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8 Tips for Landing Pages that Drive Lead Generation

Landing pages are where inbound lead generation sales prospects will provide their contact details (and even qualification data) in return for your informative, valuable content.

Here are 8 quick tips to get your landing pages generating more inbound marketing leads.

1. Get right to the point: People aren’t going to hang around. They want to know what your offer’s all about straight away. Be brief and clear about what they are getting, and remember to include some clear, bullet-pointed benefits.

Example Landing Page

2. Use contrasting colours: Your main call to action needs to catch the eye of your potential lead. Make sure the colour of the button contrasts with the others on the page. You want that to pop!

Example CTA Button

3. Avoid visual clutter: Keep your landing page simple. It’s all about directing your visitor’s attention to what matters. Show them what they’re getting, but don’t distract them with fancy visuals.

4. Use your logo: Think about your brand. It’s important the visitor knows that they’re still on your site, even if the navigation has gone and the page looks simple. Every landing page you create should display your logo clearly. This will be key for visitors who arrive from external sources, such as Twitter.

5. Only Ask for the information you really need: Creating forms can seem daunting. How much information do you ask for, after all, the more you know about your leads, the more effective your selling, right? But it’s important to keep in mind that each field you place in a form requires an action from your visitor, and actions take time. So, how much you can ask is directly related to the amount of time your visitor is prepared to give to access your content. This is a judgement call on your part, but a great rule of thumb is to ask for only what you need to qualify a lead, then adjust it for the value of the offer. If you’re providing an eBook, you can ask a few more questions than for a single-page data sheet. Arrive at what you think is the optimum length, then test it.

6. Social proof: Help your visitors to see the value others have found in your content by adding social proof to your pages. Embed tweets from other users who have said good things about your content, ask permission to quote positive messages from your Facebook page. You could even include a number of downloads to-date for specific pieces of content (providing the numbers are compelling!). Third-party credibility is a powerful influencer.

7. Great formatting is the key to a good visitor experience: Good formatting is easy to do and repeat across all your landing pages. Clearly laying out your headlines, images, copy, form, etc. will help make the value of your offer clear to your visitor and guide them to download your content and complete their conversion to a lead. And don’t forget, it’s vital to…

8. Be consistent: A MarketingSherpa study showed that landing page layout had the greatest impact on overall website performance. When visitors return to your site, get excited about new offers and want to download, it’s in your interest to make this as easy as possible. Then, over time, your regular visitors will know how to navigate your pages, which can only help to maintain and improve the conversion rate.

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