Your messaging is excellent, your offer is enticing, and your call to action is effective. You create well-optimized campaigns that entice visitors to click. Your lead generation landing page conversion rate, on the other hand, is terrible.
So, why aren't page visitors turning into leads, subscribers, or customers?
Lead generation marketing relies heavily on high-converting landing pages. This is especially true for high-priced product or service marketers. The remedy, fortunately, is surprisingly straightforward.
If you're having trouble acquiring customers, start by reading our guide on how to create leads. Then keep reading to find out how to develop a lead generation landing page that gets results.
Points to Remember
- Lead generating landing pages that are effective satisfy the needs of various target segments and personas.
- Include conversation starters that will help you nurture leads throughout the sales cycle.
- An effective lead generating landing page must have appealing design, messaging, mobile optimization, and intriguing CTAs.
- To enhance the conversion rate of your landing page, target specific pain areas, elicit an emotional response, and establish trust with your visitors.
What is a landing page for lead generation?
Landing Page for Lead Generation
A lead generating landing page is a bottom-of-the-funnel web page that collects contact information from anonymous visitors in order to convert them into leads.
This period between drawing a visitor and closing the sale is critical for businesses with extended sales cycles.
The conversion process begins with a lead capture page. You can nurture the lead throughout the sales cycle after you have their contact information.
It's best to keep forms as brief and simple to fill out as possible (for reasons we'll explain later). However, in order to provide more personalised content, you may want to collect additional personal information. Phone number, job title, budget, timetable for need, number of users, or corporate income, for example, will help you comprehend your contact list better.
Best practises for lead generating landing pages
Whether your organisation is focused on ecommerce, SAAS, or B2B lead generation, high-quality traffic that converts is critical to your digital marketing success. Without an effective landing page design, your social media, organic search, and email marketing initiatives would have a low ROI.
Create and optimise your landing pages using these best practises.
1. Design of a landing page for lead generating
The messaging and design choices on lead generation landing pages perform the hard lifting to hook visitors and keep them moving quickly towards the conversion event, which is often a form submission. They should be able to recognise key concepts straight away and be compelled to learn more, register, or download right away. It's never been a better moment to make professional design decisions than now.
Maintain consistency in the landing page's design with the rest of your brand. Also, remember the golden rule of design: there should be enough of white space. Allow space for your content, photos, videos, and CTA buttons to breathe against a distraction-free background. Make sure your material is scannable and that your titles stand out. H2s, graphics, bullet points, and calls to action can be used to break up big blocks of text.
2. Segmentation of the target audience
Lead capture landing pages are developed for specific audience segments, which is one difference between lead generating sites and "core" website pages. Many pages on a website are designed with the entire website's readership in mind. For example, you wouldn't create a second homepage.
Create separate lead capture landing pages for distinct audience segments and, if necessary, different audience personas. However, to keep the process scalable, make sure you employ web page templates. If an acquisition channel or your messaging within the channel is unique, you may want to construct targeted landing pages for each channel as well.
Pair each page with a targeted new customer acquisition plan to ensure that it reaches its intended segment. Conduct keyword research to determine the terms that a specific sector would look for. Then, for those keywords, optimise the page.
Using the same terms, create a sponsored search campaign. Start an ad campaign on certain websites, or use a DSP to target specific audiences. You may also use LinkedIn and Facebook ads' strong segmenting tools to run campaigns that are tailored to each audience segment.
3. Capture their attention above the fold.
Keeping vital content and CTAs above the fold was once considered a smart practise in web page design. People nowadays are fully at ease scrolling, especially on mobile devices. That doesn't negate the importance of how the default viewing experience at the top of the page is designed.
The finest lead generation landing pages grab a user's attention right away and force them to convert or scroll down to learn more.
This means that the conversion CTA must be visible above the fold, even if the CTA is located farther down the page.
If you have a long-form landing page, you must entice visitors to scroll down to read more. For example, use visual hints or a messaging cliffhanger. The most crucial thing to remember is that the region above the fold serves as your first salesperson, and it must persuade the potential lead to take action – either by converting or scrolling.
4. Make a powerful headline
Long before your audience arrives on the page great SEO copywriting begins. In the SERPs, your ad text, and each time you reference or link to the landing page, your headline will help tell the website's storey.
Here are a few pointers on how to write a compelling headline for your lead capture landing pages:
- Identify the pain point that your audience faces the most, the success storey that will resonate with them the most, or the question that will pique their interest the most.
- Make sure the headline expresses the general goal of the page. The headline should then be refined until it is interesting, intriguing, and emotional.
