Landing pages play an important part in lead generation. They take away all the other distractions of your website and shine a spotlight on a particular offer which encourages a very positive rate of lead capture.
Landing pages are usually where the magic happens – because you’ve pretty much already won the visitor over. This is the last step before they officially accept the offer, where filling out the lead capture form is (or should be!) the precursor. This is why landing pages are sometimes alternatively called ‘lead capture pages.’
To create the perfect landing page that will give your visitor that final push, you’ll need to make sure that it contains a few of the key elements.
The first is, of course a good headline. You want something that is simple, but snappy enough to get the visitor to pay attention. An optional sub-headline or a sentence or two describing the offer should follow. Keep it brief and clear so that the visitor knows exactly what they’re going to get. Next, you should include an image that builds on the offer.
The image helps break up the text so it’s easier on the reader’s eye, and it’s been proven that images increase a browser’s willingness to read a piece of content.
The last and most important element is the lead capture form. Something to consider is what the trade-off is. What is the consumer getting in return for the effort of filling in the form? While it’s easy to brush off that the process of filling out a simple online capture form is not a bother at all, it is often not the case for internet browsers who have a much shorter attention span. If they think that the effort of filling out the capture form is something that doesn’t outweigh the perceived benefit that the offer will provide, it is then less likely for them to fill it out. Use this consideration to decide how much information you can ask from your readers in the capture form. Perhaps the safest route is to keep it straightforward – name, age and email.
