Steady flow. Qualified leads. Sales pipeline. If you’re a business owner, those three phrases are a major key to your success. They describe the essence of lead generation. It doesn’t matter what type of business you own or manage. Having a steady flow of qualified leads in your sales pipeline is a must. So what's an effective way to get leads? Simple - build a landing page for lead generation!
Building your first lead generation landing page can seem intimidating to any newbie (sometimes even to a seasoned marketer).
But creating and optimising your first lead generation page doesn’t have to be scary — or require the skill of a ninja marketing professional. It’s all about having the right lead generation strategies, the tools for lead generation and the passion to make it work.
In this article, I’ll teach you what a landing page for lead generation is and how to optimise your process for high conversions in three steps. Sound like a plan? Then let’s get started.
What is a Landing Page for Lead Generation?
A lead generation landing page is essentially a page that invites users to subscribe, buy, or sign up.
It represents the very beginning of the conversion funnel where customers enter their information in exchange for a resource. This information typically includes things like their name, email and phone number.
While the information collected is then used to nurture that prospect closer to closing a sale.
The 3 Steps You Need to Know
To start generating leads from your website, your user will need to go through the following process...
"Your job is to look at each step, making sure it's as compelling and user-friendly as it can be so you maximise leads (and sales!)"
Step 1. Make an Irresistible Giveaway
You first need a freebie to entice your website user to click on (and give their details) - content that connects with your customer. Here are some of the most popular lead generation content:
- Free guides to download
- Free mini course
- Free webinar
Step 2. Create a High Converting Landing Page
Once your user has clicked on your giveaway you can send them to your lead generating landing page - the page you build to promote your giveaway and collect your user's details.
You need to build a good landing page for lead generation that gives your customers what they want. This means going beyond simply designing something that “looks great.”
A great landing page is free of distraction and focused on the end goal. From the headline and offer, all the way down to the footer, every aspect focuses on conversion - getting the lead.
Follow these lead generation tips to help you get more leads and sales from your page.
Create a simple snappy headline - a short and sweet headline to explain exactly what your freebie is about
Tell them how long it will take - explain how much time they'll have to invest in your freebie
Sell the benefits - what will your enduser get out of your freebie? How will it benefit them?
Use your power words - sell your freebie with 'power words' like 'Free' 'Instant' 'Easy' and 'Now'
Add social proof - show how trustworthy you are with testimonials or logos from places you've featured
Visualise your lead capture - make it look tangible for eg. if it's an eBook show a picture of a book
Make your CTA's stand out - make your call to action buttons like 'download now' stand out, use strong contrasting colours
Make it speedy! - make sure your landing page loads quickly otherwise users will get inpatient and leave
Make it mobile-friendly - make sure your landing page works on mobile it will increase your lead generation conversions
Keep it Super Simple - don’t over complicate things, there’s no need for it. Keep your landing page clear and easy to read. Use bullets, images and callouts - don't overload the page with paragraphs of text
Here are 2 examples of my own lead gen pages. As you can see they're super simple and to the point. I've also add the form to complete on the page itself (higher conversion rate than a separate page with the form).
Example 1 Landing Page Checklist Download
Example 2 SEO CheckList Download
You may be wondering why I have a form at the top and the bottom? It's simple, the user is often directed to the page following a social post or a paid ad, so they're already warm leads and know they want the download. So the form at the top speeds up the process for them.
The form at the bottom is for other users that want to scroll and read a bit more.
Here are some more examples of lead generation landing pages from Unbounce.
Step 3. Make a Thank Your Page that Inspires Action
Your thank you pages have the potential to nurture leads and to be one of the highest converting pages on your site, and yet they’re often thrown together as an afterthought.
The thank you page visitor is perfectly primed to take the next step in your sales process.
“Your thank you page marks the exact moment when a cold visitor becomes a warm lead.”
Here the key elements to put on your thank you page to start converting more leads to the next step in your sales process.
Instructions on what to do next - Tell your user to check their inbox as their freebie will be on its way. And also tell them to check their spam and mark you as 'safe'.
The sales pitch - encourage further action. Make an offer on one of your products or services - this may be a low-ticket item to get them started with you.
Get connected - do you have a Facebook group you'd like to grow? Or maybe focus your energy on Instagram? Now is the perfect opportunity to get someone to follow/connect with you elsewhere
Boost Your Business with an Effective Lead Generation Landing Page
There you have it: a complete guide to building and optimising your first lead generation landing page.
If you follow our simple, 3-step process and optimise your landing page correctly, you’ll put yourself on the road to building a sustainable lead generation pipeline.
Finally, if you need a helping hand from a conversion rate specialist then let us show you the top conversion blockers that are increasing your bounce rate, loosing you leads and costing you sales. Book a landing page review today.