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Bob Ruffolo

By: Bob Ruffolo

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July 26th, 2012

The Keys for Developing Lead Generating Landing Pages

Lead Generation

landing pagesThe following is an excerpt from our new Ebook, "How an Inbound Marketing Agency Does Lead Generation." Be sure to check out the full Ebook for even more expert tips for generating more leads and creating great landing pages.  

So you’ve just developed a bunch of great offers such as ebooks, webinars and case studies so you can generate leads. But now you need to target a potential audience and allow them to access your offers while capturing their information at the same time. That’s quite the task, but luckily, that’s what landing pages are for.

You: Oh, so that’s why we created offers!

Me: Yep.

What are Landing Pages?

A landing page is a web page that allows you to capture a visitor’s information through a lead form. They’re important because it effectively allows you to achieve your goal of converting a higher percentage of visitors into leads. How you ask? Let’s continue.

How to Convert More Visitors Into Leads

When you have attractive offers such as remarkable ebooks and webinars geared towards solving the problems of your buyer personas, naturally, your target audience is going to want to download them.

A landing page gives you a page on your site to send them to using calls-to-action (we’ll getting to these). Once they are there, they’ll just HAVE TO HAVE that offer to solve their problem and won’t mind providing you their information in exchange. They may not be ready to talk to a sales person yet, but they are certainly a quality lead. If it was just a contact page, you would have never captured them. At last, more leads!

Features of a Landing Page and How IMPACT Optimizes each one!

1. Title

One of the most important parts of a landing page is the title. This is typically the first thing a viewer will read. At IMPACT, we ensure that it directly states what the visitor will be receiving in order to eliminate any confusion. We also include the keywords we selected from our keyword analysis into the header to optimize for search engine optimization.

2. Content

As they continue down the page, they’re going to read the body content. We optimize the body content to make it easy to ready and straight to the point by implementing an engaging subheader, lists, and highlighted text. Again, don’t forget those keywords.

3. Picture

A picture of the offer provides greater relevancy to the visitor and helps hammer home the benefit of the offer. At IMPACT, we include a picture of the offer on every landing page.

4. Lead Capture Form

Now down to the nitty-gritty... The form. This is where you ask yourself, “What’s in it for me?” At IMPACT, we believe offers are valuable, and of course we want them to be downloaded, but we want valuable information in exchange. On our landing pages, we request a name, a company name, an email address, the number of employees at the company, and whether or not they need leads. Every business is different, and identifying the right required forms can really help the sales team later on.

5. Social Share Buttons / Links

Allow your readers to also be your evangelists. By providing social sharing buttons on every landing page, we maximize the opportunity of awareness for our offers.

6. Hidden Items

Why distract your potential lead from your overall goal? At IMPACT, we hide the navigation and avoid giving the visitor any other options than to complete the form. You got them to the page, that’s the hard part. Why provide them an opportunity to go elsewhere?

Important Metrics We Monitor

The most important thing to monitor on landing pages is the conversion rate. With an optimized landing page, like the one shown above, you can expect a conversion rate of around 30%. If you’re driving a lot of traffic to your landing page but have a low conversion rate, it may be time to experiment with some tweeks. If you have a high conversion rate and no leads, then you need to focus on driving more traffic to that page using more calls-to-action.

Continue reading the rest of the full Ebook here.

The Marketers Buyer Persona Kit

About Bob Ruffolo

Bob is the founder and CEO of IMPACT, an agency he formed in 2009 to help people and their organizations succeed by changing the way they market themselves online. Since its founding, IMPACT has achieved its status as one of HubSpot's Diamond Partner Agencies and secured its place as one of the top inbound marketing agencies in the country.

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