How to Use Landing Pages to Improve Your Lead Generation

Landing pages are becoming more and more popular in the marketing world.  They are effective tools to reach your customers and they allow you to communicate with your constituents in a very direct and focused way. Landing pages are also ideal for generating potential customers into solid leads, and ultimately, into lasting customers.

executive-532448_1280Collecting information is one of the main objectives for lead generation landing pages. Whether you’re trying to gain information to add to a mailing list, sell products directly, or help build your brand—or all of the above—you’ll want to design your landing page accordingly.

Listed below are some tips to remember before launching a new landing page.

1. Headline and Sub-headline
Just as a strong newspaper headline draws the reader into the news story, your landing page headline also needs to serve a purpose. Namely, it needs to reiterate why the user clicked on the ‘call to action’ button and was taken to this page – whether it’s a free ebook, a webinar signup or even a free trial of your product.

Be crystal clear in your headline (and sub-headline, if you’re using one) so the customers know what they’re getting when they provide you their information.

2. The Offer Description
Once the customers are on your landing page, it’s time to describe what you’re offering them and what they’re expected to provide in return.

While it depends on your company, product, and customers, there are several great options in terms of what you can offer. The most common are ebooks or whitepapers, free webinars or webinar downloads, exclusive access to a member area, or even the chance to win a free coaching session with you.

You know your audience best – what are they looking for? What is going to make them give you their information?

On a side note, make sure the content you’re providing them is quality material. If they see that they provided their information and got very little from it, you’ll lose respect with the customer, and thus lose the customer all together.

3. Supporting Image and Design
While a landing page may be a temporary marketing piece, it still requires thought and design. Make it look like it fits in with your brand. 1491300_841256319229239_6859374038456174128_oHowever, don’t make it too distracting. This page is to serve a very specific purpose – to gather customer information

Including an image that supports the landing page, such as a graphic of the free ebook, or a portrait of the person who’s conducting the webinar, can help draw the customer in to the page, and aid in their providing the necessary information.

4. Capture Form
Try to ask for a minimum amount of information. While this may seem counter-intuitive, after all, you have the customer on the hook; let’s get as much information out of them as we can! As nice as that seems, that’s not the approach you want to take. The customers need to feel comfortable and by asking for a minimum amount of info, they’ll feel you’re trustworthy and approachable, without being pushy.

Ask for their first name, last name, email address and potentially ask them a pointed question , such as ‘what’s your greatest marketing challenge?’, but don’t go beyond that. Keep it simple on the landing page, and then once you have their information, you can bring them into the marketing cycle.

Landing pages are the perfect way to get the information you’re seeking from your customers, yet also providing them with additional tools that can help them with their business. Use these four tips to properly equip your page for maximum exposure and maximum output.



Bill has a long history in internet marketing, with a strong background in search engine optimization and interactive marketing. With a combined 20 years of teaching, he has spoken and trained at national and international events on the topics of Digital Marketing.