Lead generation landing page best practices

Here are some tips on creating lead generation landing pages that’ll open the floodgates and have you swimming in leads.

Offer some value

You know how some restaurants give you a piece of candy when they bring you the bill? That’s because of a scientifically proven principle of reciprocity—if you give someone a gift, even a small one, they’re more likely to be generous in return. For restaurants, that takes the form of a larger tip. When it comes to lead capture landing pages, providing the equivalent of digital “candy” can turn into an increased likelihood that visitors will provide their contact info. 

Provide your visitor with something that gives them value, such as a free ebook, webinar, white paper, newsletter, or trial period, and they’ll be more inclined to return the favor.

Use persuasive copy

Attention-grabbing headlines; short, descriptive paragraphs; easy-to-read bullets; clear, enticing calls to action—all of these copy elements can go a long way towards convincing your visitor that yeah, they like what they’re reading and they’re willing to fork over their details to learn more.

Design matters

The design of your page can be a huge factor in gently nudging visitors to fill out the contact form. Whether they realize it or not, the landing page’s design is the first aspect of the page that sinks into their brain, and if the design is messy, cluttered, or frustrating, they’ll just bounce.

If you don’t have the eye of a designer, don’t fret—we’ve got plenty of awesome lead generation landing page templates that you can adopt as your own. 

One thing to look for in a good page design: Keep most of the essential info “above the fold,” which basically means the top section of the page that can be seen without scrolling. This pretty much guarantees that the visitor will see what you want them to see.

Only ask for what’s essential

Don’t get greedy and start asking page visitors for details that aren’t necessary, like their annual marketing budget, five-year marketing plan, and favorite TV show (although that last one could lead to some fun chats). If your page has a form, make sure the form only asks for the truly crucial details that you need to keep the conversation going so it doesn’t feel too pushy. 

Plus, it wouldn’t hurt to include a detail or two about your privacy policy so your visitor can feel assured that you’re not going to misuse their data.

Just one goal per page

While we’re on the topic of simplicity, a good rule of thumb for lead capture landing pages—heck, for pretty much any landing page—is to make sure it focuses on only one offer and one desired action. You might be tempted to cram a bunch of offers onto the page, but don’t do it! You’ll just end up complicating the page and reducing conversions. 

This best practice also applies to adding links that lead to other pages on your website. Strip all of those away so you can eliminate distractions and encourage the visitor to only think about the one thing you want ‘em to do.

And to be clear, it is okay to include multiple CTAs throughout a single page—just make sure they all point towards the same destination.

Be mobile friendly

Since the majority of internet users access the web through their phones, it’s best to format your lead generation landing page so it looks nice and spiffy when opened on a smartphone. After all, you’re trying to encourage visitors to give you their email, and that’s far less likely if they open a page that looks like hot garbage on their smaller screen.

Message match

The best lead generation landing page experience starts even before the visitor lands on the page. They came to this page by clicking on a link from somewhere else (like an email or ad), so make sure the messaging is consistent across the entire journey. If your ad is offering info about cat-shaped cookies, then your landing page better serve up details about those aforementioned (and adorable) feline-formed treats.

Social proof

How do you build trust? It’s not easy, especially when you’re talking to complete strangers who have landed on your page, but one way to increase trustworthiness is with social proof. An endorsement from a reputable brand or a testimonial from a previous customer provides a trust signal and helps create the impression that you’ve got something really good to offer.