We have run lead page campaigns for clients in a very diverse group of industries and have seen success in all of them.
A lead page is also referred to as a landing page, a squeeze page, or a conversion page.
Lead pages are basically a single page website used to promote a certain product, service, or sale.
Whether you realize it or not, almost everyone has been on a squeeze page while browsing online.
Often times, a squeeze page is a single web page that does not like to any other pages on the website.
The primary goal of a lead page is to convert visitors into sales.
It is called a squeeze page because you are aiming at squeeze information out of your customer’s, like their contact information, email address, or credit card number.
A squeeze can be used for any sort of promotion your business wants to highlight or market to your customers.
Many of the marketing campaigns we run for our SEO and marketing clients include lead page design and development as well as marketing these pages through various outlets.
Some of the lead pages we have created include:
The top fold refers to what is seen on a website before you begin scrolling.
The internet has made the amount of resources, and the amount of competition, extremely accessible for users.
People using the internet know there is nearly unlimited options when it comes to finding information, the business they want to hire, or the product they want to buy.
Getting the attention of your visitors quickly is essential.
The top fold of your squeeze page should have everything your customers need.
It should give a quick description of what you are promoting and how they get it.
The image above shows the first fold of a lead page design we have created to promote a free SEO audit.
Before our customers scroll, they see our headline “Get a free SEO Audit & SEO Consultation”, and right underneath a call-to-action highlighting our offer.
So, without scrolling, they know what we are offering and have enough information to convert.
Like any web design, it is extremely important to have a title or descriptive headline near the top of the page so users know exactly what information they can find on the page.
On a conversion page, this should be the first thing they see.
Your conversion page’s title should say exactly what you are offering and what the rest of the page will be about.
Above is a screenshot from a lead page we designed for EnergyLink, an energy efficiency company in Columbia, Missouri.
We worked with them to create and market an eBook to offer their customers.
Our main source of marketing the eBook was through this lead page.
As you can see, the headline tells users exactly what the page is about, and why they will get if they continue reading.
This eBook is tailored to a very small market, but the squeeze page has performed extremely well and, continues to convert.
Next to your headline should be a clear call-to-action. Your squeeze page call-to-action gets your website visitor to do exactly what you want them to.
Whether it is getting them to buy the product you are highlighting, signup for the service you are promoting, or leave their contact information for you to contact them, your call-to-action should highlight that message clearly.
Many times, a CTA says something like “Call Now” or “Sign Up”. While this isn’t necessarily going to negatively effect your conversion page, it definitely won’t increase your conversions.
A good call-to-action should be simple but direct. In our example above, you’ll see the headline and description to the left. It explains exactly what our page is offering; special financing for a home solar energy system. To the right is our call-to-action.
Having read the information they need, describing our offer, they now know what they get and why should they would benefit. Rather than just saying something like “Sign Up”, we say “Start with a Free Consultation”. So, now they know exactly what they get in return for leaving their contact information.
Your CTA should also be visible throughout the page. At least once every viewport height… Meaning your user should not scroll a full page height without seeing your call to action.
Attracting your customers to your lead page is part of the challenge, another part of the challenge is displaying the correct information on the lead page. The final challenge is converting them.
Your conversion process needs to be as simple as possible.
If you are wanting your customer to leave their contact information for a free consultation or signup for a newsletter, you need them to be able to do so very quickly.
If your contact form has to many fields, or does not give a clear description of what they get for signing up, you run the risk of missing out on that conversion.
One thing we have found is the less fields or steps the better.
If you don’t need their business name, don’t ask for it. Or if you don’t need their phone number, don’t ask for it.
We have found the perfect contact form needs:
No more than 5 fields, although 3-4 is ideal.
If you don’t need their phone number, don’t ask for it. Nowadays, must people prefer texting or emailing. If your customer thinks they are going to be bothered with a phone call they may avoid leaving their information.
Use your submit button as another call-to-action. Avoid using things like “Sign Up” or “Contact US”. Add as much detail as possible in as few words as possible.