How to Write and Design a Landing Page For Lead Generation
When viewers click on certain types of digital ads, they’re taken to a page on the business’s website to learn more.
But what happens if that website page isn’t engaging or motivating? They leave without performing the prescribed conversion action.
In this case, you may need a landing page that supports lead generation. Keep reading to find out what an ideal landing page is, when to use one, and how to make an effective one to support your marketing strategy.
What Is a Landing Page?
A landing page is a standalone web page that drives visitors to take an action. A landing page can be part of your business website’s site map or can have its own unique URL, or web address.
Landing pages are usually linked to online ads or email marketing campaigns. When your customer or potential customer clicks on your ad or email link, they’re taken to your landing page that asks them to purchase a product, request more information, sign up for your newsletter, or register to attend an event.
When Do I Need a Landing Page?
There are a few scenarios where a landing page could help your ads or email campaigns perform better than an existing page on your website. You need a landing page when:
- Your website needs updating, but a full redesign is not in your budget right now.
- Your website’s user experience is lacking and isn’t designed to nurture conversions.
- You’re promoting a short-term special event or sale, and don’t have existing information about it on your website.
The perfect landing page prevents visitors from navigating away from your website using a compelling offer or engaging content. Conversely, disorganized, confusing, or otherwise poorly designed landing pages can discourage visitors from converting.
Landing Page Tips
When your digital marketing strategy calls for ads that won’t make users regret clicking on them, try these tips for creating a successful landing page.
Like Your Marketing Strategy, Keep Your Landing Page Focused On Your Goals
The content of your landing page should align with the reason you’re creating it. For example, if you want to sell more HVAC service agreements, your landing page should not only explain the benefits of signing up for one, but it should also make it clear how to go about signing up.
Don’t include any additional information that doesn’t directly support your business goals for the ad or campaign associated with the landing page. Let’s look at the service agreements page example again. If your ad campaign is promoting service agreements, your landing page for the campaign should not include calls to action about purchasing a new air conditioner or getting an estimate for a new system.
Simple and Engaging Wins Every Time
A modern design, the right color palette, simple, and compelling, but easy-to-read copy will make a bigger impact on your audience than going over-the-top with any single element.
The copy on the page should meet branding guidelines for voice and tone and speak directly to your ad’s target audience and move them to action.
Because your landing page is meant for quick consumption after viewing an ad, simpler is better, including when it comes to writing persuasive copy. The words on your landing page should explain that you understand your clients’ problems and have a solution to them.
Include a hook – something that captures and keeps their attention – but don’t be overly clever or emotional just for the sake of it. A good content marketing strategist can help you craft powerful headlines that motivate your audience to action.
Work With a Web Designer to Add Charming Visuals to Your Persuasive Copy
Just as partnering with a professional designer is important as part of your website marketing strategy, you’ll want their skillset for your landing page, too. A professional web designer with a knack for user experience and visually appealing art can help your landing page engage your target audience.
Adequate white space, balance, and clear imagery complement the words on the page and tell your brand’s story.
Lend Credibility With Testimonials or Client Reviews
A copywriter can craft the most compelling, convincing copy for your landing page, but without proof, your audience may not believe in the power of your product or service. The best way to provide evidence that your product or service is as valuable as you say it is is through client testimonials or reviews.
If your landing page needs to rank in search results, include quotes from clients that don’t appear elsewhere on the web. Duplicate quotes or spun content can negatively affect your search engine optimization efforts. Instead, use praise from client emails or surveys that don’t appear on Facebook, Google, or Yelp.
For standout landing page content, film a client testimonial to include on the page. Most visitors find video testimonials more authentic and engaging than written customer quotes. You can even use the video testimonial for other efforts as part of your broader content marketing strategy.
A Digital Marketing Strategy Guided By Experts Gets the Results You’re Looking For
To learn more about digital ads and when landing pages could help ensure the success of your campaigns, talk to a digital marketing strategist. A professional’s insight can help you understand the steps you need to take to meet your business goals, reach your target audience, and get the qualified leads you’re looking for.
Jenifer Calandra is an award-winning digital copywriter and copy team lead at iFocus Marketing with 12 years of marketing experience. She curates copy from conception to completion, capturing client voices, and building their authority in their industry. Her knack for storytelling is deeply rooted in journalism, and you’ll find her work published in various regional newspapers and magazines. At home, dogs and a never-ending cascade of home-improvement projects rule her life.
