Looking to capture the names and email addresses of people visiting your website?
This information is sacred; email addresses are one of the most valuable currencies of the online world. With it, companies have the power to reach their leads where most can’t: their email inbox.
What is a lead capture page?
A lead capture page does what the name suggests: it captures the information of leads already on your website. (It’s also known as a landing page for this reason. You’re collecting information from people landing there.)
Usually, you’ll need to give something away on your lead capture page to convince someone to handover their information. That might include:
An invitation to a webinar
An eBook or whitepaper download
A discount code or special offer
A free trial of your product
6 lead capture page examples
Now we know what a lead capture page is, here are six of the best examples to help create your own:
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1. TransferWise’s currency calculator
A great lead capture page gives your audience value—we know that. But that value doesn’t always need to be hidden behind a lead capture form.
Take TransferWise, as an example. Their main selling point is the fact it’s cheaper for their customers to convert and send money in different currencies. So, they have a currency converter on their homepage, with a “get started” button to push people towards their sign-up page:
2. ConvertKit’s workshop lead capture page
The landing page you’re using for your webinar is a lead capture page, too. This ConvertKit sign-up page is a perfect example of a well-branded one. It has a clear date and time, alongside a simple form with a “save my seat” call to action.
Plus, it doesn’t just ask for your email address. You’ll need to enter your first name and your subscriber count. That way, the ConvertKit email team can send personalized emails using your name, with content you’d find useful based on your subscriber count, in the future.
3. Codecademy’s “get started” form
Social proof is an important part of any lead capture form. People need to know that you’re a trustworthy brand before they hand over their email address. You can do that by showing people who’ve done it before.
This doesn’t have to be complex, though. Codecademy’s homepage has a simple headline saying “join the millions learning to code with Codecademy.” This gives their leads confidence to sign up—removing a common barrier to sharing contact information for your leads.
4. ClearScore’s free credit score form
Another great way to encourage a lead to handover their information is by giving them free access to your product.
You don’t have to create a freemium model, though. You can follow Clearscore's example and offer part of your service for free in return for an email address. In this case, they’re giving away free access to a customer’s credit score.
Once leads start using your free product, they’ll start understanding how great the product is first-hand. They don’t need tons of social proof messages; just great product experience and an upsell sequence inside.
5. Venture Harbour’s newsletter sign-up
Getting your lead’s email address means you’ve opened a new line of communication with them. They’ve opted-in to hear from you, which gives your marketing team the ability to send them personalized offers, content, and product recommendations.
This lead capture page example from Venture Harbour shows how you can do that. It gives social proof by mentioning the fact that they’re one of the UK’s fastest growing technology companies, and highlighting that almost 19,000 people are already on their list.
Plus, it asks for their lead's job role and location—two bonus snippets of information they can use for email personalization. The Venture Harbour team can categorize this information to prioritize their most important leads based on their job role and location:
6. The Lip Bar’s exclusive deal
Lead capture pages don't just have to be dedicated pages. You can also turn any content page or product page into a lead capture page by presenting a lead capture offer front and center.
You need to give something in exchange for a lead’s contact information. For The Lip Bar, that’s an exclusive deal that you can only get by entering your email address.
But where this example excels is the bonus information they’re asking for. They’ve made it mandatory to select a box that matches your complexion to a celebrity. That way, The Lip Bar knows which makeup shades to recommend to you—helping deliver personalized advice and product recommendations via email:
How to create a lead capture page
You can start creating your own page with your ConvertFlow account.
We’ve got a bunch of professionally-designed lead capture page templates for you to choose from. All you’ll need to do is pick the one best-suited to the item you’re giving away (such as a webinar or eBook), and customize the content to encourage people to sign-up for the offer.
Once you’re happy with the lead capture page, head to the launch page in ConvertFlow and define a URL for it to show on. Then, it’s time to start promoting it—and collecting contact information.
The hardest part of creating a lead capture page is often getting people there. Sure, you can have the most convincing copy in the world. But if nobody sees it, you won’t collect any information on your leads.
Start promoting your new lead capture page by:
Sharing it on social media. Take the thing you’re giving away and write a social media-friendly post that encourages people to click-through. You could invest some money into paid social media ads if your organic reach is small.
Linking to the URL from your navigation bar. Make it easy for people to access the lead capture page by including it in your main, footer, and sidebar navigation bars. This can help boost its’ SEO power, too.
Adding a call to action beneath your content. Use tactics like SEO and social media to drive people towards free content. Then, add a call to action that pushes them towards the landing page, using the offer as your hook.
Ready to launch your lead capture page?
As you can see, creating a lead capture page isn’t complicated. Just pick and customize your ConvertFlow template, and use these tips to start driving traffic there.
You’ll soon see a bunch of leads populating your subscriber list.
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.
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