How to Create the Ultimate Lead Capture Page: 11 Tips for 2020


I created my first lead capture page four years ago when I started my business. Let me confess to you now: I didn’t have a clue what I was doing. I wanted to advertise my services, grow my brand, build an audience, and land clients. And I thought I’d created a campaign that would do all that and more.

But I’ve learned a lot since my first campaign—and what I know for sure is that I did almost everything wrong. 

So whether you’re just starting your marketing journey or trying to improve your conversion rates—aren’t we all?—here’s what I wish I knew when I created my first lead capture page. Follow these 11 tips to bring in more prospects and overachieve your campaign goals. 

What’s a Lead Capture Page?

A lead capture page is a type of landing page that offers your audience something in return for their email address or other information. This means that any page with a form on it can be considered a type of lead capture page—including ebook download pages, demo request pages, or newsletter sign-up pages.

Unlike other pages on your website, a lead capture page only has one goal: exchange a lead magnet (or reward) for your visitor’s info. Get this exchange right, and you’ll be able to turn more of your fans and observers into full-fledged leads and customers.


11 Tips to Create Better Lead Capture Pages in 2020

  1. Know Your Goal
  2. Create a Compelling Reward
  3. Pick the Right Form Fields
  4. Consider Your Traffic Sources
  5. Craft a Message-Match Headline
  6. Use Social Proof
  7. Keep Your Copy Short and Clear
  8. Write an Actionable Call to Action
  9. Apply Conversion-Centered Design Principles
  10. Optimize Your Form
  11. Create an Incredible Post-Conversion Experience

Tip #1 – Know Your Goal

Your lead capture page has one job to do (and it needs to do it well). So before you plan a fantastic design or write a catchy headline, decide what your page needs to accomplish. What’s your one goal? 

Start creating your goal by thinking about which audience you’re building the lead capture page for. There are three main types of audiences when it comes to lead capture pages:

  1. Leads – Leads are the new people to your audience. They don’t know you well, but they’re intrigued by what they’ve seen and would like to learn more. You’re basically strangers who have just been introduced, and it’s your job to start the conversation and become best friends. 
  1. Prospects – A prospect is somebody who’s already some interest in your product, offering, or service, but who hasn’t yet converted into a customer. They’re likely in your CRM, nurtured with emails, blog posts, and social media posts. If this were a relationship, you two have been dating, but aren’t official… yet. 
  1. Current Customers – Current customers need attention and relationship building as well. They may be in love with your product or they could be cold and considering churning. An offer created just for them could be the thing they need to pique their interest. Keeping the relationship metaphor going—you’re married, but it’s still important to go on dates to keep the romance alive. 

Once you know who your lead capture page is for, you’ll want to decide what it’s going to do. Create clear and measurable targets based on previous campaigns or industry averages. Do you want to generate 50 new leads a month? Or have a 12% conversion rate? Decide what metrics you’re aiming for before you begin, and you’ll better be able to track how the lead capture page is performing.

For example, this lead capture page from Arrive does a great job of choosing one specific audience and making it very clear who this guide is for—New Canadian residents looking for help on their taxes.

Lead Capture Page Example
Target your lead capture page with a specific audience in mind.

Tip #2 – Create a Compelling Reward

The lead capture page is all about an exchange—they give you information, and you give them content. While that sounds like a no-brainer, most people don’t trust companies on the internet. You have to make the reward or offering so enticing that visitors are willing to trust you with their personal info. 

There are lots of types of rewards and each has a special appeal to a particular segment of your audience.

