How to Generate Leads from Your Emails & Landing Pages

Brian Honigman on Email marketing, Landing pages,


Generating leads for your business doesn’t have to be difficult. Once you have the right product or service offerings, it merely takes a methodical process with the right approach to your target audience to begin regularly generating quality leads. Strategic thinking with both your email and landing page efforts is what it takes to increase the amount of leads drawn to your business.

Here are some of the best ways to generate leads from both your emails and landing page software for both small and big business.

Generating Leads Through Email Marketing

Email marketing is an easy and effective way of continually messaging your potential and existing customers with your latest content, products, news and industry happenings. Without a strong list of leads, it is quite difficult to build loyalty and credibility among your customer base online.

1. Respect Each Email Subscriber

It may seem like a no-brainer, but you’d be surprise how well a little respect works to build the trust and loyalty of your email list. Going out of your way to remain human across your email marketing actions will help members of your list feel a tangible connection to your business and its messaging.

Make all of your messaging on brand, in the right context and easy to understand to gain the continued respect of your list. Consistency shows your audience what you are likely to deliver in the future, which is quality messaging and thoughtful interaction. Lastly, always be sure to make it very easy for subscribers to unsubscribe if they choose to. Not spamming or forcing your customers to take an action with your email list in anyway will go a long way towards gaining their respect.

2. Give Subscribers a Reason to Read

Consumers today are genuinely overwhelmed by the amount of information coming to them everyday from advertisers, which makes it hard to get your message to resonate. Spend time, money and effort on creating messaging for your email that is newsworthy, in the right context, exclusive and drives home the value of your business.

Offer your audience exclusive access to your story, behind the scene processes, deals or promotions and a look at the human-side of your business. If your subscribers have a genuine reason to read your content then there will be many reasons for them to return again to your messaging, making it more likely that they’ll convert from lead to customer over time.

 3. Guide Subscribers Through the Process

Make it simple for you subscribers to become leads, starting with your email and then moving to a landing page. Give concise call to actions from the content in your emails to effectively educate subscribers on what the landing page will entail when they visit. Don’t surprise them with unexpected steps or additional requirements to continue through the buying process.

Spell out what your product and service offering are in your email content and then highlight the benefits and incentives for continuing forward to a landing page. Guiding leads through each step of the buying process is called nurturing a lead, which can be done through an email newsletter and through personal emails to a prospective lead.

4. Learn from Your Mistakes and Pivot

Constantly ask yourself questions about the success of your emails when it comes to generating quality leads for your business. Look for increases and decreases in the open rate, click thru rate, spam percentage, action rate over time, bounce rate, compliant rate, unsubscribe rate and the number of unsubscribes to determine how your email messaging is performing.

By paying close attention to those metrics, you’ll be able to identify what is working and what is not to quickly pivot and adapt your strategy to the needs of your audience. For example, if sales and promotions do better when offered once a week as opposed to twice a week via email, then you’ll easily be able to find this out through analyzing your email analytics and tweaking your strategy.

Boost Lead Generation from Your Landing Pages

The landing page is the last step of the process of converting a web visitor to a lead. It is the page on your website that helps convince a visitor that your content or services are credible and that it is time to sign up or request more information. At that point, a visitor becomes a lead and is a step closer to becoming your customer. Here’s how to make your landing pages more effective for lead generation purposes.

1. Offer a Preview

Sharing the benefits of your content, product or other service offerings in the form of copy, visuals or a video can help potential leads understand the value in taking an action with your business. For instance, having a short video trailer about your offerings can go a long way in helping convert visitors on your landing page into leads.

This preview of your content is meant to give a high level look at what you’re offering behind the sign up form to share the value, exclusiveness and unique approach your company can provide by signing up. The easiest way to do this is in a bulleted list of copy, but visuals and video can help drive this point home more effectively even though they require a larger commitment to include on your landing page.

2. Choose the Correct CTA’s

The right call to action can be all the difference when it comes to driving leads on your landing page. The calls to action across your landing page, on the main headline of your page, the sub-section headlines and on the buttons of your forms, are each important parts of your overall push to get a visitor to take action.

