- Lead generation is the heartbeat of a successful business.
And in this episode, I'm going to show you
how to build a solid lead generation landing page.
Let's get started.
A lead generation or a lead capture landing page
is a landing page that allows you to capture
all of the information necessary
to convert visitors into leads.
This includes information like:
name, email and phone number.
Lead generation landing pages are great
for generating marketing qualified leads
that have shown real interest in your product or service.
These marketing qualified leads can be then contacted
by a sales person with the intention
to convert them into customers.
Before you start building your lead generation landing page,
you need to define the audience or persona
you want to target.
Always niche down and target an exact persona.
Build a landing page for the most niche audience possible.
And once you have nailed it down,
build out more landing pages later.
When you know your exact target,
you can easily write your landing page copy.
It'll be like you're speaking directly to them
in their language.
Let's take a look at this example from Bequest.
For their life insurance product,
Bequest want to target first time home buyers
who are in the age group of 28 to 45.
Now, when we check out the landing page,
the copy, imagery, and the style matches the buyer persona,
creating relevance and trust.
Having a catchy headline is the most important factor
which will decide if visitors will stay on your page.
Because of its significance,
I have researched a list
that will help you create a good headline.
You can use one or a combination of these frameworks
to create a strong headline.
You can explain how your product or service is useful.
You can demonstrate how your product or service
is better than your competitors.
You can demonstrate exactly
what to expect from your product or service.
You can create a sense of urgency and convince users to act.
That subheader is commonly used for expanding the headline
and highlight exactly how your product or service works.
In this example, ChargeBee extends the specificity
of their offer and state the actual benefit.
In this case, scale recurring revenue.
In this example, the headline for Adobe XD landing page
has the claim, "Design like you always imagined."
Well as a designer,
you want to have all the tools in one place.
And in the subheader,
the copy extends to explain exactly how that claim is real,
Wireframe, animate, prototype, collaborate, and more
all in one place.
To build up social proof,
you can showcase trust-inspiring evidence.
You can highlight the benefits
of your customer testimonials.
Check out this example from Freshdesk,
where they have a real testimonial from a client, Hamleys,
in which the customer outlines the benefit they experienced.
Showing big numbers,
a social psychology concept called the 'bandwagon effect'
states that people are more likely to engage in action
if other people are doing it.
For example,
the vision of the crowd says that
if more than 2 million people have purchased a book,
you're more likely to like it.
It's easy to claim to be the best,
but not everyone can prove it.
There are tons of ways you can build up social proof.
I'll cover this topic in depth in future videos.
To have an effectual landing page,
your landing page copy is the most critical factor
which could make or break your landing page.
Here are things to consider when writing copy
for your landing page:
focus on benefits rather than features.
Keep your message simple and consistent.
Get more personal with using "you" and "your".
Use bullets rather than long paragraphs.
Avoid hyperbole.
These are cliches or superlatives things like
"industry leading support", "best-in-class customer care",
avoid technical terms and acronyms
and write in plain language.
A call to action or CTA is one of the most important parts
of a lead generation landing page
as they tell the user what to do next.
To have an effective call to action,
consider these four things:
use strong words.
Check out this example from Basecamp.
Needless to say your call to action should be noticeable
so find the right placement for it
and use contrasting colors and make it stand out.
Prompt, urge your visitors to act now.
Here's a bonus tip:
add context to your call to action
so the visitor knows what to expect.
To come up with your own strong call to action,
you can use this framework.
"I want to..." blank.
Fill the blank with an action word.
If you can finish the sentence
from a customer's point of view,
you're on the right track.
Your landing page should be designed to get your visitors
to take one specific action.
If you have more than one goal,
such as getting visitors to sign up for a newsletter
or to download a white paper on the same page,
then there's a good chance
your conversation rates will drop.
In order to remove any potential distractions,
remove all navigation pointing to other pages
and any other social media profiles.
A lead capture form will allow visitors
to give out their information so you can later contact them.
Depending on your campaign,
you can limit the form elements to two, for example,
name and email or capture more information
like name, email, message, and phone number.
To build a form that captures leads,
here are few things you should consider:
add a headline that tells your visitor what to do next,
put the form near the top of the page,
to generate an MQL;
ask for the information you need to make a sensible
first contact phone call,
include a message text box.
This input box gives your potential customer
a chance to tell you what they are after in their own words,
but don't force them to fill it in.
Split form elements into multi-steps,
ask for easy questions upfront
and include progress bars to let visitors know
exactly how far along they are,
making it more convenient and easier to complete.
You can use a tool like leadgenapp.io
to build these forms without writing any code.
Do not enable CAPTCHAs or annoying puzzles
that users have to solve to fill a form.
It will turn off visitors
who want to get straight into business.
That's it guys.
Hope you find this video useful.
Before you leave,
as always, I have a little surprise for you.
I've put together two resources for you.
The first one is a link
to some of the best lead capture landing pages I have found.
And the second is a lead capture landing page template
built in Unbounce,
which you can easily edit to match your brand.
If you like this video, please give it a thumbs up.
I look forward to seeing you in the next one.