How To Drive More Leads With Well-Optimized Landing Pages

Posted by Murray Sye

on Mon, Apr 20, 2015 @ 09:08 AM


Do you want more from your landing pages?

You want more people to take action don't you? 

Well, you may only be a few millimeters away from taking your landing pages from ho-hum to skyrocketing conversion rates. Sometimes all it takes is a few little tweaks.

In today's article, we'll review the elements of high-converting landing pages that will help kick-start your conversions.

So let's get to it.

1) The Page Header

Crafting a headline
Creating a clear, compelling headline establishes the purpose of the landing page. A visitor to your page only has a few seconds to visually interpret its purpose and value.

A concise, bold headline will help to quickly establish the landing page's authority and credibility and will prevent visitors from immediately bouncing. Oftentimes, we will title our landing pages with the name of the piece of content that we are promoting.

Think like an SEO wizard
The title of your landing page's offer, often the first thing a visitor will see, should be simple, short and include (if possible) important keywords.

Because the headline will be the main text on the page, search engines will be inspecting it for search relevance. To help with this, the headline should also be using H1 tags, such as: <h1>INSERT HEADER HERE</h1>.

Be actionable!
With such a short amount of time to grab the visitor's attention, put action words in the headline that further establish the purpose of the page.

We tend to match the headline to the call-to-action that brought them there. For example, if the CTA promises 'Twitter eBook for Beginners,' that phrase should be prominent on the landing page as well.

Need to say more? Use a Sub-header
Include a brief sub-header highlighting the offer's main benefits. Think to yourself: Why would someone want to fill out the form on your landing page?

Sell the offer's main benefits in one short line. To follow the previous example, and appropriate sub-header would be, "Set up and strategize your Facebook marketing plan."

A full page header may look like this:


2) Images and Video

Tell the reader more
The headline and the sub-header tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great and worth filling out a form for.

Use media to grab attention
Creating compelling images or videos for your page can help to grab visitors' attention and decrease the chance that they will bounce. As in Social Media Examiner's landing page below.


Don't forget mobile optimization
Images on your landing page should always be mobile optimized.

Be responsible. Be responsive.
Many people are visiting your landing pages by searching with their mobile devices. And with Google's upcoming algorithm update, if your website is not mobile friendly, you may lose search ranking and as a result organic traffic/conversions.

To help make images "responsive," or able to adjust to the size of the screen, you can go into the HTML code of your image and change the width of your image to a percentage such as '50%' and the height to 'auto.'

This will then make your image resize to that ration depending on which device a person is viewing your landing page!

Remember the ALT text
Images can also be a helpful way to get more search engine love by changing the ALT text on your image to include keywords.


3) The page copy

Less is more!
Less is more when it comes to writing landing page copy. You've already enticed the user to click your offer via the CTA, so focus on the main points of what your prospect will gain from downloading your offer. Use bullet points effectively so the prospect can pick out the concrete benefits of your offer. 

Try to convince the reader that filling out the form on the page (and giving some of their information) is worth the added benefit of receiving what is behind the form.

Build trust
Many people are reluctant to provide personal information on the Internet. Make viewers feel comfortable completing your form fields (e.g. phone number, email address, etc.) by instilling trust and credibility on your landing page.


Formatting is key!
Format your copy so it's easy for viewers to easily understand the offer, value, and recommended next step.

Use small paragraphs of text and highlight key sentences of text and highlight key sentences throughout that will help instantly identify the value of the offer for the reader. Bullet points, checkmarks or numbering are effective ways to identify the main takeaways.

Limit the number of bullet points or numbers to no more than five or six to keep it short and simple. These formatting tricks will help a visitor draw the key benefits and value of the offer quickly from the landing page without having to dig through many paragraphs of text.

Don't forget to proofread your final landing page copy for spelling errors at the end to ensure that the page comes across as professional and credible!


4) The form

Always use a form
One of the most important features on your landing page to optimize is your form.

Your landing page should almost always include a form – otherwise you're giving away free content without learning anything about your website visitor. Don't let all that content creation work go to waste!

Putting a form on your landing pages is also one fo the best ways to generate valuable leads for your business. Without it, your conversation path is broken and you cannot follow up and nurture those who are interested in your content.


Determine form length wisely
We often get the question, "How long should my form actually be?" There isn't always a simple answer to this question. But there are a few different factors that should be considered.

First, think about which stage the consumer of your content would be in your buying cycle. If you are offering content that is less substantial, like a checklist or infographic, you may only want to ask for the visitor's name and email address. If the content is more substantial, like a guide or report, you may want to ask for more information. People who are looking for more substantial content are more likely to be further along the buying cycle.

Second, consider how many leads you typically generate. If you need to generate a lot more leads for your business, a simpler form may work best. If you normally get a high volume of leads, you may want to add more form fields so you can better qualify those leads for your sales team.


Landing pages are crucial for effective lead generation. Optimizing starts with writing good copy and structuring your forms well, but, it doesn't stop there. Once you've implemented the basic principles, you can take your landing pages to the next level.

To further optimize your landing pages try these:

  • Include social media buttons on your landing pages to encourage visitors to spread the word about your offers.
  • Optimize the tweets in your share links to provide clear information about your offer and a direct means of accessing your landing page.
  • Set up well-timed and closely targeted lead nurturing campaigns to follow up and engage with your newly converted leads.
  • Use A/B testing to test different variations of your landing page elements and determine which ones result in higher visitor-to-lead conversion rates.
  • Direct your leads to thank-you pages to provide calls-to-action for addition offers.


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Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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