Lead Capture Pages
One of the best ways to build a list of subscribers who you can
legitimately promote your business to is by using a lead capture page
and linking it to an auto responder.
A lead capture page is simply a webpage that asks visitors to seek
further information about your offer by sending you their name and
e-mail address via a simple form. When a visitor fills in the form his
or her name and e-mail address are gathered by your auto responder,
which then automatically sends the information they have requested to
their inbox.
Let's look in more detail at what you should place on a lead capture
page to achieve best results in recruiting subscribers to your list.
1. The pre-headline text. This is a kind of lead in to the headline. It
appeals to your target market and tells them something about what they
will get when they fill in the form. It is written in a bold, typically
black font, but not too large as you do not want it to crowd out the
headline.
2. The headline. This should be written in a big, bold, font. Many
marketers tend to favour a red font colour and you will often find the
headline is placed inside inverted commas. The headline should be
designed to encapsulate your offer and arouse maximum curiosity.
3. The subhead. Here you give more detail, in a smaller, usually black
font. The subhead add some flesh to the claim made in the headline. It
is a kind of teaser that authenticates what has been said in the
headline, perhaps by saying it a different way and by adding a little
more detail.
4. Bullet points. These are optional extras. They can be used in
addition to or instead of the subhead. Each bullet point should briefly
and strongly emphasise the benefits to be had in filling in the form.
5. Call to action. Make sure you tell the visitor what to do in order
to get instant access to the benefits you are offering. Tell the
visitor to fill in the form and click the button.
6. The form. You will be able to get some HTML code from your auto
responder control panel and pasted into your lead capture page.
7. Reassurance. Provide some reassurance about privacy and security.
Make it clear that you will not sell, give away or otherwise divulge
the details of anybody who feels in the form. Reassure them that you
will not send them spam.
These are the key elements of the typical lead capture page.
However, there are different styles of lead capture page which appeal
to different kinds of Internet environment. For example, if you are
designing our squeeze page for a Google Adwords PPC campaign, then it
would be a good idea to add a lot more information about what it is
that you offer. This is because Adwords tends to favour webpages that
are rich in text.
On the other hand, a lead capture page design for a traffic exchange
campaign would want to be as brief as possible, and you might also want
to add your photograph and name to strengthen the impact of your
personal brand across the traffic exchange networks.
Nowadays, we are increasingly seeing lead capture pages that feature
video. Video allows the marketer to offer a personal introduction, and
to display his or her expertise, professionalism, friendliness and
approachability all in the space of less than three minutes.
Nevertheless, video is not an essential component of a lead capture
page with pulling power. What matters is making sure that you know who
your lead capture page is targeting, and then make the strongest appeal
possible to that particular market audience, in order to persuade as
many people as possible to give you their name and e-mail address.
If you are not confident about your ability to build a lead capture
page from scratch, then you might want to try a service such as TE Toolbox
which is free to join
and which includes an excellent lead capture page wizard as one of its
marketing tools.
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