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Write an enticing headline that demands attention. Define your unique value proposition with crystal clarity. Ensure your content is digestible, complemented by stunning visuals and compelling calls to action.

With a simple Google search, you’ll find these tips and lots of other good advice on creating lead generation landing pages. And while the theoretical aspects are valuable, they won’t cut it on their own. 

You need real-world examples and actionable advice to grasp the strategic elements that make an effective demand generation landing page, well, effective.

In this guide, we’ve got you covered with practical insights. Let’s dive right in and create a winning lead generation landing page playbook that works for your company. 

What are lead generation landing pages?

A lead generation landing page enables companies to collect contact and business information from visitors, thus building connections with potential business leads. It’s a critical part of your company’s lead generation funnel, where you encourage sign-ups and set the stage for subscriptions or purchases.

What makes a good lead generation landing page?

  • A clear value proposition: What’s in it for the visitor? Your lead generation learning page should clearly communicate your product or service’s unique value and potential benefits concerning the target audience’s pain points. 
  • Simple UI/UX design: Your landing page should use high-quality images, graphics, and videos. And this isn’t just about catching the eye—it’s about effectively conveying information. Even the lead generation form should be a breeze to complete with only essential fields.
  • A strong call to action: Every landing page CTA should be strategically positioned, visually distinctive, and spark action with crystal-clear text. Phrases like “Get Started” and “Request a Quote” work well in compelling visitors to take the next steps.

How to create conversion-ready lead generation landing pages

Here’s a step-by-step playbook you can use to create/optimize your lead generation landing page:

Step 1: Determine your lead magnet offer

Consider what valuable incentive you can provide to visitors, urging them to share their details with your company. 

Remember, it’s not about simply asking for information—it’s about offering a tempting trade. Can you offer a generous discount? Or maybe an all-access free trial? Perhaps an exclusive and insightful whitepaper? 

Whatever it is, ensure it’s an offer that successfully encourages visitors to take the plunge.

Step 2: Create an attention-grabbing headline

Your headline is your landing page’s chance to tell visitors, “We’ve got the solution to your problem right here!” 

Keep the headline simple and straightforward, hinting at the problem and the golden solution. Use language that resonates with your audience’s pain points and goals for a stronger connection.

Step 3: Complement the headline with a supporting subhead

The subhead offers additional context, explaining how the visitors can obtain the benefits promised in the headline. It clarifies the “medium” of the offer—be it a video, a PDF, a checklist, or an article. Be sure to include the right keywords to drive organic traffic.

Pro Tip: Not sure if your headline and subhead hit the mark? Run them through a headline analyzer tool, aiming for a combined score of 70 or higher.

Step 4: Design a compelling CTA button

Now that your visitors are hooked, it’s time to guide them further. Tell them what to do next with a call-to-action (CTA) button—this should be clickable and have a clear benefit. Also, select a color that resonates with your brand’s unique identity and values. 

While one study suggests that red CTA buttons can boost conversion rates more than green ones, it’s crucial to note that the choice of color should align with your brand identity. For instance, Evernote maintains a high conversion rate using green CTA buttons. 

Have a conversion rate optimization (CRO) expert test different button colors to see which one resonates best with your audience. 

Step 5: Provide context for the CTA

Next to your CTA button should be the opt-in form, where visitors enter their email and other details. 

The more precise your instructions, the higher the conversion rate. So, clarify what action they should take, but use benefit-focused language. For example, “Grab Your Free Proposal” or “3x Your Website Traffic” is more appealing than “Click Here”.

Step 6: Address potential concerns and doubts

While your visitors are eager to take action and share their email, some might fear spam or unsolicited sales pitches. 

Ease their worries with a simple assurance. Something like: “We won’t spam you, and your email is safe.” But keep it unobtrusive under the CTA to avoid distractions.

Step 7: Include social proof—lots of it

In the conversion world, trust is the name of the game. Add elements of social proof—such as customer testimonials, industry endorsements, or logos of reputable clients—to establish credibility and gain your audience’s trust. You can also use statistics to show how many others have embraced your offer. 

Step 8: Create a simple, user-friendly lead generation form

The form where you gather lead information is a pivotal element of your landing page. This is where your visitors, guided by your engaging copy, willingly share their information. Remember that clunky, overcomplicated forms discourage participation. 

Design a concise lead generation form, asking only for essential information. Use checkboxes and buttons to make the form-filling process even smoother.

