How to Capture Leads 101: The Art of Landing Pages

How to Capture Leads 101: The Art of Landing Pages

  • Besides having a website, you should start creating landing pages for your services and products because they are more efficient in increasing conversions. 
  • You shouldn't expect to have a winner landing page after the first try. It takes A/B testing and ongoing monitoring to identify what works and what doesn't for your landing page. 
  • A landing page isn't always created from scratch, you can use designer tools like Leadpages to make your tasks easier and focus your efforts on bettering its performance. 

New to online marketing? If you’ve never heard of landing pages before, you’ll be pleasantly surprised to learn they can change your marketing strategy entirely, making it more effective, efficient, and measurable – all at once.

In this article, we’re going to walk you through the definition, uses, and creation of a landing page. As a bonus, we’ll discuss how landing pages can improve lead generation for your company, ultimately leading to more customers (and, thus, more money).

What, exactly, is a landing page?

Perhaps the first thing you’ll hear when taking an online marketing course is this - never invest time, money, or energy into a campaign without first creating a landing page.

A landing page is any internet page visited after someone clicks on your marketing call-to-action (think Facebook advertisements or linked photographs).

For effective marketing, you’ll want to create dedicated, promotion-specific landing pages that match your chosen campaign.

The purpose of a landing page is twofold.

  1. It exists to help capture leads.
  2. It allows you to further communicate with your potential customers without overwhelming them.

There are two different types of landing pages – lead generation pages and click-through pages. Click-through pages are used mainly for e-commerce marketing, informing the buyer about the online purchase he/she is likely to make. We’ll focus more adamantly on lead generation pages, which often result in the collection of email addresses for further marketing opportunities. (In other words, leads!)

It’s important to note that landing pages are separate from your company website. They are specifically designed for one product or service.

A landing page is not the same as your homepage.

Why should I bother with a landing page?

When used properly, a landing page can increase your conversion rates. It uses targeted promotions and specificity to meet the goals of your campaign – a far more efficient choice than simply relying on your company website.

Imagine developing a new website for each sale or promotion you create. How much easier would it be to explain to your potential customers what you’re offering?

Now, simplify that website to one straightforward page that encourages ongoing contact between business owner and potential customer. That’s essentially what your landing page will be.

How do I keep my leads interested in my product?

There are many ways to keep your leads hooked after earning their trust. Once you have their email address, you can provide useful facts and statistics, eBooks, newsletters, or presentations that further an interest in your product or service. The ultimate goal, of course, is to influence leads to make a purchase, become a subscriber, or lead to (you guessed it) more leads.

How can I design an impressive landing page?

The basis of any effective landing page is simplicity. Remove all navigation and extra links. You want your potential customers to take a single action. This could be providing an email address for further marketing or clicking another call-to-action, leading to your website or another landing page.

Next, you’ll want to consider something called “message match.” When your message match is strong, your landing page should reinforce (usually through its headline) whatever messaging led to the original click.

Let’s pretend your company is called ABC Electronics. If your original advertisement read, “Get 10% off a Sony Television,” your landing page should read, “Get 10% off a Sony Television at ABC Electronics.”

You don’t want your headline to read “Welcome to ABC Electronics.” That doesn’t match your original message. You have a matter of seconds to make an impression on your potential customers. Get straight to the point, rather than making them search for a promotion.

I feel overwhelmed. How can I make this process simpler?

If you’re new to online marketing and feel overwhelmed by the creation process, consider investing in a landing page designer like Leadpages.

Using pre-formatted templates, you can customize your pages and integrate applications like Facebook Ads, Stripe, ActiveCampaign, and Constant Contact. These applications, among others, can significantly improve your lead generation by automating your email process, allowing instant payment processing, and targeting your audience on social media.

Other popular capabilities include:

  • Dropping a checkout box on your landing page for seamless conversions and quick upsells, raising your bottom line.
  • Adding pop-up boxes to deliver key messages.
  • Easily customizing your templates without a designer or developer.
  • Automatically using a mobile-friendly design.

