What is the Role of Landing Pages in Lead Generation?

Lead Generation
-minute read

What is the Role of Landing Pages in Lead Generation?

Written by
Jo Sharma
Published on
January 16, 2024

Landing pages are an important part of any lead generation strategy. But there are many aspects to think about, including design, your offer, the copy, colours, and even the microcopy. Small changes can mean a massive difference to your conversion rate, which is why it’s so important to get your landing pages right.

Here’s how landing pages work:

  1. Your website visitors see a marketing call-to-action from your social media or PPC ad.
  2. They click on the ad and reach your landing page.
  3. Your landing page has been optimised with a great headline, relevant image, and tested call-to-action.
  4. This landing page encourages your visitors to hand over their information in exchange for something they’ll find valuable.
  5. Your visitors enter their details, receive their free offer, and you have a warm lead.
  6. You then use A/B testing to continue tweaking your landing page to make it even more effective.

As you can see, landing pages can be an excellent tool in your lead generation toolbox. Here are a few things you need to consider when you’re creating your landing pages:

When your website visitors land on the page, you don’t want to have anything that could distract them from your main goal- giving you their information in return for your offer. That’s why you should hide any navigation options that your visitors could use to move elsewhere on your site.

This should be the first thing your visitors see when they visit your landing page. A clear, engaging headline is crucial, and should immediately state your offer. You’ll need to immediately communicate what type of demo, workshop, or ebook they would be signing up for, the kind of discount or offer they get, or the product you’ll soon be launching.

The goal here is to provide as much information in the headline as possible, without getting overly wordy.

Underneath your main headline, you’ll have a subheadline. This is where you can add your value proposition. You’ll need to show your visitors what you can give them that no one else can.

Images help you grab attention. You’ll need to include a relevant, compelling image that will stick in your visitors’ minds. This could be an example of one of your products, a screenshot of your digital offer, or a well-designed graphic which states the available sale or discount.

Lead Capture Form
If there’s one element of your landing page that you simply must get right, it’s your lead capture form. This is how your potential leads will give you their information. Most business owners and marketers want to get as much information from their visitors as possible. But visitors hate filling out forms, and they want to give as little information as they can.

This means you’ll need to prioritise which information you absolutely need. If you’re hoping to get as many leads as possible, and you’re not too concerned with quality, you can simply ask for a name and email address. If you’re looking for high-quality leads, you’ll ask for specific information but will get fewer people who are willing to take the time to fill out your form.

Button Copy
You’d be surprised at just how important the copy on your button is. You need to make sure you’re being specific while using action verbs. These could be “Download now” or “Access your free trial” or “Sign up now.”

There are many things to consider when you’re creating your landing pages. But these are one of the most valuable parts of any lead generation campaign, so it’s important that you take the time to get them right. If you’re not sure how to get started, get in touch with us today.

Jo Sharma

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