Thursday, August 27, 2009

How to Create a Capture Page that Turns Visitors into Leads

by Aaron Chen

Capture pages are common in the online marketing industry although some may not be aware of their actual usefulness and critical importance to a newly established home business. Also called "squeeze pages", these Internet marketing tools are used primarily to collect information about prospective customers - their email addresses and basic data such as first name and last name, phone number, etc. This set of information becomes the marketer's window to his vast market.

But soliciting such personal information from total strangers is easier said than done. You have to design a good squeeze page to capture the attention and interest of visitors for them to trust you with their personal information that you need for your business. Since capture pages are about prospecting and mining for information, they must be developed in such a way that the prospect will feel comfortable giving out their personal information.

When a network marketing newbie has no idea how to create a capture page that converts visitors into leads, his prospecting pages turn into email messages sloppily put together without powerful ad copy that gets people interested in an offer. Here are a few tips on how you can design an effective capture page:

1) Use a mix of compelling sales points with powerful psychological triggers.

Most people who create a sales page miss either one or both of these elements. Writing a compelling copy is understandably difficult for beginners so it is best that you first enroll in a copy writing course or hire someone with the necessary experience to help you out.

A capture page with compelling sales points and powerful psychological triggers is one that does not immediately badger prospects into buying. Instead, it promises valuable benefits in exchange for information. It also tries to be brief and avoids taxing the patience of the visitors. Finally, it assures the prospects that the personal information they provide will not be shared with anyone.

2) Concentrate on building enthusiasm with a little bit of hype.

The capture pages should be designed to arouse people's curiosity. One way of doing that is by putting a wealth of information on the page to give the impression that you really know your business. Make sure to clearly explain what solution you are providing and for whom you are providing it for. If you don't present a specific problem that you will resolve, you are not going to convert traffic into leads. It also helps if you create a sense of urgency for the prospect to decide and act posthaste. This call to action will not only raise the value of your offer but also directs the prospect on what to do.

3) Squeeze in such psychological triggers, such as "Proven to Work", "Revealed", and "Insider Secrets".

These buzz words will compel your visitors to continue reading your copy, and will in the process, raise the perceived value of your offer.

4) Ensure a smooth flow of your lead capture page.

If the copy looks amateurish and it doesn't slowly move forward, you won't break down your visitor's resistance to the sale or opting in to become a lead. The capture page does not need to be long since in online marketing, less is often more. You will ensure the smooth flow of your capture page if you condense it in one paragraph citing the benefits of your offer. This technique is expected to boost your opt-in rates.

5) Personalize your copy by using your name, location, picture or video of yourself throughout your page.

This not only builds credibility but also lets people know that there is a real person behind the offer they are reading on the website. You can even put your phone number and name in your privacy policy to help build your credibility and convince visitors you're not out to spam them or sell the information they provide you to spammers.

Of course there are also ways to get capture pages that are designed by professionals in the business. As a newbie to this industry, I would recommend using this route as it will save you a lot of pain and time.

About the Author

Aaron Chen is an Online Marketing Specialist & Coach in the Network Marketing Industry. He shows other network marketers how to leverage the Internet to dominate the competition.