How to Make Lead Conversion Pages from
Now that the internet lead generation practice has gained critical mass, landing pages have
become the core components of the online marketing and demand generation process. Unfortunately
many online marketers, professionals and businesses treat the landing page as just that – a landing page.
And they keep driving the traffic to these landing pages and losing boat loads of money in the process!
Whether you are B2B or B2C lead company or an independent marketer, this holds good for everyone.
The very purpose of landing pages is to convert the web visitors into leads (or prospects). While a
landing page serves as a funnel to attract the web site visitors, unless the visitors are converted to leads
with contact information there is no meaning in attracting the traffic. In others words, landing pages should
be treated as conversion pages.
Typically web site traffic (for lead generation) is generated via one or more of the following
practices and visitors are sent to the landing pages:
• PPC (Pay Per Click)
• SEO / Search Engines
• Email Marketing
• Blogs and Web 2.0 sites
• Social Networking Media
• Direct Mail (with web URL)
All of these traffic sources costs money and significant efforts. While some may term traffic from
social media and SEO as free, it is really not free. Search engine optimization and social media
maintenance is a time taking and long term process.
Lead Conversion Pages
How to convert the money loosing landing pages to profitable conversion pages? While every
step of the landing page design, development and deployment is a candidate for improvement, the
following key factors are to be taken into consideration.
• Layout and Design are primary components to attract and convert visitors. Make them simple, clear
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• Avoid distractions and unwanted links on the page. Address the specific product or service.
• Provide Clear Call to Action. If you want them to fill up a form, tell them clearly what to do and why
they should do so.
• Include a Compelling Offer. Whether it is a Whitepaper, Quote, or a Free Trial; make it compelling.
• If you are using Advertising (such as PPC) to drive traffic, make sure the Ad and the Landing Page
talk about the same offer
• Page content should be relevant, short and to the point.
• If you are using Lead Capture form on the page, make it as short as possible, unless all the data
fields are required to fulfill the offer.
• Let the sign-up form be above fold on the page.
• If required, make multiple landing pages for different purposes and different target audience, so that
the content will be relevant.
separate error pages)
• Capture the metadata such as source web site, publisher, key words, etc. which will help in the
• Provide a meaningful Thank You page with relevant information. This will set the right expectation
for the prospect and will help in closing the sale.
• Lastly, do not forget to use a good lead management and tracking database system such as
LeadPro247 in order to track the entire conversion process.
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