Landing pages for lead generation aim to be a minimally invasive, less distracting single page web layout. They have the aim of capturing personal information like names, email addresses or phone numbers to move a prospective client / customer into the next part of the marketing funnel.
Lead generation is a vital part of digital marketing for a number of sectors and for many is one of the sole ways of generating customers. Many smaller businesses fail to capitalize on this and create complex landing pages that have very little optimisation for lead generation.
The best landing pages are simple, emotive, and put all their efforts into getting what they need from the user. Below are some good landing page examples encouraging lead generation.
1. Branch furniture
There are so many elements that make this landing page effective. Such as:
- Colour scheme
- Rule of three listing
- Consistent CTA’s
- The ‘why choose us’
Colour scheme
The colour scheme is effective because of the use of light and dark colours to highlight different things. The dark calls to action, in the same colours provide familiarity to users, and that darker colour stands out against the light, to draw attention and say click me.
Reuse of the darker colours in the full width banner is also important, because that banner highlights brands the company has worked with, in an attempt to build trust. Making the darker colour the trustworthy colour, meaning the CTA’s are similar. Evoking that ‘trust us you can click me.’
Rule of three listing
The next key element is the rule of three list under the heading. These bullet points highlight three key features of this brand, laying out the brands wares straight away. This is again in an effort to build trust, and to show expertise. The three ticks instead of bullet points also evoke that these are positive benefits associated with this brand.
Consistent CTA’s
A very simple feature, but effective. ‘Build my office’ uses exactly the emotive language to get you the viewer started. You feel like you are making progress because of the verb build, and it has the personal touch of my office. By clicking this button you will actually just be entering an email address or phone number, not building an office, but building is the goal so you feel you are making that progress towards building that office.
The why choose us
In this instance the ‘why choose us’ is listed as ‘The Branch Difference.’ This emphasises the differentiation between this brand and others which offer the same services. This is done just near the fold as if to say, if you aren’t convinced yet take a look at this and this could tip you to converting. Four clear points with diagrams give nice explanations as to what the brand is all about.
2. Salesforce
Strong parts of the salesforce landing page:
- Form above the fold
- Rule of three
- Build trust with reviews
Form above the fold
A simple technique, take away the users need to scroll. UX research will tell us that fewer people make it to the bottom of a landing page than view the top, so make sure you have a hierarchy of information established, make things easy for your users and give them that contact form straight away. The biggest challenge for this is landing pages for mobile devices, that is where the call to action down to a form is crucial, or if effective, lead with your form and get people in straight away.
Rule of three
Again within this landing page for lead generation we see a very simple rule of three. Almost listed as a ‘this is what we’ll do for you.’ Simple sentence structure to say what it does on the tin so to speak.
Build trust with reviews
If you have solved a problem for another client or customer the chances are they’ll have something nice to say. Get them to write that down and get that endorsement onto your landing page to show future users that you are reliable.
3. Blue forest farms
What stands out on the Blue forest farms landing page:
- Simple sentencing
- Taking the user on a journey
- Options to convert
Simple sentencing
The user is going to be looking for your page with a solution in mind, tell them your solution nice and simply and straight away. This landing page does that with some basic paragraph copy at the top of the page with no other distractions or bells and whistles. Just simple sentencing then a call to action if you’re interested.
Take the user on the journey
The use of a timeline is incredibly effective as it takes your eyes down the page and on the journey of the product. The main points are highlighted, but you are telling a story at the same time, building trust, showing your expertize and highlighting what can be expected. A great way to build engagement and encourage people to click those consistent CTA’s.
Options to convert
Every stage of the timeline gives you the option to click to convert. This is effective because less people will get further down the page, if you find the info you need you can very quickly click and convert. However if you need more info it’s their for you, the CTA’s provide the break ups to stop and convert whenever you want too.
Keep it simple, prioritize information and you’ll convert
The overarching features of all of these landing pages are simplicity around messaging and journeys. Providing users just the right info they need then multiple conversion points through forms and calls to actions. There is no need to over-complicate a landing page. Get your user in and converted as soon as you can.
The things we learned 