Think of Leadpages as the WordPress of landing page development. The process is user-friendly and affordable, with monthly, annual, and multi-year payment plans.

What are some quick landing page tips?

Developing a landing page is an ongoing process. You’ll consistently make changes based on the response of your leads. Still, there are some general rules you can follow to improve the overall look, feel, and effectiveness of your landing page from the beginning:

  • Make your call-to-action (such as providing an email or clicking through to another page) large and legible.
  • Don’t use frustrating or unprofessional fonts like Comic Sans or Wingdings. You want your call-to-action to be straightforward.
  • Use arrows, photos, or other graphics to direct attention to your call-to-action.
  • Make sure every element on your page aligns with your goal.
  • Use a video! This can improve your conversion rate by eighty percent.
  • Show your product or service being used.
  • Provide a free trial.

Show your phone number or email, allowing potential customers to interact with you on a personal level. Marketing is viewed as “untrustworthy” in our current environment. Separate yourself by bringing your leads close enough to touch.

Should I use a video on my landing page?

Aside from the 80% increase in your conversion rate, having a video on your landing page can provide passive engagement where your customers can experience your message without expending too much effort. Videos can also increase the length of time spent on your landing page and improve trust.

To make your video as effective as possible, consider the following factors:

  • Adding a call-to-action to your video. This can be permanent visible, presented at certain times, or provided at the end.
  • Determine whether auto or manual play is the best choice for your landing page. Auto-play can prove frustrating for some users, so think about the impact this factor can have on conversion.
  • Test whether long or short versions of your video are better received by your audience. The general rule of thumb suggests videos should be thirty seconds or less, but your potential customers may need something more in-depth.
  • Write a script before recording your video. Not only will this smoothen the creation process, but you’ll sound better prepared and more professional for your leads.

How can I ensure my landing page is working efficiently?

Measuring the effectiveness of your landing page can be done in several ways. First, you can study analytics and draw conclusions from your findings. Second, you can conduct A/B testing. And, finally, you can ask for customer feedback. The first two methods are, by far, the most popular. We’ll discuss each of them in detail next.

What is analytics?

In complete dictionary jargon, analytics is

information resulting from the systematic computational analysis of data or statistics.

In human language, analytics are used to determine what factors of your marketing campaign are working and what factors need some work.

When using Leadpages, you’ll be given a series of user-friendly analytics that will help you understand how your campaigns, pages, and pop-ups are performing over time.

What is A/B testing?

At its core, A/B testing is an experiment. You’ll compare two or more pages, see which generates the most leads, and take note.

In terms of landing pages, A/B testing can improve lead conversion by allowing you to see firsthand what your potential customers want in their online experience. To start an experiment, create several variants of your landing page and choose a time period over which you’d like to measure performance. Generally speaking, this period varies from one week to one month.

Whichever page shows the best performance will be named the champion page. From this point forward, new versions of the same landing page will be called challengers, and the differences between them will be called page variants.

By using simple comparisons, A/B testing can lead to improved landing pages and higher conversion rates.

How can services like Leadpages make my life easier?

Leadpages offers WordPress compatibility, lead notifications, dedicated support, SEO-friendly pages, ultra-fast hosting, HTML editing, and domain publishing. All of these features and integrations make it possible to create a landing page in one afternoon – rather than several weeks!

For some business owners new to online marketing, Leadpages (and similar companies) are the only reasonable option. You shouldn’t have to learn how to host, code, and design on top of creating a successful marketing strategy. Templates streamline the process, giving you time to focus on what really matters.

Where can I go to learn more?

If you have questions that haven’t been answered, consider visiting the courses, webinars, and resources offered through Leadpages. 

Tabitha Naylor

Owner at

I am a qualified, experienced and enthusiastic sales & marketing professional. My passion for marketing excellence finds its roots not only in my accreditation's but also in the application of this acumen in my own business. This has rendered me a success to both myself and my clients. I appreciate the importance of high quality marketing and I deliver my services meticulously and comfortably.