Creating High-Converting Landing Pages: A Practical Guide

This blog post is extracted by Alex Yusof from our new eBook, “30 Greatest Lead Generation Tips”.

Landing pages are one of the most important elements of lead generation. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies. The use of landing pages enables marketers to direct website visitors to targeted pages and capture leads at a much higher rate. What’s great about landing pages is that they direct your visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one and only purpose: to complete the lead capture form.

1. Elements of an Effective Landing Page

Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. Landing pages consist of:

2. Remove the Main Navigation

Once a visitor arrives on a landing page, it’s your job to keep them there. If there are links on the page to move about your website, it will distract the visitor and decrease the chance of them converting on the page. One of the best ways to increase your landing page conversion rates is to simply remove the main navigation from the page. That’s it!

3. Match the Headline of the Landing Page to the Corresponding CTA

Keep your messaging consistent on both your CTA and the headline of the landing page. If people click on a link for a free offer and then find out there’s a catch on the landing page, you’ll instantly lose their trust. Similarly, if the headline reads differently than the CTA, it might lead to confusion, and the visitor might wonder if the CTA is linked to the wrong page.

4. Less is More

I’m sure you’re aware of the rule “keep it simple, stupid.” The same applies to landing pages. A cluttered page means a distracted visitor. Be brief and to the point; it’s in the offer itself where you give more information. In addition to your headline, include a brief paragraph explaining what the offer is, followed by a few bullet points outlining the benefits of the offer.

5. Emphasize the Benefits of the Offer

Make it clear in your brief paragraph and/or bullet points what the benefits of the offer are. It’s more than just listing what the offer is comprised of; it takes a bit of spin. Instead of “includes specifications of product XYZ”, say something like “Find out how XYZ can increase productivity by 50%.” In other words, convey the value of your offer clearly and effectively.  

6. Encourage Social Sharing

On your landing page, don’t forget to include buttons to enable your prospects to share content and offers. Include multiple social media channels as well as email, since people have different sharing preference. When your offer is shared more, more people land on the page, and therefore more people fill out your form and become leads!

7. More Landing Pages Equal More Leads

According to a recent marketing benchmarks report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, more opportunities to generate more leads for your business.

These are some tricks you can use in order to create landing pages that convert. There are many other tips you can experiment with to generate leads for your business. 

If you are interested in learning more about lead generation, feel free to download our FREE eBook, “The 30 Greatest Lead Generation Tips“.