Creating a Great Landing Page for Sales Leads

Sales leads are new contacts who have opted in to be contacted and have a high likelihood of being ready for a sales outreach. Capturing sales-ready leads is one of the most rewarding benefits of digital marketing. While it’s great to collect any new contact, marketing and sales teams rightfully get excited when they attract people who are ready to buy.

How do you capture these leads? Well, you could wait for someone to pick up the phone and call you. But this is not effective or reliable. And you definitely don’t gain insights about how your website is assisting you with new sales.

So a better strategy is using your website pages as a tool to capture new sales leads. Many companies create landing pages — pages with forms dedicated to converting leads — on their website. Here are tips to creating a great landing page that is specific, relevant, and actionable for sales leads.

Lead generation for sales: Optimize Your Downloadable B2B Content for Sales Leads

Clear Conversion Points

The “Golden rule” of a great landing page is to have a clear conversion point. This means you have one particular reason someone should convert. This is something they know to expect — in exchange for their information, what will they receive?

Sometimes this can be a content download, like a case study. Or you can advertise a sales offer such as a demo, an exploratory call, or a 30-minute consultation. No matter what your conversion offer is, it’s better than a generic page like “Contact Us.” A contact page puts the onus on the lead to express what they want. You can lose the momentum and context that made the lead motivated to click in the first place. Therefore a “Contact Us” form is generally a bad place to drive your website traffic, especially a sales-ready lead.

Conversion points - website

More Reading: 6 Myths About a Landing Page Strategy (That Will Actually Kill Conversions)

You can improve your conversion rate if you create individual landing pages instead of one generic catch-all. Creating individual landing pages takes more work across more pages, of course. But you get very specific insights on what people are interested in — and also the path they took to get there. That helps you tailor your sales outreach to what they wanted in the first place.

Qualifying Questions

Not everyone who fills out a demo form is a good lead, as many busy sales reps know. So sales teams often waste time with the “junk” or spam that comes through a website form. This can cause them to lose faith in the marketing team’s lead generation strategy. Even if good leads are also coming through, they may go unnoticed or untrusted.

Website form and smart fields

Therefore you can use your landing page to filter out good sales leads from bad submissions.

First work with your sales team to identify criteria that makes a lead qualified for sales outreach. This may mean adding questions to your form such as job role, purpose, budget, or something more specific to your company.

Additionally, make sure to add a disqualifier question. For example, include the option to mark oneself as a student, business development rep, a potential partner, or someone with non-customer intentions.

More Reading: 5 Simple Ways to Increase Sales Leads

With this information, you can automate a workflow for good leads to reach the sales team. This is possible with a CRM like HubSpot. Or you can use your lists to manually sort out unqualified new contacts, and save your sales reps some time while refocusing attention on the most likely sales outcomes.

Strong and Buyer-Centric Messaging

Many B2B companies struggle to know how to captivate sales leads on their landing pages and therefore rely on traditional messaging. But ineffective messaging includes things like:

  • Years of experience
  • Broad value — i.e. “We do anything and everything related to…”
  • Customer service/satisfaction, client happiness, or other generic claims that could be made by any business in the space

Why is this messaging approach usually ineffective? Because it is company-centric and not about a buyer’s needs, goals, and challenges. With your website, you have the ability to create multiple landing pages tailored to different needs. So instead of generic language, create multiple relevant touchpoints.

Value proposition design - model for anaysis

Invest in research into your buyer segment and create messaging the speaks to a strong and unique value proposition. This will help compel buyers and differentiate you from other options.

Having trouble seeing your unique value proposition? It can be difficult to step outside of your day-to-day vernacular, so consider hiring a content marketing agency to conduct industry research and bottom-up branding for messaging to sales leads.




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Ironpaper is a results-driven digital marketing agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.