If your goal is to generate leads and enquiries for your business, you’ll need a high converting lead capture page that will help you turn your traffic into leads for your business.
In this blueprint, we’ll show you how you can design and build a lead capture page that converts your traffic.
How You Can Use This:
- Design and build a lead capture page for your next offer.
- Improve the current conversion rate of your lead capture pages.
- Learn how to split test your lead capture page.
Tools And Resources
Writing your first lead capture page is never easy. Especially if you have not seen any examples before.
This is why we created this blueprint and a resource to help you get started on your very first lead capture page:
- Landing Page Templates
As you read each part of this blueprint, think of how it can apply to your business and write down the ideas in point form first. You can link up the sentences and paragraphs later when you do your editing.
4 Rules To Every Converting Landing Page
One of the biggest mistakes businesses make is the poor connection (or congruence) between their ads and their landing pages.
You want to make sure you use similar visuals and message in your ads. Here’s an example from one of the campaigns we ran for ThinkersBox, a brain development specialist here in Singapore.
You’ll notice that the ad message sets up the problem (e.g. child is always distracted and can’t focus).
When the user clicks on the ad and goes to the landing, the market callout and headline continues the conversation by introducing a breakthrough technique that helps your child improves their focus.
This is what we mean by congruence between the ad and the landing page.
We also made sure to use the same colours for the ad and the landing page.
It’s important to take note of how your audience will read your content and design the layout of the page accordingly.
People usually read from top to bottom. Hence, your most important information should be at the top of the page.
Similarly, since in most parts of the world, people read from left to right, you might want to put your most important information on the left and the call-to-action on the right.
You can also use visuals to direct your market’s attention. For example, in the Venorex’s lead capture page for their free trial, they use an arrow to direct the audience’s attention to their form on the right.
You want to make sure your audience knows exactly what you’re offering within the first 3 seconds of landing on your lead capture page.
Here are a few ways you can do this:
- Have one strong offer on the lead capture page
- Make sure the strongest benefit of your offer is in the headline
- If possible, use the hero shot to increase the perceived value of your offer
- Highlight the benefits of your offer with icons / images
In a long lead capture page, it’s recommended to have multiple call to actions and opt in boxes within the same page.
At the same time, it’s important to have at least one that shows up before the user scrolls down to read the rest of your lead capture page.
6 Elements Of High Converting Lead Capture Pages
You can choose to include the market callout in your landing page. The purpose of this is to qualify your visitors.
You don’t necessarily have to use an explicit market call out. You can use an implicit callout.
You can use the right images of your market to qualify your market.
For example, if you are going after women between 30 – 45, you might not need to explicitly say it. You can use an image to “call out” to that market instead.
(Image Credit – www.dermologykit.com)
Note: Facebook might be more sensitive about statements calling out to specific markets. It will be much better to use an implicit market call out rather than explicit market call outs.
For example, you want to avoid using “you” in your ads and landing page when referring to negative traits.
David Ogilvy, one of the top advertisers in the market, once shared: “On average, five times as many people read the headline as read the body copy”.
A compelling headline should stop your market on the tracks and get them to pay attention to what they have to say.
All good headlines have 2 important elements – benefit and curiosity.
An example of a purely benefit-driven headline might be something like, “How to lose weight”.
In a market where customers are used to seeing advertising for similar products and services, benefit-driven headlines might not get as much attention.
Curiosity-driven headlines are far more effective. And there are many ways you can include curiosity to the headline:
- Remove their objections e.g. “How to lose weight without dieting or exercise”
- Introduce a unique mechanism e.g. “Breakthrough fat-burn system helps you lose weight without dieting or exercise”
- Introduce a bold guarantee e.g. “Lose 2 kg in the next one month OR your money back”
You can download our full collection of headline templates here.
The images or hero shots you use for your product or service makes a big difference to your conversion.
The purpose of good hero shots is to increase the perceived value of your product or service.
For example, for one of our lead capture pages, we created a 3D visual for our free report. Even though the report is only 10 pages long, the 3D visual makes the report look valuable to the target market.
We recommend that you avoid using stock images. Try your best to take original photos about your products and services.
If possible, use photos of your customers interacting with your product, service and/or staff.
Here’s an example of hero shots we used for a campaign we ran for a skin care brand. We used images of happy and satisfied customers to highlight their great customer service.
