Whenever I hear this complaint, it’s not hard to troubleshoot the source of the problem – the landing page.
Often, when marketers test their landing pages to try to up conversion rates, they’re focused on the small stuff, like testing button colors and placement, when they’re missing key elements on the page (like a headline!
There’s also a clear distinction between a purchase or check-out page and a landing page for lead generation. When your sales cycles are longer, the last thing you want to worry about is a lack of conversions on your landing pages – there’s already enough work to be done once a new contact comes into the system. I’d estimate 80% of forms I see on landing pages ask for more information from the prospect than is actually needed. Even if you’re not taking it to that extreme, spend some time evaluating your forms and weighing what information is truly needed to take a lead to the next phase of your purchase funnel. Take a look at the well-done form from a Campaign Monitor lead generation landing page above.
This is something to be especially cautious about if you’re generating traffic to your landing pages via paid search, because it’s easier than you realize to use keywords and ads that don’t reflect your landing page. Landing pages for lead gen should contain copy to explain why your prospects need to sign up, right? The best approach is to keep your landing page copy short, sweet, and to-the-point in an easy-to-scan format (think bullet points, arrows, dashes). The brain processes visuals 60,000 times faster than it does text, according to this QuickSprout infographic.
There are certain brands we all know, like Coca Cola and GE; then there are some that are less familiar.
However, if you do have some of these popular well-known brands in your customer base, then you should be sharing that on your landing pages, like Upshot Agency did below.
Once you click the button, there’s even more reassurance that your information won’t be misused!
I just told you a bunch of things you should include on a lead generation landing page, but what should you leave out?
Get rid of the navigation at the top of the page, don’t link elsewhere within the copy of the page, and remove all unnecessary distractions to keep your leads focused on the ultimate goal. Anyone building a landing page would certainly be glad if they ever came across this article. I especially appreciate the points to provide validation and include trust and privacy signals.
Speaking of distractions, I have found chat to be its own distraction if the chat box does not intelligently show up on inner pages of the site where a technical question could come up.
Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is.
As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one. If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong.
As your landing page comes to a close, you have one final chance to communicate the benefit of your offering.
It’s common practice on long landing pages, to repeat your call-to-action in several places. This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view. You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining.
Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about. Your hero shot should dominate the page, making it immediately clear what the page is about.
People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor. Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit.
The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form. Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion.
Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario.

Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration.
A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked.
There are lots of incentives you can give away to prospects in exchange for their personal data. A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide. Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages. Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page.
A lead generation landing page is any webpage that is attempting to achieve a customer conversion or engagement. They’re a great way of capturing interest, growing a subscribers list or selling products and services. The majority of content management systems allow users to create new pages; however these commonly have website characteristics (like the navigation menu) that aren’t great when you want a user to complete a specific call to action.
There is a lot to be said (and money to be saved) for creating a landing page template within your CMS.
Your landing page must deliver on the promise set by the keyword or ad, social media post or email link.
Make small tweaks and split test (serve your landing pages alongside each other) to see which converts best. This is another way of convincing your visitors that they’re not the only person making this decision. They have created a landing page specifically for this keyword and it compares Basecamp to their own Project Management tool, Wrike.
They want people as a result of clicking their ad and visiting their website to ‘try it for free’. They’ve included the products features and benefits, but they’ve kept it concise by not adding too much text, and breaking it up in to different sections with clear headings. They’ve built trust by including a testimonial and a list of accreditations their software has received. They’ve used the following ‘social-proof’ to assure their visitors that other (well known) companies are using their software. It’s like having a talented soccer team that can execute everything aside from scoring the goal; there’s no shot in generating leads if you can’t get them in the net.
Acquiring a new contact from a lead generation landing page is just the start of convincing them to convert. So make your life easier by making these 8 smart improvements to your landing pages for lead generation.
Nowadays more information about a prospect is a Google search away so why do you need to know their biggest fear and social security number?
People don’t like giving out more information than they need to – it’s time consuming, taxing, and feels like a privacy violation. All the lead has to do is fill out four basic bits of information to start their trial – it’s that easy!
I’m not talking about promising a demo and offering a white paper, I’m talking about the language and messaging you’re using to entice people to visit your page.
You need to use consistent messaging throughout your entire PPC campaign – from the keywords you’re bidding on to the ad copy to the landing page. If someone searches for “affordable project management software,” your ad and landing page should feature that same language. Not only does this image make their business feel more human, it tells a story and gives you a sense of what kind of company they are (young, hip, productive). This doesn’t make them bad brands, but if the majority of potential leads don’t recognize them then their logo isn’t especially useful on your landing page. If your customer success team is either non-existent or incapable of giving attention to chat during business hours, then bypass this advice.
Why should they trust you with their contact information, not knowing if you plan to have your sales reps cold-call them at all hours of the day and night? They include a line about providing 100% security and a link to their privacy policy to put visitors at ease.
She previously worked as a Content Marketer at WordStream, loves all things digital, and spends her free time running, traveling, and cooking.
I totally agree about getting rid of distractions, being a person that gets easily distracted by almost anything! Today we’re going to take a look at the different landing page elements that go together to build your pages.
It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place.

An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”.
Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs. A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision. It’s purely a label intended to keep you focused on this page element when designing your page.
When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples.
Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”. The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates. There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs.
For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required).
Done properly a lead generation landing page can be the cornerstone of all your (offline and online) campaign collateral, and therefore the perfect measurement tool to track your campaign’s performance. Doing so will please both your visitors and, AdWords’ Quality Score algorithm (if it is an ad). Make sure your call-to-action stands out and is situated above the page fold (the page’s breaking point). They are bidding on ‘Basecamp’ as a keyword, so they’re trying to catch people that already searching and investigating Basecamp as a potential solution. They keep it focused by using one call to action that appears at the top (above the page fold and across devices), and one at the bottom of the page.
When your business model requires a bit more TLC to push prospects down the conversion funnel, the lead gen landing page to capture new contacts is one of the most critical, make-it-or-break-it parts of a new visitor’s journey.
Asking for too much data off the bat is a good way to lose potential leads to a competitor.
If your messaging differs as the prospect moves from SERP to landing page, your leads will feel confused or misled and leave. This may mean that you need to create more landing page variations, but it’s worth the effort for the higher conversion rates that will follow. Great visuals can take your lead gen landing pages to a completely new level, instantly expressing what you’re all about. But know that a chat system is an excellent way to provide A+ service and increase your chances of gaining new leads.
Depending on the industry, it can be even harder to gain a lead’s trust (think legal or medical), but regardless you should always incorporate trust signals and privacy policies on your landing pages to ensure your visitors that you’re not going to make their information public or misuse it. It can be tempting to link all over your site, but this mistake often leads to visitors becoming distracted and further away from the goal of filling out the form. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.
Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did.
You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. Don’t dilute its strength by adding in more than one button, instead create a pre-defined user journey and funnel your visitors back in to your main website once they’ve completed the first call-to-action that you’ve tempted them with.
But chances are that with our broad experience across the branding, digital and marketing spectrums, we can help you to win and make it fun along the way. Visitors are not going to see large paragraphs of text and feel the slightest bit tempted to read them.

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