The Ultimate Guide to Creating An Effective Lead Capture Page

A lead capture page can be one of your best weapons when it comes to gathering new leads and potential customers for your business. However, not every business takes full advantage of this type of tool – when really it should be at the top of their list.

Keep in mind that not all lead capture pages are successful. In fact, a lead capture page will not be helpful in gaining new leads unless it’s done right.

So, if you’re wondering how to create an effective page – you’ve come to the right place.

In this article we’ll take an in-depth look at lead capture pages and give you some tips and tricks for creating a page that will help you gain new leads and ultimately customers.

This article will discuss:

What is A Lead Capture Page?

lead capture page example

A lead capture page, also known as a landing page, is a standalone page on your website that is designed specifically to convert site visitors into leads and, ultimately, new customers and clients. 

Also known as a landing page, a lead capture page is intended to endorse just a single offer or promotion and includes a lead capture form. The form is used to gather consumer information that can be later used to make contact and build a relationship with potential new customers.

Landing pages are used by marketers to gather the personal information of consumers who are in the interest phase of the sales funnel. Their contact info can then be used to help marketers move the consumer down the funnel towards the action phase.

Want to learn more about your sales funnel and how to use it to increase sales? Check out What is a Sales Funnel – What it is And How it Works” for more information. 

One of the most important things to keep in mind when developing a landing page and lead capture form is that the goal of this content is to entice the visitor to want to learn more about your company – not to push the visitor into providing their contact information. 

Being too pushy will result in one of two things – it will drive consumers away or it will provide you with the contact info of people who are really not interested in your business and therefore a waste of time, effort and resources.

In order to be successful in gathering valuable consumer contact info, the landing page and lead capture form should include certain elements and follow a particular structure and design. 

What Are The Benefits of A Lead Capture Page?

lead capture page benefits

A lead capture page is an effective way to gather consumer information including name, email address, phone number, etc. This valuable info can be used to contact a consumer and hopefully convert them into a customer.

A well thought-out and effectively designed landing page offers the following benefits:

Aid in reaching business goals

a well-developed landing page will directly help you reach your goals. Whether it be growing your email address list, increasing newsletter subscriptions or promoting a new product, a page that targets your ideal customer with the right message will help you reach them and encourage them to take action.

In addition, properly designed landing pages will help you measure success and show you where improvements can be made.

Increased conversion and click-through rates

with a landing page that is optimized for lead generation, you can greatly improve your conversion rate and CTR (click-through rate) and see many more form submissions.

If it is designed properly, there will be a very clear CTA (call to action) for consumers. As long as the CTA is simple, clear and easy to follow through on, your landing page will be sure to increase conversion and click-through rates.

Clicks matter, but what’s the difference between Costs-Per-Click (CPC) and Cost-Per-Mile (CPM)? Find out in CPM vs CPC – What’s The Difference & Why Does It Matter?”

Gather qualified leads

It’s not enough to attract a large volume of leads if these consumers have no interest in your product or service. A well designed landing page will help you collect contact information of consumers who are interested in your business.

By collecting the info of qualified leads, you can save yourself time, energy and money. On the other hand, collecting contact info for just anyone will create a large list of people you’ll need to filter through in order to find consumers who are actually interested in what you have to offer.

Improved sales

By creating a page that helps to gather qualified leads, you can greatly increase your sales by using this information to connect with and build a relationship with consumers who are likely to become customers.

Provide valuable data

In addition to contact information for potential customers and clients, landing pages can provide insight into effective language and imagery, channels that bring the most leads, which products or offers are the most intriguing to consumers and more.

This information can help you improve your site, create effective landing pages in the future and even give you insight into your customers. This information can be used in the development of new products, services, offers and advertising campaigns.

With all of these benefits, it’s easy to see why any business should want to use landing pages!

Once you’ve decided your business will benefit from landing pages and lead capture forms, the next step is to build them with optimization in mind.

What Should A Lead Capture Page Include?

landing page example

There are two very important goals that a lead capture page must achieve in order to be successful. 

First, the page must appeal to a consumer’s emotions and, second, it must be designed to attract visitors that are the most likely to convert into customers.

In order to do this, a landing page should include the following aspects:

Minimal copy

While you don’t want too little copy, you should include just enough content to get the point across. You don’t want to talk your customers’ ear off, but at the same time you don’t want them wondering what you’re actually offering.

Organizing your points into bullet form can also be helpful for consumers to more easily read through and understand your offering.

