How To Create A Lead Capture Page That Converts
Is your business using lead capture pages? They are a must-have if you are serious about generating leads and business. That is, lead capture pages that convert!
Most visitors to websites don’t convert but with an effective lead capture landing page you get an added opportunity to capitalize on web traffic.
You essentially have two options when it comes to lead capture page creation: hire someone to develop the page or build it yourself. Professional designers are great. The problem is that they can be slow and expensive. This is why businesses are increasingly opting to create their own lead pages.
Services like Instapage , AWeber , and GetResponse make it easy to create visually stunning pages that capture leads. You don’t need design or coding experience, and pages can be created quickly using templates that integrate with various relevant marketing applications. You just need to know how to build the page!
Want to put lead capture pages to work for your business? Read on to learn how to create a high-performance landing page that captures leads…
How To Create Lead Capture Pages That Convert
Know the purpose of your lead gen campaign
The goal with lead pages is lead generation, of course, but what exactly do you want visitors to your page to do? Is there a particular action that you want them to take? That needs to be clear to the prospect. Multiple offers on one page will only serve to create confusion and encourage abandonment.
A strong lead capture page offers a single product or solution. It serves one express purpose and contains focused calls to action that compel visitors to enter their information in exchange for converting them into leads. Anything that distracts or confuses the user is bound to lower conversions.
Determine (and create) the reward
Once you know exactly who you are targeting and have determined the objective of your lead generation campaign, it’s time to decide on the reward. The reward is an important part of the lead capture page. Your page can be awesome, but if your offer isn’t enticing, it isn’t going to convert.
There are many types of rewards that can be used to convert visitors into leads. Exclusive reports, whitepapers, and webinar access are just a few of them. You could even offer a free demonstration, service, or consultation. Whatever it is, the reward should be relevant and closely tied to your objective.
Craft an attention-grabbing headline
Next, write an effective headline. If you want your page to generate leads for your business, the headline needs to be empathetic and captivating. It also needs to be relevant, and since you have no more than a few seconds to make an impression, it is best to bold your text and keep it short.
The same goes for any sub-heads or intro copy, although this text should not be as bold and vibrant, as you want the headline and call-to-action to stand out. Also, consider message match when writing headlines. Ensure that the headlines match the ad that users click to reach your page.
Include bullets that highlight the key benefits of your offer
Okay, so you’ve crafted an attractive headline and have a decent reward, but why should prospects hand over their personal or business data? How will your offer enrich or simplify their lives? A few bullet points explaining why visitors should fill in your lead gen form can go a long way in doing just that.
Bullet points are great. They enable you to highlight the benefits of your offer and get important information across quickly. All you need is 3-5 clear benefit statements to improve the likelihood of conversion. Including these can be the difference between the success and failure of your campaign.
Deploy an action-driving CTA
The CTA (call-to-action) is arguably the most important element on your lead capture landing page. This is where the converting actually takes place, so it pays to follow CTA best practices when creating this money button. Everything about it should compel the user to take the desired action.
Consider the color of the button and how it contrasts with the background of your lead page. Consider the buttons size and how it works with the overall layout. Finally, consider the words in your message. The best CTAs instill urgency and describe exactly what happens when you click them.
Incorporate images, video, and trust builders
Images are engaging, and incorporating relevant pics into your page can boost conversions by injecting emotion into your copy. Images aren’t suitable for all pages, though. In some cases, videomay be more appropriate. Opt for the medium that communicates your offer most effectively.
Trust is another factor that influences conversion rate. In fact, trust elements such as testimonials, security badges, and customer logos can increase conversions significantly. Other trust builders you can add include download count, share count, media mentions, and an anti-spam statement.
Add a fitting lead capture form
You need a lead capture form to capture leads. A common question with regards to the form is how many fields it should contain. This depends on what you are offering, as well as who you are targeting and why, but in most cases the name and email are sufficient. Fewer form fields are better, generally.
Some businesses use a multi-page form to help smooth the transition from user to lead. This can work well because you’re asking for information only once the prospect has already committed, but again, it depends on your offer, audience, and goals. Test to determine the best form length and type.
Lead capture page conversion tips
Now that you know how to create a lead capture page that converts, here are some tips to help you get the most out of your campaign:
- Know your audience, before building your lead capture page
- Highlight the unique value proposition of your offer
- Speed test your lead capture page (it should load within a few seconds)
- A/B test everything