How to increase your lead generation

Lead generation, or the process of converting somebody who has never done business with your company into a sales prospect doesn’t come easy. It takes careful planning and effort. Or to put that another way, it takes a lead generation strategy.

For B2B and B2C businesses, lead generation strategy involves perfecting the following elements;

Having an Optimised Landing Page which delivers your value proposition 
Incorporating a Call-To-Action which drives conversions 
Lead Forms which capture the data you need

Let’s work through these, one step at a time.

Optimised landing Page

An optimised landing page is a unique digital asset in your arsenal of tools to secure new business online. Landing pages are designed with one purpose, to compel your visitors to take action, completing the goal you set. The goal can take many forms including; lead form submissions, purchases or even newsletter signups. 

What makes a landing page unique is the page often sits outside the ordinary page layering of your website. The page won’t sit on your menu or be visible from your homepage. The landing page aims to limit the choice a user can take. This is paramount considering a landing page is often created to satisfy a PPC campaign. Therefore, your business must have users completing the intended goal set for them. 

To create an optimised landing page, the following elements should be incorporated; 

Value driven headlines

 A value driven headline is key for setting your landing page apart from your competitors. Optimised headlines incorporate both your unique offer and convey your value proposition to the market.
Remember, simplicity is key. A convoluted headline will confuse visitors setting your page up for poor conversion rates. 

As a business it’s easy to assume a client has the same knowledge base as yourself on your product or service. Often this isn’t the case. Therefore, keep it simple and ensure your landing page is offering a solution to a problem.    

The main headline should be complimented by a relevant subheading or in some cases a small amount of body text which elaborates on your initial proposition. The culmination of these value proposition headings with a strategically  placed call to action button in the immediate vicinity can sometimes lead to an instant conversion. However the primary goal for the headline is to set the tone and lay the foundation for your page to build on.  

Compelling Imagery 

Compelling imagery is crucial to the success of a landing page. Graphics and imagery set the tone for your page. A compelling image transcends language and will be understood by any visitor. A landing page which utilises positive human imagery, especially where the subjects are smiling lead to higher conversion rates than landing pages without this inclusion.  

Emotional states depicting sadness or unease can also play to the psyche; a tactic best used for encouraging sign ups to a cause or a charity. However, for most standard conversion actions positive human imagery is the way to go.  

Conversely, human free imagery has its place – especially when a landing page showcases a product design. The goal is striking a balance to gain an edge for your landing page. Remember, imagery is not filler. 

Compelling copy 

Compelling copy is the foundation of any optimised landing page. Landing page copy is your sales pitch. Your copy must differentiate your product or service. 

Compelling copy will emphasise the benefits of your product or service, not simply emphasise the product or service. This subtlety will make a huge difference. Put yourself in the shoes of a visitor researching your product, is your landing page clear enough to demonstrate the inherent benefits you provide? 

This of course means compelling copy is written by humans for humans. Remember to use customer focused language which focuses on the visitor. Don’t use language like “we” or “us”. Use “You” or “Your” to demonstrate a problem focused solution for the customers use case scenario.

Compelling copy will trigger a moment where your visitor realises, they would benefit in fact from purchasing your product or service. 

The Call to Action

A key feature of the landing page, a call to action is simply an invitation for the visitor to continue his/her engagement with your business. Its aim is to entice these visitors to provide their contact details. 

At this point, many need further encouragement. Rather than directly asking them for their contact details, the landing page will have a better chance of success if it offers visitors something in return.

Sometimes called a lead magnet, this could be any of a range of things including a relevant white paper, a training video, an e-book, or a product trial. 

Call to action example

Call to action example


The Form

Obtaining the contact details of potential clients is, of course, the whole point of lead generation marketing. But how much information should you ask for? If you ask for too much, you’re likely to scare a lot of people off. On the other hand, if you don’t ask for enough information, you may get a lot of submissions, but many may not be genuine prospects.

You need to strike a balance between these two extremes. Include fields for:


While the form needs to have a prominent, highly visible position on your landing page, it shouldn’t dominate or overshadow the offer (lead magnet).

You have two choices when considering the form’s position. Either place it alongside the offer (above the fold) or place it at the bottom of the page and include auto-scroll functionality, along with a ‘Download Button’ or something similar at the top of the page, to direct visitors straight to it.

It’s important to note that people are generally cautious of handing their contact details out online. Today, in 2018, not many of us haven’t found ourselves dealing with spam or unwanted phone calls, so this is understandable.

It is best practice, therefore, to link all landing pages to your Privacy Policy. Or, if you don’t have a Privacy Policy, create one. This should be a comprehensive document detailing all relevant legal requirements and setting out how your business meets them.

Evaluation of potential leads

Not everyone who makes it to your landing page and completes your form is necessarily a potential customer. The final step in the lead generation process is to sort through the contact details you receive and identify which have real potential.

These individuals or businesses, those who are just a step away from becoming customers, are known as sales-qualified leads (SQL).

This is the point at which your sales team needs to become involved. It is up to them to provide the criteria to rank new contacts according to potential. Based on factors like actions they’ve taken, information they’ve provided, and their level of engagement with your brand, they can be ranked, from ‘interested’ at one end of the SQL spectrum to ‘ready for a sale at the other.

We all know what comes next – Step aside and let your sales team work their magic!

IMA’s team of dedicated lead generation experts can create the perfect lead generation strategies for your business. Contact us today to find out more.

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