  • Ecourses – An ecourse helps you showcase your knowledge and expertise while being helpful to your audience. This type of content is so versatile any of your audience segments could find it an intriguing offer. 
  • Reports/Whitepapers – A whitepaper is a great B2B reward for prospects and leads, with over 82% of buyers saying they rely heavily on whitepapers to make purchasing decisions.
  • Ebooks – An ebook or a comprehensive guide can help your leads and prospects learn more and take the step to become customers. 
  • Webinars60% of webinars can take your audience from lead to prospect. Webinars provide great value and they’re another tool that helps you teach your audience while establishing authority. 
  • Product Demos – Your product demo can be a great reward for the bottom of the funnel to help you attract interested prospects.
  • Free Trials – A free trial lets your prospects and leads try before they buy. Usually, they’re between seven and 30 days, depending on the product or service.
  • Challenges – A free challenge is another way to give short term access to your services or product. Nathalie Lussier used a free challenge to grow her list to over 55,833 subscribers in just four years. 
  • Newsletters – Newsletters nurture your audience. Ideally, they’re sent out with some regularity and focus on a theme. Depending on the content of your newsletter, this reward would appeal to all segments of your audience. Newsletters allow your subscribers to become familiar with your brand, voice, and subject matter expertise. 
  • Checklists – A checklist can be a simple offer to help beginners. You can quickly design a PDF page using Canva and put it out as a helpful resource for your audience. 
  • TemplatesLater created social media templates to help social media managers and small brands with their social media reports. Visitors find templates like this valuable because they help you save time.

Tip #3 – Pick the Right Form Fields

The form field is the first place of friction your audience will feel. This is where they’ll ask themselves, “is it worth it?” or “do I really want this?” When you ask a lot of questions (and get a lot of answers), you’ll have some well-segmented data and qualified leads to work with. But how many prospects or leads did you lose by asking too many questions?

Remember, your lead capture page has one goal, so figure out the least amount of info you need from visitors to make that goal a reality.

A few things to consider when choosing how many form fields you put on the page:

  • If your content only targets marketing managers from early-stage startups, do you really need to know the “Title” of the person filling out the form? 
  • If your goal is to increase your list size 10% each month, do you have to know the person’s phone number or company name? 
Graph Showing Conversion Rates Going Down as Number of Form Fields Goes Up
Research by Hubspot shows that more form fields resulted in fewer conversions.

If all goes well, this won’t be your last time to learn more information about your audience. Each email and offer can help you learn more about who they are and what they need. 

The Bruery, for example, has been brewing bourbon barrel-aged imperial stout for ten years and is growing a list in a straightforward way: they only ask for an email address. No need for names, phone numbers, or addresses—they know they can gather that information at checkout.

Right now, they want to capture their audience while they have a little bit of their attention. The team can nurture their prospects later on, while the next batch ages in the barrels.

Lead Capture Page with One Field for Emails
One-field lead capture pages tend to see higher conversion rates.

Tip #4 – Consider Your Traffic Sources

There are multiple ways someone can discover your offer. When you create a lead capture page, think through all the best ways to attract your target audience.

Common traffic sources include…

  • SEO – This is a standard Google search. The people that find your page by a search engine are looking for something in particular, but they may not be aware of all of the solutions. Lead capture pages don’t typically drive a ton of organic traffic, but you may want to do some keyword research to see if there are any opportunities. Consider using a related piece of content (like a long-form blog post on the same topic) to try to rank higher in the search engine results, and then promote your lead capture page by linking from that post.
  • PPC (Pay Per Click) – These ads are the first results on Google or the ads you see when visiting a website. When you click on the ad, the business pays a certain amount per click. When using PPC traffic sources, your audience probably doesn’t know much about you or your offer. The rewards that will be the most helpful to an audience is usually educational, like an ebook or webinar. 
  • Social Ads – Ads on social media will allow you to use filters and the social media platform’s demographic data to target exactly the right type of audience. But even with all of this targeting, your reward must be compelling for prospects and leads who click through.
  • Email – Your email list is a powerful traffic source with incredibly high conversion rates. Optinmonster found that every $1 you spend on email marketing earns around $44 in return. You might be able to leverage email as a traffic source if you’re hoping to capture more information from leads already in your CRM.
  • Organic Social Media – Apart from paid ads, you can (and totally should) post your lead capture page to your own social media pages. This audience follows you already and is interested in what you create, share, write, or build. Traffic from this source tends to be warmer and more likely to convert. 

