Last updated on December 18th, 2025 at 03:20 pm
Want to generate more leads?
The most effective way to do that is to create a lead magnet, build a landing page for that lead magnet, and then drive paid traffic to it.
But you need to make sure that you are providing a great landing page experience if you want to convert those visitors into leads.
Here are five ways to improve it…
#1: Increase Page Loading Speed
Page loading speed might seem like some irrelevant technical detail but it’s actually extremely important. Why?
Because typically, the faster the page loads, the better it converts. So how can you optimize your landing page for speed?
Here are three key factors that determine how fast your landing page loads:
Hosting
Hosting providers vary in terms of page loading speed so you might want to do some research on that before choosing a provider.
Also, there are two types of hosting:
- Shared hosting is where your website is hosted on the same server as a bunch of other websites
- Dedicated hosting is where your website is hosted on a server solely dedicated to it
Sharing resources with other websites can slow down your website, so you might want to consider investing in dedicated hosting if you can afford it.
Software
There are a lot of apps out there that allow you to build landing pages.
These apps vary in terms of page loading speed so you might want to do some research on that before choosing landing page software.
Say, ClickFunnels was designed with speed in mind – pages built with it load blazingly fast.
And we aren’t just saying that, we actually tested our software against all our major competitors. What were the results?
See for yourself:
Design
You should be mindful of how various page elements affect page loading speed.
Generally, the fewer bells and whistles you have on your landing page, the faster it will load.
That’s why we recommend avoiding various animated effects. They might look cool but they will slow down your landing page.
Keep in mind that when it comes to page loading speed, every second matters. Literally!
So if you can shave off just a second or two, you might see an increase in your conversion rate.
#2: Use a Proven Landing Page Template
We don’t recommend building your landing page from scratch if you don’t have any previous experience designing landing pages. Why?
Because marketers have been relentlessly A/B testing landing pages for more than two decades now.
This means that we already know what works and what doesn’t when it comes to landing page design – there are best practices that you should follow.
The easiest way to ensure that your landing page conforms to those best practices is to use a high-converting landing page template.
ClickFunnels includes a template library full of landing page templates that have been optimized for conversions. They don’t just look good, they also convert well!
So why waste time, energy, and money reinventing the wheel when you can simply use a landing page template that has been proven to work for businesses just like yours?
Start Your ClickFunnels 14-Day Free Trial Now!
#3: Improve Your Landing Page Copy
Now let’s talk about your landing page copy. How can you improve it?
The Headline
The headline is the most important element of your landing page copy. Why?
Because it’s your one and only opportunity to grab the potential customer’s attention.
If you successfully convey the value of your free offer in your headline, the potential customer will be inclined to read the rest of the copy to learn more.
But if you fail, they will simply leave, probably to never come back.
What works best is headlines that:
- Emphasize the main benefit of your offer – How will your lead magnet make the potential customer’s life better?
- Don’t reveal the exact method that you are going to teach.
The former is self-explanatory but the latter is worth discussing in more detail.
One of the most common landing page mistakes that we see is giving away too much in the headline.
Let’s say that you have a webinar where you teach people how to grow their businesses with Facebook ads.
In your headline, you should emphasize the benefit (“grow your business”), but leave out the method (Facebook ads).
Otherwise, when people see that it’s about Facebook ads, they will feel like they already know what you’re going to say, so what’s the point in attending the webinar?
Here’s how our co-founder Russell Brunson explains it:
Of course, if you are targeting an audience that wants to learn about a specific method for doing something, such as growing business with Facebook ads, then mentioning that method makes sense.
But if it’s a more general interest – they simply want to learn how to grow their businesses – then you shouldn’t reveal the method in the headline.
The Body Copy
Okay, so now that you have your headline, what should you say in the body copy of your landing page?
The length of the copy will depend on the format of the landing page – squeeze pages usually only have a few sentences, while long-form landing pages can have several thousand words.
However, regardless of the length of the body copy, you should use it to reiterate the main benefit of your offer and introduce additional benefits.
