Landing pages are one of the most important elements of a lead generation campaign. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies. So why are so few companies using them?

A landing Page is a single page within your website where you can direct visitors to one particular offer without the distractions of everything else on your website. Visitors are on a landing page for one and only purpose: to complete the lead capture form.
Want to Generate More Leads? Get A Landing Page

1. What To Include On Your Landing Page

Landing pages, sometimes called a “Lead Capture Page,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them.  Landing pages consist of:

    • A Headline and (optional) subheadline
    • A brief description of the offer
    • An Image to accompany the offer
    • (Optional) supporting elements such as testimonials
    • And most importantly, a form to capture information

2. What Not to Include: Main Navigation

Once a visitor arrives on a landing page, it’s your job to keep them there. If there are links on the page to move about your website, it will distract the visitor and decrease the chance of them converting on the page.

One of the best ways to increase your landing page conversion rates is to simply remove the main navigation from the page. That’s it!

That's right no links to the main page or about us.  The landing page will act as your contact page, that it not necessary either.

3. Tie In a Call To Action to Your Page Name

Keep your messaging consistent on both your CTA (call to action) and the headline of the landing page. If people click on a link for a free offer and then find out there’s a catch on the landing page, you’ll instantly lose their trust. Similarly, if the headline reads differently than the CTA, it might lead to confusion, and the visitor might wonder if the CTA is linked to the wrong page.

For more information on developing a call to action visit our previous blogs:

            that Generate Leads

             that Generates Leads

4. Keep It Simple

As with most marketing tools, less is more.  The same applies to landing pages. A cluttered page means a distracted visitor. Be brief and to the point; it’s in the offer itself where you give more information. In addition to your headline, include a brief paragraph explaining what the offer is, followed by a few bullet points outlining the benefits of the offer.

5. Emphasize The Benefits of the Offer

Make it clear in your brief paragraph and/or bullet points what the benefits of the offer are. It’s more than just listing what the offer is comprised of; it takes a bit of spin. Instead of “Includes specifications of product XYZ,” say something like “Find out how XYZ can increase productivity by 50%.” In other words, convey the value of your offer clearly and effectively.

6. Encourage Sharing

On your landing page, don’t forget to include buttons to enable your prospects to share content and offers. Include multiple social media channels as well as email, since people have different sharing preferences. When your offer is shared more, more people land on the page, and therefore more people fill out your form and become leads!

            Example: Social media sharing buttons should be prominently displayed on the page        and automatically link to social sites (ie Facebook, Twitter, LinkedIn, Pintrest, etc.)

7. Don't Stop at Just One

According to a recent marketing benchmarks report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, more opportunities to generate more leads for your business.

Example: E-Book, Webinar, Case Study, Free Trial, Free Demo

Landing Pages Don’t Need To Be Hard

Given the dramatic ROI of having multiple targeted landing pages, why do three out of four B2B companies still send clicks to the home page? Use these seven tips to get more prospects.

Are you looking for Lead Generation Services? Marketing Eye Dallas will help you generate and nurture prospects through the buying process. Contact Us, and begin growing your business today!
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