“Just Google it.” The phrase has become common that online research is now our default way to answer a question or solve a problem. And as it pertains to business decisions, consider this fact: 94 percent of B2B buyers perform online research before making a purchasing decision, which means your content is a critical part of the buying cycle.
But what’s the best way to present your product or service to these prospects online? And how will you generate leads for your sales pipeline?
The answer is simple… Landing pages.
Lead generation landing page goals, examples, and best practices
Dedicated landing pages are the perfect way to make a lasting first impression with potential customers. They’re designed with a single objective, whether that’s to promote a new eBook, white paper, register people for a webinar, offer a free demo, etc.
Lead gen focused landing pages create a seamless experience between an advertisement and the information presented to a prospect. All of which means the prospect only sees the information they’ll find most compelling. More importantly, visitors won’t be distracted by everything else on your website.
The best lead generation landing pages use elements like eye-catching headlines, compelling copy, and CTAs to persuade prospects to convert on the offer.
So what’s the key to creating an effective lead generation page?
Let’s take it from the top.
Lead gen pages must have a headline that conveys the benefits of the offer. Action headlines push visitors to take a specific action, and number headlines put a numerical value on the offer or feature a statistic to catch people’s attention. The majority of visitors will read the headline but only skim through the copy.
Here’s an example of a strong headline from a FireEye landing page:
2) Header without navigation
Have you ever walked into a store and been so overwhelmed with options that you didn’t end up buying anything? That’s why an optimized landing page shouldn’t have a navigation menu.
Websites require a navigation menu because they are more of a browsing experience, not designed for conversion. For lead generation pages, menu options give visitors an easy chance to leave the page without converting.
Here is a good example from Netsuite:
3) Relevant images
Images relevant to your offer will help prospects understand its benefits to the extent that 65% of people retain information paired with relevant images — compared with just 10% of people who only hear the information. With that in mind, it’s best to provide an image that highlights someone using your product or service, or shows what the visitor will receive if they convert on the page.
In this Oracle example, the image compliments the rest of the landing page because the man is presumably using Oracle’s sales cloud software.
Also, notice that his eye gaze is looking down toward the “Get Started” call-to-action button and the email capture field. This is known as a visual cue and subtly implies that visitors should enter their email and register for a live demo:
Most visitors are looking for copy they can skim, not read in full, so large paragraphs of text should be avoided at all costs. Keep your landing page copy short and use bullet points whenever appropriate.
Not only will bullet points keep your copy to a minimum, they also draw attention as visitors are skimming your page and evaluating your offer.
Take Pardot’s landing page for example, and how they make good use of bullet points:
That high school science project that you designed poorly didn’t get you an “A.” So why would a poorly designed lead capture form capture qualified prospects?
Prospects don’t want to spend a lot of time inputting personal information before they can claim the offer. One case study proved that removing a single form field can boost conversions 26%. The less information you require, the more likely you will get a conversion.
Here’s an example of a short form from Zoho — only requiring three fields — increasing the likelihood of conversion. What’s more, their CTA button contrasts with the white form and dark blue background, which draws visitors’ attention:
The call-to-action button (CTA) is the most important element on a lead generation landing page because it’s how you generate a new lead.
Without the button, you’re wasting your time. Consolidated Label experienced that when they performed an A/B test with the original version omitting the CTA button.
Once they created a new landing page variation, they produced 62 percent more conversions than the original variation.
Visitors need to feel compelled to click on the CTA button. Convince them. After all, it’s the simple push of a button that stands between you and that lead added to your funnel.
Avoid bland copy such as “Submit” or “Finish” in favor of personalized copy like “Send Me the Ebook.” Make it clear what prospects will receive.
The CTA color should contrast with the surrounding elements as well to draw maximum attention (see Zoho example above).
The D&B Hoovers landing page below uses “Get My Free Trial,” which personalizes the offer for the prospect:
7) Trust badges
Trust badges are symbols or icons that highlight the credibility and legitimacy of the company’s brand. Many types of trust badges can be used to validate their product like industry awards, security seals, and customer logos.
For example, a survey from Econsultancy/Toluna showed trust badges significantly increase the perceived trustworthiness of a brand, and brands that prospects trust are more likely to get conversions.
On the landing page below, Qlik uses customer logos to showcase the major brands they work with, which makes them appear more credible:
8) Social proof
Customer reviews, testimonials, and case studies are social proof to potential leads that others have had a positive experience with your company. What better way to show prospects you stand behind your product than to have current customers speak on your behalf?
Lead Forensics demonstrates this well with their customer testimonial:
10) Thank you page
Thank you pages are an underrated component of lead generation campaigns. These pages should appear after a visitor claims the offer and let visitors know where they can receive the offer.
In the Salesforce example below, the “Start Tour” button lets visitors take the next step immediately. Another best practice for thank you pages is to direct visitors to check out additional company resources.
Key Takeaways: How to Optimize Your Lead Generation Landing Pages
- Most prospects read the headline and skim the copy, so a benefit-oriented headline and minimal copy is critical to your landing page’s success.
- Create forms with as little friction as possible and design a color contrasting CTA button that is written with personalized copy.
- Social proof like testimonials and case studies provide credibility, so highlight positive experiences and results strategically to increase conversions.
Has your business defined the persuasive elements you want to use on landing pages? How will you use these elements to drive leads? Let us know what you decide in the comments!