The Call to Action
We recommend using a specific call-to-action button copy that is related to the offer in question.
Say, if your offer is a webinar, you can put “Register for the FREE Webinar Now” on the call-to-action button.
Avoid generic copy such as “Subscribe”, “Download”, or “Register”.
Social Proof
Social proof is a psychological principle that says that whenever people are unsure of what to do, they look at what others do in order to determine the best course of action.
In the business context, this means that whenever potential customers are unsure of whether to trust you, they will feel inclined to seek out indications that other people trust you.
You can take advantage of this by providing social proof yourself.
There are two types of social proof:
- Direct social proof that relates to the offer in question – Can you get a testimonial from someone who has benefited from your lead magnet?
- Indirect social proof that relates to you as a person if you have a personal brand or to your business if you have a company brand.
This can mean mentioning relevant credentials, accomplishments, awards, media features, etc.
Ideally, you want to present both types of social proof on your landing page whenever possible.
#4: Make Your Free Offer More Valuable
Your free offer is the single most important factor that determines the conversion rate of your landing page.
However, the reality is that you can never know if a lead magnet resonates with your target audience until you put it in front of your dream customers.
That’s why it doesn’t make much sense to go all out with an unproven lead magnet idea. What if nobody wants it?
We recommend creating a minimum viable version of your lead magnet, building a landing page for it, then testing it with paid traffic.
Once you are sure that people are interested in your lead magnet, you can start upgrading it to make it more valuable.
Here’s how:
Expand the Scope
The easiest way to upgrade your lead magnet is to simply expand its scope by adding more content.
Obviously, that content should be information that is relevant to your dream customers, not just fluff.
Say, if your lead magnet is a video where you teach a specific skill, why not create an entire video course on that skill or a related set of skills?
E.g. If you have a free video where you teach people how to do pushups, why not make an entire free course that provides an introduction to calisthenics?
Upgrade the Medium
While it’s true that the content is what matters the most, it’s important to understand that different mediums vary in terms of perceived value.
Here’s the general perception of the three most popular mediums:
- Text lead magnets such as ebooks and reports are perceived as the least valuable.
- Audio lead magnets such as interviews, Q&A sessions, and audiobooks are perceived as more valuable.
- Video lead magnets such as videos or video courses are perceived as the most valuable.
This means that you can increase the perceived value of your free offer by upgrading its medium.
Say, if your lead magnet is a cookbook, why not turn it into a video course?
Improve the Presentation
Finally, you might want to consider improving the presentation of your lead magnet, though you should only do that with proven lead magnets that are already converting well.
Say, if you shot your free video course with your phone and edited it yourself, you can hire someone to reshoot it with better equipment and do professional editing.
Just be careful with money here – this can be expensive, so only do it if you can afford it!
#5: Optimize Your Landing Page With A/B Testing
A/B testing, also known as split testing, is a conversion rate optimization method that marketers use to increase the conversion rate of a given web page.
Here’s how it works:
- You create two variants of the same page: variant A and variant B – There should only be ONE difference between them – that’s the element that you are testing.
- You split your traffic in two and send half of it to variant A and half of it to variant B.
- You let the experiment run until it reaches statistical significance, analyze the results and keep the winning variant.
You might stumble upon some big wins this way.
For example, when Performable A/B tested its call-to-action button color, the red button outperformed the green button by 21%. That’s a huge increase in the conversion rate!
However, big wins like that tend to be few and far in between, so don’t be disheartened when all you get is a slight increase in the conversion rate here and there.
Keep in mind that these minor increases add up over time and can have a huge impact on your bottom line in the long run!
Build Landing Pages That CONVERT With ClickFunnels!
ClickFunnels has everything you need to create landing pages that convert:
- Proven landing page templates
- Visual editor that you can use to customize those templates
- A/B testing functionality that you can use to optimize your landing pages
What’s best is that we have a free trial which means that you can check out our software without any risk.
So why not start building your landing page today?