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How to Create the Perfect Lead Generation Landing Page

A lead generation landing page can play an instrumental role in the sales process of your business, and generating an effective one will only help your company in the long-term.

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Here’s the dilemma. Your business website is generating lots of traffic, but your conversion rates are confusingly low. It could be that you’ve created an ineffective landing page which is failing to engage your potential customer. There’s a disconnect between people visiting your site and actually interacting with your content. Crucially, they’re not taking the time to invest in the services and products you have an offer.

A catastrophic set of circumstances and no mistake, but one that can be remedied by creating a strong lead generation landing page.

As well as the all-important initial contact, lead generation landing pages are a useful tool for tracking prospect data which can help a business discover more about their potential demographics, and, in turn, enable them to craft content and engagement points that will spark interest.

So, what is a lead generation landing page?

Landing pages are webpages that visitors land on—hence the name— after engaging with an advert or social media post. The idea is to eliminate any sense of chance in the process; hoping that a potential customer will simply stumble across a call-to-action somewhere in the deep recesses of your website.

Instead, a lead generation landing page will direct them to a section of your site that actively encourages them to either make a purchase, sign up for a newsletter, or subscribe to a service. Essentially, you’re putting the exact commercial content you want in front of the eyes of the customer.

A lead generation landing page marks the very inception of the conversion funnel; a place where customers can submit information in exchange for a resource. This crucial data includes things like a customer’s name, email, phone number, and company size.

Clearly this information can change according to the industry and your own targets. What’s vital, however, is that the collected data can indicate whether the lead is legitimate and that you can create a unique experience for them to close a sale.

Person on their smart phone using social media

Why do I need lead generation landing pages?

When executed properly, a landing page can provide more context for the specific product or service presented in your initial advert—it should zero in on one particular offer. A well-thought out landing page will include engaging, visually-impactful images, action-oriented content, and direct customers to an obvious next step in the process—perhaps a purchase screen or checkout.

Meanwhile, any company that utilizes the power of email marketing to cultivate leads can reap the benefits of a landing page. Customers can follow links contained in carefully-curated emails or newsletters and land on a selected page. Email content can be kept snappy and easily-digestible, while links lead to more information, images, and even purchase options.

Design and layout

If the visual elements of your landing page are chaotic, poorly-constructed or otherwise aesthetically repellent, the chances are your engagement levels are going to suffer. Who would want to spend time on a webpage that looks like it’s been thrown together in a rush?

If your aim is to generate more leads, you will need to direct some of your energy into your landing page’s design. Your page should be clear, visually-appealing and understandable to anyone who cares to visit.

There are plenty of ways to sharpen up your landing page. Synchronizing colour themes, separating bulky, unpalatable chunks of text with subheadings, the introduction of graphics and relevant imagery. Anything that will focus the customer’s attention towards the intended engagement point.

Twitter birds on cardboard held by a hand

Calls to action

Calls to action can be a fundamental element of your landing page. In simple terms, a CTA is a website feature that encourages visitors to trigger an action. This could be a subscription to a newsletter, taking part in a free trial, entering contact information, or, with any luck, to purchase a service or product.

A call to action can be viewed as the very apex of your business paradigm. It should be carefully introduced by sales pitches and sit in perfect harmony to the rest of your landing page. No customer wants to feel like they’re being given the hard sell, so think about the design, wording and positioning of your CTA.

Specially-tailored resources and individual experiences

An effective method of transforming a merely ‘good’ landing page into an excellent one is to offer visitors quality content that is adjusted to suit their particular tastes and needs. Your aim should be to provide information and resources that engage on a customer-by-customer basis. You’re looking to create an individual experience for your client—one that presents your product and services in a way that resonates.

The way in which you approach this challenge is down to you and your business, but there is certainly no shortage of creative opportunities by which to display your content. Whether it’s videos, guides, e-books, product-specific articles, infographics—there’s an abundance of resources to choose from. The mission for you as a business is to discover which will be the most beneficial to your target audience.

A key first step towards creating an individual experience for your customers is understanding the demographics of those visiting your site.

Google Analytics is an invaluable tool in helping you make sense of this kind of data. Here you can harvest comprehensive information on visiting habits based on age, sex, geographical origin and much more, depending on set parameters.

Once you have investigated these features, your task is to then modify pages and sections of your website to harmonize with the hard data. If, for example, you discover that a large percentage of visitors to a certain product page is made up of 30-something working professionals, tailor the content within this page to suit the demographic.

Finally...

Creating a successful lead generation landing page can be a challenging undertaking and will require a healthy mixture of expertise and fine-tuning to get just right. Once you’ve got the formula sussed, however, they can be a vital component of your company website and will set you well on the road toward converting high traffic to actual customer engagement.

To recap: landing pages should be clean and easily-digestible in their design, with an emphasis on a single, clearly-defined objective—one that highlights the advantages related to triggering an action on your website.

As ever, if you need any help or advice in creating an effective landing page, don’t hesitate to contact the Sonder team. We’d love to chat!

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Posted on September 1st 2021

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