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Soft landing. How to create an effective landing page for more leads?

7 minutes of reading
Soft landing. How to create an effective landing page for more leads?
Category SEO

An effective landing page can make the difference between you selling your product or service, or it being just another product on the market that no one cares about. The best landing pages are designed to convert viewers into leads, and there are plenty of ways to do this. Use these tips to help you create an effective landing page that converts visitors into leads and sales.


What is a landing page?

A landing page is a web page in which visitors will land once they click on any given advertisement. The landing page typically contains information about the advertiser or their products, as well as anything else of interest to them. The goal of the landing page is to create a conversion: convince visitors who are interested in the product advertised on the original website (or commercial) to make an online purchase.


There are many types of landing pages that you can create. The most common is a lead generation page, which asks users for their email address in exchange for a relevant piece of content. Alternatively, you can create a product page, which will show your website visitors the different products or services available on your site. You can also use a newsletter sign-up form to grow your mailing list and send out periodic updates about what’s happening with your company. And finally, there are blog subscription forms. If you want to collect contact information but don’t want to give away something specific as a reward, this might be the right type of form for you.

How to create a good landing page?

Step 1 – Determine which type of landing page you need

Before you start creating a landing page, you’ll need to figure out which type of landing page is best for your purposes. If you want visitors to opt-in for a newsletter or sign up for content alerts, create a squeeze page with simple prompts and conversion incentives. You might also be looking for an event registration form. In this case, use a one-page lead capture form. It should include all the fields necessary for collecting contact information and the option to register directly on the page.

Step 2 – Pick your color scheme

Whether you’re designing a new landing page or retrofitting an old one, the color scheme is a crucial decision. Not only does it convey your message in the most effective way possible, but it also serves as a potential customer’s first impression of your company.

Stick with one or two dominant colors throughout your design and be mindful of contrasting text and links. Matching elements together helps visitors focus on the content rather than search for what they’re looking for. You can also use white space to draw attention to certain areas of your page.

Step 3 – Choose your fonts

Fonts are one of the most overlooked elements in a design. With so many fonts to choose from, it can be difficult picking out just the right ones for your landing page. Remember that, first of all, it must be legible. You want people to focus on what you have to say rather than trying to decipher what is written.

There are three main types of fonts: serif, sans-serif and script. Serif fonts include Times New Roman and Georgia; sans-serif include Arial and Tahoma; script includes Trajan Pro and American Typewriter. It’s usually best to use sans-serif or script typefaces for your headline or other text because they create a more modern look and feel. If you’re not sure which font would work best with your website’s theme, do some research online or ask an expert.

Step 4 – Add images to your text

An important part of making your landing page as effective as possible is including images. The right image or picture can make all the difference. Some people may not even read what you have written if there are no images on the page. Images grab their attention and help them focus on what you want them to learn from your site. It’s best to include some relevant pictures, but don’t overdo it because too many will distract readers and they won’t be able to focus on what you’re trying to say.

Step 5 – Set up a call-to-action button

This is the most important piece of your landing page. If you want to convert your visitors, you need a strong call-to-action button. This will be the button that initiates all of the action on your landing page. You have three different types of CTAs: prompts, buttons, and widgets. There are many variations of each, but they all serve the same purpose: they tell your visitors what they should do next. Which one you choose depends on how long it takes for them to complete the task after clicking the CTA button.

Step 6 – Include contact information on your header

If you want people to be able to get in touch with you, then it’s important for them to know where they can do so. The contact information is usually on the header of the website or at the bottom of every page on a website. Include your company name and logo, as well as your address (if applicable).

Step 7 – Collect e-mail addresses with opt-in forms

The final step in generating leads is asking for contact information from the people visiting your landing page. It’s very likely you’ll find visitors who want to learn more about your company, especially if you’ve been doing a good job with segmentation and targeting. Ask for their name and e-mail address so you can stay in touch with them and send them updates.

Tips for increasing conversions

No one likes clicking a landing page, only to find out it’s a time suck. Our goal is clear and concise. A lead-grabbing landing page should offer specific value in the form of solving a problem or providing information without overwhelming visitors with too much information. It’s best not to have too many forms of contact as well. It’s better to get people on the phone so they can address their needs firsthand rather than trusting your site with their contact information and waiting for them to reach out.

Regardless of the type that we choose for our needs, remember about:

  • attractive interface,
  • legible UX and UI,
  • accessible content structure.

The website must be functional – that is the keyword. If it loads too slowly or becomes unreadable, we are in for a fiasco. However, you have to get attention. A potential customer must immediately spot an interesting element that will convince him to take advantage of the offer. Additionally, you cannot forget about mobile devices. Did you know that over 50% of internet users use smaller screens? So be responsive. The simpler the better – be intuitive!

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What does a sales lead give us? It increases the effectiveness of marketing activities, increases the number of customers, reduces advertising costs, and automates processes. Ultimately, a lead is the name of the game. And with landing pages, it is easy to create and leverage effective forms, calls-to-action, and content in order to generate those leads. If you would like any help developing a high converting landing page for your business, or if you have any questions about conversion rates, please don’t hesitate to contact professional agency.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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