To be successful at any type of lead generation whether it’s organic or paid you should set up a specific landing page designed solely for one offer and one purpose – to convert traffic to a lead.

Each and every time you create a new offer set up a specific landing page for that offer. Some examples are:

1.    Paid search to promote a webinar
2.    Organic search for a whitepaper promoted via social media and a blog
3.    A Call To Action (CTA) on your website to download an ebook

To boost lead conversions your landing page should:

1. Include a title that clearly communicates the offer.
2. Use the same keywords in the adv, CTA and title.
3. Have bold sub-headings and bullet points.
4. Clearly communicate the value of the offer.
5. List who will benefit from the offer – job title, company description.
6. Clearly outline what to do next, how to receive the offer, and what to expect.
7. Include a short lead gen form that only requires a minimal amount of information – eg name and email.
8. Have content and form above the fold – in other words the visitor doesn’t need to scroll down the page.
9. Don't show the menu bar – because the sole purpose is to get your visitor to take action on the offer you want to limit ways they can leave the page. So only have content and form on the page, no links to other pages either.

Give these guidelines a try next time you promote an offer or run a paid search campaign and let me know if you get higher conversions.  You can find me by clicking on the social media links to your right. Please connect and share - I look forward to connecting with you.

Here’s an example of a landing page – it’s my latest offer – the free Inbound Marketing Coach.

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Improve Lead Generation: How To Understand Your Prospects' Needs
Inbound Marketing + Blogging For Lead Generation: Why, How, What To Do