Key Elements of A High-converting Lead Generation Landing Page

by Pablo Sanchez  5 February 2014

According to a 2012 HubSpot Marketing Benchmarks Report, companies experience a 55 percent increase in leads when they go from 10 landing pages to 15 landing pages. There is no denying that landing pages are a proven key component of every successful inbound marketing strategy. As such, you should never leave website visitors wondering what they should do next. Instead, tie a customized landing page to every single campaign. Keep in mind that any old landing page will not do the job. There must be key elements of a high-converting landing page in place in order for the campaign to be successful. Clear, concise value proposition message with brief bullet points A strong, prominent headline will be the first, or one of the first, things that a user sees and reads. Use the headline to state the value proposition succinctly, appeal to the reader’s self-interest, and emphasize the benefits that users will get from your company’s products or services. Landing page form It may seem like a landing page form is too obvious to make the list of key elements of a high-converting landing page. However, many people get so caught up in the copy and layout that they either forget the most important component or they bury it so deep in the page that site visitors miss it completely. Typically, the form is placed on the right-hand side of the page, but the top of the page is acceptable for a small form with only a few fields.  You want to ask for just enough information to capture the lead and no more in order to maintain a high conversion rate. Branding with a simple aesthetic and contrasting colors A logo does not have to be the focal point of a page, but it should have a strategic placement on the page. People should have no problem recognizing that the landing page comes from your business. Don’t go overboard with the landing page’s visual content. Cluttered graphics and busy colors are distracting for users. Testimonials and trust elements One of the best ways to boost a conversion rate is to include key elements of a high-converting landing page that illustrate what other people think of the company. Blend testimonials within the content. Instead of making vague claims that don’t apply to specific products and services, use the testimonials to reinforce the claims and results that you are making. Trust that elements can be as simple as including a job title with a quote from an employee or executive. Keep in mind that third party verifications also have a huge effect on conversions. For example, include logos from companies who use your products or services to build trust.

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