A few years ago I used to give presentations at seminars and conferences around the UK, and one of the most important subjects that I used to talk about was lead pages.
As the name implies, lead pages are a special kind of webpage that companies use to generate sales leads.
The term lead pages is actually short for sales lead generation webpage, and as the name implies they’re created specifically for that one purpose alone, which is to generate high quality sales leads.
Because of this, they’re usually more effective at generating sales leads than any other kind of web page.
Just one well-designed lead page could completely transform where and how your business finds new customers and clients on the internet.
A single lead page generated more than 60 million dollars worth of sales leads for my wind turbine companies that I co-founded with my business partner.
I’m UK-based so to be specific it was actually £66 Million, and that was just in the first few years of our new business starting.
Now, I’m not saying the lead page could do that for your business, but it could certainly provide significant benefits to your business.
So with that said, let me show you some great examples of lead pages.
So the first example I’m going to show you is a design based on a lead page I created many, many years ago…
This web page offers a free report that I wrote called ‘The 7 Biggest Money-Making Web Secrets‘.
As the name implies, the report explains how any small business can change the way they use the internet to actually generate sales leads, and increase the speed at which they grow their business.
You’ll notice that web page doesn’t have most of the things on it that normal webpages have.
In particular, my company logo isn’t anywhere on the page, and there’s no menu or navigation links at the top of the page.
There’s just what I call a pre-headline, a big headline, and a sub headline, which explains more about what I’m offering.
And then there’s a form that people fill in.
People who are interested in the report I’m offering enter their email address and first name and then click the button to request the free report.
And that’s all this lead page does. It doesn’t do anything else.
There’s a few more elements of design here, which I’ll explain in my next article on how to actually design and create lead pages.
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(As mentioned, my lead pages have generated more than 60 million dollars worth of sales leads over the last seven years, so I know a thing or two about lead page design! 🙂
Anyway, here’s another example of a lead page, for a local gym that I go to in Scarborough, here in the UK.
This is a fairly long lead page—
So -You’ll notice this lead page has a lot more branding than the last example I showed you.
They’ve got the corporate logo at the top, and the page is branded with their corporate colour scheme.
The big bold headline makes it very clear that this page is targetting ladies who live in or near Scarborough.
And rather than offering a free report, this page is actually offering a free private consultation with the lead trainer Zoe.
So, as well as asking for names and email addresses, this page is also asking for phone numbers. That’s because the next step in their sales process is to have a consultation with the person who fills out this page, to check that the type of training this gym offers is appropriate for them.
You’ll notice there’s a lot more information on this page compared with the one I just showed you.
It explains why someone should go to this particular gym.
It alleviates any concerns somebody may have about COVID, and shows some really nice pictures of the gym too.
Yet again though, there’s no links or navigation to other pages on the website.
The whole point of this page is to get somebody to fill out their name and email address and phone number in order to progress the sale to the next step.
So the third example of a lead page, this is actually offering the chance to attend a free webinar being run by Strategic Coach… a very successful entrepreneurial coaching company…
So again, they’re asking for a first name, email address and phone number.
However you’ll notice it’s asking also for some more information here, including what level of income the person filling out the form has, and where they heard about Strategic Coach.
That information seems like a big ask, but rest assured they are asking for it for very specific reasons.
It will almost definitely be only the essential information they need, in order to progress the sale to the next stage of the process.
Note: Asking for someone’s level of income is a great way of qualifying prospects. In this example it’s a great way of eliminating anyone who isn’t earning enough to afford to join Strategic Coaches programmes.
Now, another example, this is a lead page for Motley Fool, who provide wealth advice, and information on stocks and shares.
This nicely designed lead page has a little bit of branding at the top, but you can see the main focus of this lead page is simply to capture an email address to access Motley Fool’s latest stock picks.
And there’s not much more to this page.
There’s a headline, some explanation about what they’re offering, and then a form where you put your email address in and click the button to continue.
The followup to this page is obviously only going to be by email only, because they’re not asking for a phone number. It’s a very simple page, and I’m sure it’ll be very effective at generating leads for them.
One thing I need to mention is the legal information at the bottom.
If you work in a highly regulated industry then you’ll need to put some legal information on your lead pages at the bottom.
Again, I’ll be going into these elements of design in a lot more detail in a future article.
Lead Pages for Email Marketing
So hopefully our minds buzzing now with ideas for your own lead pages for your business.
One thing that you may have noticed is that all those pages are asking for an email address and they all automatically send emails the moment anyone enters their details into the forms on each of those pages.
If you’re not already email marketing, then I highly recommend you check out my articles on email marketing. That is definitely one of the most important things you need to be doing even before you actually launch your lead page for your business.
Now, there are seven key aspects to all of those pages which I’ve just shown you, which may not have been very obvious, but which are critical to your success with lead pages.
So here are…
The 7 Hidden Factors of Great Lead Pages
- They’re all targeted at a specific category of customer or client.
- They were all created to tap into a specific pain, desire, curiosity, opportunity, or challenge that the target audience may have.
- They’re all laser-focused on what they’re offering. They don’t have prominent branding or links to other pages on the websites.
- They only ask for enough information in order to progress the selling process to the next stage.
- They all offer free information, or some kind of instant benefit. Instant gratification is one of the key reasons why lead pages work so well.
- They get far higher conversion rates than normal webpages.
- They’re so damn easy to create!
In my next article I’ll explain how to create your own ‘million dollar design’ lead pages using clever free software.
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