Key Landing Page Lead Generation Best Practices

September 08, 2015

Ever visited Macy’s during Christmastime? Those lovely Christmas window displays attract crowds of interested visitors year after year. Much like a beautifully designed storefront, landing pages are the cyberspace tool businesses leverage to generate buzz and attract new and existing customers. Increasing leads are an absolute must to maintain the health of a business. In order to do so, here are a few of the best lead generation practices to adopt for your company’s landing pages.

Go Organic

First, let’s define what a landing page is: According to Hubspot, “Landing pages exist to serve one purpose: to get people on your website to convert to the next stage in the buying journey.”

To go a step further, weaving specific keywords and phrases into your landing pages are a must for robust lead generation and keyword optimization.

There’s a lot more that goes into formulating keywords, however from a content perspective, natural-sounding variations are the way to go. What’s more, it will certainly help boost your website’s quality.

How keywords are sprinkled into your content can either make or break your landing page. It’s critical to add natural variations of that specific keyword/phrase.

For example, let’s pretend you own an Atlanta, Georgia real estate company: Writing “luxury homes in Atlanta, Georgia” seven times throughout a 400-word landing page is simply unacceptable — and what’s worse, it sounds “spammy.” Instead, by integrating organic variations like “Atlanta luxury homes” or “premiere Atlanta houses,” you’re molding your content so that it’s positioned well for SEO, essentially making it more search-friendly.

The “So What?”

Do your landing pages offer readers something of value? If the real estate example listed above only features landing pages that talk about gorgeous luxury homes, and the latest and greatest features and appliances, that’s a good start. However, if your content forgets to mention how this can be of service to potential homeowners, and how this can benefit them, they’ll likely lose interest fast — causing your business to squander a potential lead.

Of course you have to promote your business, especially on your website, but there needs to be a balance between company promotion and audience engagement. If a potential lead bounces your page thinking, “So what? Why should this help me or my business?” or “I still don’t get what makes this company so amazing,” you may want to revise your content strategy. Be sure your landing page content speaks directly to your visitors, welcomes them to your website and doesn’t leave them feeling like they’re outsiders looking in.

Easy-To-Read CTA

While this may seem like a no-brainer, including a well-written call to action that prompts the user to take the next step is one of the essential keys to generate leads.

Your CTA should stand out and make your lead take notice. If a CTA is too confusing, and doesn’t successfully spell out exactly what you want the reader to do, your landing page is missing the mark. The old adage, less is more, certainly rings true for a convincing CTA. Try to avoid technical jargon as well as wordiness. Also consider using verbs (for a fantastic list of words to use, check out this article from Hubspot) that entice the user to take the action you want, whether that’s to click on your CTA button, call the company, or complete a Web form.

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