NextTech* is a business which provides many services to new and established organizations. For this project, the client wanted to utilize a landing page in order to drive traffic to the main site, as well as to collect contact information from those users so that they could be contacted by the sales team.
For this landing page to be efficient at driving traffic to the main website, it needed to be very concise and targeted. After discussion with the client, I chose to focus on a specific subset of their client base - new businesses that are in the early stages. They may be just starting to think about creating a business plan, but do not know where to begin.
After deciding on whom to target, I brainstormed potential lead magnets that could be used to provide value to this potential client base. After speaking with the client to get a better understanding of who their clients are, I proposed using a business plan checklist as a lead magnet. Now that I knew whom I was designing for, as well as what the offer will be, I began work on the landing page.
There are certain principles/elements that are consistent among well-designed lead magnet pages. I researched countless examples of well-executed pages to see what helps them convert. With respect to copy, it is often very minimal. I designed the copy for this landing page to be very minimal and straightforward. That way, visitors can quickly scan to see what the offer is, how it can benefit them, and what they need to do to redeem the offer. Well-designed lead magnets also often include an image of the offer, which is why I included an image of an actual business plan that was developed by NextTech.
The call to action was designed in a way to make it stand out from the rest of the elements on the website. Since the main goal of this site is to get people to click through to the main website, everything is designed to push visitors to take that action. Right under the hero, social proof in the form of past clients is displayed. The location of this social proof is important because research shows that when it is in close proximity to a call to action, the user is more likely to click on that button. Directly below the social proof is a section which highlights the benefits of the lead magnet. Communicating the value of the offer to users will help push them to click on the call to action to receive their ebook.
*The name of the company, as well as logos used were changed as requested by the client.