12 Best Practices for Lead Generation Landing Pages

Writer:
Ellie Diamond
Editor:
Kassidy Vavra
Published: Apr 05, 2023
Last Updated:
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A hand reaches over a macbook pro sitting on a desk and views a targeted landing page

Many people may happen across your website. However, not everyone may be ready to complete a purchase, at least not yet. Before they’re customers, they’re prospects. With an optimized lead generation landing page, you can gather some information from these prospects that turns them into quality leads and allows you to focus on developing relationships that can ultimately transform them into customers.

What Is a Lead Generation Landing Page?

A lead generation landing page is a separate page of your website with a single objective — encouraging the people who “land” on it to provide their contact information. It’s a dedicated landing page that begins the qualification process, helping you determine who is most likely to become a customer. Using the details you collect, you can guide them through your sales funnel and, if all goes well, help them complete a purchase.

What sets a landing page apart from any other page on your website? For one thing, it’s a stand-alone page disconnected from your site’s navigation. It’s purpose-built to achieve a specific goal, in this case, to capture visitor information and generate leads.

Types of Landing Pages

Lead generation landing pages are only one type of landing page. At the very least, these pages aim to collect the visitor’s name and email address. Others may request additional details, such as the individual’s industry, job title, or company size. What fields your lead generation landing page includes will depend on your organization, your target audience, and your overall sales and marketing goals.

Other types of landing pages include:

  • Squeeze page: Looks to capture the visitor’s email address only, often in exchange for relevant gated content such as a newsletter, e-book, or whitepaper
  • Splash page: Can generate leads but more often focuses on achieving goals such as letting visitors set their language preferences, making announcements, or age verification
  • Click-through page: Provides more details about a specific offer to encourage visitors to “click through” to a conversion page, which may offer a free trial (often, but not always, in exchange for payment information)
  • Long-form sales landing page: A much longer and more detailed landing page that aims to answer the visitor’s questions, address their concerns, and highlight the benefits they’ll enjoy if they covert
  • “Coming soon” page: Generates excitement for a business launch or the unveiling of a new product and usually includes a field for visitors to leave their contact information in exchange for a notification when the business (or product) goes live
  • Event landing page: Includes essential details about an upcoming event (in-person seminar, conference, convention, webinar, etc.) as well as a brief registration form to capture the contact information of prospective attendees

Tips for Lead Generation Landing Pages

Research shows that having more landing pages often results in more leads. According to  data from HubSpot, many companies see a 55% increase when they increase their number of landing pages from 10 to 15. Having more than 40 may produce even more significant results.

However, more doesn’t always mean better conversion rates if your landing pages for lead generation aren’t effective. Landing page builders can help get the process started. These tools come with a variety of features, including drag-and-drop editors, customizable templates, and analytics, that make creating powerful landing pages a breeze. Top options like ConvertKit, Landingi, and Wix are intuitive and easy to use. WordPress also has a variety of plugins for landing page creation.

After selecting your page builder (or choosing to build from scratch), the following 12 tips can help you optimize your lead generation landing pages for more leads:

1. Use Personalized Landing Page Content

Your landing pages should be relevant to your target audience. The content should speak directly to them, addressing their specific pain points and highlighting the benefits you have to offer them. That’s where personalized content comes in.

Personalized landing page content keeps your visitors engaged because you craft it around who they are and what they need or want. If you haven’t already, you’ll need to do a bit of target audience research. Vital details like demographics (age, gender, income level, geographic location), pain points, and motivations can help you write the most effective copy.

2. Use a Landing Page Form Above the Fold

In digital marketing, “above the fold” refers to the space of your landing page — or any other web page — that’s visible before you begin scrolling. In other words, anything you place here is what your visitors see first, which should include your hero image (more on that later), headline, call to action, and lead generation form.

Now, there is some debate over whether or not the landing page form belongs above or below the fold. Some believe it can create friction if you position it too early. However, placing it above the fold ensures its visibility and makes your intention clear from the start.

3. Feature Your Customer Testimonials and Reviews

Many people read reviews before purchasing a product or service. Reading what other people have to say about a company and their products or services provides real-world insight into the experiences they can expect and builds trust in your brand. Ultimately, the words of past customers can also influence their decisions.

Save your prospects the time and effort of searching for reviews by featuring some on your best lead generation landing pages. Ask your current customers for testimonials or source feedback from places such as Google, Yelp, or your social media accounts. Make sure it’s relevant to your landing page for the best results.

4. Use Clear Calls to Action

The call to action on your lead generation landing page (or other landing pages) should be clear and concise. It should tell the reader precisely what action you want them to take.

Avoid generic CTAs, though. Research shows  personalized CTAs tend to perform much better. They speak to your target audience. They should also provide value and the motivation your prospects need to fill out the form on the page. For instance, submitting their contact information may give them access to gated content or subscribe them to your regular email newsletter or blog.

5. Focus on Your Page Speed

According to Portent, the  ideal loading speed for website pages is between 1 to 4 seconds, with pages that load in 1 to 2 seconds having the highest conversion rates. The longer it takes your landing pages to load, the greater your risk of losing out on leads.

In short, landing page loading speeds matter. Solutions like choosing a quality, performance-focused website host, compressing and optimizing images, and reducing file sizes can all help reduce load times. You can also use tools like Google PageSpeed Insights, Pingdom, and GTmetrix to check how fast your landing pages load. And, with more than half of web traffic coming from mobile devices, make sure your landing pages work (and load) just as well on mobile as they do on desktop.

