Adding lead generation strategies to your marketing toolbox is one of the best ways to get potential customers into your funnel.
A lead generation page can help you capture visitor information, allowing you to turn them into leads and convert those leads to sales. Here’s what you need to know about creating a high-converting lead generation landing page, along with examples.
What is a Lead Generation Landing Page?
Lead generation involves attracting the attention of prospects — also known as leads — interested in using your products or services. Rather than directing a visitor to the main page of your website, someone clicking on an ad or result is sent to the landing page. The goal is to convert that interest into action, to encourage those prospects to engage with you, and to eventually become customers. One of the best ways to do this is with a lead generation landing page.
A lead generation landing page is specifically aimed at capturing information and is usually associated with a specific marketing campaign. It’s created to get visitors into a funnel, usually by offering a special deal or a valuable freebie. Once you provide the resource and you have the visitor information, you can send emails and offers, and hopefully turn the lead into a paying customer.
Some types of lead generation landing pages include:
- Webinar registration.
- Free trial.
- Newsletter signup.
- Resource, report or free mini-course.
- Free consultation.
Key Elements of an Effective Lead Generation Landing Page
When creating an effective lead generation landing page, you need the right components.
- A clear value proposition: Visitors won’t enter their information if you don’t provide them with clear, substantial value. Your value proposition should be front and center with a compelling headline that tells the visitor exactly what they’ll get. For example, a former lead generation page from Kit tells you that you’ll get 1,000 email subscribers in six months.
- Benefits: Make sure that visitors know that they will get specific and lasting benefits by providing their information. If you’re offering a report, emphasize how the insights you provide will result in desirable outcomes. For a free consultation, highlight the positive change a prospect can enact after spending half an hour with you.
- A hero image: Use a strong visual that catches attention and conveys the benefits or solutions you offer. Try to avoid generic images and instead choose something engaging.
- A lead capture form: Don’t forget to include a form that collects relevant information. Try to keep it relatively short, though. Focus on name and email address. Once you have that information you can send them offers and discounts and collect other information later.
- Calls to action: Your call to action should be clear and very visible. A prominent button can be a good choice. Consider using compelling language in a short form. For example, you might say, “Snag Your Spot” for a webinar signup or, “Download Your Free Budget Template.”
- Focus on desired action: A lead generation landing page should have limited navigation. It should encourage users to take the desired action, rather than clicking around to a bunch of different pages. Additionally, it should be designed to load quickly so that visitors can immediately see the proposition.
Lead Generation Landing Page Examples
Unbounce and Active Campaign
This campaign promotes a joint webinar between lead generation landing page builder Unbounce and Active Campaign.
What works:
- The benefits to visitors are right at the top of the page in a large, highly visible headline.
- You can see most of the offer details without scrolling, so there’s no risk of losing your audience.
- The lead form for this landing page is right at the top, and it collects only the basic information needed, making it more likely that visitors will complete it.
- There’s a useful short list of what participants will learn.
What to improve:
- While the brand names may be enough of a draw, knowing the people running the webinar would be useful. Some presenter photos would make it more appealing.
Kit
Kit (formerly ConvertKit) created this lead generation landing page promoting a free email course.
What works:
- The headline is big and bold, and includes the benefit of getting more subscribers.
- The copy is short and focused.
- The CTA button tells people exactly what they get when they sign up, encouraging action.
- The email form is short, so it’s more likely visitors will fill it in.
What to improve:
- There’s not much to criticize with this Kit landing page, but perhaps some of the information on course content from below the fold could be included on the main part of the page.
3. Taboola
Taboola created a landing page promoting its food benchmark report.
What works:
- The big hero section is eye-catching.
- The image is cleverly positioned to bracket the sign-up form and draw attention to it.
- The CTA tells you what you get.
- There’s social proof about the data Taboola uses when you scroll down the page.
What to improve:
- Though the CTA text is on point, the button could stand out more against the background.
4. Social Media Today
Social Media Today offers a simple landing page that aims to get more newsletter signups.
What works:
- It’s clear what action it wants readers to take, as the headline mirrors the call to action.
- The large image catches the eye and gives an immediate snapshot of what subscribers will get.
- The bullet point list quickly highlights what’s covered in the newsletter.
- The sign-up form has a single line for email, making it more likely people will fill it in.
- For those who need more info, there are more benefits and a testimonial further down the page.
What to improve:
- It doesn’t work as social proof if you don’t know who’s given the testimonial.
- It would be useful to collect the person’s name for immediate personalization of emails.
5. Mozilla
Mozilla, the maker of the Firefox browser, had a simple donations landing page.
What works:
- The image shows Mozilla staff at work with various people — almost every potential donor can see themselves reflected there.
- The message is clear and to the point.
- There’s a huge donation box, allowing people to choose their preferred option.
What to improve:
- The image could be bigger and clearer.
- There’s no supplementary information for those who need more convincing.
6. Ramit Sethi
Marketer and influencer Ramit Sethi created a lead generation landing page on his site to get people to buy his book.
What works:
- The big box shows social proof in terms of copies sold and bestseller status.
- The large cover image shows visitors what they’re getting.
- The video makes the page more interactive and engaging.
- Other page copy addresses the reader directly.
- The free first chapter is appealing, as is the whole page visually.
How to Optimize Your Landing Pages for Higher Conversions
If you want better conversions, you need to optimize your lead generation landing pages. Here are a few tips for creating a landing page that’s optimized to improve your conversion rate:
- Put vital information above the fold: The “fold” is the portion of your landing page that visitors can see without scrolling. Put a compelling headline, visual, form, and call to action above the fold. Other information about benefits, selling points and social proof can be added below the fold to convince visitors to take action if they’re on the fence. But for those who are ready to go, having everything above the fold makes it easy to sign up.
- Use A/B testing: A lead generation page can provide a lot of useful data. Create different versions of your page, with one element changed. Test to see which offers better conversions. You can tweak as you go to get the best results overall.
- Focus on your target audience: Know your audience and make sure your page content addresses them and their needs directly. Your lead generation landing page should also fulfill the promise it makes quickly.
Common Mistakes to Avoid When Creating a Lead Generation Landing Page
Even if you’re doing a lot of the right things with your lead generation landing page, there are some mistakes that can hold you back.
- Trying to make your offer too broadly appealing: Not every product or service is for everyone. Don’t try to appeal to everyone. Instead, identify a target audience most likely to benefit and target that audience. They are more likely to convert since you are addressing their needs specifically.
- Failure to understand consent: Various regulations in the United States and Europe govern who can be added to lists and how you market to website visitors. Be in compliance so you don’t end up in trouble.
- Not using automation: Look for tools that can help you automate different parts of the process. Including integrations and automations in your lead generation pages to do less work and get better insights. Streamline the process so you spend less time and energy.
- Avoiding paid ads: Depending on your situation and objectives, paid ads can actually be a big help. Don’t assume paid ads are a waste of money. A well-crafted ad can send the right people to your lead generation landing page, increasing your effectiveness.
Key Takeaways
When creating lead generation landing pages, highlight benefits and not just features. Speak directly to readers’ pain points. Do your best to keep it clean and easy to take action above the fold while adding more information and sales copy below the fold.
Frequently Asked Questions (FAQs)
How to optimize a landing page for lead generation?
An optimized landing page should include elements such as compelling copy, engaging visuals and a form that’s easy to fill out. It should also include SEO best practices and load quickly so visitors can enter your funnel with a minimum of friction.
How do I create a lead generation page?
Create a lead generation page by setting up a separate page on your website. It should be connected to a specific marketing campaign or advertising push. There should only be one purpose for the page.
