A lead generation landing page is a sales page designed specifically to promote your lead magnets.
Your lead magnet can be a free or low-ticket item. But nevertheless, even if it is free, you will still need to sell it out. You need to persuade the potential customer to claim the free bonus still.
So, how to create a compelling lead generation landing page for your lead magnet offer? And optimized it to be converted well?
This is what we are going to share in today’s post. We are going to share the top ten tips that will help you to do that.
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#1 Create a Compelling Headline and Subheadline for Lead Generation
Headlines are the most important on your page. A determining factor of whether someone continues to read or not.
In fact, people now have short attention spans, so it is even more important to capture their attention and bait them with a good headline hook.
That’s why your landing pages should have:
- A compelling headline that immediately conveys the main benefit of your lead magnet.
- A compelling subheadline that provides more information about what the potential customer can expect if they download it.
How To Do It:
- Keep it short and precise. Your headline should only consist of 6-12 words, and precisely describe your hook to catch their attention.
- Use strong and persuasive language. Words like “free”, “limited time”, and “new” can be effective in grabbing the reader’s attention.
- Use numbers and lists. Headlines that include numbers or lists are often more effective at grabbing the reader’s attention. For example, in our post here: “10 Tips For Killer Lead Generation Landing Pages” you see how we use numbers to tell what’s to expect in the content, but not telling what’s inside.
- Use strong and descriptive adjectives. Words like “amazing”, “incredible”, and “unbelievable” can be effective in creating a sense of excitement and curiosity for them to read more.
- Make it specific and relevant to your audience. Use language that speaks directly to the needs and interests of your audience.
- Use powerful words that invoke emotion. Words like “love”, “hate”, “fear”, and “hope” can be effective in capturing the reader’s attention.
- Create a sense of urgency. Words like “get”, “discover”, and “unlock” can be effective in persuading the reader to take action.
- Test different versions of your headline to see which performs best. Split testing can help to get the winning copy which grabs your potential customer’s attention the most.
Here are a few examples of compelling headlines:
- Get Your Dream Body in Just 30 Minutes a Day without Starving Yourself
- Discover the Secret to a Flawless, Wrinkle-Free Face with Our Revolutionary Skincare Line
- Unlock the Secrets to Financial Freedom with Our Proven 10 secrets Wealth-Building Strategies
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#2 Create a Clear and Compelling Value Proposition for Lead Generation
A value proposition explains the benefits and value that your product/service offers.
It should be clear and concise to tell why they should choose yours instead of your competitor’s one.
How To Do It?
First, you should identify the unique selling points (USPs) of your product or service. What’s your product doing differently from the rest of the marketing and how your potential customers will benefit from it?
Secondly, look into your dream customers and see how your product/service can help to resolve their pain points. And, does it solve their problems?
Thirdly, clearly and concisely present how your product or solving is solving their problem by using specific and measurable language like “reduce XX weight in 30 days”, or “earn $100 per day in 6 weeks”.
Then, in your headline or your sales copy, make sure to use strong and persuasive language to convince the reader to take action and get your product or service.
Your value proposition should be simple and easy for everyone to remember. So, keep it straight to the point. And, as usual, to fine-tune your value proposition, always split test with different value propositions to see which works best.
Here are a few examples of clear and compelling value propositions:
- Get a professional-quality website in just a few clicks with our drag-and-drop website builder.
- Improve your sleep with our comfortable and supportive memory foam mattress, backed by a 100-night trial.
- Save time and money on your daily commute with our electric scooters, which offer a convenient and eco-friendly transportation option.
#3 Focus On Benefits, Not on Features for Lead Generation
The most important principle in copywriting can be summarized like this:
“Features tell, benefits sell.”
One of the mistakes most sales person did was focusing too much on the features. When they promote their product, they will share about the specs and appearance. But that does not help in sales at this stage. People don’t care about the spec before they are finally decided to buy.
Instead, you would want to share the benefits of the product with them to get them hooked emotionally. Then, when they need something to justify their buying decision, only you present them with the features.
- A feature is a quality or a function of a product (e.g. “These shoes are waterproof!”).
- A benefit is the value you get from the product (e.g. “These shoes will keep your feet dry!”).