This can be as specific as changing the use of possessives in your call to action from “Your” to “My” or changing the color of a button on the page. An aspect like color or design of a button will help direct a visitor where to take action, but the copy is what will drive the final incentive to proceed with an action. The CTA’s on your landing page should always be paired with the answer to a prospect’s number one question throughout the process, “what’s in it for me?”

3. Forms Matter

The forms on your landing page are one of the most crucial aspects because they are the second to last step before a prospect clicks the button to submit their information to your CRM. Keep your forms simple, be sure to ask first name, last name, email and then one to three more specifics as you see fit like phone number, occupation or location. Keeping your forms simple and comprehensive in terms of the data collected will certainly help with an increase in signups. Another way to include more fields without overwhelming prospects is to use optional fields.

Include your lead form above the fold in the upper right hand corner of the page. Make sure to test and analyze your results to understand what location is best suited for your form. Do not ever use CAPTCHA on forms because they can be a barrier to sign ups and could cause lower conversion rates. Lastly, position your forms near testimonials, recent press or clients you’ve worked with to help reinforce your credibility as a business and encourage more sign ups.

4. Ask a Question

Asking a question is a type of call to action that can help be the deciding factor in whether a person continues to read through your landing page or not. Understand the state of mind a visitor might be in when landing on your page. Really take a deep dive and understand what problems your ideal customer has and how you can begin to fix them, which all starts by asking them a high level question about their particular problem.

This question can be your main headline, used in conjunction with other copy on your landing page or be one of the sole features of your landing page in the beginning of the experience. Bills.com, as seen above, uses this tactic on one of their landing pages to first commiserate with visitors and then to gather more information about them then they typically would by using just a form. A visitor’s eye goes right to the form since there isn’t much else on the page except some privacy terms at the bottom, alongside some verifications of credibility.

Once a visitor answers all the questions of the simple questionnaire, they are directed to a final form to gather their name, email and phone number. By asking a question they engaged their customer, while learning more about them then they typically would with a form. This question helped get prospects to commit to the process both benefiting these visitors and getting more leads for the business as a whole.

Images courtesy of David Lesue, David Petzold, Gadzhi Kharkharov, Crazy Egg and Dropbox.

Generating leads for your business doesn’t have to be difficult. Once you have the right product or service offerings, it merely takes a methodical process with the right approach to your target audience to begin regularly generating quality leads. Strategic thinking with both your email and landing page efforts is what it takes to increase the amount of leads drawn to your business.

Here are some of the best ways to generate leads from both your emails and landing page software for both small and big business.

Generating Leads Through Email Marketing

Email marketing is an easy and effective way of continually messaging your potential and existing customers with your latest content, products, news and industry happenings. Without a strong list of leads, it is quite difficult to build loyalty and credibility among your customer base online.

1. Respect Each Email Subscriber

It may seem like a no-brainer, but you’d be surprise how well a little respect works to build the trust and loyalty of your email list. Going out of your way to remain human across your email marketing actions will help members of your list feel a tangible connection to your business and its messaging.

Make all of your messaging on brand, in the right context and easy to understand to gain the continued respect of your list. Consistency shows your audience what you are likely to deliver in the future, which is quality messaging and thoughtful interaction. Lastly, always be sure to make it very easy for subscribers to unsubscribe if they choose to. Not spamming or forcing your customers to take an action with your email list in anyway will go a long way towards gaining their respect.

2. Give Subscribers a Reason to Read

Consumers today are genuinely overwhelmed by the amount of information coming to them everyday from advertisers, which makes it hard to get your message to resonate. Spend time, money and effort on creating messaging for your email that is newsworthy, in the right context, exclusive and drives home the value of your business.

Offer your audience exclusive access to your story, behind the scene processes, deals or promotions and a look at the human-side of your business. If your subscribers have a genuine reason to read your content then there will be many reasons for them to return again to your messaging, making it more likely that they’ll convert from lead to customer over time.

 3. Guide Subscribers Through the Process

Make it simple for you subscribers to become leads, starting with your email and then moving to a landing page. Give concise call to actions from the content in your emails to effectively educate subscribers on what the landing page will entail when they visit. Don’t surprise them with unexpected steps or additional requirements to continue through the buying process.

