Have you ever put up a beautiful, nicely-optimized website and then wondered why you weren’t getting any conversions from it? Maybe you need to look at the way you’ve set up your lead capture pages — or whether your site even has any lead capture pages. Let’s look at the basic concept of lead capture pages, what kinds of information and rewards they might include, and how to format a lead capture page to compel the desired result at different stages of the sales funnel.
What Is a Lead Capture Page?
A lead capture page helps your business grab both attention and information by enticing prospective customers to sign up for offers, consultations, or other genuinely helpful goodies. To receive the enticing offer featured on the page, visitors must enter a certain amount of personal information. That personal information is worth its weight in gold because it enables you to pre-qualify prospective customers and reach out to them through other marketing channels.
Take Care With Your Capture Fields
How many capture fields should you include — and how much information should you ask for? Nobody wants to fill out a seemingly-endless questionnaire just for a promotion, which means that stuffing your page full of required fields could drive prospective customers away instead of reeling them in. Asking for overly personal information is another potential turn-off, especially if your visitor has just made your acquaintance. Last but not least, keep your requests relevant. Visitors will get suspicious if you start asking for reams of data that have nothing to do with the promotion at hand.
Your Visitor’s Reward: Informational and Promotional Content
What kinds of informational or promotion content belong on your lead capture page? Start with a head-turning headline, and place the offer and form fields within easy view. If the offer requires bit of explanation, you might throw in a few lines of marketing copy. Common types of offers include:
- Gated content (online newsletters, white papers, case studies, webinars, e-books)
- Discounts on specific products, or a store-wide discount
- A free consultation or other valuable service
- A 30-day free trial
Formatting Dos and Don’ts
Even if your lead capture page has all the right content, it can still fumble the ball if it doesn’t present those elements in a clear, logical, non-intimidating manner. In addition to putting your header and the offer itself “above the fold,” you also want to maintain a clean, easy-to-read format that doesn’t confuse the eyes and brain with too many images all fighting for attention.
As for the length of your lead capture page, that all depends on where in the sales funnel your visitor is. If you’re just drawing them into the outer rim of the funnel, keep the page short and sweet. Visitors who are accessing a lea capture page from further down the funnel will actually prefer a longer page that provides more detailed information — and at the same time, they’ll probably be more ready to surrender more information to you.
Delevare has plenty of experience creating all kinds of website features, including lead capture pages. Contact us today, and let us help you take the lead!