Business owners and marketers can have a tough time if they don’t constantly get new leads which sales departments can afterwards transform into customers. Thus, we can’t stress enough the importance of a task you’re most definitely already very familiar with: lead gathering. And while we’ve provided several tips on lead generation forms before, this post is about how you can empower your landing pages as big time lead collectors.
Landing pages or ‘lead capture pages’, as they’re oftentimes referred to, are the Holy Grail of lead gathering. They’re designed with a clear purpose in mind, such as offering information on a feature, providing an ebook for download, or getting people to sign up for your product, and have the ultimate goal of capturing new leads.
Visitors come to your landing pages through search engines and online advertising. Thus, you want them to stay there for a while, don’t you? And you probably want them to DO something, right? Well, then you might want to hear about a few best practices for landing pages:
1. The information on your landing page has to be accurate and to reflect what the ad or the search engine result was promising. Don’t mislead people, or else you’ll face a freakishly high bouncing rate. And you’ll lose credibility. There. I said it.
2. Optimize your landing pages to the fullest, but in a decent way. Lead capture pages need good SEO, nevertheless this has to come natural. Don’t do keyword stuffing. Google won’t love you for it, trust me on this.
3. Prepare a clear and constant structure for all your landing pages. Meaning, don’t design them all too different from one another. It’s recommended you have a pattern you follow when you plan on using a new landing page.
4. Maintain your brand image and identity along your landing pages. Logo, color scheme, business name, contact details – would you be convinced by a landing page that doesn’t include these?
5. Have a clear CTA (call to action) on your landing page. You want visitors to sign up for your newsletter. Or you plan on making them sign up for your product trial. That’s perfect, and I’m happy you know what you want, but you also need to let your landing page know what its role is. Oh, and don’t even think about using that landing page for more than ONE goal, be it newsletter subscription, trial signup or anything else.
6. Measure your landing page performance with some A/B testing. You’ve better made that CTA button green, rather than orange, haven’t you? Well, I don’t know, neither may you not know, but A/B testing will surely give you an answer to this one.
Now that we settled these best practices, how about we look at how you can actually gather those leads? For this, you might find a few form types very helpful:
– The contact form can be included as a contact method basically on any page. It stands as one of the simplest lead collectors and fulfills your visitors’ need to get in touch with you. In terms of how to include it, you can opt for embedding it into the page, or making it accessible by including it into the page header.
– The request a quote form is a dedicated form for visitors interested in a specific offer from you. It can be placed for example on a landing page where you present your products and services. Store the leads coming through the form in a safe place and follow up on them with additional offers that might engage your potential customers.
– The file download form or freebie form is suited for a landing with a promotional approach. You can create such a landing in order to offer a free ebook for downloading to your visitors, in exchange for basic contact details.
– The newsletter subscription form acts as well as a lead gatherer, while being suitable for including on a page that says “Hey, do you want to get free business advice? Subscribe to our newsletter!”
– The contest entry form is a highly incentivizing type of lead collector, since it shows an obvious benefit to the visitor in filling it out. If you organize a contest for your target market and you already made the wise decision of having a dedicated landing page, then this form, my friend, is all yours.
– The new customer registration form is suited for landing pages whose goal is to sign up the website visitor as a fresh customer of your product or service. The landing page could briefly present your service, stating its main features and advantages, and then invite visitors to become customers in order to benefit of your special service.
– The online order form is dedicated for landing pages that want to sell. Do you sell a specific product or a range of products? If you want to increase your sales volume, a landing page with an order form might be the right path to follow.
– The event registration form is your one and only of event registration. For every event you plan on hosting, a landing page has good chances to raise the reach of your event. Placing the registration form there, you make the whole process simpler for your attendees.
– The membership application form is really helpful when it comes to landing pages belonging to clubs, associations, communities and any other organizational structures that operate on membership.
We stop here with our list of landing page forms for lead capturing and other purposes. That doesn’t mean landing pages can’t include other form types though. Based on the goal of your lead capture page, you can employ any web form with 123FormBuilder to act as the goalkeeper of your landing page.