Anatomy of a Highly Effective Lead Capture Page Design
As a marketer, you know that the more qualified leads you acquire, the more sales you will be able to make. This makes a good lead capture page design an essential part of your marketing campaign strategy.
It should be your goal to ensure that as many people as possible who visit your page actually convert into leads and the only way you can do this is by having an effective lead capture page design.
The only way you can effectively create such a page is by optimizing your lead capture page.
There are a number of things that you have to consider before you can even start creating your lead capture page. These are:
• Who are you designing the lead capture page for?
• What is the main purpose of you lead capture page?
The answer to the second question is that the main purpose of any lead page is to generate leads for the website in which it belongs but what really matters is the type of lead that is being generated.
There are basically two types of leads.
The first type is those people who are just starting to show an interest in your service or product and,
The other type is comprised of people who just interested in the solutions you have for their problems but are not yet sure if your company is the one which can effectively help them.
In the case of the first type of lead, they may be aware that they have a problem but may not be aware of the intensity of the problem or the fact that they need solutions.
In such a case your lead capture page can offer them a newsletter or free video that explains to the prospects the benefits that come with the product or service that you have to offer.
The people in the second type of lead category may be actively searching for a solution to a problem that they already know they have but are still not sure if you are the right company/business to offer them that solution.
In this case you will want to offer them a free eBook that will explain to them how exactly your products or services works or you could even provide them with a case study or even a testimonial from a client who already benefited from using your product or service.
Features of an Effective Lead Capture Page Design
In this section we will talk about the main things that your lead capture page should have in order for you to maximize on its effectiveness.
Lead Capture Page Design Tip #1: Headlines and Sub-headlines
This will provide with the opportunity to grab the attention of your prospects. This makes it essential for you to make it as captivating as you possibly can.
You have to make sure that the heading is clear and concise and also briefly explain what benefits the users will get when they choose to do business with you.
The heading and sub-headings that you use should be able to relay to the users what offers you have for them and how exactly the offers will benefit them.
Most visitors are usually in a hurry and thus do not have the time to dig through your content to find out what they gain from you thus the heading and sub-headings you use should clearly spell this out for them and make them want to continue discovering what you have to offer.
Lead Capture Page Design Tip #2: The Hero Shot
This is actually a visual representation of your product or service while in action. It could also be a representation of the results that were experienced through using your service or product.
The hero shot can be either in the form of a video or a photograph. You should really consider A/B testing this feature of your capture page so as to know which medium works best and is more effective.
The hero shot should include actual people regardless of whether you choose to use a video or a photograph.
Lead Capture Page Design Tip #3: Data Collection Form
This should be the main element of your lead capture page. This makes it essential for the success of your page and thus if a visitor gets to your page but does not fill out the form then it is the same as them never getting to your lead capture page at all.
It is important that you only ask for the relevant and vital information from your users. You do not want to ask for too much information as this may come off as intrusive to your page visitors.
If the form is too long then it may require the user to spend a lot of time filling it out and it may cause most of them to abandon your website in general.
It is important that you include a privacy statement on your form so that the prospects know what you intend to do with their information and what you will not do with it.
This will go a long way in eradicating any mistrust that your prospects may have in your business.
Lead Capture Page Design Tip #4: Call to Action
This is the second most important element in your lead capture page right after the data collection form.
For your CTA to be effective it has to have a number of features which include: clear language, it should be clickable and its visibility should be high and above the fold.
Ensure that you use words that are specific to the action you would like your visitors to take or to the offer that you are giving to your prospects.
You should make sure that your CTA stands out on your capture page so that the users are able to locate it on your page without any difficulty.
You need to eradicate any confusion about your CTA or any distractions if you would like your visitors to click on it.
Lead Capture Page Design Tip #5: The Benefits of Your Brand
This will help in supplementing your heading and sub-headings. You should highlight some of the main benefits that your service or product has to offer.
You have to keep in mind that each individual visitor to your page is looking to gain different thing from your product or service and thus what may be a benefit to one prospect may not be the benefit that the next will want.
Make sure that you list your benefits in bullet form so that the visitors don’t have to keep reading through a block of text looking for what benefits you have to offer them.
Lead Capture Page Design Tip #6: Supplemental CTA
Ensure that you add a second minor CTA to your page so as to provide your prospects with an alternative action especially for those who are hesitant about sharing their email addresses and other contact information with you.
You may make your secondary CTA asking your visitors to like your social media pages or following you on social media.
This is an easier action for some people to take as compared to them giving out their personal information to your company which they have never interacted with before.
This CTA does not need to be as outstanding as the main CTA for your lead capture page as you don’t want to distract the user from the main agenda.