How to use landing pages to capture leads
Capturing leads through landing pages is a crucial skill for modern marketers. This article presents key strategies to optimize your landing pages, drawing on insights from industry experts. Learn how to personalize pages, simplify design, match content to user awareness, streamline forms, and highlight tangible benefits to boost your lead generation efforts.
- Personalize Landing Pages for Traffic Sources
- Simplify Design for Faster Conversions
- Match Content to User Awareness Level
- Streamline Forms with Two-Step Process
- Highlight Tangible Benefits to Customers
Personalize Landing Pages for Traffic Sources
I’ve found that personalizing landing pages based on traffic source makes a huge difference – like when we created separate versions for our Facebook vs. LinkedIn visitors at Lusha and saw conversions jump 32%. The key was adjusting headlines and pain points to match what each audience cared about most – Facebook users wanted quick wins while LinkedIn folks needed more data-backed benefits. My top tip is to always test at least 2-3 different headlines tailored to your traffic sources, even if you start small with just changing a few words.
Yarden Morgan
Director of Growth, Lusha
Simplify Design for Faster Conversions
Most landing pages suck because they try to impress instead of convert. Big words, fancy layouts, and five different CTAs that confuse the hell out of people. You’ve got maybe five seconds before they bounce, so stop wasting time and get to the point.
Here’s what actually works. Look at the search terms people use, then write your headline to match that. If someone Googles “fix slow WordPress site” and your page says “Optimise performance through scalable infrastructure,” they’re gone. Talk like a human.
Keep the form stupid simple. Name and email. Maybe one extra field if you really need it. Every extra question loses leads.
And for the love of God, test your page on mobile first. If it takes more than three seconds to load or the button’s too small to tap, you’ve already lost half your audience. Most of them won’t even tell you. They’ll just close the tab.
Nirmal Gyanwali
Website Designer, Nirmal Web Design Studio
Match Content to User Awareness Level
We use landing pages primarily to convert cold traffic from LinkedIn ads and Google Search into qualified leads with high-value, low-friction entry points, like a free IP renewal price comparison or downloadable guides. The key is clarity. Every landing page has one goal, one message, and one action. We strip away distractions and keep the copy focused on what the user gets, not what we do.
One specific tip that’s worked well is tailoring the entire page, from headline to CTA, to match the user’s awareness level. For example, someone clicking from a keyword about costs will land on a page that gives them just that, not a general sales pitch. We also A/B test CTA phrasing and positioning regularly. Just changing a button from “Book a Demo” to “Get a free price quote” increased conversions by 21%. Relevance and simplicity always win.
Kinga Fodor
Head of Marketing, PatentRenewal.com
Streamline Forms with Two-Step Process
After 25+ years of building websites for home services and professional service firms, I’ve observed one landing page element consistently hindering conversions: requesting excessive information upfront. Most contractors desire complete contact details before a potential customer even knows if they’re available next Tuesday.
My specific tip that transformed our conversion rates: implement a two-step process where visitors first answer one simple qualifying question, then view a calendar to book directly. For a plumbing client, we modified their form from “Name, Email, Phone, Address, Problem Description” to simply “What type of plumbing issue?” followed by appointment slots. Conversions increased by 340%.
The game-changer was recognizing that people want to know your availability before providing their personal information. When someone with a burst pipe sees “Tuesday 2pm – Available” instead of a lengthy contact form, they’ll choose that appointment slot every time. We began adding real-time availability indicators, and lead quality improved because only serious prospects who genuinely want to meet will complete the booking.
VoiceGenie AI taught me that people prefer conversations over forms entirely. Even on landing pages, adding a “Talk to us now” button that connects to an AI voice agent converts 60% better than traditional contact forms because it feels like calling a real business rather than filling out another web form.
Gregg Kell
President, Kell Solutions
Highlight Tangible Benefits to Customers
I always recommend that people who create landing pages focus on highlighting the value that their product/ebook/newsletter/etc. will give to the customer. Why would a person follow through with the action you want them to take? Let’s say you’re selling a product. If you just list the features that product offers, you might interest them, but that’s not going to be enough to get them to convert. However, when you focus on the tangible benefits that your product will bring them, your page instantly demonstrates the core value of what you’re offering.
Where possible, put yourself in your customer’s shoes. Where does the value in your product lie, and how best can you communicate that quickly to a reader who only has five seconds before they lose interest?
Aimee Simpson
Director, Product Marketing, Huntress