How to optimize your landing page for lead generation

How to optimize your landing page for lead generation

Surely you generate traffic on your website. Important questions about this are: What happens to visitors who arrive there? What is your intention in dealing with these potential leads? Should prospects just look around? Would you like to generate qualified leads, which then develop into customers through email contact and marketing automation? Do you have an inbound strategy? What about mobile marketing? – You notice: Generating online leads is a complex process. But no matter which way, the simple basis for success are powerful tools, including the landing page. – In this article you will read the importance of landing pages and how you can optimize this core of every web presence for leads via 5 elements.

What is a landing page?

A landing page is used for lead generation and is a special website to collect information from visitors using a form. A good landing page is aimed at a very specific part of your target group. This part is usually defined by a buyer persona. 

Landing pages are essential for getting more leads. They form the sensible last step of every inbound marketing campaign. Ideally, prospects go through a planned conversion path. The landing page embodies the end point of this conversion path. Therefore, the planning and design of a landing page should not be neglected for lead generation.

Starting point and completion of lead generation

Landing pages are always the conclusion, but they can also be the starting point of your primary lead strategy.
Here is a typical scenario: 

  • You plan a customer journey, optimized for your buyer personas. Offer your prospects a landing page to get in touch. 
  • This landing page is intended to reflect the developed interests of visitors. Because it forms a first conclusion and rounds off the first train of thought. Either way, she offers a degree. It is the goal of the lead campaign.

What your business has to offer on a landing page impacts the entire campaign journey : 

  • It would be conceivable that traffic to a landing page is generated via a blog post or an email campaign. They give leads new information, for example to get them enthusiastic about a new e-book. 
  • It would also be conceivable to address them via an advertisement, which advertises the article or campaign. You can also generate even more leads quickly with targeted lead ads on Facebook.
  • The e-book mentioned is an example of an offer you offer: a benefit package that is handed over at the end of the customer journey – in exchange for lead data. 
  • The landing page optimizes the necessary exchange. 
  • In inbound marketing, even lead generation is expanded and automated by having multiple sources and campaigns lead to the same landing page. 

For these reasons, it is important to create a specific landing page for each of your existing or potential offers. Each offer needs an individual framework in order to function as the conclusion of the conversion. It doesn’t matter whether it’s about content offers – ie e-books, white papers, webinars – or about registering for free services, test phases or product demos.

The 5 essential landing page elements 

At its core – as so often – only a few features reflect the professionalism and effectiveness of a landing page. All form the structure. The 5 structural elements focus attention and guide visitors through the site. These are:

  • headline
  • picture
  • information
  • Form
  • Call to Action (CTA)

To optimize a landing page, it’s worth taking a look at each of these 5 elements.

Landing Page Intro: The headline

The headline is the first thing a visitor sees. Accordingly, it should be clear, concise and simple and convey the benefit of the offer to the visitor precisely.

This is a rhetorical task. Unfortunately, the wording of such a headline is often not well thought out . Their impact is underestimated. It is then just the beginning . 

In reality, this headline is the most important part of your entire landing page! 

The entry also corresponds to the first impression. And it corresponds to the purpose of the site. For example, if your headline is too long or doesn’t match the language of the CTA you want visitors to click on, you may lose a potential lead. Whenever possible, attract maximum attention with the headline. 

Tip: Keep it short and only give users as much information as they need .

When creating the headline, ask yourself the following questions:

  • Who do I want to address?
  • What solution do I offer my visitor?
  • How is it immediately clear what is at stake?

Landing page anchor point: The image

90 percent of all information sent to our brain is visual. Did you know that our brain processes this information 60,000 times faster than plain text? – A picture says more than 1000 words. 

So it pays to strive for the right selection and best placement of images so that visitors can jump into a landing page without any hurdles. 

The images on your landing pages should also address your persona emotionally in order to ideally be able to convince them on a value level. The goal for interested parties is to fill out a form and thus become a lead in your database. 

In the best case, the image conveys the core of your offer or your brand.
A recommendation: Use good image material with a sufficiently high resolution to capture the attention of your visitors in a contemporary way.

Landing page highlight: The information

After you’ve piqued your visitors’ interest with your headline and an image, now is the time to present your offering in more detail. The focus should always be on the visitor – not on the quality of the offer, product or service. 

Present the benefits of your offer as a company! 

Corporate identity, technical possibilities and of course your individual preferences decide whether you do this in a classic text, in bullet points or via video. It is important that you have answered the following strategic questions:

  • Who is my offer for?
  • How/where can the offer help visitors?
  • What questions and objections might there be?

You can often best cushion the last question in online marketing with social proof examples. This means that you should already include customer ratings, awards or even seals of approval in your landing page. This is how you create (in addition to trust) official credibility.

Address and benefit should be immediately visible. Take the blink test: Can you capture something important between 2 blinks, ie in 7 seconds at most?

You should also not miss giving your satisfied leads the opportunity to recommend your landing page via social media channels!

The real art of the landing page is to give visitors enough information, but still make them fill out a form without distraction. Therefore, bring your information to the benefit point without sounding like marketing. Here it is often necessary to test what works best.

Landing Page Purpose: The form

A form is the best way to capture a lead’s personal information in your database. In inbound marketing, a high-performance landing page can supply various sales channels with leads via qualified data entries. This is why the forms on landing pages are also important.

Your premise rounds off the conversion path: you have offered a lot and invested effort in directing visitors to this page. Now they should, in return, transmit some (relevant) information. Won enthusiasm turns them into leads. 

But how should a form look best to increase conversion rates ? 

The following applies here: 

  • The more fields your form has, the more precisely you can qualify your leads. 
  • However, more fields also mean higher barriers for the interested party. 
  • However, less means a lower barrier at the cost of lower lead quality. 
  • Therefore, those who test different forms and empirically decide what works best act professionally.
  • Also make sure that your form meets the requirements of mobile marketing and the General Data Protection Regulation. 

Landing Page Motivator: The Call to Action (CTA)

In a way, the call-to-action forms the heart of every landing page. 

After you have successfully optimized the headline, image, content and form, you should place a clear CTA button at the bottom of the form that encourages your visitors to submit their personal information in order to receive the offer in return. 

If possible, avoid standard terms such as “send” or “download” and instead try individual formulations such as Download
my e-book now! or
start the free test phase now! 

Your CTA should reassure the visitor that they are getting something special from you in exchange for their personal information.


More traffic still seems to be the goal of many online campaigns. But the actual goal is more qualified leads. Therefore, a strategy is needed that also includes the definition of a conversion path from visitor to lead.

In online lead generation, landing pages are the tool to complete a conversion. Structure and design of these special websites determine their success and more leads.  

Optimizing a web presence for lead generation therefore necessarily includes optimized landing pages. The design, structure and purpose of the landing page are the primary considerations.  

In the current comparison of web presences, the need for optimization often affects classic as well as mobile online marketing in equal measure.

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