Now that you’ve created an offer, it’s time to learn how to leverage that offer to turn website visitors into leads. In order to collect prospects’ contact information, you’ll need to create a landing page that provides information about the offer and includes a form for people to sign up to receive this offer. Then you’ll need to add messaging throughout your site, or Calls to Action, to drive traffic to this landing page.

Create a Landing Page to Get Leads

A landing page is a website page with a form that visitors can fill out to receive a promised offer. There are several best practices that your landing page should follow:



Step #1: Write an attention-grabbing headline. The headline is the most important part of any landing page, and it should make it crystal clear what the offer is. It should also begin with a verb to make the headline action-oriented, and include the primary benefit for receiving the offer.



Step #2: Explain the value of the offer. The copy of your landing page should be short and sweet. Open with a brief paragraph explaining what the offer is, and include a few bullet points that list the benefits of receiving the offer.

Step #3: Include an image. Including a relevant, interesting image on the landing page will help your visitors visualize what the offer is. Ideally the image will be of the offer itself, but it can also be abstractly related to the offer.

Step #4: Remove all distractions to the form. The goal of any landing page is to get the visitor to fill out the form on the page. Remove the top-navigation and links to any other website page from your landing page. You’ll be able to return these links to the user on the “thank you” page, after the form submission.

Step #5: Create the form. The form should be above the fold, and should only ask for exactly what is necessary for your sales team at the point in the sales cycle in which the offer caters to. For example, a free whitepaper offer form might only ask for First Name, Last Name, and Email Address. A free trial offer form might also ask for Company Name, Website, and Phone Number.

Learn how to easily create Landing Pages using HubSpot >

Create a Call to Action (CTA)

Once your landing page is set up, you need to create a way for your website visitors to learn about your offers and get to your landing pages. The best way to do this is to create Call to Action (CTA) buttons that are strategically placed throughout your site that link to your landing pages.

Here are some places you should definitely be adding CTA buttons:

• Your homepage (include a primary and secondary CTA)
• Your sub-level website pages (include the most relevant CTA)
• Your blog sidebar (include a top-level CTA)
• The bottom of each blog post (include the most relevant CTA to that post)

Here are the best practices each of your Calls to Action should follow:

• Make it clear what the offer is
• Make it action-oriented
• Keep the CTA above the fold on your page (except at the bottom of blog posts)
• Make it stand out using contrasting colors
• Make it match your landing page headline

Learn how to use the Call to Action creator in HubSpot >