Landing pages are a great way to gather contact information and generate new leads, but B2B marketers are always on the look out for ways to improve the conversion rates of their pages. So how can you design and refine your landing page to optimize it for lead generation? Check out our 6 do’s and don’ts below:

DO Draw in Prospects With an Attention-Grabbing Headline

Your headline is the most immediately visible element of your landing page to a prospect, so make sure it grabs and holds their attention. Using positive superlatives or incorporating a sense of urgency into your headline are both best practices you can use to entice a visitor into reading more.

DON’T Scare Off Prospects With Your Form

Consider this when creating lead generation forms for your landing pages: how many form fields would you want to have to fill out to get a piece of content? The shorter the form, the more inclined a prospect will be to fill it out, so ask for exactly the information you need, and no more.

DO Avoid Clutter

When a prospect visits your landing page, your ultimate goal is for them to fill out the form so that you can get their contact information. Keep your landing page free from distractions by eliminating navigational elements that would take them to other webpages.

DON’T Forget to Include Social Proof

People don’t want to give away their personal information to a company they can’t trust, so add elements of social proof to your landing page to make prospects feel more comfortable sharing with you. Social proof can consist of anything that makes your business seem trustworthy, such as customer testimonials or industry awards.

DO Create a Compelling CTA

Your CTA should be a visible and compelling button that answers the first question that will inevitably pop into a prospect’s mind once they’ve visited your landing page: “What do I get out of this?” Including a verb in the text of your CTA that will help drive action from a viewer, and surrounding the button with whitespace will make it stand out more on the landing page.

DON’T Skimp on Testing

The only way to consistently be sure that your landing page is optimized for conversion is by testing it again and again. Make a commitment to testing elements of your landing page—such as the color scheme, CTA text and placement, and body copy—on a regular basis to ensure it’s the best it can be.