Lead Generation Landing Page Design

by admin on August 18, 2011

Getting new business leads online can be a very effective way to get new business. To do so, you will need to design a highly converting page to capture prospect information. Regardless of what type of promotion you are running, the quality of your landing page can make or break your campaign.

Landing page is a term used to refer to web page designed to capture the interest of your prospect to the point where they will input relevant information and request to be contacted by you or your sales staff.

A landing page for lead generation needs to be as simple and straightforward as possible clearly conveying the value proposition of your offering. Prospects need to instantly feel comfortable and secure and must be able to find exactly what they are looking for. To be able to design highly converting landing pages one must first have a good understanding of your target market.

Who is your target?

Before you go about laying out pages and websites take some time and perform some basic marketing research. Determine basic demographic information such as gender, age, location, marital status and income level. While demographic information is a bit too general, it will give you a good starting point to design landing pages that convert well. If you really want to take things to the next level your research has to be as detailed as possible and produce results concerning the emotional drivers of your prospects. According to leadlogic.ca you need to try to determine why and how a member of your target market makes a decision before any lead generation campaign.

Basic marketing research like this is very often ignored by internet marketers. If you take the time to perform such research and align your landing page to the needs of your target market you will have a solid advantage over your competitors.

Campaign Goals

The main purpose of a landing page is to convert traffic to leads. Assuming that your traffic is relevant traffic, you need to immediately convey the value of your product or service, and company. You need to decide whether you want to get phone leads, email leads or both and structure the layout of the page accordingly. Understanding your demographic is important for this stage as well. For instance, if you offer a product that someone might search for while at work then having a more prominent contact form will produce better results. If on the other hand, prospects search for your service when they need it then and there, then placing the phone number in a more prominent position will work better.

Landing Page Layout

There are many resources out there that recommend different layouts for landing pages. The placement of the contact form and the telephone number on the landing page are very important as they need to immediately draw the attention of the visitor and prompt them to use them.

Landing Page Design

Stick with the colours of your brand if you already have a company website. Remain consistent and potentially capitalize on the brand recognition your company might already have. If you don’t really need to, you can be a bit more creative.

While having a clean landing page red and orange colour hints work well, as studies have shown that people in general respond to such colours. At the end of the day, it depends on what offer you are running and who is your target market. Colour can create emotional responses and increase conversions. Avoid stock photography and don’t clutter your landing page. You need to have one main visual representation of your offer place in a central location. Not necessarily in the center of your page, it just needs to be clearly visible. The contact for should be placed to the right of the page most people read from left to right and thus a contact form in the right will draw far more attention.

To maximize conversions, get a professional designer to create the page for you. A well designed landing page that produces will have a much higher ROI.

Landing Page Copy

Simple and to the point. Avoid using complicated language, long words. Corny language doesn’t work either. Stick to simple language that has meaning to the visitor, they can understand and helps them relate to your main offer. Let your conversion target dominate the page, whether that is a contact form or telephone number have it in a visible location on your page.

Call to Action

This is an important component of your landing page. You should keep it simple and have it stand out from your site. Why should your prospects contact you? What is in it for them? The call to action can be a sentence or a button as long as it is clear what it will do when someone interacts with it.

Wrapping Up

The landing page needs to convey the benefits of your offer to your prospect in a simple and concise way. Simplicity is the key, don’t try to impress your prospect. A well laid out and structured page with an offer that makes sense to your prospects can only be created if you understand the needs of your target market. If you don’t, then you can have the best looking landing page, but it won’t make sense to the people it needs to make sense to. Developing a series of optimized landing pages and running several campaigns  is good local internet marketing for small business. Lead Logic is a Toronto based company that offers lead generation/local internet marketing services. You can contact them for more information.

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