When visitors arrive on your landing page and read the content, they need a clear direction on what to do next. Without a strong call to action, they are unlikely to stay on your site for long.

Be explicit about what you want visitors to do. If you’re aiming for more email newsletter subscribers, use a prompt like “Subscribe Now.” If you want them to make a purchase, tell them to “Add to Cart.” Make sure to place these calls to action at or near the top of the page to catch their attention immediately.

Your call to action can be a bold, contrasting button or an interactive form that visitors fill out and submit. Whatever you choose, it must be prominent and easy to follow to effectively generate new leads.

A landing page or contact form should be straightforward and intuitive for visitors. If your call to action is buried in the text or the contact form is confusing, it won’t generate the leads you need.

Ensure your lead-generating pages are simple and functional every time someone clicks on them.

Opt for a clean design with minimal graphics and fields. Highlight the most important information and separate it from less critical details.

When including a contact form, request only the essential information needed to follow up. If the form is too lengthy, visitors may abandon it and move on to another site.

A cluttered or confusing layout can distract visitors from key information. Eye-tracking studies show that users tend to scan web pages rather than read every word. If your crucial details and calls to action aren’t prominently placed, you risk losing potential leads.

One effective layout is the F-shape, where important information is positioned across the top and down the left side of the page. Structure your landing page with this in mind.

Place your headline at the top, with a call to action or form prominently on the right. Break up additional information with sub-headers or bullet points to make it easy to scan. This approach aligns with common scanning patterns, ensuring that lead-generating elements are easily noticed.

You have only a few seconds to convert a site visitor into a customer, and even less time to make a strong first impression. If your content doesn’t resonate with visitors in terms of tone or substance, they’ll feel it’s not targeted to them.

Vague details or poor spelling and grammar can make an even worse impression. Don’t let poorly written content drive away valuable leads.

Describe your product or service as a solution to the problems your prospects are facing. Use the tone and style that match your market, whether it’s casual or technical.

Always edit and proofread your work before publishing, or hire someone to do it for you. When content resonates with visitors, they feel more engaged with your company and are more likely to want to learn more.

Some potential leads might want to convert but can’t because they’re trying to access a desktop site from a mobile device. With more consumers and businesses using mobile devices to shop, read the news, and contact service providers, your lead generation efforts need to adapt.

Implement responsive design on your website to ensure that landing pages and contact forms load properly on all devices, including smartphones and tablets.

By adopting a mobile strategy, you can reach and convert leads wherever they are, instead of waiting for them to access your site from a desktop computer.