When you run a business, you need to think about the long game.
It’s great when customers buy your products and services straight away, but some people will need a little more convincing. In this scenario, a lead page is a fantastic way to capture prospective customers’ interest and nurture them until they’re ready to buy.
Not sure if a lead page is a good option for your business? You’re in the right place!
Join us as we look at the benefits of lead pages, how they differ from landing pages, and how to create a compelling lead gen page that gets results.
What is a lead page?
A lead page (also known as a lead gen landing page) is a page on your website with one purpose and one purpose only – to encourage people to hand over their details.
Here’s an example of a lead gen landing page. Let’s say you operate a home renovation business, and you have a lead page on your website encouraging people to provide their details so you can give them a free estimate.
While some people that ask for a free estimate will use your services straightaway, others might not. However, by nurturing those leads and keeping them engaged, you can increase the chances of them working with you in the future.
Lead nurturing can lead to brilliant results for your business. When done right, it can mean 50% more sales-ready leads at a 33% lower cost!
So… is a lead page the same as a landing page?
Not quite. A lead page is a specific type of landing page with one specific aim – to capture leads for your business.
Conversely, a landing page can have alternative aims, such as encouraging customers to buy a product or signing up for a free trial.
A lead page can be a landing page, but a landing page doesn’t necessarily have to be a lead page.
What does a great lead landing page look like?
No two lead landing pages will look exactly the same. However, in our experience, exceptional lead generation landing pages have these things in common:
They’re short and sweet
Lead landing pages get to the point.
These pages generally have less content than landing pages, meaning prospective customers can quickly understand the gist of the page and hand over their details.
The forms ask for the right information
All lead pages need a form for users to provide their contact details. The key is to ask for the right kind of information.
A first name and an email address are the bare minimum, but you may also want to ask for additional information to qualify your leads. For example, if your SaaS business focuses on companies in the fintech sector, you might want to ask what industry your prospective leads work in.
How many fields should you use? It depends on what you’re offering. As a rule of thumb, fewer fields lead to a higher conversion rate, but if prospective customers see value in what you offer, they’ll be happier to provide more information.
No distractions
The aim of your lead page is to get those all-important contact details from your prospective customers.
Your sole call to action should be the ‘submit’ button that people click after entering their personal information. Don’t muddy the message with other call-to-actions or links away from your page.
Lead page optimisation – our top tips and hints
Building a fantastic lead page takes a lot of testing and a little patience! However, get the formula right, and you’ll be well on your way to lots of fantastic leads for your business.
Here are our thoughts when it comes to lead gen landing page best practices.
Looking for more lead generation ideas? Check out our blog post about lead generation strategies in digital marketing!
Offer something of value to your customers
In an ideal world, your customers will happily hand over their email addresses and phone numbers when asked. However, this rarely happens, so you need to give them an incentive to provide you with their details.
The easiest way to do this is through a lead magnet. This is something you give your prospective customer in exchange for their details, like an eBook, an invite to a webinar, or a free trial of your software.
Think about your target audience and the products or services you sell when considering which lead magnet to offer. A detailed whitepaper may be ideal for marketing and sales directors, not so much for busy mums and dads!
Carry out A/B testing
Prospective customers can be very fussy. The headings you use, the photos you include on your page, and even the colour of your call-to-action button can all significantly impact your conversion rate!
A/B testing is a great way to see what page visitors like and don’t like. Build two virtually identical copies of your lead page with one small difference, for example, a different title. Send half your users to one page, and half to the other, and see which page gets the best results.
Show you’re trustworthy
Cybercrime is on the increase, with people receiving spammy emails and scammy phone calls every single day. If you want to encourage people to give you their sensitive data, you need to prove that they can trust you with it.
You can do this through the use of trust signals. These show prospective customers that you’re authentic, credible, and reliable.
In fact, two-thirds of people say trust signals make them more likely to buy from a company.
Examples of trust signals include:
- Testimonials and reviews
- Accreditations and certifications
- Proof of credible awards
- Statistics and data
- SSL certification
Different customers react to different trust signals, so try a combination of them on your lead page and see which leads to the best results.
(And, of course, ensure your lead generation is GDPR compliant. Ask users to opt-in to having their data collected, explain how you’ll use their information in your privacy policy, and allow leads to unsubscribe at any time.)
Consider how customers will get to your lead generation landing page
It’s not enough to create a lead page, twiddle your thumbs, and wait for prospective customers to visit it. You need to make it as easy to find as possible.
Optimising your lead page for the right keywords can increase the chances of it appearing at the top of the search engines for specific keywords and queries.
Paid social and pay-per-click advertising can introduce your brand to new audiences, while retargeting can encourage prospective customers to come back to your website and give you their information.
Think about your target audience and the marketing channels they prefer to use.
One final tip: consider promotion on your website too.
For example, you could implement a pop-up or headline banner to drive website visitors to your offer, or call to actions on other relevant pages. This is a simple and easy-to-implement way of getting extra conversions!
Looking for the best landing page design for lead generation?
Creating the perfect lead page or landing page can be tricky. You need to understand what your target audience wants, create content that compels them to click, and advertise your page using the right marketing channels.
Sounds like a lot of hard work, right? If this is the case, Bubblegum Search has you covered.
Our specialists have experience designing and developing lead generation landing pages for organisations across a wide range of industries, from education to SaaS platforms.
We’ll build your lead magnet landing page and constantly optimise it so you get a steady flow of leads for your business.
All you need to do is reach out to your freshly acquired leads and get those sales.
Book your phone call with one of our lead page experts today, and let’s see how we can bring in the customers!