Internet Marketing Digital_marketing_for_dummies | Page 164

Creating a Lead Capture Page
The lead capture page, sometimes called a squeeze page, is an important landing page type
to any business that benefits from lead generation. As demonstrated in Figure 7-1, the lead
capture page is an extremely focused page containing the following:
A gated offer: A small “chunk” of value that solves a specific problem for a specific
market that is offered in exchange for their contact information. You can learn more
about gated offers in Chapter 3.
Headline/subheadline: Text at the top of the page that compels the site visitor to read
the bullets and consider taking the gated offer on the page. We cover headline strategies
in Chapter 5. Although the headline tactics discussed in Chapter 5 focus on blogs, you
can also apply them to the headline of your landing page.
Bullets: Strong statements that outline the benefits of the gated offer.
Product image: If you can show a visual representation of the gated offer, do so. This
approach may not be applicable to all offers.
Proof: Include trust icons such as logos of associations you are a member of,
reputable brands you are associated with, or testimonials from satisfied customers.
Lead form: The form is the mechanism that actually collects the contact information.
Ask only for information that you plan to use in your marketing. In general, the
more information you ask for in your form, the lower your conversion rate will be.
So if, for example, you don’t plan to follow up via telephone, don’t ask for a phone
number in the lead form.