Tip #5 – Craft a Message-Match Headline

You’ve done the audience research and quality reward work, and now it’s time to put the lead capture page together. Your headline is the eye-catching phrase that, in a few words, will tell the audience exactly what it is they’ll be getting when they sign up.

Keep your messaging consistent across the customer journey from ads and emails to the lead capture page itself. A consistent message keeps things simple and clear for your audience. For example, this is how Taboola advertises a lead capture page for their ebook on how to launch a content discovery campaign.

And here’s the lead capture page itself. Notice how the messaging is simple, clear, and consistent.

Lead Capture Page Example

By staying consistent, you’re signaling to visitors that yep—they’re in the right place. “This is the ebook you’re looking for.” It’s a simple but important principle that will almost always get you a higher conversion rate on your pages.


Tip #6 – Use Social Proof

Every lead capture page should use some form of social proof. Why? Because a Bright Local survey found that 91% of consumers are more likely to buy when they read positive reviews. Sharing testimonies, partner logos, or even the numbers of people who have previously signed up will show your audience that what you have to offer is valuable. 

This example from Do You Yoga does a fantastic job integrating their social proof into the design of the page. Right below the “Join Free” CTA they let you know that 18,902 other people have already decided to sign up. It’s subtle—but super effective. (Because you know you’re in good company if 18,902 other people have already signed up!)

Do You Yoga Landing Page

Tip #7 – Keep Your Copy Short and Clear

You want every word and phrase to have a purpose. Your copy has a short amount of time and space to convince the reader to sign up. Make sure your copy is benefits-driven, meaning you’re telling the reader exactly how signing up will benefit their life. Show precisely what they can expect after they hit the call to action button. 

Pared’s headline and subhead nail it by describing the who, what, and why of their app in just a few short sentences.

Pared Landing Page

Tip #8 – Write an Actionable Call to Action

The call to action is the button on the page that invites the reader to take the next step in the process. This little button’s copy may not seem important, but the right tweaks to CTA buttons can increase your CTR by up to 90%. Your CTA needs to invoke action. ‘Learn More’ might be fine, but ‘Get Your Ebook’ tells the reader exactly what clicking that button will get them. In our template gallery, we have tons of actionable CTAs for any type of campaign or lead capture type. 

If your page is for a SaaS product, ‘Choose Plan’ or ‘Sign Up’ could be the best option for your CTA.

Webinars would require a different action than an ebook or checklist. Each offer should have a unique CTA that guides the reader to action. 


Tip #9 – Apply Conversion-Centered Design Principles

Conversion-centered design means that every aspect of your funnel from the ad to the form on your lead capture page is thoughtfully placed. You want to guide the prospect toward conversion and retention. 

Unbounce has a seven-principal framework that will help keep your campaigns focused and successful. The conversion-centered design framework goes deep on each principal, so if you need a more comprehensive lesson, I encourage you to check it out. 

The TL;DR Conversion-Centered Design Key Takeaways 

  1. Consistent design – Make sure you’re giving your prospects all the information they need to make a decision and convert. Your messaging, design, and copy needs to flow seamlessly from pre-click (your ad, email, or social post) to post-click (the lead capture page). 
  1. Keep the design simple – Stay focused on your one goal, and you’ll see a higher conversion rate. We experienced this first-hand on one of our landing pages—by eliminating all other distractions, we increased visits to the next page in the funnel by 172.1%.
  1. Credibility – To be seen as a credible business, you need to show as many sources of credibility as you can. Certificates, testimonials, reviews, and privacy policies are all effective ways to convey your trustworthiness. 

Tip #10 – Optimize Your Form

To optimize your lead capture page, think through each tiny detail, and ask if there is an easier way to get the same result. 

Any tweak you can make that reduces the amount of work, thinking, or reaching for a wallet your prospect has to do will help increase your conversion rate. In fact, Wp Forms found that 67% of site visitors will abandon a form if they have any complications. Enabling auto-fill fields helps reduce the number of things your prospect has to do before clicking the CTA. So, do the heavy lifting for them and use auto-fill fields for name, email, and credit card number. 

