Lead generation landing pages that convert
Experiencing high traffic but low conversion rates? Perhaps it’s time to update your landing pages
What are lead generation landing pages?
When a person clicks on an ad or social media post, they will be taken to a landing page. This is an online web page that has been set up to convert. Converting can be understood as a variety of different things depending on the purpose of the page, including filling out a contact form, subscribing to something, or purchasing a particular product.
When a user finds themself on a landing page, chances are they’ve made their way there because they want something but don’t know how to get it. This could be a number of things from a call back, the latest newsletter or discount code, a particular item or an answer to a question. Put simply, landing pages are conversion-machines because they grab the online user’s attention and present them with simple steps to assist them with their end goal.
The copy on a non-landing page such as a homepage is typically there to tell the reader about the company, its purpose, as well as services and products, and eventually, the user will be presented with a CTA - because after all, even the homepage wants to encourage some interaction!
In order to ensure that all of the other pages on a website aren’t only visited by chance, you should think about constructing lead generation landing pages to convert curious clickers - in whatever way that may be.
Elements that make up a successful lead generation landing page
Good copy
Your brand’s tone of voice is what sets you apart from the competitors, so use this opportunity to speak to your target audience in a way that engages them and makes them remember you! Be sure not to overwhelm the visitor with too much text.Blocks of text isn’t what they came for and can often put people off, they want short and simple USPs and clear instructions so that they can follow the next steps towards converting.
Write out the text you would like to appear on the landing page and consider how you’d like to break it up, try several different ways and go for the most visually appealing option - if it works for you and your team, it’ll work for your customers.
High-resolution images
Selling a product or service without any imagery won’t get you far, especially on lead generation pages. To help your landing page convert, it’s important to share high-quality images as this helps the online user to see the value for money or to help them better visualise what it is they’re looking for. If the only images you have are pixelated, then it’s better to avoid the pictures altogether - you might want to consider making a nice graphic instead.
Engaging videos
According to WSI World, using videos on landing pages can increase conversions by 86%! Humans are visual beings, and videos can help to explain a service or product quickly and easily.
When using a video to help your landing page convert, it’s important to take into consideration what sort of video will best turn curious browsers into subscribing or paying customers. From explainer videos and promo videos to demos and testimonial videos, there are various avenues you can take, so it’s important to understand what it is that’ll help to better inform your online users.
*Top tips
Avoid autoplay - autoplay is bad practice and can cause a user to bounce. Keep them sweet and let them play it and turn the sound up if they want.
Avoid having a video on its own too - even landing pages with videos need headlines, body copy and CTAs!
Testimonials and industry awards
When an online user lands on your page, the goal is to get them to fulfil the action that’s right in front of them. To gain trust and make the user feel comfortable using your website, it’s important to demonstrate the business’ credibility. This can be done by sharing customer ratings and testimonials, recent industry awards, accreditations and certifications, case studies and performance figures - endorsement by a third party goes a long way!.
New users that come to your website need to feel like they’re on a trustworthy website, and should the savvy online user decide that it’s not, they will leave and potentially invest in a competitor. To ensure you drive as many conversions as possible, help the user by showing them trust signals and make their journey as easy as possible.
Contact forms
With contact forms, it’s important that they’re visible, accessible and simple to use. No-one wants to share unnecessary information, which is why it’s important to apply UX copy in places to explain why a contact form might require something in particular. For example, if a blind company's contact form asks you for your postcode, it’s likely that they’re asking this because having your postcode helps them to check whether you sit within their service radius. By giving this information, they can easily identify whether a job is possible or not and get back to you in good time so that you can shop elsewhere.
It’s also important to note that if you’re going to use the online users’ data for marketing purposes, you must offer an ‘opt-in’ option so they can choose for themselves.
Clear and informative call-to-actions
Call-to-actions or CTAs are one of the most important aspects of a lead generation page, as it tells the user how they can make their next move. Here are some examples:
- Order your free sample
- Get an instant price
- Sign up - it’s free!
- Subscribe to newsletter
- Purchase now
- Add to bag
A CTA must be simple, impactful and stand out from the rest of the text so online users know where to click. Also be aware of any factors that might put someone off, such as asking someone to sign up when they don’t know it’s free or if they’re not really sure what it is they’re signing up for. The chances are they won’t click and take that chance but if the button says ‘sign up - it’s free’, it’s likely your page will convert much more easily.
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