5 Tips on Writing Compelling Lead Generation Landing Pages

Well-written landing pages can make the difference between a successful campaign and a failed investment of your time and resources. The typical conversion rate for landing pages ranges from 9 to 13 percent, reports Kissmetrics, depending on whether you target a B2C or B2B audience. The landing page’s copywriting can make a significant difference in your lead generation efforts. Use these tips to get the best results out of your landing pages.

1. Use Strong Language in Headlines and Subheadings

When visitors read your headline, 90 percent of them also look at your call to action, according to Marketing Experiments. You need to give people a reason to look at the rest of the landing page, so a strong headline and supporting subheadings are the most important parts of your design. Consider these headline formulas from conversion rate optimization software company Crazy Egg.

2. Create a Sense of Urgency

People are easily distracted by other websites, social media updates and events going on in their lives. They might plan on coming back to your page to fill out the lead generation form but then forget entirely.
Create a sense of urgency to get prospects to take action. Use words such as “now” or “today” to establish a timeline. Consider a time-sensitive bonus offer or a countdown timer.

3. Keep It Readable

The right mix of white space and landing page elements creates an innate visual hierarchy that pulls the visitor’s eyes along a set path. A common design uses a Z pattern, with each section alternating between left and right justification.
The formatting and structure of the page’s copywriting add to its readability. Short paragraphs, bullet points and emphasized text help with this goal.

4. Highlight the Benefits

Visitors don’t get excited about product and service features. They lack the context to understand what that means in their particular situation. A benefits-first approach tells your audience why they should care about what you’re offering. You put their needs front and center and answer the age old question. “What’s in it for me?”

5. Include Social Proof

Social proof includes testimonials, positive reviews and other feedback from your customer base. These recommendations build trust with the reader and make it easier for them to click the “Submit” button on the lead generation form. If you have hard data available showing success rates, show it off.
Great landing page copywriting helps you generate more leads and connect with potential customers. Incorporate these techniques into your next inbound marketing campaign and see how high your conversion rates can get.

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