The Anatomy of a Lead-Generation Landing Page

The Anatomy of a Lead-Generation Landing Page In Article
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Building a high-quality website is an important part of having a successful business. If the website is not good enough, there is a high probability of losing potential and current clients. The trouble is that many companies are unsure of what makes a website good and what makes it less than effective. This article will highlight just one aspect of a great website with the landing page.

The landing page, or more specifically the lead-generation landing page, is an important part of a website to generate leads for the sales team. When built correctly, the lead-generation landing page will have key elements that incorporate sales goals and strategies. With a little optimization to each one, you can really capitalize on the possibilities this page can bring to your business.

The key elements that we will discuss are the unique selling proposition, or USP, a hero image, social proof, and a single conversion goal. With all these properly put into place, you can have a high-converting landing page.

Unique Selling Proposition (USP)

Unless you are creating an entirely new sector in a market, you need to find a way to set your company apart from competitors. The way to differentiate your company is through a unique selling proposition (USP). Having a USP on your landing page is ideal because it gives site visitors the chance to learn why your company matters to them.

There are several elements of a USP that need mentioning.

  1. The information should say what problem/pain your company solves. Anyone who comes to your lead generation landing page should get answers quickly about what that means and how it affects them. For new business owners, they may not know about the services of lead generation but are interested to learn more. That is where the landing page comes in to help. Their questions are answered on why this service is important and how it can improve their company’s efforts.
  2. Specific Benefits. There are other businesses out in the market that offer lead generation services. What is it about your company that makes you unique? Is it the software or plugin you utilize? The sources? While you may not want to expose all your trade secrets, it is important to tell a potential client why they should use your company over another. If you choose to point out the failings of other businesses, make sure it is not your entire message. Word your messaging to show that your company has specific benefits that other businesses lack. Remember, the focus is on your company and what you can do versus what other businesses cannot do.
  3. Link strategically. When you have ads on other websites, social media, or in some pay-per-click arrangement, make sure that they all lead to the right landing page. If your company offers a service that builds website, keep those specific ads directed toward a landing page that is relevant. When your ads, mentions, or links are highlighting the lead generation services your company offers, take them to the landing page that covers the USP. It is just more effective that way.

At the end of your USP, be sure to have it work seamlessly with your call-to-action, or single conversion goal section. Learn more about the USP thanks to Shopify’s article.

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Hero Image

Having images on the landing page are very important to helping create interest. There is a specific type of image or video that are especially beneficial to using on a conversion landing page called the hero image or video.

A hero image is the one photo on your page that helps visitors see the benefits of using your product. While you can do a lot of convincing with words on the page, photos and videos have a role too. The reason these are referred to as hero images and videos is because they demonstrate how it can transform your potential into a client by its use.

For example, if you are trying to offer a lead generation service, the hero shot or video would show how this service would make their business better. With finding more leads and providing better service to clients with your service, they could make a lot more money and be successful. It could feature a famous businessperson or a well-known company who used lead generation services. This helps the customer envision themselves having that same type of success.

If you have a running shoe selling business, the hero video might show a celebrity or famous runner wearing your shoes and winning a race. Another option would have an image of someone who has run their first race after training in your shoes. Because this video and image would help your site visitor envision themselves as accomplishing their goals, it is labeled as the hero video and image. Having this type of feature on the landing page can bring in more leads.

Many have wondered if having a hero shot is even necessary. With so much information on a page, what good does an image do? The image provides context for a site visitor and helps a potential customer envision themselves being better because of your product or service.

To provide the best hero image or video, consider taking away all the text, titles, and captions surrounding the media. Without that extra information, can someone still tell what the purpose of the media is without you telling them?

While you can use generic stock photos, they still need to be relevant. Going back to the two examples before, a lead generation service would have a better hero image or video that shows a group of professionals helping other professionals with a computer or telephone in the photo. Running shoes would be best highlighted with a runner in almost any terrain with the shoes being the focus.

The media can be placed in the background or at the top of the landing page. What matters most is that it is incorporated in an obvious place. The more prominence, the better. It needs to be noticed and draw the eye of the potential customers visiting your website.

Get more info about how to create high converting hero images reading WordStream’s guide here.

Social Proof

Dedicating a section of your lead generation landing page to social proof is like reinforcing your services with positive peer pressure. Whether people realize it or not, they respond to other people’s opinions on almost everything. If a restaurant gains a lot of buzz in a community, others want to go and check it out too. People like being involved and being in “the know”.

For online businesses like lead generation, a social proof is the equivalent of the restaurant gaining buzz in the community. Showing reviews and mentioning well known names can go a long way for leads entering your sales funnel. When there are positive reviews, statistics, and mentions of saving or making money, people are automatically drawn in. These all help establish an impression for people visiting the page.

Ask past clients for reviews that you can use on your website. If they are well-known in their communities, have big name companies, or are considered influencers in any arena, their review can have a large impact. This provides social proof to a visitor that they can believe your company is good and trustworthy and that they will get good results.

If your business is ever featured on a reputable website that you would like to highlight, include that on your page. It counts as social proof because it highlights your credibility with an already known and trusted source.

Another form of social proof is a counter or buyer notification. This can highlight the number of customers you have helped, the amount of leads generated for customers, or how many people have visited your site. Buyer notifications pop up on a site when a sale is made. This could be advantageous for some companies. Both a counter and a notification help reinforce the crowd concept that everyone is trying it, giving pressure that they should too.

Single Conversion Goal

When creating a high-converting landing page, the call to action must be convincing enough that a visitor will click through or give their information. These calls to action will usually be done with buttons, visuals, copy, and code that are built into the page for easy ways to enter the sales funnel.

It is important to determine what type of goal you are trying to accomplish. Depending on your business, this could look like buying a product or service, subscribing to an email newsletter, or downloading a file like a free trial of software.

When the landing page is set up correctly, visitors have a higher probability to answering the call. Using branding to decide on which colors help these buttons stand out while also fitting with the themes is important. Headlines are used to capture a site visitor’s attention. On-page testimonials help build trust.


Creating a high-producing lead generation landing page requires intentional messaging.

The services you can offer companies will help their businesses do better, but only if they sign up. Use the landing page to your advantage by formatting it for success. Colors, media, and well-placed calls to action can help people find your company easier and understand why they need you.

The easier you make the job for your customer, the more likely they are to engage. Use your USP, hero image, social proof, and single conversion goal to help grow your company through a landing page.

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