Landing pages are the perfect tool to generate leads, but it is not as easy as randomly placing a “Submit your email” button on the page, and getting constant leads. Marketers and web designers need to capture leads on website landing pages strategically.
For that, you need to optimize your landing pages for lead generation. A properly designed and well-structured page can easily convert prospects (visitors) into leads. Your landing page is like a storefront. There should be crystal-clear welcome messages and unique offerings to attract and bring in potential customers.
To improve discoverability and reduce any confusing elements from your landing pages to optimize them, we have put together some tips and techniques in this guide for effecting creation of landing pages for lead generation. So, without any further ado, let’s get started!
What does Landing Pages for Lead Generation Mean?
In general, a landing page is like a welcome mat that is at the front of your door. There are different landing pages for different campaigns, depending on the campaigns’ goals. The so-called lead generation page collects personal information from website visitors to establish contact points for converting prospects into customers.
Well, just like you change your doormat from time to time just because you no longer like the design, you need to change and optimize your landing pages, too. With the perfect lead generation page, you can convince visitors to fill in their information, such as name, mobile number, and email address.
The page contains many elements, such as the headline, content copy, and pointers, as well as a lead generation form and call to action button. Here are some proven techniques you should follow to design this page efficiently from a marketing perspective.
7 Landing Page Optimization Techniques for Lead Generation
#1 – Stay Relevant & Targeted
This is the first thing you should remember while creating any landing page. Focus on one single promotion, product, or service at a time. Think from the user’s perspective: where are they coming from and what do they expect from your page?
You can look at your ideal customer profiles to see whether your landing pages speak clearly to them. If not, you need to create more relevant pages focusing solely on what the page is designed for to maximize the leads. Refrain from putting any unnecessary information that might be distracting for your visitors.
#2 – Focus on Your Call to Action (CTA)
The call to action is where all the action happens, literally! This is the button that aims to trigger an action from the visitor. For your lead generation landing page, this action can be anything, such as a newsletter subscription, registration form, free trial, asking for a callback, or booking a demo.
The call-to-action box’s text should be creative and eye-catching. Using a simple “Sign Up Now” text and using the same by adding a catchphrase, such as “It’s free!” can create a lot of difference. Also, work on the color of your CTA button to stand out from the rest of the page elements.
#3 – Be Clear & Concise with Your Content Copy
Fifteen seconds is all you get to capture someone’s attention on your website. You will likely lose leads if you cannot generate their interest in this time frame. This is why you need to avoid any fluff content on landing pages.
You should be clear and concise while curating the content for lead-generation landing pages. It is tempting to stuff in more and more information, but from visitors’ perspective, you should keep things short and straightforward. Make sure that everything on the page is captivating and easy to digest.
#4 – Optimize Your Forms
The form is one of the most crucial elements of the landing pages as this is where the visitors will leave their personal information. Everything needs to be picture-perfect to capture leads, from the design to the number of fields and content copy.
Always remember that you are only trying to get the contact details of the prospects on your lead generation pages. So, do not ask for counterproductive information; focus on the relevant fields. Try to use buttons and checkboxes. Optimize your forms for mobile devices to provide a seamless experience to all users.
#5 – Add Testimonials From Existing Clients
Testimonials work as social proof as these reassure the visitors about your credibility. For your B2B clients, you can use their company’s logos and let the visitors know about your wide range of client networks.
What’s better than textual reviews and images/logos? Videos, as they are worth a million words. By adding video testimonials to your landing pages, you can easily grab the attention of visitors, and this can improve conversion rates.
#6 – Highlight Your Offer’s Benefits
If a customer comes from a search engine to your landing page, they probably have a good idea of your business (what you do). What the visitors expect on your landing pages is “what unique things you offer that can be beneficial for customers.”
To generate more leads, you should focus on answering this to your potential prospects on your lead generation landing page. Highlight the strengths, uniqueness, and benefits of your products/services compactly. Convince the customers through your copy how your brand can make life easier for them.
#7 – Conduct A/B Tests to Further Optimize & Boost Conversions
The final tip on our list is A/B testing. Conducting A/B tests can significantly quantify your page’s performance. If you are confused about what A/B testing is, let us clarify it through a simple scenario.
You have your landing page ready, and let’s call it A. Now, you changed the call-to-action button text on that page, and let’s call this page B. The traffic will now be equally diverted to both of these pages, and the one that captures more leads/conversions is the winner.
This way, you can change multiple elements one by one on the page, such as the CTA text, button color, theme, pointers, page structure, form fields, or content copy. The page that brings in more leads to your business is the optimized one, and you can gradually create near-perfect lead generation landing pages by performing A/B tests regularly.
Optimizing lead generation landing pages doesn’t have to be complicated. By understanding what your target audience expects on the page, you can create a compelling copy, engaging design, and user-friendly site elements. The tips above can help you capture more leads to fuel the sales funnel.
However, it is never easy until it’s done. If you want to get the lead generation ship sailing smoothly in these competitive seas, you can always look to outsource your lead generation ventures. To build more effective landing pages for lead generation campaigns, contact our team for a collaboration opportunity.
1. What is lead generation?
Lead generation is acquiring new customers, investors, and clients or recruiting relevant resources. It is the end goal of a lead generation funnel. While you can have a considerable number of leads or prospects, the quality of your leads determines your revenue. While doing so, your tools and ingenuity in your audience’s needs and interests play a huge role.
2. What is the benefit of optimizing landing pages for lead generation?
Optimizing your landing page with proper design, content, and CTA will improve your prospect acquisition strategy and increase the conversion rate. Also, it gives more visibility and awareness and brings new business growth opportunities.
3. Why is lead generation important?
Lead generation has the potential and enables you to extract valuable information from the prospect. Utilizing lead generation in your marketing strategy will help you understand your customers’ needs and wants and assists you in tailoring your product or service to suit your customers’ needs.
- 8 Best Lead Generation Tips for Effective Conversion
- How to Generate Sales Leads without Cold Calling
Illustrations by Storyset