Lead Capture Strategy: How to Turn Unknown Visitors into Engaged Leads in 2022
Around 98% of people who land on the average website will exit without becoming a customer. But that doesn't mean they're lost altogether.
You can capture these visitors as leads, and nudge them through your sales funnel over time.
There's just one problem:
Most marketers persist with a lead capture strategy from the internet dark ages. Continually trying to collect email addresses in exchange for a generic PDF or boring "snoozeletter" subscription.
To succeed in the modern world, you need to play a modern game. So in this guide, we'll share how to create a persuasive, personalized strategy that converts website visitors into engaged leads you can nurture into paying customers.
Ready? Let's get to it 👇
What is lead capture?
Lead capture is the process of collecting contact data from people in order to guide them further down your marketing funnel or sales pipeline. Closely related to lead generation, the goal is to turn anonymous website visitors (with a potential interest in your product or service) into identifiable contacts.
Most marketers start by collecting an email address, although it’s possible to also ask for all kinds of details. You'll then store this data in a CRM to use in email marketing, retargeting, and other forms of outreach—all with an aim of persuading leads to become customers.
Lead capture methods
The first aspect of lead capture is to think about what methods and tools you can use to actually collect contact data on your website.
So, let's take a quick look at five common ways to turn website visitors into email subscribers.
A standard embedded form is one of the most common ways for marketers to collect their audience's information. They can be used to give customers something in return for their contact information—like this example from Hootsuite:
The beauty of lead capture forms is that you can have them embedded almost anywhere. Typical places include:
- Your homepage hero
- On landing pages
- On product pages
- Mid-way through blog posts
- At the end of blog posts
- In your sidebar
- During the signup and/or checkout process
Forms also feed into all the below call-to-action options we're about to discuss, as you'll usually need to embed a form within other CTAs to capture a lead's information. So they're basically an easy way to capture leads across your entire website.
Elise is a writer at ConvertFlow, and expert in B2B marketing. She's been featured in publications like ConversionXL, HubSpot, CoSchedule, Content Marketing Institute, Databox, and more. You'll usually find her cooking up some high-quality content for the ConvertFlow blog or campaign library.