Landing pages play a crucial role in your business by serving as targeted entry points for potential customers. With the right design, compelling content, and strategic calls-to-action, landing pages can be one of your most powerful tools in lead generation. While regular website pages—such as your homepage or service pages—often provide broad information and multiple navigation options, landing pages are highly focused on a single goal. This makes effective lead generation landing pages a prime opportunity for conversions.
What Exactly Are Lead Generation Landing Pages?
Ideally, every landing page you create should have a specific goal. Landing pages for lead generation are purposefully designed to generate relevant conversions. Typically, this involves capturing a user’s information—such as their name, email address, and phone number—in exchange for something of value. This valuable item could be a product, discount, free consultation, an eBook, or webinar access, to name some common options. These pages are crucial for driving sales, but they can also be useful for nurturing potential customers, building your email lists, and other targeted marketing efforts.
How to Create Landing Pages for Lead Generation
When first launching landing pages, some marketers and executives are confused when leads aren’t just rolling in. They might not be getting the results you hoped for. This is likely because they’re not optimized properly. By following the best practices for lead generation landing pages below, you can improve the outcome of your efforts!
#1. Take the Leap
Some businesses forgo landing pages altogether. They assume visitors will find their site organically, go to their contact page, find their phone number, and give them a call. Unfortunately, that approach assumes contacts will already be familiar with your business, overlooking untapped customers.
Lead generation landing pages are helpful for capturing new visitors, and then converting them to leads. It can provide these visitors with content relevant to their specific needs. This can be much more effective than directing visitors to your homepage, which is likely filled with more general information that may or may not apply to them.
#2. Limited Navigation
The most effective lead generation landing pages have limited navigation options. After all, you don’t want your visitors to click away to other pages on your site, never completing a conversion. This can happen if your landing page has your website’s complete navigation bar accessible. Consider hiding or removing the navigation bar to keep people on the landing page.
#3. Strategic Forms
Ensure you’re putting thought into forms on your lead generation landing pages. After someone fills it out, you may not be able to retroactively gather information you missed. For example, if you’re not requiring the most basic contact information in the form—such as name and email address—you might not even be able to get in touch with your converted leads at all.
Additionally, make sure you’re not asking too many questions. Unnecessarily long forms can deter leads from filling out all of the information. Only ask for what you really need. Plus, if your questions are too invasive or ask for highly personal information, visitors might not be comfortable completing and submitting the form.
You should also consider ways that your forms can help you segment leads. After collecting their information, you will likely want to provide them with content that is highly relevant to them and their stage in the buyer’s journey. Your sales team may also use this information when conducting outreach. Examples of information you may consider including are:
- Company name
- Role
- How did you hear about our company?
#4. Captivating Content Offers
If your lead generation landing page provides a content resource, make sure it’s highly relevant, unique, and valuable to your users. It should be something they can’t get elsewhere. Ideally, it should be a resource they want to keep and reference later. Otherwise, they can look for the information elsewhere and not give up their contact information.
If you’re a manufacturer of a widget, your landing pages could include content offers like: options include:
- eBook Example: Key Considerations Before Making the Transition to Widget
- Whitepaper Example: Expert Insights: Discover Trends in Widget Usage Across Industrial Applications
- Data Sheet Example: Uncover the Cost Savings of Using This Widget in Your Facility
- Guide Example: The Ultimate Guide to Widgets: How They Work, What They Do, and How They Could Benefit Your Facility
- Checklist Example: The 7-Step Checklist for Choosing the Right Widgets for Your Industrial Applications
#5. Compelling Copy
Your copy should immediately convey the value of the offer and grab attention. Consider including key takeaways, product features, important specs, or details about a discount, for example. Your visitors should be able to quickly scan the page and find what they need.
Plus, your copy should be concise and aligned with the visitor’s expectations. For example, if a visitor clicks on a Google PPC ad about hardware, the landing page should focus on hardware—not a slew of unrelated products.
Finally, get creative with your copy! Today’s consumers have so many options. Make sure your landing page stands out from the crowd and conveys the value of your brand.
#6. Clear CTAs
A clear, well-designed CTA is essential for an effective lead generation landing page. Here’s how to ensure it drives conversions:
- Value-oriented Language: The CTA should communicate the value that visitors will experience when they click. Use strong, specific verbs such as "Download for Exclusive Insights," “Claim Your Offer," or "Start Your Free Trial." This entices your user, leaves no room for ambiguity, and motivates them to take action.
- Make it Stand Out: The CTA button should be prominently displayed, with a color that contrasts against the background of your page to draw attention. Use large, easy-to-read fonts and keep the button at a size that’s easy to click or tap.
- Strategic Placement: Position the CTA above the fold—the area of the page visible without scrolling—to ensure visitors see it immediately. For longer landing pages, repeating the CTA in multiple spots can help reinforce the action as visitors scroll through the page.
- Sense of Urgency: Adding time-sensitive language, such as “Limited Time Offer” or “Only a Few Spots Left,” to your CTAs or elsewhere on the landing page can create urgency, encouraging users to act now.
#7. Mobile Optimization
The majority of global web traffic comes from mobile devices. Your lead generation landing page should be designed to automatically adjust and display properly on any screen size—whether on a smartphone, tablet, or desktop. This ensures users have a seamless experience regardless of the device they are using.
Moreover, ensure your pages are not slow to load on mobile. Consider compressing images, minimizing scripts, and reducing redirects to ensure the page loads within a few seconds.
Need Help With Your Lead Generation Landing Pages?
Whether you’re looking to optimize or create new ones, the Evenbound team is ready to help you with landing pages for lead generation. We’ve successfully implemented these best practices for clients across industries. Get in touch with us to get started!