Eye-catching and informative headline

An attention grabbing headline is important to the success of your landing page. You only have a few seconds to capture the attention of your viewer before they leave your site. Therefore, your headline should be intriguing and to-the-point – it should let visitors know exactly what you are offering, encourage them to learn more and inspire action. By making your offer or intention clear right off the bat, you are more likely to only keep interested viewers around.

Impactful images

A picture is worth a thousand words – like the saying goes, images can convey a lot to your target audience. Be sure that you are using intriguing imagery that reinforces the offer on your landing page. Eye-catching and relevant images help users connect with your message and can even evoke emotions.

Keep in mind that consumers these days are smart – standard stock images are not the best way to go. Always use custom images, if possible.

Product/service photos

Along with general images, be sure to include images of your product or service as well. This will demonstrate to your audience exactly what they can expect from your offer and entice them to carry through with submitting their contact info.

Product/service benefits

Make sure to include the benefits of your product or service to demonstrate why visitors should be interested in your offering.

 What problem does it help them solve? What need does it fulfill? Addressing these questions by listing benefits can be very helpful in gaining interest. Again, consider putting these benefits in bullet form to make the list clear and easy to read.

A lead capture form

The position of this form is very important. In order for it to be most effective, make sure to position your form above the fold. This position will ensure that page visitors see the form – giving you a better chance of them filling it out. Forms that are placed near the bottom of a page often get missed, as many consumers don’t make it down that far.

In addition, the form should have as few fields as possible. The shorter the from, the more likely a visitor is to fill it out. However, it’s important to keep in mind that there is a trade-off between long and short forms. Short forms are more enticing and easier to fill out – meaning more people will submit their contact info. Long forms, however, show commitment to interest, meaning that users that fill out a long form are hypothetically more qualified because they took the time to fill out the form, demonstrating their interest.

Also be sure to pay close attention to your call to action button. A call to action button may seem like a simple inclusion however, this aspect can be optimized to improve click-through-rates. Ensure that your button stands out and that its copy uses personalized language. For example, rather than “Submit” or “Download Case Study” your button should say something more unique and personal like – “Send Me the Case Study” or “Download My Case Study”.


Testimonials from previous customers are very helpful to include on your landing page. These testimonials demonstrate to potential clients and customers the value of your product or service. Positive, real-life examples and experiences help new customers to feel more confident in what you have to offer and help you gain trust with them.

Logos and badges

In addition to testimonials, there are several other things that you can include on your landing page that will help you develop trust with visitors. Whenever possible, you want to include content that demonstrates the validity of your claims about your business and demonstrates your position as an expert in your field.

Including things like logos of well-known and respected companies you have previously worked with will show that you are trustworthy and provide a quality service or product.

Badges that demonstrate accomplishments and academic credentials, for example, a Google Partner badge, are also great for establishing trust and authority.

Finally, trust seals such as a VeriSign or SSL badge, show that you are dedicated to the security and safety of your customers’ personal info.


Offering visitors an incentive, also known as a lead magnet, to provide their personal info is a great way to elicit action. Some sort of offer like a free gift or trial will give customers an incentive to leave their personal details with you.

Add a privacy policy

Although not always necessary, it does help to ease the mind of consumers when they can see your Privacy Policy and read that you will not be selling their contact details to third-parties.

Online security and privacy is a huge issue these days and consumers can be protective over their personal information. Help them overcome their concerns by providing a short statement about your privacy standards and offering a link where they can read your full Privacy Policy. This will go a long way in building trust with visitors so that they feel more comfortable sharing their information.

In addition to including these aspects on your landing page, it is important that you establish a way to collect data about the behaviour of users. Installing Google Analytics, for example, is a great way to monitor behaviour on your landing page. The valuable insights that come from this can help you see where you are succeeding and suggest what you can do to improve conversions.

Key Takeaways on Lead Capture Pages

Landing pages are a great way to increase conversions and collect consumer information that can be used to help you convert visitors into customers.

The contact information of qualified leads is highly valuable and can be used to contact potential customers and clients in order to share further information about your product or service.

By including an optimized lead capture form, relevant images, intriguing copy, an incentive of some kind and proof of your company’s success and credibility, your landing page will surely be effective in capturing qualified leads.

If you don’t already utilize landing pages on your website now is the time! Landing pages will help you capture leads and ultimately boost sales for your business. So – what are you waiting for?

Written By Terry Say

Terry's an editor and SEO strategist for Advesa. There’s nothing content and SEO he won’t get involved in. We tried, he just always finds a way to put his hands on things! Aside from work, Terry calls himself a ‘stand-up comedy connoisseur’, and enjoys watching intense tournaments in the world of E-sports.