How to Create a Kick-Ass Landing Page for Lead Generation

Lilach Bullock on Lead generation, Landing pages,


So you wanna create the world’s greatest landing page, huh? Well you’ve come to the right place. By the time you’ve made it to the bottom of this regular, non-landing page, you should be furnished with all the tools, tricks and tips you need to create a page so good it literally kicks ass.

Kick Ass Landing Pages

But before we delve into the detail, let’s take a moment to define exactly what a landing page is:

A landing page is a standalone web page separate from the rest of your website, one that is designed with a specific purpose in mind.

To be more precise, that purpose is to make you money. But you can’t straight up ask your visitors to reach for their wallets. That would be rude and ineffective and is guaranteed to turn your landing page into an exit page because the next button those visitors will reach for isn’t the one that follows the CTA – it’s the back button.

It doesn’t matter how great your products or services are: there’s an art to asking people – strangers – to dip into their own pockets and send you money. Even if that’s not your initial intent; even if you’re just looking to capture their email address at first, the goal is still to sell to them further down the line, and so the same principles hold true. Selling is an art. Master the art of landing page creation; the design; the tone; the psychology; and the sales will flow.

With a marketing landing page, you’re aiming to convert visitors into leads, before later converting leads into customers and those customers into repeat customers. If you do it right, the whole process should flow seamlessly and naturally. Before you dash off and start assembling your first lead generation page, here are a few pointers to bear in mind.

Keep it clean

Sidebars, unnecessary pop-ups, irrelevant sliders, share buttons, overly detailed footers...ditch it. Ditch it all. You’re trying to focus visitors on one thing and one thing only: the carefully crafted content that will pique their curiosity and propel them down the page to the capture form at the bottom, AKA the net where you’ll hook them with your irresistible pitch. Remove all superfluous distractions and clutter from your landing page and ideally utilise a full-width design that eliminates sidebars altogether. When it comes to building landing pages for Wordpress, most templates will give you a number of pre-designed landing pages you can customise.

It’s not about you

Landing pages aren't about you

It might be your business and your landing page, but this isn’t about you. It’s about the customer and their needs. Unless you can place yourself in their shoes, and see things from their perspective, you’ll never come close to addressing their needs. When you visit your competitors’ sites, what do you like about their landing pages? What annoys you about them? Now apply that thinking to your own. What, as a potential customer, would compel you to keep reading and what would be an instant turn-off?

Keep it specific

You likely offer a range of products and services but don’t fall into the trap of trying to hook visitors by pulling out your complete bag of tricks. The lion doesn’t chase the entire herd: it picks out one gazelle.

If you have two specific products, create two separate landing pages and market them separately, be it through AdWords, display advertising or social media. You only have one shot at winning that prospect over. Don’t screw it up by getting too clever. Keep it specific, keep it clear and keep it simple.

Everyone loves a good hook

Get the landing page hook right

It all starts with a compelling headline. That’s the key to gaining that all-important click in the first place. If your headline sucks, it doesn’t matter how good the body of your landing page is – you’ve already lost them. Make your headlines interesting, quirky, flamboyant, teasing and whatever else it takes to catch the reader’s attention but – and this is an important but – keep it honest.

No one wants to hear about This One Weird Trick that makes an octogenarian grandmother look 30. That’s not how you sell anti-aging serum, or anything else for that matter. If you’re going to use a killer headline, you’d better have some killer copy on that page to back it up.

Start using landing pages today

Interested in generating leads with landing pages? Jumplead is a great tool for creating and managing landing pages. Start generating leads with landing pages and conversion forms. Try Jumplead today!

Keep it real

If there’s one thing that people respect, it’s the opinion of other people. They might not care to hear your opinion down the pub when you’re mouthing off about the government, immigration or institutions that are still running Windows XP, but when it comes to booking a holiday or restaurant, you bet that people take great interest in what their peers are saying. That’s why sites like Yelp and TripAdvisor are so influential.

Well, when it comes to creating your landing page, the same rules apply: readers will give more weight to a genuine testimonial than they will to anything you have to say. Of course you’re going to say your product’s awesome – that’s your job. Keep it real by introducing genuine testimonials at a suitable place on your landing page. But speaking of realness, these ringing endorsements needs mustn’t resort into the realms of sycophancy. Astute readers can see through a fake review a mile off.

Gain their trust

Gain trust on your landing page

On a subconscious level, we’re primed to look for trust signals. When you’re walking home at night and see a figure approaching, your brain instinctively searches for trust signals to gauge whether it’s a possible friend or foe. Well, it’s the same on the web. Any time a visitor scrutinises a landing page, they’re seeking clues that this brand can be trusted. The logo of a major media company who’ve featured your product? That’s a good trust signal. The badge of an industry body you’re accredited with? That’s another trust signal. Even icons that promote a “No questions asked return policy” or “Safe and secure online ordering” all go towards creating a sense of trust. In other words, you don’t have to have been featured in the Guardian, Mashable and BBC to convince prospects that you’re legit.

When you’ve agonised over your landing page, fine-tuning every last detail, tweaking CTAs, images, graphs, testimonials and all the rest of it, there’s one final task to complete: A/B testing. Try different versions with different elements and stick with the one that works best. You’d be amazed by how much difference such things as colour choice and the wording and positioning of your CTA can make to your conversion rate. Learn how to create a kick-ass landing page and you’ll be well on your way to collecting the sort of leads that can be fed into your CRM, creating a steady stream of prospects who can be nurtured into paying customers.

