Creating an effective lead capture landing page is crucial for converting visitors into leads and customers.
A well-designed landing page can dramatically improve your marketing efforts by ensuring that your leads find exactly what they need to take the next step.
It’s not just about aesthetics; the lead capture landing page needs to be strategically planned to guide visitors toward completing your desired action.
In this article, you’ll learn about the steps for crafting a high-performing landing page to capture your leads, as well as the examples and best practices for doing so.
6 Steps to Building High-Performing Lead Capture Landing Page
1 Step: Define Your Goal
Clearly identify what you want your landing page to achieve: sign-ups, downloads, or demo bookings.
Moreover, think of who your target audience is: leads, website visitors, or your current clients.
There’s no one-fits-all lead capture landing page, so you have to tailor it depending on who you want to capture.
Setting the measurable KPIs is also crucial. Do you want to get 100 new quality leads in 30 days? Or maybe your goal is to have a 20% conversion rate?
These factors will determine how your lead capture landing page will look.
2 Step: Create a Compelling Headline
The headline of a lead capture page should immediately convey the value proposition.
It should grab the visitor’s attention and be concise and straight to the point. At the same time, you don’t want to sound too pushy and sales-y from the get-go.
Moreover, a good headline should be consistent with your overall message and will follow your leads through their entire buyer’s journey.
That means you don’t want to have a click-bait headline or promise something that’s impossible to achieve.
If your visitors get the idea that they landed in the right place, and this capture page is exactly what they need, your landing page will have high conversion rates.
3 Step: Create a Reward That’s Impossible to Resist
Using straightforward language to explain the benefits of your offer is a small piece of the puzzle when creating a lead capture.
What you really need is a reward to give to your leads – an email template that generates an 80% response rate or a webinar that provides steps to increase your conversions by 3x.
Think about the form, too. Rewards can be:
- Whitepapers
- Templates
- Ebooks
- Webinars
- Product demos
- Free trials
- Checklists
- Reports
A high-performing lead capture landing page should create a fear of missing out on a very good opportunity.
4 Step: Design an Eye-Catching Form
The lead capture form should be prominent and require only essential information to minimize friction.
Use clear labels and provide guidance on filling out the form.
5 Step: Make Your Forms Engaging But Don’t Overdo It
Incorporating images, videos, or interactive elements to engage the visitor is a good way to go.
These elements should not distract but rather enhance the understanding of your offer.
But that’s not it. You should also think about the appropriate number of form fields to ask for in exchange for your content.
That depends on how long your leads’ sales cycle is. If your lead has a long sales cycle, you can ask for their company size and, in some cases, a phone number.
However, in most cases, all you need is an email (and a name) in return for your checklist, podcast, ebook, newsletter, whitepaper, and so on.
Obviously, for a product demo, it’s okay to ask about their team size in a lead capture form.
6 Step: Add a Clear Call-to-Action
This last step is crucial for conversions. But you’d be surprised how many companies don’t get it right.
Your CTA button should be visually distinct and compelling, urging visitors to take the desired action.
Use action-oriented language, like “Get Your Free E-book” or “Start Your Free Trial.”
In fact, all your lead capture landing pages must be conversion-focused.
In this case, your conversion goal is getting your leads give you as much information about them as possible (or appropriate) in order to move them down the sales pipeline.
Examples of the Best Lead Capture Landing Pages
- lemlist
lemlist is known for some of the best-converting lead capture forms and landing pages in the industry.
Their secret? They pack so much value into their rewards and make their message simple and straightforward.
A comprehensive yet engaging design with a direct headline and concise form is a winning formula.
2. Intercom
Intercom has a series of webinars with industry-leading experts.
Each webinar has its lead capture page with a registration form that gives visitors a very clear overview of what the webinar will cover and what they will learn by the end of it.
As you can see, the lead capture form is very minimal and straightforward.
You can never go wrong with this clear design and pack-value approach to lead capture.
3. Unbounce
Unbounce is another example of a well-built lead capture page for an eBook about A/B testing.
It features a fun design, a very clear CTA that focuses on a benefit (convert more!), and a minimal form that only asks for visitors’ names, last names, and work emails.
One click and you get the book inside your email. It can’t get simpler than this!
4. Pipedrive
Although Pipedrive features numerous good lead-capture pages on its website, this CTA pop-up on the bottom of its homepage is an interesting example.
It uses social proof, which is a well-known customer review website, Capterra, with a rating of 4.5/5.
The CTA invites website visitors to learn why Pipedrive is highly rated and to try the product for free.
The CTA is very minimal, but it surely captures your attention.
The only question remains whether a rating of 4.5 is really that “highly rated” (keeping in mind that most software has a similar rating on that platform), but we leave it for the users to decide.
5. Figma
Free tools are the secret weapon of the lead capture, and Figma knows that very well.
In this example, Figma offers its website visitors a color contrast checker tool to check if your design meets the WCAG accessibility standards.
It asks you to fill in the foreground and the background color codes, and voila, you see if they pass according to the categories.
The cat is that if you want more out of it, to get a full-color palette, you press the CTA button and get directed to the signup page.
10 Best Practices for Building a Lead Capture Landing Page
- Keep It Simple: Avoid clutter and maintain a clear path to the CTA.
- Focus on Benefits: Highlight what the visitor stands to gain.
- Limit Navigation: Eliminate excessive links that could distract or lead visitors away from the page.
- Incorporate Trust Signals: Use testimonials, logos, or security badges to build credibility.
- Optimize for Mobile: Ensure your page is responsive and provides a smooth experience on all devices.
- Test Headlines and CTAs: A/B test different versions to see what resonates most with your audience.
- Use Urgency and Scarcity: Incorporate phrases like “limited time offer” to prompt action.
- Ensure Fast Load Times: Slow pages can lead to higher bounce rates and loss of potential leads.
- Personalize Where Possible: Use dynamic elements or personalization to increase relevance.
- Regularly Update Content: Keep your offers and information current to maintain interest and trust.
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