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SOP-047

How to Create a Leadgen Landing Page

Create a high-converting, fully functional, and tested landing page for your lead generation campaigns that grow your email subscribers, works on all devices, and integrates with your analytics platforms

Setup & Install Funnels Lead Generation
Type SOPs · PDF
Execution time 2-4 hours
Last updated 13 July 2024
Who does this The person responsible for content marketing and/or funnels
Length 27 pages
Comes with From Leads to Sales: Funnel Building 101
Unlock the library ₹ 6,999.00 ₹ 3,999.00

Goal

To create a fully functional lead generation landing page

Ideal outcome

You have a high-converting, well-researched, fully functional, and tested landing page for your lead generation campaigns that works on all devices, integrates with your analytics platforms and grows your email subscribers

Why it matters

Landing pages are usually the best way to convert new leads

Before you start

• A Google Tag Manager account: If you don’t have one you can follow SOP 004 (web version) for WordPress, SOP 065 (web version) for Shopify, SOP 066 (web version) for Squarespace. • Facebook Pixel and Facebook Ads Account: If you don’t have the Facebook Pixel, you can follow SOP 005 (web version) or SOP 068 (web version) specifically for Shopify). If you don’t have a Facebook Ads account, you can follow SOP 010 (web version). • Google Analytics: If you don’t have Google Analytics, you can follow SOP 009 (web version) or SOP 067 (web version)specifically for Shopify). • Some chapters of this SOP require a SEMrush and Instapage account

Key steps 40 steps

What is inside 68 headings

1 Spying on your competitor’s landing pages and ads 5

  1. Go to Semrush
  2. Type your competitor’s URL and click ‘Start Now’:
  3. On the left sidebar, click Advertising → Advertising Research → Ad Copies, and you will see a listing of ads your competitor is running.
  4. Make sure you are applying the filters correctly:
  5. You will see a table with your competitor’s ads and landing pages, click the blue arrow button to check out the landing page.

2 Clearly defining your landing page’s message 5

  1. Open the Template 016: Landing Page Creation Briefing (web version) that accompanies this SOP.
  2. Fill out the initial description of this landing page:
  3. Fill out the social section:
  4. Fill out the targeting section:
  5. Fill in the Landing Page Elements section:

3 Designing your landing page using Instapage 19

  1. Go to your Instapage Dashboard by clicking here and logging in to your account.
  2. Navigate to ‘Landing Pages’ in the left sidebar and click ‘Create Page’.
  3. ‘Select a Layout’ based on the purpose of your landing page.
  4. Select the layout (template) from the list that best fits your purpose by clicking on its image.
  5. Paste the internal name that you have previously defined → Click ‘Continue’.
  6. Click the page name → ‘Search & Social’ → Paste the values from the Template 016: Landing Page Creation Briefing (web version) under ‘Search Engine Optimization’ → Click on the left arrow on the top navigation menu.
  7. Scroll down → Fill in the fields under ‘Social’ → Paste the values from the Spreadsheet → Click ‘Save’ at the bottom part.
  8. Navigate away from ‘Search & Social’ and click the ‘Edit Design’ button.
  9. Go through the Template 016: Landing Page Creation Briefing (web version) and delete all elements on your landing page builder but are not on your ‘Landing Page Elements’ or ‘Checklist’ section.
  10. Go through the Template 016: Landing Page Creation Briefing (web version) and add all elements to your landing page builder that are on your ‘Landing Page Elements’ or ‘Checklist’ section but are not on the template you selected.
  11. Arrange elements by dragging and dropping them to where you want them to be and resize them by selecting the element and dragging it from the corner.
  12. Open the Template 016: Landing Page Creation Briefing (web version) → Go through each line under the ‘Landing Page Elements’ section → Copy the values → Paste on Instapage on the respective section. → Arrange and resize any elements that might be out of place.
  13. Click ‘Preview’ and check how your page looks on desktop.
  14. Open the Template 016: Landing Page Creation Briefing (web version) and on the “Design Checklist” section make sure you are tackling the whole list.
  15. If everything looks ok. On the top bar click ‘Mobile’:
  16. Arrange and resize your elements until it looks ok on mobile.
  17. Arrange and resize your elements.
  18. Click ‘Preview’ and make sure your page looks ok on mobile:
  19. Open the Template 016: Landing Page Creation Briefing (web version) and on the ‘Design Checklist’, go through every line and mark it as ‘Done’ if that is the case.

