Skip to content
LOOKING FOR WEBSITE INSPIRATION? Check out our website portfolio!
x
Buzzy-chat
Ask AI Buzzy
close chat
fullscreen chat
Buzzy-chat

Buzzy AI Assistant

Human Chat
Buzzy-chat

I'm HIVE's AI assistant and I'm here to add a dash of nectar-sweet fun to your day! Whether you're navigating just for information or looking for a partner with your marketing needs, I'll be your guide on this whimsical journey. So let's make a beeline to adventure and turn your experience into the bee's knees! 🐝✨

Today
- AI: Hi there! I'm Buzzy!
- AI: How can I help you today?
Buzzy-chat
buzzin for answers
How would you like to interact with Buzzy?
Speak
Text
microphone ai
Speaking to Buzzy Sending message Buzzy is responding
** Buzzy might make mistakes occasionally. It's always a good idea to double-check important information with HIVE.
close chat
Let Buzzy ...
Lead Generation: Anatomy of a Landing Page

Lead Generation: Anatomy of a Landing Page


Dustin Brackett
August 2, 2022

Trying to decide which CMS is right for your website?

View CMS Comparison
Read Time:
Don't have time? Download Now as a PDF

As my friend and colleague at HubSpot, Jacob Carlson (@jacobin617), would say, "Building a website and treating that as your marketing strategy is similar to a putting up a billboard in the desert." Building a website alone is NOT a marketing strategy. Just because you build it, doesn't mean they will come. And even if they do come, it can't be successful if it's not working to create new leads for your business.

In order to have an effective website, you need to give your visitors the ability to convert into a lead. To do that, you're going to need great content, great offers, and landing pages that encourage conversions.

Let's take a look at some of the elements you'll need in order to create an effective landing page.

1. Headline

Does your landing page pass the "blink test"? A concise headline will allow your visitors to understand what the purpose of the landing page is and communicate its value within, well, a blink. You don't need to be fancy here...don't treat it as a newspaper headline, just cut to the point.

2. Lose the Navigation

The last thing you want to do is distract someone so they don't convert.

We want to simplify the landing page so there are no distractions. The navigation gives the visitor extra options and reasons to leave the landing page and fail to convert. Removing your navigation menu places all the emphasis on the content of the landing page and will increase your conversions.

3. Offer

Having the best landing page ever isn't going to do you any good if your offer isn't desirable. If no one wants what you're offering, no one is going to convert. Take some time to understand what your visitors want and give it to them. Make sure to communicate your offer and why they want to fill out your form to receive it. 

4. Lists

Simplicity is your friend. The best way to communicate the value of your offer and why someone would want to fill out a form to receive it is a list. With the diminished attention spans of the world today, lists are your best friend. SQUIRREL!

5. Media

Your landing page can't be all text. No one wants that.

If it is, it's probably not going to convert very well. Give your visitors something pleasing to the eyes or something that supports your content. Including an image, video, or graphic is a great way to make your page more exciting, enticing, and engaging. Did you know that including a video on your landing page can increase conversions by up to 86%?!

If you're going to include an image with people, make sure that they are looking in the direction of the content that you want the user to consume. Our eyes will naturally follow what others are looking at.

6. One [and only one] Offer

Did you know that up to 48% of landing pages have multiple offers? That number is shocking.

Like we discussed earlier, we want to eliminate distractions and have all of the visitors' focus on your offer. Giving the visitor multiple options to choose from is confusing and distracting. Stick to ONE content offer per landing page to be most effective.

7. Lead Capture Form

The form is the star of this show. It is all that keeps your visitor from receiving your great content and all that keeps them from converting to a lead for your business. The form should be consistent with the value that you're offering. The higher the value of the offer, the more you can require from your visitor. Be smart about what you're requiring from your visitor. If the information is not valuable to you in your sales process, it's just a waste of your time and your lead's time.

It's a best practice to ask for as little information as possible to reduce the barrier and capture more leads. You can nurture your leads post-conversion to gather more information from them.

8. Sharing is Caring

If your visitors find your content valuable, chances are they know someone else who could also benefit from it. Give your visitors the ability to easily share your landing page with their colleagues through social sharing buttons. 

9. Social Proof

Including testimonials from your current customers is a very powerful way to prove your point and enhance the value of your content. Make sure your testimonials are only a couple sentences...no one wants to read a novel about how great you are. 

10. Submit?

End your form with a little extra creativity by creating a custom submit button. Change the submit button text to something more interesting than, "submit". Have some fun with it. Downloading an eBook? How about a button that says, "Give me my eBook!"? Your visitors turned leads will appreciate your creativity! All buttons should have an action verb to inspire action.

Landing pages are the one of the best tools you have to convert a visitor to a lead. When you think about designing a landing page, typically less is more. The more you add to your landing page, the more distractions your visitor has to deal with. 

Are your landing pages converting at the rate you'd like them to? Use these tips to increase your conversion percentage!

One of the best ways to convert more leads is to really know who your best fit clients are and speak directly to their pain points in your landing pages. Don't have identified personas yet? Download our FREE Buyer Persona Worksheet and get started!Download Your Free Buyer Persona Worksheet

Latest Blog Posts

Negative Brand Sentiment: Using It for Growth Opportunities
Sep 13, 2024

Negative Brand Sentiment: Using It for Growth Opportunities

Dustin Brackett
Branding, Brand Sentiment, MarketingGrader.ai

No matter how successful businesses are, they will naturally experience their fair share of ups and downs. Brand owners and business stakeholders count on positive feedback and repeat customers to carry them through the lean times. However, it's how...

Conversion Killers: 10 UX Mistakes You Don’t Want to Make
Sep 12, 2024

Conversion Killers: 10 UX Mistakes You Don’t Want to Make

Dustin Brackett
User Experience, MarketingGrader.ai

User experience (UX) plays a huge role in determining how effective your website is at converting visitors into customers. If your website doesn't offer a smooth, engaging experience, users will likely abandon it and head elsewhere. Every small...

8 Innovative Ways to Utilize Chatbots
Sep 11, 2024

[Updated] 8 Innovative Ways to Utilize Chatbots

Jill Schneider
HubSpot, Chatbot

This blog post was originally published on August 4, 2020, and has been updated with new information on September 11, 2024

Technology has changed the way that consumers engage with companies. Consumers are doing their own research, interacting with...

HIVE Hexagon
HIVE Hexagon
HIVE Hexagon
HIVE Hexagon
HIVE Hexagon
HIVE Hexagon