Generating leads online can be tricky, especially if you’re not sure where to start.

No matter how many ads you run to your website, if you’re not optimizing for conversion with a purpose-built landing page, you’re losing money and limiting the growth of your business.

So in this post, you’re going to discover:

  1. Exactly what a landing page is
  2. How a landing page differs from a website (and why you should be using both)
  3. How to create an effective landing page that reliably converts leads for your business on autopilot
  4. Examples of highly effective landing pages from industry leaders for you to copy

If you’ve spent a fortune on ads with little or no luck, then be sure to read this article to the end. Then read it again.

Use this post as your roadmap for creating the ultimate landing page for lead generation in your business.

You can thank me later 😉

What exactly is a landing page?

A landing page is a purpose-built page on your website where your visitors “land” after seeing your ads or SEO content, and has the sole purpose of converting a visitor into a lead or sale using direct marketing messages.

The action someone takes on your landing page is considered a conversion and generally consists of two types of actions:

  1. A sale
  2. A lead

A landing page should ideally only have 1 specific CTA or call-to-action, and all the content on your page should be funneling your visitor towards that goal.

The number of leads your landing page generates is a ratio you should be trying to optimize.

Here’s how you should calculate that ratio:

conversions / visitors = conversion ratio

For example, if I get 100 visitors to my landing page and I convert 10 of those:

10 conversions / 100 visitors = 0.10 or 10% conversion rate

The number of conversions you generate is directly linked to the quality of your landing page.

One of the main skills you’ll need to develop for creating an effective landing page is copywriting.

This skill not only helps for creating effective landing pages and marketing messages but even for creating more compelling emails.

One of the books I use religiously is Breakthrough Advertising by Eugene Schwarts.

Breakthrough Advertising

It’s old, but the concepts in this book are timeless and you can pretty much use it as your copywriting textbook.

The difference between a landing page and a website

A website consists of multiple pages with different purposes. Like listing services, introducing the company, providing social proof using case studies and testimonials, and often includes landing pages as part of its structure.

Websites often have multiple CTAs and address visitors at various stages of awareness.

Landing pages can exist alone without any additional content and have a single purpose, converting leads or sales.

Websites will usually have a menu at the top and bottom of pages, leading buyers through a specific customer journey.

Landing pages should have no other call to action, apart from your goal.

Otherwise, you risk “leaking” your visitor from your landing page with no guarantee of them ever returning.

Your priority with your landing page should be to keep your visitor on for as long as they need convincing to take the action you’re asking of them.

The best use of a landing page is when they’re used together with a website, funneling visitors towards landing pages to get them to take specific actions.

A website without purpose-built landing pages will often experience much lower conversion rates.

That’s why most digital marketing experts will tell you to spend a lot of time crafting a killer landing page, or any traffic you push to it will fizzle away with very little success.

This is where that book I mentioned before will come in handy.

How to create a landing page

As landing pages have become more ubiquitous among digital marketers, so have landing page builders.

You can find them in just about any major marketing software tool, from MailChimp which started as a bulk emailer to purpose-built solutions like Elementor for WordPress.

Many even offer free landing page builders for lead generation, where you only need to pay for more advanced features.

Landing page builders have become extremely sophisticated, with easy-to-use drag and drop functionality so you don’t even need to know how to code.

Here are my top 3 landing page builders:

  1. Elementor – If you’ve got a WordPress website, I highly recommend Elementor for building custom landing pages. I use it on all of ours, they look great and load fast.
  2. ConvertKit – If you don’t have a website, then using a landing page builder like ConvertKit is perfect for you. It even offers funnel and email sequence creation, so it’s an all-in-one digital marketing tool.
  3. Leadpages – Like ConvertKit, Leadpages is built specifically for creating beautiful and effective lead generation landing pages. It also offers sales funnel creation, so you can manage your entire campaign from one software.

As I said, there are hundreds of solutions on the market now that do pretty much the same thing.

Some are better than others.

I’ve had the best experience with the options I’ve mentioned above, so hopefully, that gives you a good place to start.

11 key components of a landing page for lead generation

Now, let’s start looking at how you actually build an effective landing page for lead generation.

A good landing page that stands the best chance at converting leads must have the following elements:

  1. Main headline
  2. Supporting headline
  3. Crystalize the problem
  4. Your unique selling proposition
  5. The benefits of your offering
  6. Images or video providing context
  7. Social proof
  8. A reinforcement statement
  9. Frequently Asked Questions
  10. Closing argument
  11. Call-to-action

If your landing page has all nine of these core elements, you’ll be able to predictably generate leads on autopilot.