You should apply this principle all throughout your landing page copy, from the headline to the subheadline to the body copy.
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#4 Add an Image or Video to Your Landing Page for Lead Generation
People are visual learners. And most don’t like to read long plain text. By having some visuals like images or videos, it can engage them better.
In your copy, you can have an image to visualize how the product will look like and a video to explain your offer or how it works.
If you can see the trend of how YouTube and TikTok are taking over as one of the biggest trends in the market, you will know videos work.
We believe that it’s important to adapt to this trend, which is why you should add a video to your landing page.
#5 KISS and Remove Distractions for Lead Generation
We talked a lot about people having short attention spans. But, anything thing would be people like to explore different things.
It’s good for them to explore different things in their life. But that’s not what we want in a landing page.
Landing pages are designed to achieve one very specific target action. Differs from a website. A website is used to showcase your business and product catalogues. However, a landing page is optimized for better conversion. And different types of landing pages are designed for different purposes.
Squeeze page to capture leads, Sales page to sell a product, Webinar registration to sell you webinar ticket.
When building a landing page, we always apply the KISS principle.
Keep it Simple, Stupid.
That means nothing other than the required elements shall be on the landing page. The navigation bar, links to blog posts, social media sharing or different buttons. All should be removed.
Your landing page should have one goal:
To get the potential customer to give you their email address.
And in optimal, it should have the basic three elements :
- Headline & Subheadline
- Contact form
- CTA Button
Additional elements like sales copy, video sales letter, and testimonial can be added if required.
The other clickable elements on your landing page beside the call-to-action buttons should be links to legal pages (privacy policy, etc.).
#6 Proof Your Credibility for Lead Generation
Now, someone who is visiting this page is mostly someone who doesn’t know or never heard about you.
Now, they will ask, who is this guy and why should I listen to him?
You need to prove to them that you a worth their time to listen to.
You see, anyone and everyone can sell products online now. There are plenty of opportunities out there. But, at the same time, your potential customers might have met tonnes of fake gurus out there trying to earn from them.
They are not qualified but act like one. They even have not achieved any big results, but are teaching others how to do it.
For example, some POD or dropshipping gurus, might just create a store, uploaded some products and sold 1-2 products only. And they start creating courses to teach on that topic.
You need to differentiate yourself from these people. So you will need to make it clear that you are the expert that they should pay attention to.
And that’s what your landing page bio should be all about.
#7 Provide Testimonials for Lead Generation
When you create a lead magnet, you will think that it’s a masterpiece. The best it can be in the world. But how true is it?
Well, it might be. But your potential customer will not think so. Especially if it comes from you. You are definitely biased with your own product.
And that is why it is so important to add social proof to your landing page. Get some feedback from your past customers and let them promote it for you.
Simply ask them for a testimonial. It can be a short paragraph or a video to explain the value they benefited from your lead magnet.
In that case, the testimonials are endorsements of the product, not the lead magnet, but they boost your credibility nevertheless.
#8 Provide a Peek Into Your Lead Magnet for Lead Generation
Now, unless you are providing something short like a cheat sheet or report as your lead magnet, you can provide them with a peek into your lead magnet.
You can have a breakdown of what they will get if they download your lead magnet. This breakdown is very important where you should focus on the benefits. The hidden benefits they will get from your lead magnet.
Don’t talk about the features such as the number of pages, video length, video quality, etc. No one cares about that.
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#9 Have Several Effective Call-to-Action Buttons for Lead Generation
You need to tell the potential customer exactly what you want them to do next. A call to action (CTA) is a statement or button that prompts the visitor to take a specific action. It can be filling out a form, signing up for a newsletter, or making a purchase.
Your CTA button should be simple and straight to the point. Things like “learn more” or “click here” is not effective. They are getting too many common CTA buttons like this.
Your CTA button should be relevant to your lead magnet offer. If you are providing a digital copy, your CTA can be “Download the Report now”. Or if you are offering a free trial, your CTA should be “Get Instant Access To Your Free Trial Now”.
One very important thing about CTA is you want people to notice where it is. You can use a contrasting colour on the CTA button to make it stand out. Or on some pages, they are using arrows to show where it is.