- Consider your original headline a working headline, and revise it once the page is complete. Make a list of at least a dozen headlines to evaluate. During the writing process, it's usual for punchier headline ideas to arise.
5. Messages with a big influence
Make your entire landing page's message as powerful as your headline. Use terms like You, Free, Instantly, New, and Why to persuade others. These words cause an emotional reaction in the brain, which influences decision-making. Additionally, they emphasise your value offer.
Results from consumers who are comparable to the target segment should also be shared. Identify and address pain spots, and maintain consistency in your messaging throughout the page.
Additionally, your messaging should be consistent across all customer touch points. You'll lose consumers if you utilise specific language to entice people to click on a CTA but the landing page fails to deliver on your promise. Your landing page's messaging should be consistent with the messaging used to advertise it.
6. Advantages and offers
Not the overall benefits of collaborating with your organisation, but the immediate benefits of the deal. Because that's not what they came to the page to read about, too much of the latter will tyre or even annoy your visitors. Remember where your visitors are in the conversion funnel and persuade them to take the next step.
Focus on the benefits of the ebook if you offer CRM software and your landing page advertises a free ebook that users can download after entering their contact information.
- What will people take away from this?
- How would understanding the knowledge help them achieve a better business result or enrich their lives?
- Explain how and why your organisation is particularly qualified to provide the knowledge included in the ebook if you want to promote your brand.
More information on funnel phases can be found in our article: What is the difference between ToFu, MoFu, and BoFu?
7. Persuasive CTAs
The top landing pages for lead generation persuade visitors to take action. Here are some of the most effective CTAs for getting people to fill out a signup form or click on a certain action button.
- Download a whitepaper or ebook
- Request a demo Sign up for a newsletter
- Begin your free trial today.
- Make a reservation (e.g., webinars, events)
- Gain access to intimate knowledge.
- Make an appointment for a consultation.
- Get a checkup or audit.
Once you have a general idea for your CTA, you may get creative with the language. Keep CTAs succinct, to-the-point, and action-oriented. Make design decisions that direct users to CTAs, or use popups with discretion. Many firms use at least one eye-catching accent colour to contrast with their other brand colours and draw attention to the most crucial elements of the page. Using an eye-catching accent colour in your calls to action is a good idea.
8. Simple shapes
Your lead generating landing page's ultimate goal is to attract visitors to fill out a form. Obviously, you want that procedure to be as smooth as possible. To begin, select an online form builder that is appropriate for your website. Then look for methods to make the process easier for your users.
Only ask for the information you truly need on your lead capture forms to make them as quick and straightforward to fill out as feasible. The customer's name, email address, and potentially their phone number, for example. If you require more information, change your question to a multiple-choice style.
For example, if you sell software and want to know how much money your lead makes each year, ask, "What is your annual revenue?"
- Yearly income of less than $1 million
- Annual revenue ranges from $1 to $99 million.
- Annual revenue ranges from $100 million to $999 million.
- Every year, between $1 billion and $10 billion is spent.
- Every year, over $10 billion is spent.
Users are compelled to write more in the first option. The second question is as simple as a click or a drop-down menu.
Include an opt-in button that tells consumers that by submitting the form, they will get emails from you.
9. Use of the word "urgency"
Limited-time offers create a sense of urgency by making visitors believe that if they don't act quickly, they will lose access to the offering. Set a timeframe for your campaign or offer and make it obvious on your lead generating landing page. After that, tell your audience why they shouldn't miss out!
10. Social evidence
Social proof is one of the most successful ways to influence someone's behaviour and decision making, according to Robert Cialdini, a social psychologist and author of the New York Times bestselling book Influence: The Psychology of Persuasion. In order to reassure your visitors and persuade them to join, include customer testimonials, reviews, and other types of social proof on your lead capture landing pages.
If you've earned the trust of significant brands or been featured in well-known media, prominently display their logos. The visual cues generate an instant sense of familiarity, which benefits your brand. Finally, social proof fosters trust, which is crucial in the conversion process.
11: Establish trust
Users are typically hesitant to fill out forms on landing pages because they are aware that these forms are intended to funnel visitors into the sales funnel. How can your visitors be sure they won't be bombarded with sales calls and emails every three hours? Or, even worse, land up on a list that is sold to other companies?
One strategy to boost brand reputation and develop trust is to use social proof. It isn't, however, the only signal that people will seek for. First and foremost, ensure that your website is secure and that all links and buttons function properly. Then, clearly describe your privacy policy and how you'll use your visitors' information. If customers must input their credit card information to sign up for a free trial, inform them if and when a recurring charge will be applied, as well as how to opt out.
