Use a Landing Page for Leads

by | Nov 14, 2018 | Web Design

As you manage your website and your online presence, you will need information from a visitor. You should link to a landing page for leads designed expressly for a reader to give what you want. You want his name and email to add him to your email list. Email marketing has the highest return of any marketing technique. While you could put a simple contact form on the page, the likelihood of you capturing the reader’s attention is slim.

When you’re trying to get information from your visitor, you must be sure that you have his undivided attention. You send him to a page that builds his interest in your offer, that makes him want to give what you need from him. It may take some extra convincing to get him to share his email address. You will want to reinforce the value of your offer and assure him that his information will remain private with you. He decided to click on a button that brought him to this page, and you want to make sure that you get what you need while he is on your website.

A Landing Page is Like a Box Canyon

As the name implies, a landing page is a crucial element of your website. It serves as a dedicated destination where visitors land after clicking on a hyperlink from another web page. Visualize it as a box canyon, with no escape route except to engage with your offer by filling out a form and submitting it. By intentionally excluding menu items, we create a focused environment tailored to capture your reader’s attention.


The landing page will have a design that sets it apart from any other page.  No header, no menu and the only information on the page relates to the action you want him to take.  If you are selling him something, you will want to recount the features and the benefits.  You will need strong sales language that gets him to take the action you desire.  Often a visual is required for those who have a visual orientation.

You need a separate landing page for each offer, designed to emphasize the benefits of that offer.  One landing page will not meet all of your needs.

If yours is not an e-commerce site, the most common use of a landing page will be to gather names and email addresses to build your email list.  If that is the case, your page will have a form that asks for the minimum amount of information you need to be able to communicate with him.  This form is called a lead capture form.  Your offer will have to be valuable.  Just “join my mail list” won’t work.  We all get too much mail already.  An eBook, white paper, or a set of templates often will be your offer.  When he signs up, you have converted him from a visitor to a lead.

Get the Visitor to Opt-In to Your Mailing List

You may implement the lead capture form in a way called single opt-in.  You may decide you need nothing more than his name and email.  In that case, you accept his form and give access to your offer.

A better way is to use a double opt-in form.  In this case, you accept the information submitted, but you send an email to the address given and ask for confirmation.  In this way, you can be confident that you have a good email.  After he confirms, you will send a return email with a “Thank You” for signing up and a link to the download or whatever it was that you promised.

Email companies like Mail Chimp, Constant Contact, etc. allow you to create lead capture forms on their website and then you add them to your landing page.  These sign up forms then direct your visitors’ acceptance to their website.  The mail companies then store the visitor’s information in an email database, send the confirmation request to your lead and finally a thank you email.  All of these documents you will have built in advance and tailored to fit your offer.

Our next blog will describe how to create a landing page with the lead capture form and tie that into your mail list.  Read more here: