Your landing page is a crucial part of your lead generation campaign. Whether your business is focused on eCommerce, SAAS, or B2B lead generation, without an optimized landing page you’ll see poor ROI across social media, organic search, and email marketing campaigns.
Below are some simple design tips you can follow when creating/designing a lead generation landing page:
Your hero shot (the primary image or video on your landing page above the fold) is the first thing visitors are going to focus on, so you’d better make it captivating.
Your CTAs should be, sweet, short, action oriented and creative. In addition to this, choose at least one accent colour that pops, giving them something to contrast against their other brand colours so they can highlight the most important parts of the page. Your calls to action are the place to make use of an eye-catching accent colour.
Benefits-oriented messaging is one of the best ways to drive conversions. Yes, people need to know what your product or service does, but they’re much more likely to convert if they understand the benefits, they’ll receive by following through with your CTA.
Regardless of what it is you're selling social proof still works towards building trust. Feature customer testimonials, reviews, and other forms of social proof on your lead capture landing pages to reassure your users and make them want to join.
If you’re trusted by major brands or have been featured in well-known publications, share their logos prominently. These visual cues would reflect positively on your brand.
Make sure that your desktop and mobile designs are responsive, so that it looks exactly the same no matter the device that people are using to access your landing page.
Do a full review on every single device that you have, and using different browsers as well because sometimes your landing page might look different in Google Chrome, than it does on Safari.
Try to match your landing page headline with the keywords in your paid or organic marketing efforts to create that seamless experience from one marketing channel to the next.
This can be very hard to do because it takes a lot of time to create many landing pages, but if you can do it for some of your top keywords, it's going to help you drive more conversions at a lower cost.
To make your lead capture forms as fast and easy to fill out as possible, ask for only the information you really need. If it’s not critical for your lead nurturing process, you don’t absolutely need it. For example, there are very few instances where title (mr/mrs/dr) would be a necessary information that your lead generation form must capture.
Make sure you review competitor landing pages to get some inspiration on what to do and what not to do. You can also look beyond your immediate industry for design ideas as well because your users are interacting with websites from across many other industries too. This kind of broad review can help you anticipate your user’s frustrations and avoid them in your own design.