TRANSITION FROM ANONYMOUS TO IDENTIFIED
The act of sales lead capture from your website is the transition from an anonymous visitor to your website to a personally identified sales prospect.
Capturing a lead is what triggers a very scientifically produced digital and non-digital sales process which nurtures that lead to ultimately becoming a customer.
Prospects may identify themselves directly in three basic ways; by making a call to the number on your website, by clicking on an email link or by opting-in on the back of a value proposition that was compelling for them at that particular moment (the stage in their buying cycle).
Although not covered here, there are also indirect ways to identify prospective buyers who visit your website, but these are not considered “permission” based and if you operate in B2C market, you will need to exercise caution relating to anti-spamming and other reputational recriminations. B2B companies may significantly benefit however from these indirect methods!
The science of sales lead capture from a lnding page is as much science as it is art. The bottom line is that many of your website pages should have this as an objective. It is probable that your website will include many different types of sales lead capture value propositions target both the same and different stages in the buyer cycle. Bear in mind that, a buyer may have several informational needs within a single buyer cycle stage. Many of these need can be delivered during the lead nurturing stage of your sales process.