Building Effective Landing Pages for Lead Generation

Landing pages are an essential component of any well-crafted, effective inbound marketing strategy. Picture these pages as landing pads for the numerous prospects that visit your website. Whether you’re looking to generate leads, sell products, or collect data, your landing pages are where the action happens. Well-optimized landing pages allow you to take the prospects that you attract to your website and convert them into leads. Investing the time into creating well-designed and optimized landing pages is critical because these are your means for generating leads for your business. The following should help you build effective landing pages for lead generation:

What is a Landing Page?

First off, what is a landing page? A landing page is a web page that allows you to capture a visitor’s information through a lead form. Essentially, it’s where your visitors “land” after clicking a call-to-action on your website, blog, offer, or payper-click ad on social networks. On your landing page, your visitors will find a form that they can fill out to receive their offer. After submitting their information to your form, they are created as a new lead in your database.

It is important to create custom landing pages for each type of content or offer you’ll be using to trigger a conversion. You can build landing pages that allow visitors to download ebooks, whitepapers, webinars, or sign up for free trials or demos of your product. Creating landing pages also allows you to closely target your audience using content and images that appeal to different segments of your leads. By offering your visitors relevant, valuable content that addresses their individual needs, you’ll ultimately be able to convert a higher percentage of them into leads.

How to Build an Effective Landing Page

The Headline: The headline is usually the first thing that your visitors see when they arrive on your landing pages. With an average online attention span of eight seconds, it is important that your headline sums up the offer as clearly and concisely as possible. You need to ensure that your viewer understands the offer and what you’re asking them to do as soon as they “land” on your page.

Landing Page Content and Copy: The body of your landing page should build upon the headline and further explain what the offer is and why your visitors should sign up or download it. The goal of your landing page content is to incentivize conversion by conveying the value of your offer through clear and concise language.

The Image: A useful technique for instantly attracting your visitor’s attention is to use relevant images to reinforce the benefits detailed in your landing page copy. Believe it or not, 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. So incorporating images is an effective way to entice visitors and convey the purpose of your landing page and why they should download your offer. The images should be captivating and relevant to your offer. For example, if you were building a landing page for an ebook, you could include an image of the cover to further illustrate what your visitors will be getting when they fill out your form.

The Layout: The layout of your landing page should be designed with simplicity and clarity in mind. You want the page layout to guide your visitors through the page and to the form they should fill out. Determine what you want visitors to do and create a layout that directs them through the steps. Strive to convey the top three or four most important pieces of information almost immediately. Use bullet points, numbering, and bold or italicized text to simplify the visual layout and highlight the main focus points. You want to create a page format that is as easy as possible for visitors to understand the offer, the value, and the action they need to take.

By following these guidelines to building effective landing pages, you’ll have a more improved lead generation tactic.