In part three of our series on effective lead generation and nurturing, we walk you through the components of effective landing pages that convert visitors to leads.

If you’ve been keeping up with our four-part series on effective lead generation, you should be up to speed on creating a valuable offer and a call-to-action that works. The next step in a finely tuned lead generation process is a landing page that converts.

Why does my offer need a landing page?

Landing pages are crucial, and brands miss out on big opportunities when they fail to optimize them. In fact, according to HubSpot, marketers have seen an average 10% conversion rate on landing pages — that represents a huge amount of missed opportunities. Brands that have it right, those that focus on designing for conversions, reap the benefits in big ways.

Your primary objective for a landing page is to get visitors to submit their contact information in exchange for the offer. At this point in the process, your potential customer has already engaged with your call-to-action, meaning he or she is interested in your offer. When they get to your landing page, everything they find there should affirm their choice to and assure them that the content they are about to download is going to be relevant, interesting, and valuable.

Designing landing pages that convert

So what are the hallmarks of a great landing page? Starting with the basics, your landing page should briefly, simply, and clearly describe the benefits of your offer. It’s important that there be as few distractions as possible. For example, make sure the page doesn’t have a top navigation menu. Bonus points for including ways to share your offer on social media.

Additionally, you should make sure that your landing page doesn’t include links to other things on your website, as they can distract the lead and perhaps send them somewhere else on your website where they can find the information you’re presenting in your offer.

As you design your landing page, keep this checklist in mind:

• Is it clean, organized, and clearly presented?
• Is there any ambiguity about where or how leads should enter their information?
• Does it describe the benefits of my offer?
• Is it free of extraneous or distracting content or links?
• Is it mobile-friendly?
• Does it contain easy ways to share on social media?

If you follow these tips for landing pages that convert visitors to leads, we’re confident you’ll start to see an uptick in your website conversion rate almost immediately.

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