The 3 Basic Elements of Software Lead Generation Landing Page by Capterra

THREE

Basic

Elem

entsof a

Goal of Your Software Website or Landing

Page

Goal of Your Software Website or Landing

PageGenerateSales Leads

Goal of Your Software Website or Landing

PageGenerateSales Leads

Cost of

Leads

Understanding the Steps of Inbound Marketing to Generate Leads

ATTRACTthe right

web visitors

Educateprospects through

design and contentMotivate

with a compelling and

prominent offer

Understanding the Steps of Inbound Marketing to Generate Leads

Convertinto leads

when visitors fill out a

short form

Understanding the Steps of Inbound Marketing to Generate Leads

Only have a few seconds… to capture

attention before your visitor leaves your

website.

http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability

Only have a few seconds… for visitors to

understand exactly what

you do.

http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability

for visitors to gauge effort in learning benefits and offer options to take action.

Only have a few seconds… for visitors to

understand exactly what

you do.for visitors to gauge effort in learning benefits and offer options to take action.

http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability

The eye tracking image shows how design and copy help this process

Using Anatomy of a Landing Page to Break Down the Three Basic Elements

Using Anatomy of a Landing Page to Break Down the Three Basic Elements

This includes:

Strong Value Proposition so prospects know immediately what you offer

First Element is great content!

Using Anatomy of a Landing Page to Break Down the Three Basic Elements

This includes:

Quality benefits-focused copy in bulleted format or blocked text for ease of reading

First Element is great content!

Using Anatomy of a Landing Page to Break Down the Three Basic Elements

This includes:

Testimonial to add credibility

Relevant image or video to help quickly teach about solution

First Element is great content!

Using Anatomy of a Landing Page to Break Down the Three Basic Elements

This includes:A primary offer like Get Demo or Free Trial pulled out as a button with contrasting color.

Possible secondary offer such as whitepapers

Second Element is a Call to Action!

Great Example

http://myvr.com/

Value Proposition

Strong Offer/ CTA

Testimonial

Signup for Free Account Today!

View Demo Video

Calls to Action• Must be compelling!• Use buttons• Change to bright or

contrasting colors• Have clarity• Across offer to

form copy• Across ad to

website copy• Differentiate

primary versus secondary offers

Start Free 30 Day

Trial GET FREE DEMO

Download Whitepaper

See Online Demo

Calls to Action• Address the

stage the buyer is in (typically some offers are better for early stage buyers and others work well for later stage prospects)

• Connect to a short form

Using Calls to Action

http://www.campaigner.com/

Differentiating Calls to Action

http://www.hubspot.com/

Third Basic Element: The Forma good example

• Keep it short (up to 4-6 fields)

• Use a good size on fields

• Remove distractions

• Reinforce offer on submit button

• Align fields for ease of fill out

• Be aware of the fold

• No reset / cancel buttons!

• Be careful of captchas

http://www.activecampaign.com/

Third Basic Element: The Forma good example

• Send to a success/completion page• Outline next

steps for the prospect

• Lets prospect know form submitted properly

• Allows you to easily setup tracking on completion actions

• Have additional nurturing resources

THANK YOU!We will contact you shortly to setup a free demo of this product. In the meantime, view our online video or our faqs section.

We look forward to connecting soon.

?

The Formwhat not to do

• Optional fields still count

• Pitfalls of combining 2 steps is reducing the number of quality leads that convert

• Watch abandon rate

• Need more data? – collect in separate steps

More on Copy: Testimonials

• Builds buyer trust• Provides credibility to

features• Helps increase clicks on

offer buttons

Tips on what to include:• Picture• First and Last name• Position• Company• Quotation marks• Gathering from third-

party sources such as LinkedIn

http://moz.com/

Ways to Create Emphasis

Calculating Conversion Impact

Calculating Conversion Impact

More Business!

Difference of 10 customers

Landing Page Tool

• Unbounce @ www.unbounce.com• Free 30 Day Trial• Free Templates• Get leads now and don’t wait for full

website changes

Takeaways on Three Basic Elements of a Lead Generating

Website

1. Content

2. Offers

3. Short Form

Questions / Feedback

info@capterra.com

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