Spell out what your product and service offering are in your email content and then highlight the benefits and incentives for continuing forward to a landing page. Guiding leads through each step of the buying process is called nurturing a lead, which can be done through an email newsletter and through personal emails to a prospective lead.

4. Learn from Your Mistakes and Pivot

Constantly ask yourself questions about the success of your emails when it comes to generating quality leads for your business. Look for increases and decreases in the open rate, click thru rate, spam percentage, action rate over time, bounce rate, compliant rate, unsubscribe rate and the number of unsubscribes to determine how your email messaging is performing.

By paying close attention to those metrics, you’ll be able to identify what is working and what is not to quickly pivot and adapt your strategy to the needs of your audience. For example, if sales and promotions do better when offered once a week as opposed to twice a week via email, then you’ll easily be able to find this out through analyzing your email analytics and tweaking your strategy.

Boost Lead Generation from Your Landing Pages

The landing page is the last step of the process of converting a web visitor to a lead. It is the page on your website that helps convince a visitor that your content or services are credible and that it is time to sign up or request more information. At that point, a visitor becomes a lead and is a step closer to becoming your customer. Here’s how to make your landing pages more effective for lead generation purposes.

1. Offer a Preview

Sharing the benefits of your content, product or other service offerings in the form of copy, visuals or a video can help potential leads understand the value in taking an action with your business. For instance, having a short video trailer about your offerings can go a long way in helping convert visitors on your landing page into leads.

This preview of your content is meant to give a high level look at what you’re offering behind the sign up form to share the value, exclusiveness and unique approach your company can provide by signing up. The easiest way to do this is in a bulleted list of copy, but visuals and video can help drive this point home more effectively even though they require a larger commitment to include on your landing page.

2. Choose the Correct CTA’s

The right call to action can be all the difference when it comes to driving leads on your landing page. The calls to action across your landing page, on the main headline of your page, the sub-section headlines and on the buttons of your forms, are each important parts of your overall push to get a visitor to take action.

This can be as specific as changing the use of possessives in your call to action from “Your” to “My” or changing the color of a button on the page. An aspect like color or design of a button will help direct a visitor where to take action, but the copy is what will drive the final incentive to proceed with an action. The CTA’s on your landing page should always be paired with the answer to a prospect’s number one question throughout the process, “what’s in it for me?”

3. Forms Matter

The forms on your landing page are one of the most crucial aspects because they are the second to last step before a prospect clicks the button to submit their information to your CRM. Keep your forms simple, be sure to ask first name, last name, email and then one to three more specifics as you see fit like phone number, occupation or location. Keeping your forms simple and comprehensive in terms of the data collected will certainly help with an increase in signups. Another way to include more fields without overwhelming prospects is to use optional fields.

Include your lead form above the fold in the upper right hand corner of the page. Make sure to test and analyze your results to understand what location is best suited for your form. Do not ever use CAPTCHA on forms because they can be a barrier to sign ups and could cause lower conversion rates. Lastly, position your forms near testimonials, recent press or clients you’ve worked with to help reinforce your credibility as a business and encourage more sign ups.

4. Ask a Question

Asking a question is a type of call to action that can help be the deciding factor in whether a person continues to read through your landing page or not. Understand the state of mind a visitor might be in when landing on your page. Really take a deep dive and understand what problems your ideal customer has and how you can begin to fix them, which all starts by asking them a high level question about their particular problem.

This question can be your main headline, used in conjunction with other copy on your landing page or be one of the sole features of your landing page in the beginning of the experience. Bills.com, as seen above, uses this tactic on one of their landing pages to first commiserate with visitors and then to gather more information about them then they typically would by using just a form. A visitor’s eye goes right to the form since there isn’t much else on the page except some privacy terms at the bottom, alongside some verifications of credibility.

Once a visitor answers all the questions of the simple questionnaire, they are directed to a final form to gather their name, email and phone number. By asking a question they engaged their customer, while learning more about them then they typically would with a form. This question helped get prospects to commit to the process both benefiting these visitors and getting more leads for the business as a whole.

Images courtesy of David Lesue, David Petzold, Gadzhi Kharkharov, Crazy Egg and Dropbox.

Share this post




Brian Honigman
Content Marketing & Social Media Consultant
http://www.brianhonigman.com/