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The Seven Elements of a Great Lead Gen Landing Page

August 30, 2012  
What's the key to crafting a B2B landing page that grabs attention—and loads of leads? It needs to be well-written, and offer real value to visitors. It needs to be eye-catching, to grab attention in those first critical seconds. But we all know these basics, right?

So which specific elements work best to draw prospects in?

According to Oli Gardner at Unbounce, there are seven elements that a lead gen landing page needs to have to get the job done.

Let's start with the top three:

  1. A concise headline. The headline is the most important element of the seven, Gardner notes. "Your headline is your hook," he reminds us. Take time polishing it.
  2. An image or video. To effectively showcase a product, you'll need to show "context of use," Gardner says. Either demonstrate the product in a video, or take a photo of someone using it. To effectively showcase a service, find a way to demonstrate how it will bring value to viewers. To showcase a whitepaper or book, offer a preview.
  3. A core benefit statement. These are the sentences that "reel them in," says Gardner. Make them easy to read and quickly persuasive.
The next four elements: Your request for data; a strong call to action; trust elements (i.e., testimonials); and social sharing devices (best placed on a secondary page, like the link page for your call to action, he notes).

Gardner offers a graphic demonstrating an effective page layout that incorporates all seven elements, and a link to examples of landing pages that get it right.

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Comments

  • by Jason Stewart Thu Aug 30, 2012 via web

    I can't believe that shorter forms wasn't mentioned as a key element of a great landing page ... with so much reliance on the web as a lead gen tool (analyst firm SiriusDecisions has said that 50% of all B2B leads come via the Web, and they predict that number will climb to 70% + by 2015) and the buying behaviors of our prospects changing, we need to do everything we can to convert more of the visitors that hit our landing pages. All these bits of advice are great, but if the form is too long or complicated you'll still miss a lot of conversions.

  • by Sarah Stansberry Fri Aug 31, 2012 via web

    Could not agree more with Jason! The long forms have got-to-go! We are working on progressive forms and they seem to being having a positive impact - anyone else have luck with progressive forms?

  • by Muzzammil Bambot - Convonix.com Sun Sep 2, 2012 via web

    @Jason - I would agree with the post for shorter forms weren't mentioned. Shorter Forms were in the days where there were very specific sets of resolution screens. with the advent of LCD-LED, Tablets, Mobile Devices the question that i would like to reiterate that our design team always asks' is "Where is the FOLD?". Thus the idea of scrolling forms. People now a days scroll. I think this would also answer Sarah's doubt also.

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