7 Steps to Make Your Landing Page a Lead-Generation Machine

Inbound Marketing, Website
7 Steps to Make Your Landing Page a Lead-Generation Machine - Featured Image

Your landing page is the gateway to conversion.

First impressions are everything.

With the number of ads and asks the average consumer sees every day, it’s a miracle if you can get them to click on your content at all. But once they do, you have approximately six seconds to hook them. Six seconds to create a compelling impact on your reader, and convince them that whatever you have, they want. Better yet, they need it now, and should give you their money and/or information in order to acquire it.

That’s the power of a good landing page. And the number one mistake entrepreneurs make when designing a landing page is their misconception that it serves as simply an introduction to their product or service.

Because a landing page can be so much more.

Here are seven simple steps that will take your landing page from a simple “hello” to the lead-generation machine it should be.

Step 1: Deliver an invaluable offer.

You know your worth, but does your customer? The first and most important step in creating a compelling landing page is offering your customer something they can’t pass up. 

Form for downloadable ebook on landing page

Find something valuable enough to your customer that it can be put behind a form. Maybe you’re offering them a 1-on-1 consultation, a virtual showroom tour, or a downloadable Ebook. Whatever it is, the content you provide should inspire your reader to give you that sweet, sweet info you’re looking for. 

By offering them a tool they can’t pass up in exchange for their name and email, you’re collecting pertinent data on your target audience and generating leads. 

Pro tip: Consider incorporating statistics on how your products help your customers. A simple testimonial goes a long way.

Step 2: Create a form that converts.

Almost as important as the relevance of your offer is the form itself. The quality of your form will determine if your visitors are happy to leave their personal information, or if they click away to watch the latest TikTok clip. 

Similar to a strong call-to-action, your form needs to stand out from the rest of the page. Consider using interesting colors, and give a clear value proposition

It’s also important to note that visitors don’t want to have to do too much. Make the form simple for them. Consider replacing additional fields with checkboxes that have already been pre-checked to eliminate the time it takes for them to fill out the form. 

Form on landing page mobile friendly

Lastly, make sure to optimize your form for both desktop and mobile. In 2021, 54.8% of all  website traffic worldwide came from mobile devices. 

Step 3: Remove the unnecessary distractions.

Get this: putting multiple offers on your landing page can decrease conversions by up to 266%. That is a wild statistic

For this reason, you want to keep your landing page pretty simple. Any additional navigations, offers, or internal links are all opportunities for your consumers to “abort mission" and leave you without the information you’re looking for. 

Think of it like this: If you want them to stay, eliminate ways for them to go. Only offer them clickable links that are beneficial to your overall goal. (Hint: That should be to get their info!)

Make your opt-in box the center of attention, and only include necessary links like contact information, disclaimers, and privacy policies at the bottom of your page. 

Step 4: Refine your call-to-action.

Your call-to-action is the element on your landing page that triggers action. In general, this is going to be your clickable form, but it will wear a few different hats. 

Choose your words carefully and offer a compelling argument to boost your conversion rates.

A few of the most common call-to-actions: 

  • Subscribe to a newsletter
  • Create an account
  • Registration form 
  • Buy a service/product directly
  • Reserve a service
  • Request a follow-up or call-back

Your CTA should focus on five primary elements: design, voice, value, specificity, and placement. Consider these things when designing the big colorful button located on your landing page. 

It is your job as a business owner to walk hand-in-hand with your consumer to the finish line. Spell out their next step loud and clear. 

Step 5: Boost the urgency and scarcity of your offer.

“Limited Time Offer!” We’ve all seen it, and we all know it works.

You’ve seen the ticking red clock in the corner of your favorite retail website that says “4 hours left of our semi-annual sale!” It increases the urgency in which you feel pressured to purchase the eight items that magically appeared in your cart.  

Limited time offer digital marketing

One of the easiest ways to boost leads is to up the ante. Consider limiting the time or quantity of deals you are giving out. The purpose of limited time offers is to create a deadline, real or not, to take advantage of an enticing offer. 

Present an exclusive, inside look at your one-of-a-kind experience or offer. Cheesy? Maybe. Effective? Definitely. 

Step 6: Stick to a simplistic visual layout.

Looks matter, especially when it comes to your web presence. Design is one of the most important aspects of a strong landing page. 

To create an impactful visual:  

  • utilize theme colors
  • play on shapes and symmetry
  • make it easy to navigate
  • keep it clear and concise

Clear and simple doesn’t have to mean short, however. New studies find that longer landing pages are actually converting 220% more leads than shorter landing pages. That’s a huge jump.

By including testimonials, social proof, calls to action, and reasons not to say “no” in an urgent and compelling way, you are increasing your chances of conversion.

So, you don’t necessarily have to think “short and sweet” to make your design appealing. Prioritize layout and overall clarity, and let your stats do the talking. 

Step 7: Build a repository of leads that can be nurtured later.

We mentioned before (and we’ll say it again, and again) that the primary goal of your landing page is conversion and lead-generation. So, in collecting information from your website’s viewers, you are building a pool of leads that you can carefully foster further down the road. 

You can even use tools like heat maps or session recording to help you get a better grasp of how people interact with your page. These tools record your users’ clicks and offer you valuable insight into what areas of your landing page are getting the most action and hover time.

In understanding how your users behave, you can curate targeted marketing strategies to use down the line.

Sit back, relax, and let your landing page do the talking.

In reality, there is a lot that goes into maximizing the benefits of a compelling landing page. But once you find the sweet spot, you’ll be amazed at how effective a user-specific landing page can be. 

Having trouble finding what makes your visitors click? Connect with our team. Stats are our thing, so we’ll help you crack the code that takes your landing page to the next level.  

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