Auto-Fill on a Form

Multi-step forms may sound like an oxymoron to optimization, but experiments have shown that using multiple forms can increase conversions by 300%.

Multi-form best practices say:

  • Only ask one or two questions on a page.
  • Provide a visual for where the lead is in process, like a page/question count.
  • Don’t ask more than 10 questions in total.
  • Provide immediate value after they submit the form.

Tip #11 – Create an Incredible Post-Conversion Experience

Your post-conversion experience is every interaction your prospect has with your brand/company after they click the call to action. When you create an incredible experience that meets the needs of your customers, they tend to stick around longer and purchase more. 

Remember our relationship metaphor? The post-conversion experience would be like going on a fun date, and then never texting or reaching out again. (Rude.) You both had a great date, and now’s the time to build a real long-term relationship.

How to Create an Incredible Post-Conversion Experience?

  • Set up an automated email campaign – If your lead magnet teaches new gardeners how to grow giant tomatoes, then you know that your prospect is looking to learn more about gardening. You could create an automated campaign that sends them a tip of the week. This tactic helps them and builds their trust in you at the same time. 
  • Explain the next steps – Let your prospects and customers know what to expect next. Will they get their download in their inbox or will the reward open right after they click? Are they being subscribed to a newsletter, or will you only email them once with the reward? 
  • Build their trust – Trust and relationships have become the cornerstone of the post-conversion experience. Your prospects want to trust you before becoming customers, so to build their trust, be reliable and honest with their information. If you say you only need an email address to send the reward, then don’t add them to every newsletter automatically. 
  • Test and iterate – The best way to ensure your lead capture page is serving your audience is to test and improve. Think about your one goal and the metrics you wanted to meet and ask yourself, “is the page performing the way I wanted?” Where are there improvements to be made? Consider tiny details such as button color, or swapping all the “I”’s for “You.” You can even use Smart Traffic to test multiple variants at the same time and get results faster.

How to Create a Lead Capture Page Quickly

Building lead capture pages in your website can be a tedious process that puts a limit on your creativity and choices. That’s why Unbounce has a ton of high-converting templates to help you build and customize fast. 

We know these tips and best practices lead to success, so we’ve baked them right into each template design. Choose the templates that serve your needs best, then filter by tool, campaign, type, or special features.



Source link

90 Replies to “How to Create the Ultimate Lead Capture Page: 11 Tips for 2020”

  1. An impressive share, I just given this onto a colleague who was doing a bit evaluation on this. And he in actual fact purchased me breakfast as a result of I discovered it for him.. smile. So let me reword that: Thnx for the treat! However yeah Thnkx for spending the time to discuss this, I really feel strongly about it and love studying extra on this topic. If potential, as you turn into expertise, would you mind updating your weblog with more particulars? It is highly useful for me. Big thumb up for this weblog put up!

  2. I抎 should examine with you here. Which is not one thing I normally do! I take pleasure in studying a submit that will make individuals think. Additionally, thanks for permitting me to comment!

  3. I discovered your weblog web site on google and test just a few of your early posts. Continue to keep up the superb operate. I just additional up your RSS feed to my MSN Information Reader. Looking for ahead to reading extra from you afterward!?

  4. Can I just say what a relief to search out someone who really knows what theyre talking about on the internet. You undoubtedly know learn how to carry a difficulty to gentle and make it important. Extra folks need to learn this and understand this aspect of the story. I cant consider youre no more common because you positively have the gift.

  5. An fascinating discussion is worth comment. I feel that you need to write extra on this topic, it won’t be a taboo topic however generally persons are not enough to talk on such topics. To the next. Cheers

  6. An attention-grabbing dialogue is value comment. I believe that you must write extra on this subject, it may not be a taboo topic however typically individuals are not enough to talk on such topics. To the next. Cheers

  7. After study a number of of the weblog posts on your website now, and I actually like your means of blogging. I bookmarked it to my bookmark website record and can be checking again soon. Pls try my website online as well and let me know what you think.

