Lead Generation

Landing pages are vital to the success of your online marketing efforts. They act as an always on, 24/7 salesman for your website, incentivizing visitors to submit their name and email address in exchange for an offer like an eBook.

But landing pages need love in order to work to the best of their ability. Each one is different, and each one will have a different audience in mind, but there are things you can do across all of your landing pages to ensure you improve your conversion rate.

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Let’s look at three best practices to get your lead generation landing page strategy working in the right direction.

1.) Keep Landing Page Headlines Aligned and Compelling

The most effective landing pages aren’t copy heavy. In fact, the best conversion rates are often found in landing pages with limited copy. The trick is to cut the fluff, and use succinct language to engage prospective leads. You want your copy to speak to your prospect without bashing them over the head with exclamation points and industry buzzwords. 

Start with a killer headline. In most cases, it’s the first thing a prospect will see on your landing page, and you want it to be something that speaks to them. Again, make sure the headline matches the copy that came before. You don’t want to confuse your visitors by saying one thing and offering another. Finding the right mix can do wonders for your conversion rates. 

2.) Showcase Your Credibility and Ensure Your Prospects Trust

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Trust is an essential part of the landing page experience. If visitors don’t know what they’re signing up for, or why they’re there in the first place, they’ll be less likely to download content from you now—and in the future. You only have one chance to make a first impression, so fill your landing page with information that supports you as an industry leader. This includes:

  • Offer-related Statistics
  • Customer Testimonials
  • Awards and Recognitions
  • Security Certifications (if necessary)

By utilizing these on your landing page, you not only build trust from your visitor, but incentivize them to take action, because they’re able to tell from a glance that you’re a business that knows its stuff.

3.) Keep Your Important Content and CTA Above the Fold

Don’t make your visitors work for information. By ensuring the most important sections are above the fold (the visible portion of a webpage before scrolling down), it makes it easier for visitors to see both your content and CTAs. Take a look at your current landing pages, and revise them so the most valuable information is front and center.

Just as important, however, is creating a CTA that stands out from the content around it. Your forms should be visible above the fold, with buttons that attract the visitor’s attention through color, size, etc. Obviously, if they can’t find it, they won’t fill it out, so make sure this is painfully clear to anyone visiting the page. And content above the fold attracts 80% of a user’s attention.

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What Now?

Now that you know some best practices to help generate more leads through your landing page, it's time to put them into practice. Grab one of your lowest performing landing pages, and use these tips to jazz it up. Remember to keep track of your results, because that's THE most important step to creating a winning landing page. You need to know why it's winning in order to replicate your success.

Good luck!

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Topics:   Lead Generation

Matt Burke

Matt Burke is a Content Marketing Specialist at Stratus Interactive, focused on providing clients with award-winning messaging that helps build brands and meet growth goals. See all Matt Burke's posts.

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