{"id":7045,"date":"2022-01-26T23:49:05","date_gmt":"2022-01-26T23:49:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/best-practices-for-lead-generation\/"},"modified":"2022-01-26T23:49:05","modified_gmt":"2022-01-26T23:49:05","slug":"best-practices-for-lead-generation","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/26\/best-practices-for-lead-generation\/","title":{"rendered":"Best Practices for Lead Generation"},"content":{"rendered":"

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We often see them in our trawl through the web for information on technology solutions and services. Some grab our attention, while others are dull. Some are clear, while others are cluttered and confusing.<\/p>\n

I\u2019m talking about landing pages. We have all responded to at least a few and they form an indispensable part of the marketer\u2019s playbook. But what exactly is a landing page? What is it for and what do you need to do to make sure yours is a great one?<\/p>\n

A landing page is first and foremost simply a web page, but one with a very specific purpose. It displays directed sales copy that is a logical extension of the advertisement, search result or link or whatever drove the user to that page.<\/p>\n

As such, they can be a great way to capture new sales leads. Direct people to a landing page with a good offer \u2013 a white paper, a report or some other useful collateral \u2013 in return for some basic contact details and you could be on the path to some valuable new contacts.<\/p>\n

There are lots of ideas about what makes a great landing page, and there are many ideas of best practice. Essentially, the mark of a good landing page is that it works. It maximizes the number of high-quality leads and minimizes the number of time wasters. Ultimately, conversions are what matter most.<\/p>\n

But what about the details? What do you actually put on a landing page to ensure these visitors download your content, leave their contact information and turn into potential customers?<\/p>\n

What is best practice for landing pages?<\/p>\n

Fit the flow <\/strong><\/h3>\n

Firstly, the landing page must fit the flow of the ad or link that drove people to the landing page. You\u2019ll also need a great, compelling headline, one that really resonates with your audience.<\/p>\n

Customize them<\/strong><\/h3>\n

Landing pages need to be customized \u2013 they are a destination designed to meet a specific purpose, to generate leads, so don\u2019t simply route people to your homepage or a product page. Create many different custom landing pages so that the experience is as smooth as possible, from whatever search or LinkedIn ad, or even link on your email that you\u2019ve provided potential leads.<\/p>\n

Keep it clean<\/strong><\/h3>\n

A good landing page is a simple one \u2013 clean, uncluttered design is much more attractive to the visitor than one that has different, clashing elements all over the page. It should be immediately obvious what the visitor has to do, with clear, simple instructions in an easy-to-read font. No-one wants to hunt around for the \u2018download\u2019 button amongst a host of other elements.<\/p>\n

Make it obvious<\/strong><\/h3>\n

The best landing pages have a strong offer and tell you straight away what you will get. Readers need to see what they are getting by downloading your content, as well as a clear call to action that invites the user to do something.<\/p>\n

For this reason, the heading should be direct and unequivocal \u2013 \u2018Download your free eBook,\u2019 \u2018Get your white paper here\u2019. There\u2019s no room for subtlety here \u2013 tell it like it is.<\/p>\n

Also, be sure to highlight the sign-up form and have the button stand out in a contrasting colour to the rest of the page.<\/p>\n

Give them a reason<\/strong><\/h3>\n

There should also be an \u2018inescapable why\u2019 \u2013 the challenge or problem that is solved by your product or service. This can be best done by using the headline and subheadings \u2013 put the main value in the headline and use the subheads to back this up.<\/p>\n

For example:<\/p>\n

\u2018Free guide to IoT connectivity\u2019<\/p>\n