Your lead generation landing page is a sales page for your lead magnet.
Sure, the lead magnet might be free, but you still have to “sell” it, meaning, you still have to persuade the potential customer to download it.
So how can you make your lead magnet landing page as compelling as possible?
Today we are going to share ten tips that will help you do exactly that.
Want to learn how to convert more potential customers into email subscribers?
#1 Remove Distractions
You might be already aware that we believe that websites are dead.
Sure, people are still using them, but that doesn’t mean that having a business website is the best way to make money online.
Now, we don’t think that you should have a website at all, you should use a landing page as your homepage instead. That’s what we do here at ClickFunnels. And our annual revenue is over $100 million. Just saying.
But if you insist on having a website, then at least make sure that your lead generation landing page is completely separate from it.
That means no navigation, no links to blog articles, no links to your social media profiles, nothing.
Your landing page should have one goal:
To get the potential customer to give you their email address.
There should be nothing on it that would distract them from that.
Nick Stephenson is a best-selling author and a business coach that teaches writers how to market their books.
He uses a free video course called “$0 to $1k Per Month” as his lead magnet. Its landing page is great, which is why we are going to be using it as an example throughout this article.
Here’s what you see above the fold:
There are three clickable elements:
- The logo on the top right that reloads the landing page.
- The “Home” tab on the top left that reloads the landing page.
- The “Register Here” call-to-action button.
Now, it’s not entirely clear to us what is the purpose of the logo and the “Home” button given that they just reload the page you are on.
That being said, the point is that you can’t click through to anything else, there are no distractions that would take you away from this landing page.
And as you scroll down, the only clickable elements are the call-to-action buttons, until you get to the bottom of the page where you see the links to the legal stuff.
#2 Focus On Benefits, Not on Features
The most important principle in copywriting can be summarized like this:
“Features tell, benefits sell.”
You need to understand the difference between features and benefits if you want to be able to write persuasive copy:
- A feature is a quality or a function of a product (e.g. “These shoes are waterproof!”).
- A benefit is the value you get from the product (e.g. “These shoes will keep your feet dry!”).
People buy based on benefits, so that’s what you need to emphasize. How will downloading your lead magnet make the potential customer’s life better? Focus on that.
You should apply this principle all throughout your landing page copy, from the headline to the subheadline to the body copy.
Let’s take a closer look at the copy that you see above the fold on the “$0 to $1K Per Month” landing page:
Note how it’s focused on:
- The main benefit of growing your book sales to $1k/month.
- The secondary benefit of completing your first book.
Even the course title makes it clear what you will get out of it!
#3 Create a Compelling Headline and Subheadline
David Ogilvy, one of the best copywriters who ever lived, is quoted as having said:
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Ogilvy was a 20th-century man. He was born in 1911 and died in 1999. It’s crazy how much the world can change in a single lifetime. But guess what?
Headlines are just as important today as they were in his day.
In fact, now that we have all destroyed our attention spans with social media, they are probably even more important now than they were back then.
That’s why you need to make sure that your landing page has:
- A compelling headline that immediately conveys the main benefit of your lead magnet.
- A compelling subheadline that provides more information about what the potential customer can expect if they download it.
Nick Stephenson uses:
- “$0 to $1K Per Month: Author Marketing Training” as a headline.
- “Free Seven-Day Course: How to Build Your Author Business to $1K Per Month – And Beyond” as a subheadline.
So when a potential customer arrives on that landing page, it’s immediately clear to them what the offer is all about.
#4 Add Video to Your Landing Page
It’s probably safe to say that more and more people prefer the video medium to the text medium.
Arguably, the two main reasons for that are:
- Decreasing attention spans.
- Increasing popularity of YouTube and on-demand video streaming services that allow you to watch TV and movies anytime you want.
We believe that it’s important to adapt to this trend, which is why you should add a video to your landing page.
Nick Stephenson has a 3-minute video on his lead magnet landing where he explains what the potential customer can expect from the “$0 to $1k Per Month” course.
#5 Use Your Bio as Proof of Your Expertise
When we think about the word “biography”, we think about a story of someone’s life, typically in the form of a book.
However, when it comes to your landing page bio, its purpose isn’t to give the potential customer an overview of your life.
It’s to show them why they should listen to you.
You see, anyone and everyone can sell products online, which we think is great.
However, the downside of this is the fact that you have countless people who are not qualified to give advice on a particular topic giving advice on that topic… And charging for it!
Note that when we say “qualified”, we don’t mean formal qualifications, such as university degrees.
What we mean is their results.
Have they themselves achieved what they are now teaching others how to achieve?
And people are catching on to this. That’s especially true in the most lucrative niches such as fitness, money, and dating.
So what you need to do is make it clear why you are an expert worth paying attention to.
And that’s what your landing page bio should be all about.
In his “$0 to $1k Per Month” landing pagebio, Nick Stephenson doesn’t ramble about his life.
Instead, he mentions relevant facts, all of which serve as proof that he is someone worth listening to when it comes to selling books:
- He’s a USA Today bestselling author.
- He has helped over 75,000 authors grow their careers and book sales.
- He’s the creator of “Your First 10,000 Readers”, one of the first ever book marketing courses for both fiction and non-fiction authors.
- He’s the founder of Authorcats, a software company that sells software for authors.
#6 Provide Testimonials
Let’s keep it real:
You are biased when it comes to your own lead magnet.
Everyone knows that you are biased.
That is why it’s so important to add social proof to your landing page. Sure, you say that your lead magnet is great, but what do others think about it?
Reach out to people who have already downloaded your lead magnet and ask them whether they benefited from it. Yes?
Then ask them for a testimonial. This can be just one paragraph in which they explain what value they got out of your lead magnet.
