You’re probably familiar with the concept of lead generation, but what is lead capture?

Well, it’s pretty self-explanatory. Lead capture simply refers to the act of capturing leads.

If you’re looking at this term in the context of a CRM system, it could also allude to the process of saving lead information in your system.

This begs the question(s)…

What’s a lead capture page, and how do you use it to generate more leads?

We’ll answer both of these questions (and more!) in this article, so read on to find out!

What is a lead capture page?

In a nutshell, a lead capture page is a specialized type of landing page that’s specifically used to capture information about your leads.

Here’s an example of what a lead capture page looks like:

What Is Lead Capture Image Source

Now, you might be wondering… don’t all landing pages capture information?

Well, if you’re in the B2B world, that might be the case.

Businesses in other industries use landing pages to do other things, though.

For example, if you’re an eCommerce store, you might run PPC ads and direct traffic to specific product pages. In this case, your product pages are your landing pages – and since the goal is for your visitor to make a purchase, you won’t see any forms on these pages!

Check out: How to Create a High Converting Landing Page in WordPress

Lead capture pages vs homepages

Here’s a question that we get a lot:

Is it absolutely necessary to set up a lead capture page to get information about your leads? Can’t you just direct your leads to your home page?

The answer is… you should definitely use a lead capture page (or even multiple pages, if your company sells a wide array of products/services).

Here’s an example:

Say you’re a small business owner who wants to hire an SEO agency.

When you search “SEO agency” online, you see that one of the top listings is for a company called Webnatics.

After clicking through on the link, here’s the lead capture page that you get redirected to:

What Is Lead Capture

Because the header says “SEO - Search Engine Optimization”, you immediately know that the page is relevant to what you’re looking for.

And when you scroll down, there’s more information that talks about:

  • What is SEO
  • Benefits of SEO
  • Webnatics’ SEO services

So far, so good. You’ll probably fill in the form on the page, and enquire about their services.

What if Webnatics didn’t have a lead capture page, though?

If that’s the case, you’ll be browsing the agency’s homepage instead. Here’s what it looks like:

What Is Lead Capture

You don’t have to look too closely to realize that the term “SEO” is nowhere on the page (while you’re above the fold, at least)…

So your first impression will probably be that this search result isn’t super relevant to you.

Now, this might be enough to make you exit the page.

But if you do stick around, and continue reading, here’s what you’ll see below the fold:

What Is Lead Capture

Okay, so now it’s clear that Webnatics does offer SEO services.

That said, the fact that SEO is only ONE out of the four services featured here kind of makes Webnatics look like it’s a Jack Of All Trades.

That’s not what you’re looking for – you want an agency who specializes in SEO. Again, the chances are that you’ll churn, and return to Google to check out their other listings.

The bottom line?

You don’t want your potential leads to land on your homepage – they’ll get overwhelmed by all the information they have to sift through, and leave in a flash.

So here’s what you should do:

Set up a lead capture page that’s more targeted to your consumers, and use this page to communicate ONLY the relevant information to them.

Best practices for your lead capture pages

Cool, you’re now clear on how important lead capture pages are.

Next, we’ll discuss the best practices that will help you optimize your lead capture pages.

Optimize the position of your form

Your form is pretty much the most important element on your landing page, and where you position your form on your page is crucial.

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Your two options are above the fold, or below the fold.

Now, the obvious choice is to place your form above the fold. This maximizes your form’s visibility, which means that you’ll get more conversions… right?

Well, it really depends.

If it’s a straightforward offer (such as a free eBook!), then you can go ahead and place your form above the fold.

But if your offer is complex, requires more explaining, or isn’t free, then it might be better to place it below the fold instead.

Here’s the rationale behind this:

Assuming you’re dealing with a complex offer, or a paid offer, you’ll want to explain your offer’s benefits and communicate its value BEFORE asking your visitors to commit.

In other words: hook them in, then tell them how much it costs.

You don’t want to run the risk of your visitor churning without fully understanding your offer!

Optimize the length of your form

Now that you’ve nailed the position of your form, here’s the next thing to optimize…

The length of your form.

Now, there’s no hard and fast rule when it comes to how many fields your form should contain. It depends on your objective and your offer.

If you want to generate as many leads as possible (and you’re not super concerned about the quality of your leads), then go ahead and use shorter forms.

Obviously, the shorter your forms are, the faster and more straightforward they are to fill out. This gets you more responses.

