If you’re looking for that edge on your competitors, you should never discount the lead capture page. There is power in being able to follow up with anyone that has expressed interest in your services. If you can make the follow-up automatic, that’s tremendous! A company’s website can receive thousands of daily visitors, but once they’re gone they may never return. Here, you’ll learn about the importance of having a lead capture page, and some foundational points on how to make them effective.
What is a Lead Capture Page?
A lead capture page is simply a web page in which it’s sole purpose is to capture leads. It differs from a website, in that a typical one will have multiple pages. The website pages then follow some type of hierarchy when designed for navigation. A “webpage” is not interchangeable for “website.”
An effective lead capture page collects a prospect’s information so that your brand can follow up with them. The type of information collected hinges entirely upon the objective of the business promoting the capture page. In business, consistent follow-up is vital to succeed.
The fact is, not every prospect will become a customer on the first attempt. A prospect may need time for comparison shopping, or they could simply forget all about you. Having a way to re-connect with them can not only eventually close a sale, but it could lead to the sale of other products.
The Heading
A highly effective lead capture page should first be able to get (and keep) the attention of the visitor. The primary component in this process is having a great heading. Capture page headings should be bold, striking, speak directly to the reader, and ought to address a need. In order for the page to speak to the reader, the person creating the page should know the audience they’re targeting.
You want to strive for a heading that clues to the reader that you’re about to solve a problem. Lead capture page headings could also offer something “free” or a bonus. This incentivizes the act of them providing your their information. Lastly, a great heading uses block-style font, with the main words capitalized.
Loading Times
Consider just how quickly your lead capture page loads. There are many pages online with unnecessary add-ons. Pages that are heavy on the graphical side can impede your objective. If it has excessive JPG, GIFs, and embedded files, it could slow down your advertising. While these images may make your lead capture page more appealing, the download speeds of visitors will vary. Not everyone will be perusing your page on high-speed internet.
Just as too many images can be harmful, too much verbiage can also distract a visitor. Capturing leads from your page is more simple when you keep the words clear and concise. Once you’ve established a great lead capture page heading, consider these points:
- Help the reader (solve a problem).
- Peak the reader’s interest (curiosity).
- A Call to Action.
Call to Action
This is one of the most overlooked aspects to a proper lead capture page. The call to action is necessary because it directs the visitor of what to do for them to receive your information. You see call to actions every day. Some examples are:
- “Click the link below to learn more.”
- “Submit the form on the right to get started.”
- “Watch the short video to get your free report.”
Note: Do not omit a call to action in any form of advertising that you do. They should be on your flyers, business cards, lead capture pages, and even classified ads. Regardless of how obvious you think your ad is, it’s not worth losing a prospective client due to ignorance.
Next Up!
Think of lead capture pages as billboards of the internet. You want to grab attention, but you also don’t want to provide to much detail. The traffic going by won’t have the time for that. You want a way obtain their information so that you can follow up with them later. I will show you how to do that in another article about creating highly effective lead capture forms. Please share with us some examples of your most captivating headings for ads. Place them in the comments below.
