Invaluable Tips on Setting Up Your Capture Pages.

A lead capture page, also known as a landing page, is the first webpage that a visitor sees after clicking on an advertisement such as a banner ad. It is extremely important that a company immediately make it's case upon that page, and as frankly as possible, because the effectiveness of the marketing campaign is dependent on that page's ability to retain the visitor. Just as people change the channel on their TV if they don't like the ad, they will navigate away from a lead capture page if it doesn't appeal to their interest. Lead capture pages are designed to immediately present a visitor with relevant information and then direct them to the main site.

There are five major ways to make a successful lead capture page. The first and most common way is with simple, declarative statements and obvious images. For example, if a company sells frozen steaks online, their lead capture page might feature a picture of a steak, blown up to full size, with the headline "You can almost smell it! Click here to order!" This simple message lets the visitor know what's being offered, that they want it, and how to get it.

Another common way is to use testimonials from satisfied customers. If possible, include photographs of the customers with the testimonials, as this makes it feel more genuine. People are also more likely to read a testimonial from a face they feel is friendly. Testimonials make it clear that the product is worth buying.

A third way is to seed the page with important keywords, usually hidden deep in the page's code or content. This is where search engine optimization, or SEO, most comes into play. This helps the page receive more visitors, and helps it do it's best.

A fourth way is to ensure that the page provides independent evidence. Potential customers are attracted to positive reviewers from customer advocacy websites or other parties who have their interest in mind. Data, graphs and charts is also a great way to let a customer know that the product they are working at is high in quality.

The last method, and quite possibly the most important, is to avoid clutter. Large or goofy advertisements with garish colours with dissuade even the most interested customer. Spelling and grammatical errors will also drive them away, as they are an indication that the company just doesn't care about their image.

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