Is your website a lead capture machine?

5 tips for a winning landing page

A landing page is your firm's digital front porch. It's how you welcome visitors and explain what you can offer.

Google Analytics defines a landing page as the first page that website users "land" on when they visit your website. Essentially, any page can be a landing page. But the key to an effective landing page is that it's tailored to your audience and entices visitors to take action. 

Here are five things you can do to create effective landing pages.



Write compelling headlines

A headline is about more than grabbing attention. It can communicate important information such as your firm's value proposition. Here are a few tips for how to write compelling and strategic headlines: 

  • Think about your ideal client. An effective headline is targeted to a specific audience. For advisors, that often means your ideal clients—the types of people who are a good fit for your firm. If your headlines focus on what your ideal client thinks, feels, and needs, you're much more likely to win them over.
  • Be clear. Visitors lose patience with long or confusing headlines. Clarity keeps them engaged. 
  • Consider a question. Sometimes you don't know you have a question until someone else asks it. Then you can't help but want to know the answer.
  • Consider starting with "How to." Prospective clients are coming to your website to find answers. Show them that you're going to deliver.
  • Be yourself. Clients are investing in you. Make sure the personality of your firm comes through.
80% of a mobile visitor’s attention is focused on the top of the page.
Source: OptinMonster


Keep it simple

The simpler your landing page is, the better. Focus on clear messages, inviting imagery, and use white space so that the page doesn't feel cluttered or overwhelming.

A simple layout helps your key messages stand out

Screenshot of website


Signal your trustworthiness

We've all been to those websites that make us nervous. Is it legitimate or will a hacker steal your data? You never want prospective clients to question the trustworthiness of your website. A clean, modern, well-thought-out website is the first step, but there are other small ways you can strengthen trust with your website visitors.

  • Use stats. Interesting research, retirement readiness information, or even statistical information about your firm can be helpful. Just make sure every data point comes from a reputable source.
  • Post badges. Logos for awards, certifications, and partner companies can gain a degree of trust.
  • Link to your privacy policy. A link to your privacy policy at the footer of every page shows you're proud of the steps you're taking to protect their data. You can learn more about how to protect client data at Schwab's CyberSecurity Resource Center (login required).

Badges show that you're respected and trustworthy

 screen shot of affiliations and logos


Include a call to action

What do you want prospective clients to do when they visit your website? That next step is your call to action (CTA). Here's how to get more clicks from your CTA:

  • Make it a button. A big, bright button will get their attention and make it clear that clicking is the next step.
  • Find the right position. Your CTA comes after your main messages, but should not be buried so far down the page that visitors have to scroll and scroll to find it.
  • Deliver clear directions. Simple, specific, action-oriented language works best. Just make sure your CTA doesn't sound like all the others on the Web.

One CTA is enough

A landing page with more than one call to action (CTA) can reduce lead capture conversions by 266%
Source: Wishpond, "11 Stats: Why Your Landing Page Doesn'​​t Convert"


Capture leads

The ultimate goal is a meeting with a prospective client who fits with your firm. That means you need contact information—a name, a phone number, and an email address. Just make sure to:

  • Not ask for too much. A form that asks a lot of questions can make people wary.
  • Give them something they want. Ideally, lead capturing is an exchange. You provide something of value—information, time, a fun experience—and they consent to being contacted by you.
  • Place your form in the right spot. Like your CTA, it's the payoff after your core messages or a valuable offer and it should be easy to see and act on.

Optimize your form to maximize leads

screenshot of webform

Any page can be an effective landing page, but don't be afraid to create new pages that are specific to your campaign, a client segment, or an offer.

The key to landing page success is the same rule you apply to the rest of your business—the client comes first. Know who your page is meant to target and build it around what that ideal client wants and needs. That's how many firms just like yours have found success online.  


What you can do next