Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
John Bonini

By John Bonini

Feb 21, 2013

Topics:

Lead Generation
Lead Generation

The Anatomy of a Successful Lead Capturing Landing Page

John Bonini

By John Bonini

Feb 21, 2013

The Anatomy of a Successful Lead Capturing Landing Page

 

The Anatomy of a Successful Lead Capturing Landing Page




The following is an excerpt from IMPACT's new ebook, "26 Ways to Generate More Inbound Customers in 2013." For more expert tips on capturing more qualified leads from your website, to Generate More Inbound Customers in 2013">be sure to check out the full ebook.


In order to attract visitors and generate leads, it's no secret that you need great, resourceful offers.


A great offer is only as great as its landing page.


A landing page acts as the vehicle for gathering the contact information of your visitors in exchange for one of your offers. Once this occurs, you now have a contact list that you can effectively nurture further down the sales funnel.


However, you have to essentially sell your visitors on the benefits of the offer in order for them to willingly offer their valuable contact information. Are you conveying enough value through your landing page content?


What Makes a Great, Lead Capturing Landing Page?


Obviously the first step is having great copy.


Visually, it can be as gorgeous as San Francisco on a sunny day, but it your content is weak and not conveying the value of your offer, don't expect many clicks.


But what makes great landing page copy? The first step is knowing your audience, and what affects their purchasing behavior. Obviously, if you're already creating landing pages and offers, you have already defined your buyer personas right? Right?


So here's how you can ensure that your landing page copy is capable of capturing leads.


Consider these 6 tips for creating more effective landing page copy:



    1. Use action oriented language ­– Let visitors know how they’ll benefit. What are they getting out of it? Rank higher. Drive more traffic. Generate more leads. Action words produce results.

    1. Consistent content – Your users clicked on a call-to-action to get to this landing page for a reason, they liked what they saw.  Be sure to include that same message on your landing page as well.

    1. Write in the second person – Visitors want to know how you’ll help them. Speak in those terms. Learn how “you” can rank higher. Learn how “you” can drive more relevant traffic.

    1. Clear and concise – Landing pages often aren’t the best places to get creative. You have a very short time – 3 seconds according to HubSpot – to convince your visitor. No time for fluff. Let them know why they need this offer…quickly.

    1. Convey value ­ – Sounds obvious, but use language that conveys value. How will they benefit?

    1. Format – Great copy often goes overlooked if it’s formatted poorly. Website visitors prefer scanning than large chunks of text. Utilize bullet points, numbers, and line breaks to make it easier to read.



Proper Landing Page Format



    • Get rid of any navigational bars or extra links

    • Get rid of any flashing images or distractions

    • The description of the offer needs to be simple and clear (point form is best)

    • Keep your form above the fold of the page (meaning, keep it fully viewable without the visitor having to scroll).

    • Fewer fields in your form will result in more conversions. Just keep the most important ones in there.

    • List only the benefits of your product

    • Provide a couple of testimonies at the top fold of the page (optional)



Smart Landing Pages


With the launch of ‘HubSpot 3’ in August of 2012 came the unveiling of “smart” content, including smart landing pages.


By utilizing the HubSpot software, you can offer your visitors a more unique, targeted experience by enabling them to skip the process of filling in all of their information each time they fill out a form for an offer, making it easier.


The result? More lead reconversions, more sales qualified leads, and ultimately, more sales.





Smart CTAs


Without a great call-to-action, it will be much harder to drive the amount of traffic to your landing pages that's necessary to succeed. HubSpot now allows users to feature smart CTAs, where your visitors will actually see different CTAs each time they convert on one.


This ensures that website visitors will never see a CTA graphic again if they’ve already clicked and filled out the form for the offer.


This enables you to more effectively work visitors down the sales funnel with different offers.


Continue reading the full ebook...

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

35 Landing Page Examples to Inspire Yours in 2023

January 26, 2023
Ramona Sukhraj Ramona Sukhraj

Should You Still Gate Your Content in 2023?

January 23, 2023
John Becker John Becker

Here's Why You Keep Getting Garbage Inbound Marketing Leads

December 19, 2022
Jessica Palmeri Jessica Palmeri

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks

June 2, 2022
Hannah Woods Hannah Woods

20 Tips for Optimizing Your Business Blog Articles for Conversions

April 21, 2022
Jen Barrell Jen Barrell

How To Make Each Lead Capture Form a Conversion Powerhouse

April 8, 2022
Carolyn Edgecomb Carolyn Edgecomb

The Selling 7: 5 Best Landing Page Video Examples

December 23, 2021
Zach Basner Zach Basner

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)

June 21, 2021
Kathleen Booth Kathleen Booth

What is the Content Marketing Funnel and How Does It Work?

June 2, 2021
Kimberly Marshall Kimberly Marshall

What is Lead Nurturing?

May 28, 2021
Kimberly Marshall Kimberly Marshall

88 compelling words and phrases to prompt website visitors into action [Infographic]

April 24, 2021
Kaitlyn Petro Kaitlyn Petro

What is Conversion Rate Optimization? (Definition, Examples, and Tips)

March 31, 2021
Jolie Higazi Jolie Higazi

What is a good average landing page conversion rate?

March 12, 2021
Christine Austin Christine Austin

Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads

March 11, 2021
Karisa Hamdi Karisa Hamdi

6 Reasons You're Not Generating Leads With Your Blog Content

November 9, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

9 keys to building an effective landing page [Infographic]

October 3, 2020
Steve Polito Steve Polito

5 effective strategies for decreasing bounce rates on a blog article

August 25, 2020
Kevin Phillips Kevin Phillips

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Pratik Dholakiya Pratik Dholakiya

6 most common lead generation website problems (and how to fix them)

January 28, 2020
Jen Barrell Jen Barrell

Facebook ads help: Why are my ads not converting?

January 20, 2020
Rachel Palmateer Rachel Palmateer

11 Best Examples of Lead Generation Website Designs

January 20, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

Top 9 proven lead generation ideas you need to try in 2020

December 3, 2019
Ali Parmelee Ali Parmelee

New study reveals which Google My Business features boost conversions

November 4, 2019
Jenna Ott Jenna Ott