When it comes to generating leads online, the devil is in the details. While it’s the quality of your product that keeps loyal customers coming back for more, it’s the small choices—both aesthetic and content-based—that turn prospects into clients.
Online lead generation relies on four basic elements: the offer, call-to-action (CTA), landing page, and form. Here are some dos and don’ts of each.
Make an appealing offer
An offer is a piece of high-value content—perhaps an ebook, consultation, or coupon. Usually complimentary, this is the hook, or tasty morsel, that gets your leads hungry for more.
Do:
- Make your offer exclusive. Visitors are drawn to offers they believe to be limited in time or quantity.
- Capitalize on the news. Referencing “hot” and topical stories can boost demand.
Don’t:
- Settle for boring titles. Eye-catching headlines make all the difference between a click or a scroll away.
- Use corporate gobbledygook. A difficult read can turn your audience away. Set yourself apart with clear writing.
Entice buyers with a CTA
A CTA is the text, image, or button that directs people to your offer. Treat this not as a simple link, but as another opportunity to reinforce your branding.
Do:
- Place your CTA in an obvious location. The color, shape, and font of your CTA should stand out.
- Link to a dedicated landing page. Sending your readers to a specific offer reduces the chances that they’ll click away before clicking through.
Don’t:
- Wedge multiple offers into one CTA. Avoid confusion—one size does not fit all.
- Forget to include additional CTAs on your thank-you page. This encourages further engagement from the people who’ve already downloaded your offer.
Craft a successful landing page
A landing page is where interested visitors decide whether or not to download your offer. If they’ve made it this far, you’ve done most of the convincing. Now, you just have to nudge them across the finish line.
Do:
- Restate the offer’s greatest benefits. In bullet points or a brief paragraph, remind users of what’s in it for them.
- Include a form to capture lead information. The more you know about visitors, the better you can market to them. More on that later.
Don’t:
- Distract visitors with a navigation menu. Wait until they’ve downloaded your offer before leading them to other parts of your website.
- Clutter your page. Visitors are more likely to make a download if your page is streamlined and easy-to-read.
Use a form to capture lead information
Forms convert visitors to leads. In exchange for an offer, visitors provide contact information, identifiers, and other pertinent details.
Do:
- Include proof elements, privacy messages, and security seals. People are giving you sensitive information. Displaying trustworthiness can quell their anxieties.
- Gather information for buyer personas. For instance, if your personas vary based on company size, ask about that. This allows you to deliver targeted content.
Don’t
- Include too many fields. This can overwhelm visitors and deter them from completing your form.
- Insert extra space between lines. Excessive spacing can make your form appear longer and more intimidating than it actually is.
Let your product do the talking
Of course, the success of your company lies in the quality of what you have to offer. In the end, careful lead generation is not about improving your product, but about putting it on your prospect’s radar screen. By paying attention to the details—keeping your site clean and your content relevant and appealing—you’ll be able to let your product do the talking.
For additional lead generation practices, check out our ebook The 30 Greatest Lead Generation Tips, Tricks, and Ideas.
Need more guidance? Schedule a Whitespace Consultation, and discover how your company can generate more leads.