One caveat to this is with 1 vs 2-field forms. Strangely enough, 2-field forms get more conversions than 1-field forms…

What Is Lead Capture Image Source

If you’re offering something that’s relatively low in value, or something that’s non-unique, then you might have to make do with a shorter form as well.

Say you’ve created a lead capture page to promote your SEO checklist, for example.

There are a gazillion and one free SEO checklists that consumers can download – yours isn’t the only one.

Bearing this in mind, you don’t want to make your form too long and unwieldy; if that’s the case, your lead will just choose to download someone else’s checklist instead!

Check out: this case study which shows how you can achieve an 188% increase in leads simply by reducing the number of fields in your form from 20 to four. (This is a pretty long article, so Ctrl + F and search for “Marketing Experiments!”)

Alright, on to long forms.

As compared to short forms, long forms help bring you more qualified traffic.

After all, it’s only folks who are really interested in your offer who will take the time and energy to fill out a long form with plenty of fields.

So here’s what plenty of businesses do – they purposely put a long form on their page to qualify their leads.

Say I’m an SEO agency that’s offering a free consultation + SEO audit to potential customers. Obviously, I wouldn’t want to waste my precious time talking to low-quality leads who won’t end up converting.

To filter out leads who are less serious, I’d create a more detailed form that asks a lead:

  • When their company was founded
  • How many employees their company employs
  • Their website URL
  • Their objective/goal

And more. This way, when I get a lead from this form, I know that they’re genuine, and there’s a high chance of them becoming a paying customer.

Make your Call To Action (CTA) button stand out

Take it from us… your CTA can make or break your lead capture page.

How should you optimize your CTA button?

What Is Lead Capture

Obviously, you’ll want to have this button stand out from the rest of your page.

Marketers or business owners tend to favor using a red or green CTA button (because these colors are eye-catching), but you can actually use any color as long as it stands out.

Another way in which you can optimize your CTA button is to switch up your CTA copy.

Now, it’s easy to slap a generic:

  • Find out more
  • Download now
  • Get free eBook

On your CTA button and call it a day, but you’re really not doing yourself any favors if you stick to such boring, monotonous copy.

Check it out:

This website changed their button copy from a standard, uninspiring “Join Us” to “Make Money Flipping Websites”…

What Is Lead Capture Image Source

And this ONE change brought them an impressive 33% increase in click throughs.

To improve your copy, here are a few tips:

First, use emotive language such as “destroy”, “crush” and “skyrocket”. Example: “Download this cheatsheet and start crushing your competition”.

Next, use first person pronouns; these are proven to boost conversions. Example: “Download my free eBook”.

Last but not least, mention the benefit of the offer in your copy. Example: “10x your website traffic with your free SEO checklist”.

Remove your navigation menu

Here’s one thing that all good lead capture pages have in common…

They don’t have a navigation menu or links that allow site visitors to browse through the rest of the website.

Why is this the case?

Well, navigation menus and links are pretty distracting.

Say your visitor clicks on your case studies section, and they see that their competitor is featured there. They might download your case study and send it to the rest of their team, and in doing so, get distracted by the unread emails in their inbox.

If they remember to come back to your site after that, then that’s awesome.

But if not, then that’s a lead that you’ve just flushed down the drain.

Remember, a lead capture page has to be laser-focused, and it has to gently but firmly steer your site visitor in the direction of your lead form.

So make sure you remove your navigation menu; doing this will reduce the likelihood of your visitors getting distracted!

Build trust with your site visitors

Trust has always been a major obstacle stopping consumers from engaging with online businesses and websites…

And seeing as how we’ve been hit by one Facebook data breach after another in 2018, it’s safe to say that this obstacle won’t be going away anytime soon.

So, here’s the goal:

You want to get your leads to look at you as a trustable, reputable company, and NOT a faceless entity.

This way, they’ll feel more comfortable giving their personal information to you.

How do you do this?

First, make sure to back up any claims that you’re making.

If you’re saying that SEO is the digital strategy that gives businesses the highest ROI, for example, link to the website that you got this information from.

(Dodgy sites such as don’t cut it – you’ll want to reference reputable sources and publications such as Forbes, Harvard Business Review, etc).

Next, pad your page out with plenty of testimonials and reviews.

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Generic testimonials that say “Great company, would recommend them!” aren’t effective. You’ll need more informative, insightful testimonials to convince your leads.

