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How to Create a Lead Capture Page for More Conversions

Lead Generation

By Zack Hanebrink on September 11, 2015

Lead Capture Page

Want more leads from your website? Of course you do! Do you currently use landing pages for lead capture? If not, you should, they work! That's why 68% of B2B businesses use landing pages for lead generation.

Simply using a lead capture page may not net you the desired results you're looking for. It's important to follow best practices to ensure you're maximizing conversion opportunities. The tips below will get you started on the path to more leads!

Speak to your persona

The first place to begin is ensuring you're speaking to your target persona. Is your offer something they'd be interested in? Would they find value in your offer, enough to give their information for it?

When creating lead generation offers (lead magnets) be sure that the content included helps your persona with their buying process. Speak to their goals, challenges or pain points. Use language you know would resonate with them. 

Value proposition

When writing your landing page copy, make the value proposition clear. Use an action headline that clearly states your offer. Use short paragraphs and bullet points to highlight the benefits of the offer. Remember to highlight how the offer can make their lives better by avoiding pain or providing solutions to their problems and challenges.

Avoid distractions

The most effective lead capture landing pages avoid distractions so that the visitor can focus only on the offer. A couple tips are to:

Only feature one offer - Each landing page should only promote one offer and call-to-action. Don't be tempted to promote your offer and other calls-to-actions on the same landing page as this will distract the reader and reduce your conversion opportunity.

Remove navigation - Remove your header navigation. You want the visitor to either fill out the form for your offer or leave. Including navigation gives them other choices besides opting into your offer, which defeats the purpose of a lead capture landing page.

Form optimization

The best landing page in the world can be ruined by a bad form. When choosing which form fields to include, think about where your offer fits into their buyers journey. For example, is the content more top-of-funnel or more for the consideration phase. Top of funnel offers shouldn't ask for much more than name and email. The more information you ask for in your form can reduce the pages conversion rate. Think about it, would you want to give out your phone number to download a simple checklist? The more value your offer provides, the more you can ask for.

Also, you want your form to be the focal point of the page. Make it stand out by using contrasting colors. It should be clear for the visitor that they need to fill out the form in order to gain access to your offer.

Make it shareable

Want more potential leads from your lead capture page? Give visitors the opportunity to easily share the page with their colleagues by including social sharing buttons. This will help you squeeze a little more mileage out of your landing pages.

Using landing pages to promote your offers are a great way to increase leads and conversions. It's important to follow best practices to increase their effectiveness and give you the best opportunity to see higher conversions.

Ready to leverage content marketing and landing pages for higher website conversions? Download our free eBook below to learn how to generate leads through content marketing.

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