So you wanna create the world’s greatest landing page, huh? Well you’ve come to the right place. By the time you’ve made it to the bottom of this regular, non-landing page, you should be furnished with all the tools, tricks and tips you need to create a page so good it literally kicks ass.

Kick Ass Landing Pages

But before we delve into the detail, let’s take a moment to define exactly what a landing page is:

A landing page is a standalone web page separate from the rest of your website, one that is designed with a specific purpose in mind.

To be more precise, that purpose is to make you money. But you can’t straight up ask your visitors to reach for their wallets. That would be rude and ineffective and is guaranteed to turn your landing page into an exit page because the next button those visitors will reach for isn’t the one that follows the CTA – it’s the back button.

It doesn’t matter how great your products or services are: there’s an art to asking people – strangers – to dip into their own pockets and send you money. Even if that’s not your initial intent; even if you’re just looking to capture their email address at first, the goal is still to sell to them further down the line, and so the same principles hold true. Selling is an art. Master the art of landing page creation; the design; the tone; the psychology; and the sales will flow.

With a marketing landing page, you’re aiming to convert visitors into leads, before later converting leads into customers and those customers into repeat customers. If you do it right, the whole process should flow seamlessly and naturally. Before you dash off and start assembling your first lead generation page, here are a few pointers to bear in mind.

Keep it clean

Sidebars, unnecessary pop-ups, irrelevant sliders, share buttons, overly detailed footers...ditch it. Ditch it all. You’re trying to focus visitors on one thing and one thing only: the carefully crafted content that will pique their curiosity and propel them down the page to the capture form at the bottom, AKA the net where you’ll hook them with your irresistible pitch. Remove all superfluous distractions and clutter from your landing page and ideally utilise a full-width design that eliminates sidebars altogether. When it comes to building landing pages for Wordpress, most templates will give you a number of pre-designed landing pages you can customise.

It’s not about you

Landing pages aren't about you

It might be your business and your landing page, but this isn’t about you. It’s about the customer and their needs. Unless you can place yourself in their shoes, and see things from their perspective, you’ll never come close to addressing their needs. When you visit your competitors’ sites, what do you like about their landing pages? What annoys you about them? Now apply that thinking to your own. What, as a potential customer, would compel you to keep reading and what would be an instant turn-off?

Keep it specific

You likely offer a range of products and services but don’t fall into the trap of trying to hook visitors by pulling out your complete bag of tricks. The lion doesn’t chase the entire herd: it picks out one gazelle.

If you have two specific products, create two separate landing pages and market them separately, be it through AdWords, display advertising or social media. You only have one shot at winning that prospect over. Don’t screw it up by getting too clever. Keep it specific, keep it clear and keep it simple.

Everyone loves a good hook

Get the landing page hook right

It all starts with a compelling headline. That’s the key to gaining that all-important click in the first place. If your headline sucks, it doesn’t matter how good the body of your landing page is – you’ve already lost them. Make your headlines interesting, quirky, flamboyant, teasing and whatever else it takes to catch the reader’s attention but – and this is an important but – keep it honest.

No one wants to hear about This One Weird Trick that makes an octogenarian grandmother look 30. That’s not how you sell anti-aging serum, or anything else for that matter. If you’re going to use a killer headline, you’d better have some killer copy on that page to back it up.

Start using landing pages today

Interested in generating leads with landing pages? Jumplead is a great tool for creating and managing landing pages. Start generating leads with landing pages and conversion forms. Try Jumplead today!

Keep it real

If there’s one thing that people respect, it’s the opinion of other people. They might not care to hear your opinion down the pub when you’re mouthing off about the government, immigration or institutions that are still running Windows XP, but when it comes to booking a holiday or restaurant, you bet that people take great interest in what their peers are saying. That’s why sites like Yelp and TripAdvisor are so influential.

Well, when it comes to creating your landing page, the same rules apply: readers will give more weight to a genuine testimonial than they will to anything you have to say. Of course you’re going to say your product’s awesome – that’s your job. Keep it real by introducing genuine testimonials at a suitable place on your landing page. But speaking of realness, these ringing endorsements needs mustn’t resort into the realms of sycophancy. Astute readers can see through a fake review a mile off.

Gain their trust

Gain trust on your landing page

On a subconscious level, we’re primed to look for trust signals. When you’re walking home at night and see a figure approaching, your brain instinctively searches for trust signals to gauge whether it’s a possible friend or foe. Well, it’s the same on the web. Any time a visitor scrutinises a landing page, they’re seeking clues that this brand can be trusted. The logo of a major media company who’ve featured your product? That’s a good trust signal. The badge of an industry body you’re accredited with? That’s another trust signal. Even icons that promote a “No questions asked return policy” or “Safe and secure online ordering” all go towards creating a sense of trust. In other words, you don’t have to have been featured in the Guardian, Mashable and BBC to convince prospects that you’re legit.

When you’ve agonised over your landing page, fine-tuning every last detail, tweaking CTAs, images, graphs, testimonials and all the rest of it, there’s one final task to complete: A/B testing. Try different versions with different elements and stick with the one that works best. You’d be amazed by how much difference such things as colour choice and the wording and positioning of your CTA can make to your conversion rate. Learn how to create a kick-ass landing page and you’ll be well on your way to collecting the sort of leads that can be fed into your CRM, creating a steady stream of prospects who can be nurtured into paying customers.

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Lilach Bullock
Professional Speaker, Lead Conversion Expert, Social Media Specialist & Occasional Diva. Proud mum
UK https://www.lilachbullock.com/