You can embed the CTA within your sales copy, at the bottom of the page, in the popup, contact form so that it’s easier to catch their attention. Split test different locations and the CTA style to see which converts best.
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#10 Use an Exit-Intent Pop-up for Lead Generation
An exit-intent pop-up is a pop-up that is shown to the visitor when they are about to leave the page.
This is your last chance to get their contact details. You have nothing to lose. The best would be for them to give you their contact details and download the lead magnet. Worse case, they will leave.
And for some cases, they decided to leave without taking the offer on the landing page. Why not offer them something else that they might be interested in your exit-intent pop-up?
It can be the same lead magnet with a different title or book cover.
Who knows, maybe they’ll be more interested in that one?
What If It’s Still Not Converting
There are a few factors here for a converting sales funnel or landing page. Now, you followed all the tips here to optimize your landing page. If it still doesn’t convert well, here’s something you can look into.
- Split-test your headline, subheadline and your sales copy. See if you can get a better version
- Your lead magnet offer. See if it’s something irresistible for your target customers
- The traffic you are driving. Are they the right target customer group?
Run Split Test On Your Page
One of the reasons might be your copy does not synchronize well with your target customer.
You may start with split-testing different headlines to see if it converts better. Then followed by the subheadline, sales copy, and CTA button (text and colour).
Always remember to only split test one element at once. Find the winning variation and move to the next one.
The Lead Magnet Offer
Now, take a look at your lead magnet offer. Are you offering something super valuable that your landing page visitors want?
If you have seen some people offer two to three days of free seminars as lead magnets to sell their high-ticket products, that’s the value you need to give to your customers.
Now, you might not need to go to that extent, but you want to create something that people are willing to pay if you charge for it, and you are giving it away for free.
If people wouldn’t pay for your lead magnet, then you need to go back and do better.
The Traffic You Are Driving
Driving traffic is the easiest thing online. You can get lots of traffic instantly once you pay Facebook or another ads service provider. However, what you should be focusing on is the quality of the traffic.
Facebook can send you a tenth of thousands of traffic to your website daily. But if those are not your target audience, the traffic is nothing. They won’t claim your free lead magnet offer. And all your money is wasted on the ad cost.
Here’s what you should do:
- Start with creating your dream customer’s avatar. Then work towards speaking their language and targeting them.
- When you have the data for your campaign, read and analyze the data. From the data, you want to identify the group of people that bought your product.
- Align your marketing strategy to target those groups of people. We called this the lookalike audience.
If you are sending the wrong visitor to your landing page, they won’t convert. They are not interested in your product at all Even if you are the world’s best copywriter and you still wouldn’t be able to convert them.
Understanding The Value Ladder Sales Funnel
A lead generation funnel is normally the first step of all your funnel. Take a look at the value ladder sales funnel below:
As you can see, the value ladder sales funnel consists of four stages:
- Bait. You offer the potential customer a lead magnet in exchange for their email address.
- Frontend. You offer the potential customer your least expensive and least valuable product.
- Middle. You offer the customer a more expensive and valuable product.
- Backend. You offer the customer your most expensive and most valuable product.
It is visualized as a ladder because, as the person progresses through your sales funnel, they are getting more value at each stage and of course presented with a pricier product.
The lead generation funnel would be the first step of the value ladder sales funnel. And your lead magnet will be the bait to get their email addresses.
And what happens in that stage affects what happens in all the subsequent stages. But the root of the value ladder sales funnel is the lead generation funnel.
And for lead generation, you want to have high-quality leads that are able to convert to paying customers or recurring customers. The final goal is to get as many sales as possible.
The email address will not be useful if it’s not making you money.
Remember that the number of email subscribers you have is a vanity metric. What really matters is sales, revenue, and profit.
Final Thoughts – 10 Tips For Killer Lead Generation Landing Pages
A lead generation funnel is very useful to convert potential customers into leads. This is the first step of your sales funnel.
After generating leads, you can follow up with them via emails or direct them to the next step of your sales funnel to convert them into paying customers and then into repeat customers.
If you are thinking of where to start, why don’t join our 5-Day Lead Challenge that will show you exactly how to implement them in your business?
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel!
…in just five days.