A high-converting lead generation landing page is crucial to a marketing or advertising campaign. Every marketer knows that delivering visitors to an effective lead generation landing page increases the chances of generating quality leads.
When you’re at the top of your sales funnel, a landing page acts as a gateway between you and your target audience, so it becomes vital that you put your best of everything into these pages.
Whether you are trying to optimise your lead gen landing page or creating your first one, we have gathered a list of all the essential elements you need to focus on.
But first, let’s understand our main topic.
What Is A Lead Generation Landing Page?
A lead generation landing page is a web page optimised to get leads for successful marketing campaigns. Instead of focusing on multiple offers, a lead gen landing page has one purpose: to convert your visitors into leads. One can achieve this by creating landing pages that collect valuable customer information for resources like e-books, case studies, demos, discounts, etc.
Such landing pages mostly find utilisation at the top of the sales funnel. The collected prospect information gets further used for nurturing prospects and closing the sale.
Lead generation landing pages get solely built for collecting your prospects information and act as your first impression on your target audience. So it becomes crucial to make your first impression the best, which you can do by focusing on five critical elements of your lead generation landing page.
Five focus elements of a Lead Generation Landing Page
1. Impactful Appearance
The first thing you should invest in for an effective lead gen landing page is its appearance. Most landing page visitors decide whether or not to click through in a matter of seconds. It becomes crucial to add relevant graphics to your page to make it look more appealing to the visitors while also communicating your offer effectively.
Your landing page appearance can be made better by utilising the following:
- Images
- Explainer Videos
- Demonstrative Illustrations
- Valuable data graphs
- Animation
- Directional cues
By combining the factors mentioned above, you can create an impactful landing page.
Your background takes up the most visual space of your landing page, so it becomes crucial to pick a colour that highlights your services and their features. You can generate a balance between your page elements by choosing duller tones, more subtle shades, or darker colours.
You can use either dark or light themed landing pages as long as they get your message across.
2. Utilising USPs In The Copy
Unique selling propositions (USPs) help highlight the features of your product or services as solutions to consumer pain points. By identifying and employing USPs in your lead generation landing page copy, you can help visitors realise why they should do business with you.
A good USP breaks down your offer to its most basic level, stating the exact benefit your clients will receive after purchasing your product or service.
To differentiate yourself from the competition, the best features of your services should clearly state who you are and how your offer will benefit the consumer. The headline and ending note of your landing page are where you can effectively utilise your USPs.
Your headline must be concise and precise, tactfully describing your company and showcasing your visitor that they have arrived at the right page. For the ending of your landing page, you can create a CTA that resonates with your USP and encourage the prospects to become leads.
3. Easy to Fill Forms
Landing page forms are the place where your visitors finally become leads. It’s critical to design your form so that it gets you enough information from the visitor to classify them as a legit lead. By comprehensively studying your buyer’s persona, you can easily filter out the form fields that will work for your business.
Let’s focus on the two most common types of lead generation landing page forms:
- Multi-Step Form
Multi-step forms increase customer involvement since they divide the form into smaller segments, reducing the question overload for the prospect. These forms assist in determining a customer’s preferences, budget, and other requirements before confirming them as qualified leads.
Such multi-step lead capture forms can be highly beneficial to automobiles, finance, and retail industries, among others. It assists in generating leads and educates and engages the reader. - Single-Step Form
Single-step forms convert best when used to capture basic client information. Contact forms, newsletter signup forms, and assistance forms are the most common places where a single-step form gets used. The key is to make them appealing and tactically arrange them on the page to get the visitor’s attention.
Below is an example of our funding landing page template that uses only a single-step form with only five fields to capture valuable visitor information.
4. Credible Social Proof
Reading positive reviews about any service motivates the audience to try out the brand. Social proof is a proven tool for powerful persuasion. By incorporating testimonials, company badges, review videos etc., in your lead generation landing page, you can increase your brand credibility without much effort.
The type of client feedback you use in your landing page helps make the visitor feel more confident about their decision and makes their buyer’s journey easier. So don’t forget to use third-party proof to support your brand claims and create an impactful user experience.
Below are some types of social proof you can include on your landing page:
- Client case studies
- Reviews
- Testimonials
- Social Media posts
- Trust Icons
- Data (customers served/ years of experience
5. Compelling CTA
A CTA is a clickable button that, once clicked, officially converts the visitor into a lead. So it becomes a must to make your CTA buttons bold, shiny, and attention-grabbing. While designing your landing page, always make your CTA stand out from the rest of the elements with the help of colour and copy.
You can use bright colours like red, orange, yellow, but remember to keep them contrasting with the background.
For example, in this business solution landing page template, we have used green colour for the CTA to look eye-catching with the blue background.
When it comes to copying the CTA, it should be action-oriented and create a form of urgency that motivates visitors to sign up immediately.
Pro-tip: Try to write CTAs from the reader’s point of view like “Book My Seat” or “Start My Free Trial” to make visitors feel more in control of the whole process.
Bonus Tips
- The loading speed of your landing page can heavily affect your bounce rate. If your landing page takes a lot of time to load (more than four seconds), then its bounce will be high. You can decrease the load time by optimising your landing page content by only keeping it necessary.
- Add click-to-call buttons in your landing page for transparent communication with your visitors and boost customer satisfaction.
- You can use a fixed navigation menu, also called a sticky menu, on your landing page to make visitors’ landing page interaction smoother.
Looking For a Quick Way To Generate Quality Leads?
Look no further, as 99Landing Pages takes care of all your landing page requirements. We have an extensive inventory of landing page templates that will surely help you in your lead generation campaign. We have templates that can be easily personalised and are available in both desktop and mobile versions.
Whether you want to create a lead generation landing page with a free e-book offer or generate leads for your digital marketing company, we have got a landing page template for all. Check them out to start building your high converting lead generation campaigns.
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