4 Publishing your landing page using Instapage 8

  1. Click ‘Publish Experience’.
  2. Select how you’d like to publish the page.
  3. Click ‘Push page to WordPress’.
  4. Click ‘Close’.
  5. Open your blog’s WordPress Admin;
  6. On the sidebar, click ‘Instapage’.
  7. Click Add Page → Select the landing page you created. → Enter the URL of the landing page (it was already defined on your Template 016: Landing Page Creation Briefing (web version) )
  8. Click ‘Publish’.

5 Setting up tracking 5

  1. Check if you do not have Google Tag Manager running on your landing page already.
  2. If Google Tag Manager is not running on your landing page follow the instructions outlined here to set up Google Tag Manager.
  3. Make sure Google Tag Manager is running on your landing page now.
  4. Make sure Google Analytics and the Facebook Pixel are running on your website using Google Tag Assistant and the Facebook Pixel Helper extension.
  5. Setup and test your conversion goals:

6 Testing your landing page 20

  1. Open the landing page on your browser.
  2. Open the Template 016: Landing Page Creation Briefing (web version) and scroll down to the Functionality Checklist section.
  3. Mark all the lines accordingly as “Done” or “Not Required”. Note: Usually all should be marked as “Done”, make sure you have a good reason to mark one as “Not Required”.
  4. Facebook Pixel Tag: Mark as done if you have the Facebook pixel on your landing page.
  5. Facebook Conversion Tracking: Mark as done if you have the Facebook conversion tracking on your landing page.
  6. Google Analytics Tag: Mark as done if you have Google Analytics on your landing page.
  7. Google Analytics Conversion Tracking: Mark as done if you have Google Analytics Conversion Tracking on your landing page.
  8. Email Service Provider Integration: Mark as done if you have integrated your ESP.
  9. Form Submission: If you have tested submitting the form on the landing page (both on desktop and mobile), and confirmed that the lead was correctly recorded, mark it as ‘Done’.
  10. 302 Redirect test: If you are running A/B tests, check if your tool is using redirects to send users to the different versions. If it is, check if 302 Redirects are being used instead of 301 Redirects. Note: you can check redirect types by following the “testing section” of SOP 051: How to Implement and verify a 301 Redirect on a WordPress website (web version).
  11. Thank You Page Created: If you choose to send the users to a “Thank you” page once they have submitted the form, mark as ‘Done’.
  12. Spell Checked: If you have run your landing page through a spell checker mark as ‘Done’.
  13. Sharing Buttons: If you have shared your landing page on Facebook, Google+, Twitter, and LinkedIn and the title, the image, and the description look OK, mark it as ‘Done’.
  14. Terms and Conditions: If you have the Terms and Conditions (or a link for those) on your landing page, mark as ‘Done’.
  15. Privacy Policy: You can turn on GPDR compliance under ‘Scripts and GPDR’ on Instapage (If you have the Privacy Policy (or a link for it) on your landing page, mark as ‘Done’.)
  16. Opt-in Checkbox: If legally required by the jurisdiction your business is subject to, you might need to have a Checkbox for users to agree with the Privacy Policy and/or Terms and Conditions before submitting the form.
  17. Navigation removed: In almost all cases, removing the header navigation (or any other navigation elements/links) from your landing page will result in a better conversion rate.
  18. Mobile Device Test: Perform the following test (ideally on both an Android and an iOS device)
  19. Browser Compatibility Test: Perform the following test:
  20. Speed Test: Perform the following test:

The document 27 pages

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