How to Turn Your Landing Pages Into High Quality Lead Magnets

October 24, 2019 | Kirsten Lyons

Landing pages are some of the most powerful tools marketers have to drive conversions and move prospects further down the funnel. However, just because you capture an email address on your landing page doesn’t mean it was effective. 

Many marketers agonize over optimizing strategies to drive traffic, but fail to optimize pages for conversion or collect more than basic contact information—that’s like letting hard earned visitors walk right out the door. 

To be effective in today’s environment, landing pages need to convert AND qualify leads to be effective. Try the ideas to make sure that your landing pages attract and convert qualified leads.

Convert visitors

Setting your landing pages up to entice visitors to convert is the first step in building a high quality lead operation for your business. Try the strategies below to set your landing pages up for conversion success.

Keep important information above the fold

This is the most important aspect of making sure you are checking your conversion boxes in landing page design. The best practice of keeping key information “above the fold” originates from the newspaper industry, where the obvious best practice is to place your most engaging stories above the crease in the paper where it would be folded to be displayed. 

This example from unbounce makes full use of the most valuable real estate on a landing page above the fold.

By consolidating key information in the area most likely to be seen by visitors, marketers can increase the likelihood that prospects will digest messaging and be compelled to convert before dropping off.

Center pain points in content and design

The most effective landing pages aren’t homages to your brand or product, rather they consist of content and design that is organized to speak directly to prospects’ pain points.

A landing page isn’t the right place to stick ardently to brand messaging, rather it should speak to the specific challenge that incited the click to your landing page. 

In this example from X Out, the prospects’ pain points are front and center throughout this landing page. The messaging in the hero image above clearly speaks to pain points for teen customers with accessible language that speaks to simplicity and effectiveness.

Below the clear CTA content further addresses presumably common pain points like “I’ve tried everything”, efficacy, and the financial commitment in trying a new product. By offering content and clear design that helps users see themselves in content, additional visitors will convert and move down your funnel.

Qualify leads

Once your landing pages are set up to catch attention and convert visitors, building in opportunities for qualification helps marketers learn about prospects to prioritize the best leads to drive more revenue. Try these ideas to qualify your prospects on landing pages.

Qualify with forms

Marketers utilize forms on landing pages across their efforts, from gated content to webinar and event registrations to blog and newsletter subscriptions.

While capturing a prospects’ contact information is important, qualifying information can be collected in the same form. This information can then be leveraged by marketing and sales to improve MQL conversion rates, and improve sales conversations down the line. 

The marketers behind this Content Marketing Institute webinar registration form will have access to qualifying and demographic information to effectively qualify leads. 

This form could even be expanded to include deeper qualifying information like asking prospects about their priorities, or what other solutions they use. 

Qualify with Chatbots

Chatbots are another way to engage and qualify prospects from a landing page, and can be especially useful when the landing page doesn’t feature a gated asset or registration form. 

Chat bots allow marketers to open up a dialogue with prospects to better understand their needs and gauge buying intent, instead of simply gathering contact information.

This example from Outbrain illustrates how a landing page without a contact info CTA can still be used for qualification. This landing page features a softer CTA, prompting visitors to see the value in outbrain’s solution without sharing contact information. However, the marketers at Outbrain will still have access to qualifying information on their prospects to use down the line thanks to visitor tracking, or a contact info conversion via their chatbot.

Final Thoughts

Effective landing pages both convert and qualify visitors. By following best practices to encourage prospects to convert and share qualifying information, marketers can improve their lead quality, and in turn, drive more revenue for their businesses. 

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