A lead capture page, sometimes known as a “squeeze page,” “landing page,“ or “lead generation page,“ is a place where you’re going to collect information about people that could become potential customers. It’s them giving you permission to begin talking to them about your product or service.
Maybe they’re not ready to buy… they’re not there for that. They are there to get the piece of free content you’re offering. But once you have those people and they have given you explicit permission to talk to them, you can really start lead nurturing them at that point.
Here’s Why a Lead Capture Page is Crucial
These people aren’t ready for a phone call yet, or to buy. But as long as you’re sending them interesting content and it’s related to the original point of contact they had with you on your lead capture page, it’s a really great way to get people qualified for your sales team to talk to them. And with the support of lead capture pages, you reinforce your connection with your target clients.
Recommended: How to Use Email Marketing to Generate Leads
Types of Landing Pages
There are 3 major kinds of lead capture pages.
- lead capture page (or lead generation landing page)
- click through landing pages
- launching or coming soon landing pages
Lead Capture Pages
The purpose of a lead capture page is to capture email and other contact details of the visitor. The aim is to have the ability to advertise or reach out to them later on. A lead capture page provides some value (typically some free eBook applicable to that target market) in exchange for contact details.
Some of the best scenarios to utilize lead capture pages are:
- Consultation for specialist services
- eBook and whitepaper downloads
- Free trials
- Discount vouchers
Related: What is a Lead Magnet?
Click Through Landing Pages
As the term suggests, the objective of a click-through landing page is to direct the visitor to another page. It is widely used by the eCommerce sites to direct website visitors to a specific page.
Click through pages instruct the traffic beforehand (pre-sell), hence increasing the odds of conversion. This is also employed by membership and SaaS portals to warm-up individuals before sending them to registration pages.
Launch or Coming Soon Pages
Launch pages are extremely popular nowadays amongst startups who set up launching or coming soon pages to capture email addresses of individuals interested in the services with a view to advertise to them when the service can be found in the future. This helps in building a database of potential subscribers and buyers.
Creating a Highly Converting Lead Capture Page
Creating an effective and highly converting lead capture page in itself requires a good deal of research, experiments, learning and improvements. However, there are a number of no-brainers that each and every lead capture page, or landing page builder must focus on.
- Be clear about the goals and stay focused
- Eliminate any distractions or optional information that may lead away the user
- Don’t use global navigation with many connections
- Include trust building components (if you can) e.g. testimonials, trust seals, etc.
- If you’re using a lead capture form, just ask for basic name and email address information. Do not ask for a lot of info that you many not need initially. Just stick to name and email address.
- Let them call or live-chat with you (if possible), if they do not feel like filling your form.
Lead Capture Page Optimization
Optimization is one part of a wider Internet advertising process called conversion rate optimization. The objective being to improve the proportion of visitors to the site that become sales leads and clients. A lead capture page is a page that’s displayed when a prospective customer clicks an advertisement or a search engine result link.
This page typically displays content that’s a relevant extension of the link or advertisement. Optimization tactics aim to offer page content and appearance which makes the webpage more attractive to target audiences.
Lead Capture Page Goals
Lead capture pages are often linked to social websites, email marketing campaigns or search engine advertising campaigns to be able to improve the effectiveness of the advertising. The general objective of a landing page is to convert website visitors into leads or sales. If the purpose is to acquire a lead, the lead capture page includes some method for the visitor to enter contact information in the form of name and email address into a form.
In the case of sales, the landing page will normally have a connection for the visitor to click, which will then send them into a shopping cart or a checkout area. By assessing activity generated from the linked URL, businesses, marketers and entrepreneurs can utilize click-through prices and conversion rates to ascertain the success of an advertisement.