If CTAs are the ‘secret sauce’ to lead generation, then the landing page is the ingredient that allows you to call your sauce a ‘secret.’ You can entice your site visitor with a great offer through a CTA that encourages action, but the landing page can make or break the conversion from a site visitor to a lead.

Landing pages are one of the most important elements of lead generation. According to MarketingSherpa, landing pages are effective for 94% of B2B and B2C companies. They enable brands to direct website visitors to targeted pages and capture leads at a much higher rate. This blog post digs into qualities of high-converting landing pages and how you can improve your lead generation through quality landing page creation.

The U.S. Small Business Administration recommends spending 7 to 8 percent of your gross revenue for marketing and advertising if you’re doing less than $5 million a year in sales. Whether you're spending thousands or millions on marketing every year, at the end of the day, the opinion of your customers and clients worth more.

When your goal is to have a prospect to take action on a landing page, whether it’s to schedule an appointment or fill out a download form for an eBook, it’s not enough to say “It’s great!” You have to offer up some proof. A single business review can lift conversions by 10 percent.

A landing page is a page on your website that has a specific purpose centered around an action you want someone to take. It typically contains a form that your prospects will complete in exchange for a valuable piece of free premium content or some kind of action—like scheduling a consultation. It's a critical part of the lead generation process since this is how a visitor becomes a lead and enters your sales funnel.  

When you're spending time or money on SEO, AdWords, or email marketing, you're wasting resources if you're not using conversion-optimized landing pages for your campaigns. You’ve invested a lot into getting prospects to your page—now you need to get them to take action! But what makes one landing page convert like crazy and another page lose prospects that could have been perfect leads? Let’s look at 5 characteristics of a high-converting landing page.

You work hard to get website visitors to a landing page. You’ve probably written blog posts, promoted them on social media, maybe even run an AdWords or other digital campaign. You put a lot of time and money into getting people to  your landing pages. So you don’t want to waste that opportunity.

Landing pages are a different animal than homepages or other pages on your website. The visitor likely has little inclination to roam around and look for information patiently—he or she probably arrived wanting something specific. Landing pages have unique requirements to be effective.

Whether you want people to register for an event, request a consultation, subscribe to an email list, or access an eBook, the one single goal of a landing page is to convert that visitor to a known lead. Here are 10 elements of landing pages that convert.

We all understand the power of having amazing premium content. “Amazing” as in the kind that is targeted and relevant to your target personas. You know, the type of offer that visitors are happy and willing to give you their email address and phone number (and whatever else) for, because it’s something that they need and/or is going to benefit them. Yes, we get it. Unfortunately, creating amazing premium content does not guarantee leads. In fact, it’s only half of the equation. If you don’t promote them correctly and have a landing page that is designed to convert, you’ve (sadly) wasted your time.