  8. I used to be very happy to search out this net-site.I needed to thanks for your time for this glorious learn!! I undoubtedly enjoying every little little bit of it and I’ve you bookmarked to check out new stuff you weblog post.

  9. There are some interesting cut-off dates in this article but I don抰 know if I see all of them middle to heart. There’s some validity however I’ll take maintain opinion till I look into it further. Good article , thanks and we wish extra! Added to FeedBurner as well

  10. There are definitely loads of particulars like that to take into consideration. That could be a nice level to deliver up. I offer the ideas above as common inspiration however clearly there are questions just like the one you deliver up where crucial thing will likely be working in honest good faith. I don?t know if greatest practices have emerged round things like that, however I am positive that your job is clearly recognized as a fair game. Each boys and girls really feel the impression of just a moment抯 pleasure, for the remainder of their lives.

  11. Can I just say what a relief to seek out somebody who actually knows what theyre talking about on the internet. You positively know tips on how to deliver a problem to mild and make it important. More individuals must learn this and understand this side of the story. I cant imagine youre not more standard since you undoubtedly have the gift.

  12. An interesting discussion is worth comment. I feel that it is best to write extra on this subject, it won’t be a taboo subject but typically people are not enough to talk on such topics. To the next. Cheers

  13. To hair decontamination between my pungency up in the better on the urinary side blocking my lung, and in the in days of yore I was euphemistic pre-owned in red them close transfusion replacement them whirl unrecognized and cardiac the anomaly of as chest. http://antibiopls.com/ Kqkjkv fxxflu

  14. Thanks a lot for giving everyone remarkably pleasant chance to read from this site. It is often so pleasing plus jam-packed with amusement for me personally and my office mates to search your website nearly thrice weekly to study the latest guidance you have. And definitely, I am just actually fascinated with all the spectacular advice you give. Certain 3 tips on this page are unquestionably the best we have all had.

  15. A lot of thanks for your own hard work on this web site. Gloria enjoys engaging in investigations and it’s simple to grasp why. All of us notice all of the dynamic method you provide effective things via this website and therefore strongly encourage participation from others on that point then my princess is really discovering so much. Enjoy the remaining portion of the new year. You are always doing a really good job.

  16. My wife and i ended up being very joyous when Albert managed to finish up his research through the entire precious recommendations he acquired while using the blog. It’s not at all simplistic just to continually be giving for free ideas which usually many others have been selling. And now we recognize we now have you to give thanks to for this. The type of illustrations you made, the easy blog menu, the relationships you make it possible to engender – it’s mostly powerful, and it is helping our son in addition to the family understand that idea is amusing, and that is very pressing. Many thanks for all the pieces!

  17. Thank you a lot for giving everyone an extremely pleasant possiblity to discover important secrets from this web site. It is always very terrific plus packed with amusement for me and my office mates to search your website at a minimum 3 times per week to see the latest guides you have got. And indeed, I’m so usually impressed concerning the fantastic tips and hints you serve. Selected 3 tips in this posting are in truth the most impressive I have had.

  18. I would like to show appreciation to this writer for bailing me out of such a trouble. Just after checking through the online world and getting ideas which were not beneficial, I believed my entire life was well over. Existing without the solutions to the issues you’ve resolved by way of this write-up is a serious case, as well as those which could have adversely affected my career if I hadn’t encountered your site. Your main ability and kindness in playing with every part was tremendous. I am not sure what I would have done if I hadn’t discovered such a point like this. It’s possible to at this moment look forward to my future. Thanks for your time very much for the high quality and results-oriented help. I will not think twice to recommend the website to any individual who should receive guide on this issue.

  19. My husband and i got quite lucky Peter could carry out his analysis while using the precious recommendations he grabbed from your own web site. It is now and again perplexing just to continually be giving freely guidelines which usually the rest may have been trying to sell. We really see we’ve got you to give thanks to for this. The main illustrations you have made, the simple site menu, the relationships you will assist to engender – it’s mostly awesome, and it is facilitating our son in addition to the family understand the situation is enjoyable, which is extraordinarily pressing. Thanks for all the pieces!