You can also use testimonials from existing customers who have already bought the product that you hope to sell to the people who have downloaded your lead magnet.
In that case, the testimonials are endorsements of the product, not the lead magnet, but they boost your credibility nevertheless.
Nick Stephenson provides three testimonials on his “$0 to $1k Per Month” landing page.
First, there’s a testimonial from an NYT bestselling author of both fiction and non-fiction Joanna Penn.
Then there’s a testimonial from an NYT bestselling author Russel Blake:
Finally, there’s a testimonial from Dave Chesson, the founder of Kindlepreneur:
#7 Provide a Breakdown of Your Lead Magnet
This doesn’t apply to super simple lead magnets, such as 1-page PDF cheat sheets.
But what if your lead magnet is more sophisticated than that (e.g. an email course, a video course, etc.)?
Then you want to offer the potential customer a breakdown where you explain what exactly they will get if they download it.
Note that this breakdown should still be benefit-driven. Don’t stray from the benefits to the features such as the number of pages, video length, video quality, etc. No one cares about that.
Nick Stephenson provides a detailed “$0 to $1k Per Month” course breakdown on its landing page:
#8 Have Several Prominent Call-to-Action Buttons
You need to tell the potential customer exactly what you want them to do next.
That is the purpose of call-to-action buttons. They should be prominent, in a color that contrasts with the color scheme of your landing page, and have benefit-driven copy.
Nick Stephenson has three call-to-action buttons on his “$0 to $1k Per Month” landing page:
- “Register Here” button above the fold.
- “Get the Free Course” button below the course breakdown and the information about the bonus course.
- “Register here” button at the bottom of the page.
We like the “Get the Free Course” button the best because the copy is benefit-driven – it emphasizes what the customer will get if they click on it.
#9 Use an Exit-Intent Pop-up
An exit-intent pop-up is a pop-up that is shown to the visitor as they are about to leave the page.
It’s your last-ditch attempt at persuading them to give your their email address.
Worst case scenario? They will leave.
Best case scenario? They will download your lead magnet.
You have nothing to lose at this point.
By the way, since they decided to leave the landing page without downloading your lead magnet, it makes sense to offer them a different lead magnet in your exit-intent pop-up.
Who knows, maybe they’ll be more interested in that one?
Nick Stephenson uses an exit-intent pop-up on the “$0 to $1k Per Month” landing page.
Here’s how it looks like:
As you can see, instead of pitching the potential customer the video course one last time, he offers them an ebook.
#10 Keep Your Landing Page Simple!
When people ask our co-founder Russel Brunson to critique their landing pages, it often turns out that their landing pages are way too complicated.
He then advises them to delete around 90% percent of the stuff on the page. All those bells and whistles might look cool but they are distractions.
Here’s how Russel explains it:
But What if Your Landing Page Still Doesn’t Convert??
Okay, but what if you have implemented all the advice in this article, yet your landing page still doesn’t convert?
Then it might be that the landing page is not the problem.
You might want to take a closer look at:
- The traffic that you are driving to that landing page.
- The lead magnet that you are offering on that landing page.
The Traffic That You Are Driving to That Landing Page
You don’t want just any traffic, you want traffic that is made up of your ideal customers.
Here’s what you should do:
- Analyze your sales data to develop a customer persona based on the people that have already bought your product.
- Adjust your marketing strategy so that your marketing campaigns would target that particular customer persona.
It might be that you are sending the wrong people to your landing page, in which case you could be the world’s best copywriter and you still wouldn’t be able to convert them.
The Lead Magnet That You Are Offering on That Landing Page
As we have explained on Instagram:
People are not going to give you their contact information unless you give them something super valuable in return.
So if your landing page isn’t converting, you need to ask yourself:
“Is this lead magnet super valuable?”.
You want to create something that you could charge for if you wanted to, then give it away for free.
Honestly, if people wouldn’t pay for your lead magnet, then you need to go back to the drawing board.
Focus on Lead Quality, Not Lead Quantity!
Our co-founder, Russel Brunson, has developed a sales funnel model called the Value Ladder which we believe is the most effective way to sell online.
Here’s how it looks like:
As you can see, it consists of four stages:
- Bait. You offer the potential customer a lead magnet in exchange for their email address.
- Frontend. You offer the potential customer your least expensive and least valuable product.
- Middle. You offer the customer a more expensive and more valuable product.
- Backend. You offer the customer your most expensive and most valuable product.
That way, as the person progresses through your sales funnel, they are getting more value at each stage. They are climbing a “value ladder” so to speak.
The lead generation funnel, meaning driving people to your lead magnet landing page so that you could get their email addresses, is the beginning of your sales funnel.
And what happens in that stage affects what happens in all the subsequent stages.
You need to keep this in mind when you are working on lead generation. The aim isn’t to collect as many email addresses as possible. The aim is to make as many sales as possible.
We have already discussed the issue of traffic that doesn’t convert.
But there’s also another trap:
Traffic that does convert into leads, but not into customers.
This happens when people are interested in your lead magnet, but they aren’t interested in your products. So you have their email addresses, but they will never buy anything from you.
That can be the case when:
- You design the lead magnet to appeal to as broad a target audience as possible as opposed to just your ideal customers.
- You create marketing campaigns based on who converted into leads, not on who converted into customers.
In both cases, the mistake is focusing on lead quantity instead of lead quality.
Remember that the number of email subscribers you have is a vanity metric. What really matters is sales, revenue, and profit.
A killer lead generation landing page can help you convert more potential customers into leads.
But generating leads is not enough. You need to convert them into paying customers and then into repeat customers. And that’s what sales funnels are all about.
Our 5 Day Challenge will show you exactly how to implement them in your business.
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel!
…in just five days.
So don’t hesitate.