Step 9: Personalization with AI & automation

Want to take your content up a notch? Use AI to tailor landing page elements, such as headlines and images, to individual visitors.

You can also integrate an automated email follow-up system to nurture leads. AI-driven marketing automations segment leads based on their interactions and deliver personalized follow-up messages based on user behavior and preferences.

5 Demand Generation Landing Page Examples

Let’s delve into some real-life demand generation landing pages from popular companies. Here, we’ll explore three key takeaways that make each example effective.

1. mollie

Payments platform mollie seamlessly integrates payments into your website or app. With features like one-click payments, vigilant fraud monitoring, support for multiple currencies, and real-time accounting, mollie empowers businesses to connect and flourish effortlessly.

How mollie uses its landing page to capture leads:

  • An attention-grabbing headline communicates mollie’s value proposition with precision.
  • The subheadline concisely highlights the product’s impact.
  • A thoughtfully muted color scheme directs your focus to bold, strategically placed CTA buttons, guiding you toward a seamless experience.

2. Nectafy

Nectafy is a content marketing agency with one mission: crafting top-tier content that helps improve their clients’ financial success. It uses content to empower audiences to pinpoint challenges and overcome obstacles while simultaneously accelerating their clients’ business growth.

How Nectafy uses its landing page to capture leads:

  • Nectafy’s landing page design is clean and uncluttered, driving the reader’s focus to the core of the content.
  • The choice of colors aligns seamlessly with the Nectafy brand, reinforcing its visual identity.
  • The image aligns wonderfully with the CTA, offering a fun reprieve from the typically sales-driven visuals.

3. Campaign Monitor

Email marketing software solution Campaign Monitor empowers you to effortlessly create and automate email campaigns, craft engaging signup forms, and seamlessly manage all your campaigns—all through a user-friendly dashboard. Its reputation is built on a minimalist design and an intuitive interface, making it an ideal choice for email marketing beginners, solopreneurs, and agencies.

How Campaign Monitor uses its landing page to capture leads:

  • A list of persuasive benefits naturally draws your attention, enticing you to click the prominent CTA below.
  • Ample white space enhances readability and provides a visually pleasing browsing experience.
  • A screenshot vividly illustrates the given benefits, making them more tangible and reinforcing the message.

4. Integrify

Integrify’s innovative workflow automation platform streamlines business operations, allowing employees to focus on high-value work and streamline communication. It also bolsters process accuracy and ensures compliance with organizational and external regulations.

How Integrify uses its landing page to capture leads:

  • Instead of static elements, Integrify uses an animated video to illustrate the product’s functionality, user benefits, and practical usage, leaving a lasting impression.
  • The inclusion of video testimonials from satisfied clients and prominently featured case studies enhances the brand’s credibility, instilling trust in potential leads.
  • Video testimonials from past clients and a prominent CTA to its real-life case studies add credibility to the brand. 
  • While Integrify’s landing page may appear text-heavy in comparison to other examples, its concise copy and strategic use of negative space prevent overwhelm, delivering a clear and digestible message.

5. Asana

Asana is the superhero of project management software. It helps teams get things organized and ready for potential challenges, helping them keep tabs on tasks, prepare to-do lists, and sort assignments with ease. 

How Asana uses its landing page to capture leads:

  • The two “Get Started” CTAs immediately stand out, inviting users to explore the platform’s capabilities with just a couple of clicks.
  • Through a combination of compelling headings and visuals, Asana’s functionality is crystal clear right from the start.
  • The simple navigation ensures you can quickly grasp how this platform can improve your and your team’s productivity.

Optimize your lead generation landing page with A/B testing

With your website fully loaded and looking its best, it’s now time to start performing A/B tests. What does that mean? The process involves selecting one or two elements to fine-tune on your website—perhaps it’s the “Get Started” button, a different image, or a fresh headline.

Next, you meticulously segment your audience to gauge how these changes perform in comparison to the original version. This will give you a wealth of insights telling you what’s working and what’s not, ensuring your landing page converts faster and smoother than ever.
If you’re looking for more lead generation strategies, Demand Playbook is here to help. Get in touch to learn more about how we can elevate your brand to its full potential.

Bernard Aguila

Bernard Aguila is a brand ambassador and SEO Outreach Specialist at Omniscient Digital, a premium content marketing & SEO agency.