should be big, bold, and above the fold. It should be the first thing visitors see when they land on your page, compelling them to keep reading.
RevenueHero's headline on their landing page is "Convert inbound interest into booked meetings." It instantly communicates the platform's benefits and resonates with the target audience's pain points. It also creates a sense of curiosity and urgency to learn more.
4. Use Persuasive Messaging to Seize Attention and Drive Action
Your messaging should be persuasive to capture visitors' attention and encourage them to take action. Use clear and concise language, and focus on benefits rather than features.
Additionally, use social proof, such as customer reviews, to lend credibility to your message. Visitors are more likely to trust your brand if they see that others have had a positive experience with your products or services. Remember to keep it personal and connect with your audience on a human level. Use language that speaks to them specifically.
The messaging on Fincent’s landing page is persuasive and solution-oriented. The copy highlights the ease of use, time-saving benefits, and the ability to attract, engage, and delight customers. The testimonials from happy customers reinforce the product's effectiveness and credibility.
5. Enhance the Content with Visuals
Visuals are a powerful tool to engage visitors and enhance your messaging. Use images, videos, and infographics to break up blocks of text and make the content more digestible.
However, it's important to use visuals sparingly, as too many can overwhelm visitors and make your page look cluttered.
Outfunnel’s landing page for Marketing Hub Starter uses visuals strategically. The banner image showcases the product. The page is also peppered with relevant icons and graphics that provide visual cues for the features.
6. Make Calls-to-Action Obvious, Engaging, and Actionable
Your landing page must have a clear and compelling call-to-action (CTA). Your CTA should be prominently displayed, easy to read, and above the fold. Use action-oriented words that encourage visitors to take action, such as "Get Started," "Download Our Free Guide," or "Sign Up Today."
The call-to-action on Dyte’s landing page is clear and action-oriented. The button leading to the sign-up page is “Start Building.” It is brightly colored, surrounded by a blue void, and placed prominently at the center of the page.
7. Limit Form Fields to Collect Only Relevant Information
Visitors are often hesitant to provide too much personal information on landing pages. To increase conversions, only collect the information you need to follow up with the lead. Ask for a name, email, and perhaps a phone number. Remove any unnecessary fields and keep your form simple and straightforward.
8. Leverage Urgency to Increase Conversion Rates
An urgency is a powerful tool for increasing conversions. Use language that emphasizes the urgency of the offer or the limited availability of a promotion. Use phrases such as "Limited Time Offer" or "Only X Days Left." Use countdown timers or progress bars to create a sense of urgency and encourage visitors to take immediate action.
9. Include Social Proof to Enhance Credibility and Validation
Social proof is a powerful psychological tool that can increase trust and credibility. Include customer testimonials or reviews to show visitors that others have had a positive experience with your product or service. Include logos or badges from trusted organizations or industry associations to increase credibility.
Druva’s landing page includes social proof from satisfied customers, creating a sense of trust and credibility.
10. Ensure Responsiveness in Design for Mobile Viewing Experiences
Mobile devices account for most of the website traffic, so ensuring your landing page is responsive and optimized for mobile viewing is essential. Use a responsive design that adjusts to fit any device's screen size. Ensure your page loads quickly, and all content is easily visible and accessible on a mobile device.
Testing Needed for Landing Page Lead Generation
When it comes to landing page lead generation, businesses cannot afford to leave anything to chance. The following tests are conducted to determine which strategies convert website visitors into customers.
1. A/B testing
A/B testing is one of the most effective ways to optimize your landing page, as it allows you to test different versions of the page with different elements and layouts to see which one performs better in terms of lead generation.
Bing performed A/B testing, which improved their annual revenue from searches by 10-25%. You can also test things like the headline, the call-to-action, the layout of the page, and the colors used to see which combination has the highest conversion rate.
2. Form optimization
Another crucial testing technique is form optimization. The form is where your visitors will provide their contact information in exchange for your content, so it's important that it's designed to encourage them to complete it. According to data from TheManifest, the average form abandonment rate is 81% across all industries.
You need to test different form fields, the length of the form, and the wording and placement of the call-to-action button to see which combination results in the highest number of completed forms.
3. Behavioral Intelligence
Finally, behavioral intelligence can also be an effective tool for optimizing your landing page. By analyzing how visitors interact with your page, you can gain insights into what elements are working and what could be improved.
According to a study by Aritic, businesses that use behavioral intelligence to personalize landing pages see an average conversion rate increase of 20%. You should track how long visitors stay on the page, which elements they click on, and how far they scroll down the page to gain valuable insights into improving your lead generation strategy.
Lead Generation Landing Page Examples
Creating a successful lead-generation landing page is crucial for any business aiming to attract potential customers and maximize sales. Here are some examples of effective lead-generation landing pages.
1. Ahrefs
A landing page for Ahrefs, a popular SEO tool, effectively promotes their service through relevant visuals and a clear, benefit-driven headline. The layout is clean, featuring a clear CTA button that encourages users to sign up for a free trial. The page is highly functional, offering ample information about Ahrefs' features and benefits and trust signals such as client logos and case studies.
2. Semrush
Semrush's landing page effectively showcases its powerful SEO tool through bold, actionable language that resonates with potential clients. The page's design is simple and streamlined, featuring only one bold CTA button that emphasizes the benefit of signing up for a free trial. The lack of navigation and focus on trust signals reinforce Semrush's credibility as an industry leader.
3. Cleanzy
Cleanzy's landing page takes a straightforward approach, highlighting the benefits of their cleaning services through powerful yet easy-to-follow language. The colorful visuals and benefit-driven "All services" section makes it simple for potential clients to understand Cleanzy's services, making it easier for them to convert.
The inclusion of a professionally-shot video and a prominent CTA button above the fold enhances the landing page's conversion rate.
4. Purply
Purply’s landing page design is a powerful example of how to generate leads effectively. It is designed with a clear and concise heading that immediately tells visitors what industry Purply targets.
The subheading and bullet points that follow the heading “Automated Affiliate Program Management” offer clear and concise value propositions of the SaaS. They provide a quick overview of what the software does and how it can benefit users. The points are backed up with quantified social proof to build up trust and provide evidence of what the SaaS can do.
One of Purply's strongest elements on its landing page is the FAQ section at the end which focuses on answering some specific user questions. The FAQ section enhances the credibility of the brand and provides visitors with further information that they might be interested in.
5. HeadChannel
HeadChannel offers custom software development services. The lead generation landing page for these services is designed to capture prospects' attention and entice them to learn more about what the company has to offer.
The page leverages social proof such as company logos, Clutch reviews, and awards to persuade prospects further. A click-to-call button is prominently placed at the top of the page, enabling visitors to get in touch with the company directly. This removes any friction in the conversion process and encourages visitors to take action.
Final Verdict
Lead generation is at the heart of every business, and if you want to generate more leads, you need to create effective landing pages that convert. They provide the opportunity to create relationships with customers and prospects, collect vital information, and convert leads into sales.
With RevenueHero, you can make these lead-generation pages even more successful by scheduling meetings with prospects in real-time, routing meetings, and quickly scaling your campaigns. Book a demo today to ensure that each form submission on your landing page is successful and drives more leads for your business.
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