Landing pages optimised for lead generation have considerably higher conversion rates than standard web pages. Uncover the 9 essential elements of a landing page that rocks conversion in this presentation.

1. 9 Must-Haves for a Landing
Page to Generate More Leads
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3. No Navigation
• The aim of a landing page is to get people to convert as leads by
filling in a form.
• Reduce distractions and eliminate navigation to other pages to
focus your visitor on the task at hand.
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4. Appealing Heading
and Sub-Heading
• Your heading should quickly convey exactly what is on offer.
• Keep your heading consistent with the CTA / advert heading that
got your visitor to the page in the first place for best results.
• A subheading is not compulsory but can be included if like. Use a
subheading to briefly expand on your offer before revealing more
details in the copy.
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5. Engaging, Descriptive Copy
• Include a paragraph or two that gives your readers a description of
what you are offering. Keep this copy value-driven, highlighting how
your offer addresses your target audience’s specific problem, need
or interest.
• Use bullet points to sum up what they can expect to learn from
your offer. If you’re offering an eBook, for example, you could list the
chapter’s headings or key takeaways.
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6. Clear Call-To-Action
• A landing page has a single objective and therefore should only
include a single CTA.
• Use contrasting colours or strategic placement to help your CTA
stand out.
• Use words that prompt action such as ‘start’, ‘download’ or ‘join’
to make it perfectly clear as to what they are about to do.
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7. Gripping Visual (or Video)
• Studies and statistics tell us that people respond better to visual
information than plain text.
• Include an image or video on your landing page that represents or
supports your offer to help keep your visitor’s attention.
• Don’t forget to optimise your image with alt-text for search engine
and user purposes.
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8. Real Testimonials
• Testimonials are a fantastic way to highlight the value that others’
found in your offer.
• Reach out and request testimonials from people who have
already taken up your offer to include on your landing page for
instant an credibility boost.
• You could also include any awards or recognition on your landing
page to reinforce your integrity.
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9. Trust Signals
• Eradicate any potential security anxiety your landing page visitor
may have by including valid and relevant trust indicators.
• Depending on your offer, these can include 3rd party payment
processing badges, money back guarantee, industry standards
or ratings.
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10. Functional Form
• The form to capture your leads’ information is probably the most
important element of your landing page.
• A few best-practice tips include:
– Keeping the form above the fold (so your visitors don’t need to scroll)
– Using the bare minimum of form fields required to contact your lead – rather build
a lead profile over time using smart form fields to gather additional information at
later engagements than overwhelming visitors at a first conversion
– Indicating upfront which fields are required versus optional
– Using engaging words – other than ‘submit’ – for your completion button
– Showing a link to your privacy policy for those concerned about personal data
usage
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11. Social Sharing Buttons
• Drive more visitors to your landing pages by including social
media sharing links or buttons so that visitors can easily share your
page.
• An added bonus is the social proof that is established with
sharing buttons. Visitors can see how many others have shared your
page, making them more willing to do so too.
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12. Want 30 more tips on
how to generate leads?
Download our free eBook here
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