Table of Contents
- What is a Lead Generation Landing Page?
- 1. One Goal Per Landing Page
- 2. A Relevant Offer
- 3. Segment Audience
- 4. Landing Page Design
- 5. Design for Usability
- 6. Remove Navigation and Distractions
- 7. Keep Important Information Above the Fold
- 8. Benefit-Driven Headline
- 9. Clear and Actionable Call to Action Button
- 10. Use Directional and Visual Cues
- 11. Use Attractive Images
- 12. Show Your Product in Action with a Video
- 13. Optimize Landing Page Forms
- 14. Give Readers a Reason to Say Yes
- 15. Ensure Message Match and Consistency
- 16. Use Bullet Points and Avoid Large Blocks of Text
- 17. Reduce Friction with Social Proof and Trust Badges
- 18. Tap into FOMO with Limited Offers
- 19. Optimize for Mobile Users
- 20. Consider Hiring a Conversion Specialist
- 21. Include Testimonials from Happy Customers
- 23. Appeal to Emotion
- 24. Use Persuasive Words
- 25. A/B Test Your Landing Pages
- 26. Use Behavior Tracking Tools
Are you frustrated by the lack of conversions on your landing pages despite having a fantastic brand, killer product, and plenty of leads flowing into your funnel? It’s time to take a closer look at what’s happening and make some changes. In this article, we will walk you through 26 best practices for creating effective lead generation landing pages that will help you turn leads into conversions.
What is a Lead Generation Landing Page?
A lead generation landing page is a page specifically designed for a lead generation campaign. It typically includes an offer and a form, allowing visitors to provide their information in exchange for something they want, such as a lead magnet. These landing pages are targeted towards bottom-of-the-funnel leads who are closer to conversion.
1. One Goal Per Landing Page
To create an effective lead gen landing page, it is crucial to have one clear goal per page. Avoid the temptation to include multiple offers and actions, as it will only confuse and overwhelm your visitors. Instead, focus on one offer and one clear call to action (CTA) that directs visitors towards the desired action.
2. A Relevant Offer
When driving leads to your landing page, ensure that your offer is relevant to them. Consider where they are in the funnel and provide something valuable that aligns with their needs. For example, if you have two different types of leads, tailor your offer to each segment to increase conversions.
3. Segment Audience
Segmenting your audience is crucial for effective lead generation. Even within your target audience and buyer personas, there are smaller niche groups with different pain points and needs. Create different versions of your landing page for each segment, tailoring your offers to their specific needs. Even minor tweaks can make a significant difference in conversions.
4. Landing Page Design
Make your landing page visually appealing and consistent with your branding. An unattractive, cluttered, or sketchy-looking landing page can turn off potential leads. Utilize landing page templates or consider outsourcing the design to ensure a professional and visually appealing design that matches your brand.
5. Design for Usability
While aesthetics are important, the functionality of your landing page is equally crucial. Avoid getting too fancy or overwhelming visitors with widgets and buttons. Keep it simple and easy for leads to take the desired action. Focus on a clean design with minimal navigation and a single action to take.
6. Remove Navigation and Distractions
Minimize or remove navigation from your landing page to eliminate distractions and confusion. Keep the page clean and free of unnecessary elements that may divert visitors’ attention from your offer. Remember, you can provide more information about your brand and product after they convert.
7. Keep Important Information Above the Fold
Place your most critical information above the fold, where it is visible without scrolling. While you can include additional information below the fold, it’s essential to capture visitors’ attention immediately. Your main idea should be easily visible without requiring them to scroll down.
8. Benefit-Driven Headline
Craft a benefit-driven headline that highlights the main advantage of your offer. Keep it short and concise, focusing on what your audience wants and how your offer solves their pain points. Incorporate numbers or listicles to make your headline more appealing.
9. Clear and Actionable Call to Action Button
Create a clear and concise call to action (CTA) button that clearly communicates the action visitors will take when they click. Use action-oriented language and ensure that your CTA aligns with the desired action, such as downloading a lead magnet or signing up for a free trial.
