Google recently released its Lead Gen UX Playbook, a collection of best practices to win over potential customers.

With lead generation arguably one of the most important objectives for marketers, it’s even more vital that we create a ‘perfect’ lead generation landing page.  This page must convince your visitor that it’s OK to share their personal information with you.

I know what you’re thinking; how hard can it be? Well, with visitor expectations continuously on the rise, marketers are faced with the challenge of finding the right balance; providing visitors with just enough valuable information for them to be attracted to your proposition and engage with you, but at the same time provide them with a positive, beneficial and seamless customer journey.

So, here are five tips we learnt to ensure your lead generation page is hitting the right balance for success:

Avoid Generic Call-to-Actions (CTA)

CTA’s are possibly one of the most important things to feature on your landing page. Unfortunately, many fall into the trap of a generic, or somewhat ‘standard’ CTA such as ‘learn more’. A generic CTA allows your content to be interpreted in many ways, where a specific CTA increases the information sent by stating precisely what visitors should expect. This can include ‘Start a free trial’, or ‘Sign Up and Get the Best Daily Tips’.

Benefits of making your CTA more descriptive include;

  • Links being more enticing to users and potentially more persuasive
  • More keywords featured on the page which will help search-engine optimization
  • Providing a clear entry point into the process

Make Sure your Value Proposition is Clear

It’s vital to ensure your website or landing page immediately make your value proposition clear to visitor. They may feel they are spending valuable time looking at your site, and as such need to know instantly whether you are worth the effort! Here are some best-practices to make sure your value proposition is clear:

  • Use legible font sizes to ensure your proposition is eye catching
  • Position your value proposition at the top of the page, you want it to be the first thing your visitor will see
  • Use a clear CTA
  • Don’t use full page interstitials

Use Social Proof to Gain Trust

Social proof is considered to be a psychological phenomenon, stating that people reference the behaviour of others to guide their own behaviour. For example, visitors may use reviews or testimonials to find out how others perceive your content, services or products.

As such, having visitor ratings, testimonials or even several visitors using services/products on your page, will help increase credibility with the audience.

Establish your Credibility with Free Trials or Demos

Free trials and demos provide you with an opportunity to reassure the user that your product or service is worth the investment. Potential customers need reassurance that they can trust you to provide the results you promised.

Offering a demo on say a marketing automation platform, or a free assessment on their website will help you establish your credibility, as well as promoting the knowledge you have on these subjects.

Optimise your Form for Ease of Use

Picture this, you’ve convinced your visitor that your content is valuable and will provide great insight, so they click through to the page; yet when they arrive they never fill in the form. Could this be because they were faced with a large, and unnecessary number of fields to complete?

Optimising your form for ease of use is essential to ensuring that you receive the visitors contact information. Reducing the number of fields to only include the most important (e.g.: name, email and company) will go a long way in making sure your lead still finds it beneficial to download your content.


To read the full UX Playbook for Lead Gen, please click here.