These might talk about:

  • Why your customer chose to use your product
  • Whether your customer switched to your product from a competitor’s product
  • Whether it’s easy to use your product
  • What your customer likes about using your product
  • The results a customer has achieved with your product

Moving on, you can also feature content on your lead capture page that positions you as an expert in your field.

Here’s how Venture Harbour does it:

Instead of featuring any old photo of their CEO, they specifically chose a photo that shows him giving a presentation at some sort of event.

What Is Lead Capture Image Source

Not every Tom, Dick or Harry will get invited as a speaker at these sorts of things, so the implication is clear: their CEO is legit.

Last but not least, include a “highlight reel” of companies that you’re associated with.

This could include clients you’ve served, or it could be a list of prominent media and publications who have featured your company.

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That should give you a big, nice dose of social proof.

Convey the value of your offer

Now, the key to getting your leads excited about your offer is contextualizing it.

Basically, you want to convey the value of your offer.

Say you’re offering a digital marketing eBook, for example. You don’t want your lead to think about this eBook as just another one of those eBooks out there…

So tell your lead WHY your eBook is better than the rest.

You could talk about the content of your eBook:

I interviewed 53 leading marketing experts including Neil Patel and Jon Loomer, and got them to spill their best tried-and-tested digital marketing strategies. This eBook is a compilation of all 53 tips, plus I’m throwing in an action plan that you can use to increase the effectiveness of your digital marketing efforts!

Or what you’ve achieved with the content in your book:

This eBook contains 53 digital marketing strategies that I’ve personally used to grow my revenue by 1,542% in the past 6 months. With each strategy, I walk you through the pros and cons, best practices, and pro-tips to help you maximize your marketing budget.

If you’re offering a free consultation or audit, you can also talk about its monetary value:

CompanyName is offering a free 1 hour SEO consultation (worth US$120) for the first 10 sign-ups. This SEO consultation includes an site audit, a heatmap analysis, keyword recommendations, and a 10-step action plan.

Now, doesn’t that sound a lot more compelling than “Free SEO consultation”?

How to create a lead capture page

Now that you’re familiar with the theory of what makes a great lead capture page, it’s time to get down to actually creating your page.

Here’s a 9-step guide that will walk you through the process!

Step 1: Identify how many lead capture pages you need.

Lead capture pages serve to segment your customers, so the first thing you’ll need to do is figure out HOW you want to create these segments.

One easy way of doing this is to base it on your different products and services.

Remember Webnatics, the marketing agency that we talked about earlier?

They do SEM, SEO and website development.

So it makes sense to create three different lead capture pages: SEM, SEO and website development.

Next, you should also take into account the different offers that you want to communicate to your (potential) leads.

Let’s use the same example – Webnatics.

Say this agency generates their leads via three different ways:

  • They offer 7-days email courses.
  • They offer a free eBook download, and
  • They offer free site consultations.

Obviously, you shouldn’t be using the same lead capture page for all three offers.

Instead, you’ll want to design a standalone page for each offer.

This will bring us to a total of 9 different lead capture pages:

  • SEM email course
  • SEM eBook
  • SEM consultation
  • SEO email course
  • SEO eBook
  • SEO consultation
  • Website development email course
  • Website development eBook
  • Website development consultation

Pretty simple, right?

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Step 2: Gather reviews and testimonials.

If you don’t already have an arsenal of reviews and testimonials, now’s the time to start collecting these.

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Like how we discussed above, you’ll want to add these to your lead capture page to build trust with your site visitors.

Check out: 12 Questions That Lead To High Quality Testimonials

Step 3: Sign up for Instapage.

There are plenty of great landing page builders out there, and Instapage is one of them.

All new users get a 14 day free trial with Instapage, so go ahead and sign up now!

Step 4: Choose a template.

Once you’ve signed up, you’ll be redirected to a page where you can choose a template.

What Is Lead Capture

You can filter these by category using the menu on top, so have a look at your different options, then make your pick.

Step 5: Name your page.

The next step is to name your page…

What Is Lead Capture

Step 6: Customize your page

After you name your page, you’ll get redirected to the page builder.

What Is Lead Capture

Now, here’s where the fun starts. It’s time to customize your page!

We’ll walk you through the basics…

To move any element on the page, simple click on it, then drag and drop it.

To delete, duplicate, or arrange any element so that it stacks on top or below another element, click on it, and choose the relevant option from the menu that appears.