10. Use Directional and Visual Cues
Use visual cues, such as images or models, to direct visitors’ attention towards the desired action on your landing page. Place these cues strategically to guide visitors towards the form or CTA. Utilize the natural inclination of our eyes to follow the direction indicated by the images.
11. Use Attractive Images
Include attractive and relevant images that support your design and text. Visuals are essential for capturing visitors’ attention and helping them retain information. Ensure that your images align with your offer and are visually appealing to make a lasting impression.
12. Show Your Product in Action with a Video
Consider incorporating a video on your lead gen landing page to showcase how your product works or provide tips on how to get the most out of it. Videos can engage visitors and provide an interactive experience, encouraging them to stay on the page and potentially convert.
13. Optimize Landing Page Forms
Design your landing page forms with ease of use in mind. Keep the flow linear and minimize the number of fields required. If you need more information, consider using multiple-choice questions to simplify the process. Don’t forget to include an opt-in checkbox for email subscriptions.
14. Give Readers a Reason to Say Yes
Highlight the benefits of your product or service prominently on your landing page. While you can’t include all the information above the fold, ensure that the primary benefit is included in your headline. Consider adding additional benefits further down the page, such as a comparison chart or relevant testimonials.
15. Ensure Message Match and Consistency
Align your messaging with where your leads are in the conversion funnel. Tailor your offer and messaging to match the specific needs and interests of your target audience. Avoid offering a free trial to top-of-the-funnel leads or asking bottom-of-the-funnel leads for basic information.
16. Use Bullet Points and Avoid Large Blocks of Text
Break up lengthy text with bullet points, headers, and lists to make your landing page easy to scan. Large blocks of text can discourage visitors from engaging with your content. Incorporate visual elements such as checkmarks, icons, avatars, or emojis to enhance readability and engagement.
17. Reduce Friction with Social Proof and Trust Badges
Include social proof and trust badges on your landing page to instill trust and credibility in your brand. Social proof can be in the form of endorsements, guest posts, or awards. Trust badges act as visual cues that reassure visitors of your brand’s authenticity and reputation.
18. Tap into FOMO with Limited Offers
Create a sense of urgency and exclusivity with limited-time offers. Fear of missing out (FOMO) can motivate leads to take action and convert. Even if your offer doesn’t expire, consider putting a time limit on it to encourage sign-ups.
19. Optimize for Mobile Users
Optimize your landing pages for mobile users, as mobile usage continues to rise. Ensure that your pages are mobile-friendly and provide a seamless experience for mobile users. Simplify forms and make it easy for mobile users to complete the desired action.
20. Consider Hiring a Conversion Specialist
If you’re struggling to create compelling landing page copy, consider hiring a conversion specialist. Crafting high-converting copy requires a specific skill set and knowledge of persuasive language. A conversion specialist can help create effective copy that motivates leads to take action.
21. Include Testimonials from Happy Customers
Incorporate testimonials from satisfied customers on your landing page. Use testimonials that align with the specific offer and ask for permission before using them. Consider offering incentives or rewards to encourage customers to provide testimonials. Display testimonials prominently to build trust and credibility.
23. Appeal to Emotion
Use emotional appeals to engage and motivate your leads. Emotions are often more powerful than logic when it comes to decision-making. Hook your leads emotionally first, and then provide them with the data and statistics they need to support their decision.
24. Use Persuasive Words
Incorporate persuasive words in your copy to inspire action. Use words like “free,” “new,” “instant,” “exclusive,” and “now” to create a sense of urgency and excitement. However, use these words judiciously to avoid cheapening your offer.
25. A/B Test Your Landing Pages
Conduct A/B testing to determine which elements of your landing pages are most effective. Create two versions of your landing page with one element changed and compare their performance. Test one element at a time to identify the winning combination of on-page elements.
26. Use Behavior Tracking Tools
Utilize behavior tracking tools to gain insights into visitors’ interactions with your landing page. Understand how visitors navigate your page, which elements they engage with, and where they drop off. Use this data to optimize your landing page and improve conversions.
By following these 26 best practices for creating lead generation landing pages, you can improve your conversion rates and maximize the success of your lead generation campaigns. Remember to continually test and optimize your landing pages to ensure ongoing improvement and success.