Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The Anatomy of a Successful Lead Capturing Landing Page

By John Bonini

The Anatomy of a Successful Lead Capturing Landing Page

 

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

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...

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Lead Generation
Published on February 21, 2013

Recent Articles

Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2022
April 7, 2022 • 9 min read
44 Landing Page Examples to Inspire Yours in 2022
December 31, 2021 • 13 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
Should You Still Gate Your Content in 2021?
April 8, 2021 • 7 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
Here's Exactly Why Your Inbound Marketing Leads Suck
March 5, 2021 • 6 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read
New study reveals which Google My Business features boost conversions
November 4, 2019 • 4 min read