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The Definitive
Guide to Lead Generation
Lead Generation Landing Pages
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Lead Generation Landing Pages
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Chapter 3

The Essentials of Lead Generation Landing Pages

Do you want to generate high-quality leads around the clock and make the most of your marketing budget? (Umm...of course you do!)

That’s why you need to get set up with lead generating landing pages.

Squeeze pages—a unique type of landing page geared at lead generation—are designed to squeeze information out of your website visitors—specifically, a name and email address. These pages use a lead magnet to capture and qualify leads and store them in your email database.

anatomy of a squeeze page

By effectively architecting lead-generation landing pages, small businesses are able to grow their potential client lists up to 10x faster than businesses that rely on a website alone.

So how do you create landing pages that are specifically designed to generate leads?

1. Magnetize the main event

Lead magnets should be the primary attraction of your landing page. Start by creating a high-value lead magnet that’s targeted directly at your audience.

Your lead magnet should have three goals:

  1. Solve the visitor's pain point
  2. Be unique and different
  3. Deliver immediate results

Create a lead magnet that your page visitors simply can’t resist. How? By aligning it to a primary pain point and communicating that your solution (to their problem) will be both unique and immediate.

For example, let’s imagine that you’re a wedding photographer and attract a lot of web traffic through Pinterest. You decide to create a lead magnet that’s an Excel party budget template—an excellent choice because it provides legitimate value and establishes you as a credible authority in the wedding industry.

landing page for wedding photographer lead magnet

Your wedding checklist is unique (compared to your competitors) because it’s comprehensive, fun, and designed to provide immediate value. The faster your audience can use your lead magnet, the faster they’ll associate your brand with a positive result. Once they see that your wedding checklist is useful, they’re more likely to come back to you as a viable candidate for their photography.

The vast majority of people are not ready to make a purchase when they first interact with your brand. But freebie content like a lead magnet can help you stay top of mind, so they come to you when they’re ready to buy.

2. One page, one action, endless leads

Each landing page should have one action—and one action only. Don’t dilute your page with lots of offers or gimmicks. Focused minimalism tends to generate the most and the highest quality leads.

Your chosen call to action (CTA) should match the engagement level of your visitors. In the above example with the wedding photographer, most of that traffic is “cold,” because they’re brought in from Pinterest advertisements. The CTA focuses on grabbing their email with a simple, high-value magnet, like a checklist or infographic.

landing page hiding cta button

But let’s imagine you’re marketing to a list of “warm” leads. Your landing page might seek to create a deeper engagement so the leads are more likely to book their wedding with you. The CTA might be to sign up for a free wedding videography webinar or a free venue shoot consultation. This brings your leads to a stronger connection with your business while still providing value to your leads.

Consider the goal you’re trying to reach and accentuate the call to action based on that objective.

3. Put the offer front and center

Now that you’ve created the perfect lead magnet that will engage your audience, you want to architect the landing page around that action. Put your value proposition front and center.

Did you know? Your visitors have an average attention span of about 8 seconds. That means they’ll likely read the headline and see the design before immediately deciding whether or not they want to consider your offer or click away and never come back. So your headline needs to tell them exactly what they’re getting and why they need to engage.

For example, a strong headline might be: Lose 5 lbs this week with our free no-gluten diet plan!

A weaker headline might be: Get the gluten-free diet plan.

The second headline describes the ‘what’ but not the ‘why’ and it doesn’t create an emotional response or compel the reader to take action. The first headline is more powerful because it tells them what the offer is, what their results will be, when they’ll see those results, and how they’ll get those results (by downloading your lead magnet!).

4. Show, don’t tell

If you really want to put the offer at the core of your landing page, create a mockup of the product you’re offering. Mock up a 3-D book jacket for your eBook or include a thumbnail of the first page of your downloadable checklist.

fitness freebie opt-in page

This creates a visual element that makes your prospects feel they’re receiving legitimate, tangible value. Those lead generation landing pages that see the greatest success generally use supportive imagery and magnet mockups to emphasize the quality and features of the offering.

Another great way to pad the worth of your offering? Use testimonials, especially with pictures or videos of the clients giving the review. This proves a level of credibility and trustworthiness that will remove your visitors’ fears and make them eager to give you their information. (They’ll give you anything to get the same unbelievable results that your previous customers have had!)

5. Maintain a lean, mean, lead generating machine

Your landing page should only be as long as it needs to be—and not a word more. You want to be as concise as possible while thoroughly explaining your offering. (Don’t be afraid to use pictures in place of words!)

This means you should also minimize the form fields needed to signup. Don’t ask visitors for their name, email, phone, SSN, best friend’s birthday, favorite book, eating habits, etc. The less you ask for, the faster they can sign up. Minimizing friction almost always improves your conversion rate.

good vs bad lead form

Landing pages are made to turn visitors into leads and leads into customers. Lead generation landing pages are one of the most effective ways to capture your visitors, so you can have a warm list of leads excited to hear from you in your marketing campaign.

Continue reading:
Chapter 4
Lead Generation Landing Page Examples
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