You use benefit bullets to highlight the strongest benefits of your lead magnet.
Here are a few guidelines on how to write strong bullets. You want to make sure your bullets have all 3 elements:
Paint a clear and vivid picture of the benefits of the lead magnet. Here’s an example:
Why big companies like Apple, Microsoft, Nike, Coca-cola and more are able to embed their brands deep inside their customers’ minds they become the only “logical” choice… and how you can do the same for your business.
- One-Two Punch
You start by telling them about one benefit followed by another (usually bigger) benefit. Here’s an example we used for a promotion for one of our clients in the education space:
The one critical mistake most parents are making that is unknowingly sabotaging their own child’s future (I will show you how to avoid this mistake and let you in on what you need to do to help unleash your child’s immense potential!)
Remember, you don’t want to give everything away in your bullets. You might give them a teaser of what they’re going to get when they get access to your lead magnet but after they read your bullet, they should know the “what” but not the “how”.
Here’s another example for a finance programme we promoted:
The 3 critical factors to consider that will help you determine the right price to enter any kind of trade. This is how professional traders minimise their risk and increase their probability of making profits. And how complete beginners like you can do the same to get the confidence to get started safely.
Now, the benefits bullets don’t have to be long like the examples we shared. But they need to stir up your audience’s deepest desires and compel them to take action.
There is nothing more important than establishing trust with your market in your landing page. And the best way to do this is through credibility builders.
Credibility builders can come in many forms.
For example, having a physical address or landline can provide credibility for your online store.
If you have a corporate website, you can include links to other pages on your website such that “About Us” or “Success Stories” so they can find out more about your brand and products/services.
You can also use trust symbols or seals on your website to improve conversions. ConversionXL did a great study where they surveyed over 1000 users on which trust symbols influences their decisions online. You can read about it in their website: https://conversionxl.com/research-study/trust-seals/
If you have been featured on media or advertised on credible media channels, you can use their logos on your website.
And if you worked with well-known brands, you can include their brand logos on your website. For example, on ChatFuel’s websites and landing pages, they feature brands that are currently using their bot messaging services.
Testimonials are also a powerful way to build credibility. We often include testimonials like the one below in our lead capture pages. If possible, try to use video testimonials because they are viewed as more authentic and “real”.
There are a few things you need to remember when using testimonials in your lead capture page. Your testimonials should:
- Be results-focused
- Highlight the biggest benefits of your offer
- Include a first and last name, picture and other relevant information of the person giving the testimonial.
You need a strong and clear call to action that tells the users exactly what you want them to do.
You should always include a benefit in your call to action to remind the users of the value you are providing in your lead magnet.
For example, instead of just saying “Enter your email address to download your free report”, we used a call to action like the one below:
You might also want to make sure your call-to-action area stands out from the rest of the lead capture page so the audience will know where to take the next action.
Build Your Lead Capture Page
There are many landing page tools you can use to build your lead capture page e.g. ClickFunnels, LeadPages.
However, we recommend you use Instapage (http://bit.ly/mm-instapage) to setup your lead capture page.
There are 5 reasons why we recommend Instapage versus all the other landing page builders out there:
- Instapage is extremely easy to use for complete beginners.
- It is feature-rich and allows you to add different elements to your page.
- It provides a lot of flexibility when it comes to customizing elements of your lead capture pages around.
- It provide seamless integration with almost every email autoresponder.
- It has an A/B testing feature you can use to split test your lead capture pages (only with upgraded plans)
If you have experience with WordPress, you can use another landing page builder we recommend is Thrive Architect (https://thrivethemes.com/architect/).
For the rest of the blueprint, we’ll be teaching how to use Instapage.
Even if you’re using other landing page builders, you can follow along because a majority of the features will be similar.
In the video below, you’ll learn how to set up your lead capture page with Instapage.
Do take note that Instapage might make changes to their dashboard every few months so you might not find the exact feature we talk about in the video.
Before you can launch off your ad, you need to integrate your email autoresponder with Instapage.
The video below will show you how:
In this blueprint, we’ve shared the basics of how you can design and build a lead capture page that turns your traffic into leads for your business.
Now, if you’d like to learn how to create an irresistible lead magnet for your lead generation campaign, you can click here to check out our blueprint on crafting a lead magnet that your market will download immediately.