How To Build A Converting Lead Capture Page

You may be an ad copy writing genius (we all wish we were), but without a professional and relevant landing page it is ultimately time and productivity wasted. So to make sure the sales process is achieving the maximum conversion rate you must, must, must pay close attention to where you send your prospect.

People are driven by pain and pleasure, to write a killer ad/headline you must learn about your market and what is their pain, this will then form the basis of any ad and lead capture page.

Metaphorically your landing page should be regarded as an oil well, this is where you have the chance to strike black gold!

With that in mind it is critical that it begins with a riveting headline (You can also use a sub-headline at the very top of the page, however the font should be smaller than the main headline). The headline should not be about you it must be about them. Importantly the headline should not be a closed question, by this I mean the question posed should not result in a “yes” or “no” answer. It will be too easy for the prospect simply to think no and leave your site. Create curiosity and a solution for their perceived pain or problem, so that they need to give their details to learn more.

The format of the page is also crucial. Their eye must be immediately drawn to the headline. Do not place “you stuff” at the top of the page. This style/strategy is reserved for your blog. There should be no further distractions such as affiliate links photos etc.

It has been proven that 70% of leads respond to the headline thus you cannot put enough stress on producing a compelling headline.

When creating a landing page you have to think how the respondent will view the page and take into consideration the page fold (what they will see without having to scroll down). In practice, concentrate on what they will view before they scroll - remember you only have a couple of seconds at most to connect with them!

So before the fold you will need:

Killer Headline
Relevant Video
Inviting Opt-In box

I would suggest the video be made against a plain background (no distractions) and then uploaded to any social media video site such as Viddler, for the purpose of embedding onto your LP. Once again to avoid distraction I would suggest having a pro account with Viddler, there are a host of benefits not least the absence of their logo, thus not giving the option to click on it and be taken to the Viddler site. Its running time should be no more than 90 seconds and, as said before, relevant to your headline.

The opt-in box should have an aesthetic arrow attracting the prospects eye and should offer good reason for them to opt-in.

Beneath the fold, you should continue with light sales copy introducing them to your opportunity, asking questions of your prospect.

This will be followed by up to 5 bullet points including both features and benefits of the opportunity you are promoting, try and be creative with the design of your bullet points ( e.g. animated pointing finger).

Then you should have testimonials, I would personally steer clear of income claims. Once again be creative, maybe using the strip of paper effect.

Finally at the bottom of your page add a second opt-in box. If your prospect has bothered to read your whole page, don’t make them scroll back to the top to submit their details.

So in summary, beneath the fold you will need:

Light Sales Copy (intro and content about you)
Bullet Points (5 max, inc features and benefits)
Testimonials
Second Opt-in Box

Remember you will probably have less than 2 seconds to "connect" with your potential customer, so make your page count…otherwise you might as well go back looking for a J.O.B!!!