To add an element (a headline, paragraph, image, button, form, etc), click on the relevant option on the menu at the top of the page, and drag the element to wherever you want it.

Take your time and play around with the different elements – there’s a ton to choose from.

There’s even a countdown timer that you can add to your page (again, you can find this at the top menu). This is particularly useful in conveying urgency and driving your site visitors to take action, so go ahead and experiment with it!

Step 7: Preview your page

Once you’re satisfied, click “Preview” on the top menu to check out how it looks.

All good? Toggle over to Mobile view, then click “Preview” to make sure everything looks great there as well.

What Is Lead Capture

Step 8: Get team members to comment

If you’d like to get your team members’ feedback, there’s a neat Instapage feature that will allow you to do that.

Either add your team member as a collaborator, or get them to sign in with your account – then ask them to click on “Comment” on the top menu.

This allows them to access the page in “Comment” mode…

What Is Lead Capture

…and they’ll be able to click anywhere on the page to flag out an issue.

Step 9: Publish your page

Once you’re done, hit the “Publish” button on the top menu.

What Is Lead Capture

You have a couple of options here, including WordPress, Facebook, or a custom domain.

If you want to publish your lead capture page to your WordPress website, simply click on the Wordpress icon, and follow Instapage’s instructions.

Annnd you’re done! Pretty easy, huh?

BONUS: How about those people who don’t convert as leads?

You can optimize your lead capture page as much as you want…

But at the end of the day, no lead capture page is perfectly watertight.

Yes, you might have an engaging, hard-hitting headline, and your page might come packed with gushing testimonials and rave reviews.

Still, this doesn’t mean you’ll be able to capture 100% of the visitors who land on your page.

Why is this the case?

Well, a likely reason is that your visitor is still exploring various options, and they’re not ready to get in touch with you just yet.

Luckily for you, there’s a way for you to track your website visitors, and figure out who’s leaving your page without filling up your form.

You can do this using Albacross, which is a free lead generation tool that we’ve created for marketers and business owners.

What Is Lead Capture

Don’t worry – Albacross is insanely simple to use, even if you’re not a techie.

We’ll walk you through the process:

Step 1: Sign up for a free Albacross account. This takes just 30 seconds, and you don’t need to key in any credit card information!

Step 2: Paste Albacross’s tracking script on your website.

Step 3: Sit back and wait for Albacross to collect data on your visitors.

Once Albacross has enough data, it’ll start sending you email reports (either daily, weekly, or monthly) about your site visitors.

Apart from who’s visiting your site, we also include information on:

  • What company they’re associated with
  • The annual revenue of that company
  • The number of employees in that company, and
  • Their contact information

Pretty cool, huh?

Think of Albacross as a “safety net” of sorts.

Yes, you should be able to get more site visitors to fill in the form on your lead capture page once you’ve optimized it…

But for those visitors who “leak” through, you can still get ahold of them using Albacross!

Again, Albacross is 100% free to use, and once you set it up, you’ll get a steady stream of lead information, delivered to your inbox.

To sign up for an Albacross account and tighten your funnel, click here.

Learn More On The Topic

What Is Lead Capture (+ How To Use Lead Capture Pages To Skyrocket Your Leads)

You’ve made it all the way to the end of this guide on lead capture… give yourself a well-deserved pat on the back!

Now, here’s a summary of everything we’ve discussed:

  • What is lead capture? This is simply the act of capturing leads.
  • A lead capture page is a specialized type of landing page that’s used to capture information about your leads.
  • You should always set up lead capture pages instead of driving traffic to your home page, because this will allow you to convert your visitors more effectively.
  • Best practices for lead capture pages include optimizing the position and length of your form, making your CTA buttons stand out, removing your navigation menu, building trust with your site visitors, and conveying the value of your offer.
  • You can set up a lead capture page using Instapage. You’ll have to identify how many lead capture pages you need, collect your reviews and testimonials, choose a template, name your page, customize your page, preview your page, get your team members’ feedback, and finally, publish your page.
  • To tighten your lead capture process, and make it more waterproof, use Albacross to track your site visitors

What are you waiting for? It’s time to get started on creating your very first lead capture page.

Go forth and generate those leads! ;)

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Marcus Svensson

Head of Growth

Marcus Svensson is responsible for the Growth of Albacross with previous experience as a founder and background in Mathematics.