Sales Lead Capture from Landing Pages with Compelling Propositions

For a significant number of the pages on your website, sales lead capture will be a high priority objective. Very often, captured sales leads take the form of visitor names and email addresses that have been exchanged for something of immediate value to the prospect at a given moment in time.

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.

KEY THOUGHTS!

NO LEADS BEING CAPTURED?

Could be poor traffic quality or your value proposition isn't compelling

HEADLINE IS IMPRTANT

Your headline will be picked up in a scan. If you are happy that your visitor quality is good, a headline is often a very good thing to split-test

THANK YOU PAGE

A simple Thank You page simplifies tracking

DOWNLOADABLE CONTENT?

Never immediately present your opt-in content. Instead, email a link to it so you can confirm email contact by tracking the download.

CONTENT PERFORMANCE

Measure content performance from its ability to capture sales leads

EDIT OR REMOVE

Modify and test content until it starts to consistently convert (capture sales leads). Big effort leads to big returns!