  20. I intended to post you the very little remark to help say thank you yet again for the wonderful views you have documented in this article. This has been unbelievably generous with you to supply without restraint all that most people would have supplied for an electronic book to earn some profit on their own, notably now that you might have done it if you ever wanted. The thoughts likewise worked to provide a good way to realize that most people have the same fervor the same as my very own to know much more in respect of this matter. Certainly there are several more enjoyable situations up front for those who looked at your blog post.

  21. I enjoy you because of all your labor on this web page. Ellie delights in engaging in investigations and it is easy to understand why. My partner and i hear all concerning the compelling means you deliver precious tricks by means of the web site and as well as boost response from some others on this theme while our daughter has always been being taught a lot of things. Have fun with the rest of the new year. You are conducting a pretty cool job.

  22. I am writing to make you be aware of of the magnificent experience our princess undergone reading yuor web blog. She realized a lot of things, not to mention what it’s like to possess an incredible teaching style to let the others without problems know just exactly several impossible issues. You undoubtedly surpassed my desires. Thank you for supplying those effective, trustworthy, educational and even fun tips on the topic to Mary.

  23. I have to convey my love for your generosity for people that actually need guidance on in this niche. Your special commitment to getting the message along had been pretty useful and has specifically allowed folks much like me to get to their aims. This important help and advice entails much to me and extremely more to my office workers. Thank you; from all of us.

  24. I needed to post you the bit of remark in order to give thanks yet again for your personal spectacular secrets you have provided in this article. It was certainly incredibly generous with people like you to deliver freely precisely what a few individuals would’ve advertised as an electronic book to help make some money for themselves, and in particular now that you might well have tried it if you desired. Those techniques additionally worked to be the easy way to be sure that most people have the same dream much like my personal own to figure out whole lot more in respect of this problem. I’m sure there are thousands of more pleasant periods ahead for individuals that look into your blog post.

  25. I needed to compose you one tiny observation to help give thanks once again for your personal amazing things you have shown in this case. This has been quite generous of people like you to grant openly all many of us might have offered for sale as an electronic book to help with making some cash for their own end, notably since you could possibly have tried it if you ever desired. Those concepts additionally acted to become a good way to fully grasp that many people have similar interest just as my very own to find out a good deal more pertaining to this issue. I think there are lots of more pleasurable opportunities ahead for people who scan your blog.

  26. I am commenting to let you be aware of of the really good experience my friend’s child found reading through your webblog. She figured out numerous pieces, which included how it is like to have a marvelous helping mindset to get most people clearly comprehend specified impossible topics. You really surpassed our expectations. Thank you for showing those beneficial, trusted, edifying and even unique thoughts on that topic to Ethel.

  27. Very great post. I simply stumbled upon your weblog and wanted to say that I’ve really enjoyed browsing your weblog posts. After all I will be subscribing in your feed and I’m hoping you write again very soon!

  28. My husband and i were really happy Albert managed to finish off his reports by way of the precious recommendations he obtained using your web site. It’s not at all simplistic to simply continually be giving for free steps which often some people may have been selling. And we all do know we have the writer to give thanks to for this. Those illustrations you have made, the simple blog navigation, the relationships you give support to foster – it’s everything wonderful, and it’s leading our son in addition to us recognize that that topic is awesome, and that is rather fundamental. Thank you for the whole thing!

  29. I needed to draft you one little bit of note to help say thanks over again for those spectacular tactics you have documented at this time. This is surprisingly open-handed of people like you to provide publicly precisely what a lot of people would’ve offered as an e book to end up making some money for themselves, certainly since you could possibly have done it if you ever considered necessary. Those principles as well served like a good way to be aware that the rest have a similar interest like my very own to figure out somewhat more when considering this problem. I believe there are some more pleasurable instances up front for those who view your website.

Leave a Reply

Your email address will not be published. Required fields are marked *