Let’s look at each of these components of a landing page more closely.

The main headline and supporting headline

Your headlines are the first thing your visitors see when they land on your page.

They should be short (no more than 20 words), powerful, and should grab your visitor’s attention.

Importantly, your headlines should quickly highlight how you can help your ideal customer.

Look at how we’ve done it on nanopage:

headings on a landing page for lead generation

Our headline says we specialize in automated lead generation, without all the complicated sales funnels, expensive tools, or telesales teams.

We also include a call-to-action for a free audit, or if they’re not ready they’ve got the option of seeing a few of our case studies to show them real results from existing clients.

Crystalize the problem

The clearer you can articulate your visitor’s problem, the more likely they are to keep reading and respond positively to the solution you’re offering.

Show them you understand their challenges, even better than they do.

This will establish you as an authority in their eyes, someone they’d trust to help solve their problems.

You can do this with some relatable copy, bullet points, or even more creative options like icons and short blurbs.

We’ve opted for a straightforward piece of copy, to reduce any distraction and speak to our audience as if they were standing in front of us.

It’s important that your visitor feels listened to and understood at this point.

Here’s what that looks like on our page:

crystalize the problem on landing page

Your unique selling proposition

A unique selling proposition tells visitors WHY they should work with you.

It sets you apart from your competition and highlights exactly what you can do for your customers in the simplest terms.

One of our core USPs is that we don’t charge for our services the same way other agencies do.

Normally, agencies will charge large monthly retainers or hourly rates.

Often this results in businesses paying agencies, even if they’re not doing much work.

Here’s our USP:

usp on a landing page

We’re telling our visitors that we understand their needs and that we only charge for the work we do in short “sprints”.

We don’t require long-term contracts, we provide transparent pricing, a clear scope of work, and a quick turnaround.

The benefits of your offering

An important element of your landing page is the benefits of your product or service.

The benefits are not what your product or service does, it’s how you can help your customer.

Essentially, what are the results for your customer?

This is normally done in a bulleted or number list, so it’s clearly presented for your potential customer.

Here’s how we did this on nanopage:

benefits on a landing page

For nanopage, the benefits of doing business with us are simple:

  1. Get more customers
  2. Save you time
  3. Give you peace of mind

Your product or service may have more benefits.

Be sure to list them all out for your customer so they understand the complete value of what you’re offering.

Images or video providing context

Showing visitors to your landing page how your product or service works is crucial.

image for context on landing page

If you’re selling products, showing how the product is used or fits into your customer’s life will help them visualize owning it.

Making the decision to buy much easier.

If you’re selling a service, including screenshots of important statistics or tools will also help potential leads understand how you fit into their lives or businesses.

Social proof

Social proof is when people who aren’t a part of your business recommend your product or service.

This would normally include things like reviews, customer images, testimonials, or even case studies.

Anything to show your potential customer that others have used your product or service, and are happy with the results.

If others are happy with your results, they’ll feel confident that they’ll be happy too.

We’ve added both testimonials and case studies on nanopage:

case studies on a landing page

reviews on a landing page

It’s important to show visitors that we’ve got happy customers, but also how we achieve these results for them.

A reinforcement statement

Your reinforcement statement is another heading placed about halfway down the landing page.

It tells your visitors they’re in the right place.

We do this on nanopage throughout our landing page with short impactful statements, usually beneath a heading or near a CTA.

By reinforcing your message midway down your landing page, you’re able to tie your headings to the rest of your page for context.

Frequently Asked Questions or FAQ

One of the main barriers that keep a visitor from becoming a lead is their own limiting beliefs.

They might have doubts about your service, they might not believe it would work for them, they may even have doubts about your entire industry.

Your job is to overcome each and every one of these objections.

The best way to do this is by using an FAQ or frequently asked questions section.

Here’s how we’ve done it:

faq on landing page

A closing argument and call-to-action

It’s important to give your visitors a clear task to complete.

If you only have the elements mentioned above with no instruction for your visitors to follow, they simply won’t do anything and you won’t’ convert them.

So be sure to include one final reason why they should choose your product or service, along with a compelling call to action.

Here’s what that looks like on nanopage:

cta on a landing page

Now that you know how to create a landing page that will generate you leads on autopilot, go ahead and build it out!

If you need any help creating a killer landing page for your business, feel free to get in touch and we’ll be happy to work with you.


Shaun Els

I'm the Founder at nanopage and I specialize in search and conversion rate optimization. Feel free to schedule a strategy session with me.

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