12. Emotional appeal
At a fundamental level, even the most intellectual people are led by emotions. They may use rationality to back up or refute a gut instinct, but the gut instinct must come first before the rest of the decision-making process can begin.
Without emotions, neuroscientist Antonio Damasio discovered that people have a hard time making decisions (like whether or not to fill out your landing page form). To put it another way, emotions play just as important a role in a person's decision to act as any logical reasoning.
Create a landing page that works in the same way people do: elicit an emotional response first, then use data or reasoning to support the action you want them to do.
13. Make sure it works on mobile as well as it does on desktop.
Mobile devices account for more than half of all traffic on several websites. On a mobile device, make sure your website has a responsive design that is appealing and easy to use. This is especially true when it comes to paperwork! Nobody like filling out forms on their phone, so if yours aren't as simple as possible to use on mobile, your audience will leave. Even though your website is responsive, you need change the design for desktop and mobile to maintain control over the user experience.
Analysis of lead generation landing pages
It's critical to test everything while using SEO to create leads. Here are some recommended practises to help you achieve your goals.
A/B testing is a technique for comparing two options.
To see which version of the same landing page performs better, compare two distinct versions of the same landing page. When you have a clear winner, make it your new control and continue to test alternate versions against it. You'll have high-converting lead generating sites after some time and A/B testing. CTAs, messages, style choices, video vs. image, page length, forms, offers, and headlines are all features that can be A/B tested.
Optimizely, VMO, AB Tasty, Omniconvert, Adobe Target, Google Optimize, and Convert are examples of useful A/B testing tools.
Form improvement
Your forms are an important part of A/B testing so you can make sure you're not bringing customers all the way to the end and then losing them. Pay attention to how many questions your audience will put up with. Decide whether it's worth it to safeguard that information if there's a big difference in conversions between a simplified form and one with more questions. It might be worth it if the extra questions save you from drowning in unqualified leads, but you need to know the full impact on conversions before making a decision.
The following are some examples of useful form technology solutions:
Formidable Leadform Forms
Behavioral intelligence Formstack
To see how visitors interact with your site, use heatmaps, session recording, and other behavioural intelligence tools. Keep track of where they scroll, what they click, and how long their gaze lingers. Behavioral intelligence allows you to go beyond numbers and develop a physical map of how people interact with your site, allowing you to identify exactly where your page attracts or repels visitors.
Among the best behavioural intelligence software solutions are:
- Decibel
- Clicktale
- FullStory \sMouseflows
Examples of the best landing pages for lead generation
We looked across the internet for several amazing lead generation landing pages that stood out for various reasons.
Airbnb
The "Overview" page on Airbnb is brief, straightforward, and to the point. Despite the lack of language, Airbnb is able to convey just how much money hosts may earn using their easy tool. They then follow up with landing page material that earns the trust of their audience.
This landing page has more content than our previous, yet the user isn't overwhelmed by it thanks to clever use of space. The form maintains the page's core focal point, with key findings divided into beautiful feature boxes. The CTA stands out thanks to the restrained use of orange on the website, and the benefits to the user are obvious.
Tidio
Tidio's Live Chat landing page addresses client concerns and demonstrates how simple the technology is to use. Because it focuses on outcomes and solutions first, this style of lead generating landing page performs exceptionally well. The page then goes into detail about how they handle common customer care issues.
Premium Content Store
When it comes to B2B content marketing, effective lead generating landing pages don't always have to follow the usual format. Educational blog entries, such as this one from the Premium Content Shop, can also be used. The goal of the post is to gather organic traffic interested in the topic and direct them to their Work with Us page's form.
That form, by the way, also breaks the mould. To see how the form works, look at the GIF above. It feels more like a personal conversation than a formal contact form since it uses a clear UI to lead visitors through the submission process.
Brosix
This lead capture page was designed by Brosix exclusively for Capterra referral traffic. It is divided into four sections: why they provide their service, trust signals, main benefits, and a call to action. They chose to omit pricing to keep the form short and sweet because users already have that information from Capterra.
Stridec
We designed a landing page for our new enterprise SEO white paper at Stridec. To demonstrate the value of the free downloading, we relied on results-oriented marketing and social proof. The magazine logos and client results below the form field also help to build trust with the readers and make the white paper more engaging.
Landingi
Ironically, Landingi's lead capture page is for a landing page builder. It's fantastic for a variety of reasons. First and foremost, it begins with an animation that demonstrates how simple it is for consumers to construct a landing page. "I'd want to give it a shot!" Users can start with a free trial before making a purchase choice, thanks to the CTA. However, for the sake of transparency, they also give pricing information.
A funnels section describes one of Landingi's most recent features. This landing page also includes a testimonial from a well-known marketing professional for added credibility.