6. Mention Your Key Services or Products

While your prospects might not be ready to become customers just yet, they likely found you while looking for information or answers to a specific concern or question. Your lead generation landing page is an opportunity for you to present a solution.

One way to do this is to introduce your relevant products or services and highlight the benefits for your potential customers. You might also consider including any positive reviews or testimonials you might have that mention those products or services, especially if they demonstrate how they’ve benefited past customers for social proof.

7. Embed a Video

Numerous statistics point toward the effectiveness of video content. Videos are more memorable, keep visitors on your landing pages longer, and boost brand awareness, and many people prefer watching them over reading about products or services. They also result in faster revenue growth, and nearly 90% of marketers say they provide a good return on investment (ROI).

When embedding a video on your landing page for lead generation, keep these best practices in mind:

  • Keep it short and engaging
  • Avoid autoplay (it can increase load times and may take up too much of a mobile user’s bandwidth)
  • Include copy to provide context and additional information
  • Optimize the video — and your landing page in general — for search engines

8. Avoid Distractions

Again, the goal of a lead generation landing page is to get visitors to turn prospects into leads. You want them to follow your CTA. Limit distractions that can pull their attention away from the objective with the following suggestions:

  • Remove the navigation menu and links in the footer
  • Avoid links that lead to other web pages
  • Keep the design crisp and visually pleasing
  • Embrace white space and break content up to make it skimmable and easily digestible

By removing distractions, you can keep your visitors focused and increase the likelihood that they complete your landing page form.

9. Use a Warm and Inviting Hero Image

A hero image is a large graphic that typically sits above the fold at the top of a landing page, making it the first thing visitors see when the page loads. It essentially introduces potential customers to your brand and can play a significant role in the first impression you make on them. Along with an image, it may also include text and your CTA, as well as your lead generation form.

As your hero image can influence what your landing page visitors think of you, you want to ensure it leaves a positive and lasting impact. Choose a visual that’s warm and inviting and showcases your brand. It should grab the attention of your potential customers and make them want to know more.

10. Use Analytics Tools and Heatmaps

Analytics tools and heatmaps allow you to monitor your lead generation landing pages and ensure their effectiveness. With analytics tools, you can gather all kinds of valuable data, such as:

  • Where your visitors come from (search engines, paid ads, email, etc.)
  • Landing page views
  • Average time spent on the page
  • Bounce rates
  • New vs. returning visitors
  • Conversions

On the other hand, heatmaps show how visitors interact with your landing pages. A color spectrum shows what areas receive the most (and least) attention.

Along with gaining insights into landing page visitor behavior, these tools can help you take steps to improve the user experience and optimize your page for conversions.  

11. Try Conversational Landing Pages

Conversational landing pages offer a different way to collect leads. Instead of the traditional format of copy, CTA, and landing page form fields, these pages feature a chatbot. The bot conveys your message and collects data, creating an interactive experience. It allows for landing page personalization on the spot and keeps visitors engaged. As a bonus, it’s also ideal for mobile users, as texting feels natural on smartphones and similar devices.  

12. A/B Test and Revise

Also known as split testing, A/B testing allows you to compare two versions of your lead generation landing pages to see which one performs better. During this process, half of the page’s visitors get directed to the original one, while the other half goes to the variant. Generally, you make one change to the newer page, such as changing the color of your CTA or altering the location of the lead generation form.

“A/B testing is an excellent way to help you identify the ultimate best idea to implement for your marketing campaign. You can try versions with different copy in the H1, for example, then test them against each other to see which performs better. This can give you a systematic approach to reveal the best way to capture more leads.” Sandra Gallucci Moore, Senior Director of Marketing Strategy at SmartBug Media

Following A/B testing, you can revise your landing page to improve conversions. Don’t stop at just one test, though. Regular testing can ensure your lead generation pages produce optimal results.

High-Converting Landing Page Examples

Are you almost ready to get started? Let’s take a brief look at some of the best lead generation landing page examples for inspiration:

  • Brosix: Here, visitors will find the service, its main benefits, a CTA, and an email capture field above the fold. Below, Brosix provides more in-depth information about its product’s features and benefits, as well as a few reviews and some of its notable clients.
An images shows the brosix landing page featuring a suspended laptop over a blue background
  • GetResponse: Right away, GetResponse’s landing page greets visitors with a headline that alternates between three different words highlighted in yellow. The copy, which is short and to the point, tells visitors what the product is and how it can help them. All the lead capture form asks for is an email address. While there are more clickables on this landing page — which could pull potential customers away from the main objective — the space below the fold offers more benefits, the types of customers who could benefit from the product, and pricing details.
An image features the getresponse landing page featuring an excited woman next to text that says get growing
  • Resource Guru: With its vibrant background and a video featuring a prominent play button above the fold, this landing page grabs a visitor’s attention immediately. Right next to the video, which explains the product and how it works, there’s an email capture field and a “try it free” CTA. When visitors scroll down, they’ll find Resource Guru’s recent awards, its product’s benefits, customer reviews, and video testimonials.
An images features the resource guru landing page that encourages visitors to master your teams time next to a video

Let Us Take the Content Writing Process Off Your Hands

With these tips in mind, you can create incredible lead generation landing pages that help you generate more leads. All that’s left to do is finding a landing page builder that works for you and starting to write compelling content.

Alternatively, you can put content creation in the hands of experienced copywriters with Compose.ly. Not only will this save you time, but it will also ensure you get effective landing page content that converts.

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