Do you use your website for lead generation? Do you use paid ads to drive traffic to your site? If so, then you need to optimize your landing page for lead generation. Otherwise, you’re leaving money on the table. Here are six landing page optimizations you can get up and running fast.

Add a form to your landing page

The worst thing you can do for your paid traffic is sending it to your homepage. Send your audience to a dedicated landing page with a lead capture form prominently displayed, ideally on the right-hand side. This makes it clear what you want people to do (complete the form) from the get-go.

Pro tip: The more forms fields you have, the lower your conversion will be. Only ask what you absolutely have to.

Use simple, straightforward headlines

Write a headline that’s simple and straightforward. It should convince people that whatever you’re offering is worth them giving up their info for.

Pro tip: A simple subheading that tells people what to do (fill out the form) and what they’re going to get if they do can assuage concerns about parting with personal info.

Short, snappy body copy

If your headline is the hook, your copy needs to be the value that really drives the point home. You want people to fully understand what value they get if they complete the form to get your solution.

Pro tip: Organizations love to talk about themselves, but customers rarely care. Make sure your body copy is focused on how it benefits the customer and keep it short!

Clear call to action

Your form is going to do the heavy lifting, but make sure that you have a clear call to action that tells people what they’re going to get if the complete the form. If it’s a button, make it big and clear, and change the copy to reflect what’s going to happen next (e.g. change “submit” to “contact sales.”)

Pro tip: A one-sentence lead-in above the form can help lead conversion by telling people precisely what happens when they fill out the form (e.g. ‘complete the form and a sales rep will get in touch in 24 hours’).

Get rid of other navigation

Don’t put your normal website navigation on the landing page. It’ll pull people away without converting. Instead, get rid of the main navigation completely to improve lead conversion.

Pro tip: Remove any other necessary elements on the page, even if it conflicts with the look and feel on the rest of the site. The only thing the visitor should be looking at is the copy and the form.

Finish with a thank you page

Don’t leave people wondering what happened. Send them to a thank you page so they know the form was submitted correctly.

Pro tip: Add options to re-enter your site by highlighting assets or your recent blogs posts at the bottom of the thank you page.

Summary

Lead generation pages don’t have to difficult. In fact, it’s usually better when they’re simple. By stripping out the extra stuff, you can improve your lead generation efforts without spending much (if any) more money.
Contact us to learn how we can help you stop leaving money on the table, and start converting more today.