Does your website currently have a lead capture page? If not, then you are likely experiencing a plateau in your company’s growth. Without this powerful way to capture leads, you are missing out on numerous opportunities to drive new leads into your business with your lead generation program.
One of the best ways to capture and convert leads is to have a form embedded on your landing page. This form will encourage visitors to offer you a little bit of their information – a name and email address, for example – in exchange for an incentive such as a free service, discount or download that benefits the user. That way, you’ve captured the lead, but also gained that lead’s interest in your products or services.
The Importance of Lead Forms
According to Salesforce, companies with good lead nurturing strategies have at least 50% more sales than those that don’t. Simply put, high converting lead generation forms are necessary to boost growth and research shows that lead generation forms on a landing page are the most successful.
But what are some of the best ways to create this kind of form? What industry secrets can be used to start capturing large numbers of leads?How can you incorporate them into your lead capture page properly?
Take a look at the tips and tricks below and use them to help you boost your lead generation game.
7 Tips For A High Converting Lead Generation Form
- Always Include Your CTA
Your landing page form must have a call-to-action in order for it to be most effective. For years, the call-to-action has been the fine line between whether you capture a lead or bounce them. Your catchy, actionable phrase must really capture the attention and interest of your website visitors.
Some good examples of CTAs include “Download”, “Try Now”, or “Watch Here”! - Don’t Pressure Visitors to Sign Up
The last thing you want to do is add any undue friction or stress to your website visitors. This is counterproductive and will only scare them away from your business. Instead of using power play through words to try and persuade or convince your followers to sign up, offer a form with no resistance surrounding it.
This means that if you put too many things on your landing page and too many indicators to get people to sign up, you will actually end up with fewer and fewer conversions. In some cases, less is more, and the interest in your company should speak for itself. - Stay Above the Fold
Lead generation forms that are above the fold (typically before the actual start of the webpage body) get way more views. It’s just pure psychology. Not only does it load fast (so it’s the first thing customers see when they arrive on your site), but it also provides an eye-catching form without actually getting in the way of your content.
However, if your company thrives on long-form sales, it’s important to practice the opposite. Putting a lead capturing form below the fold can sometimes be beneficial if you want your customers to read details about your offer first. - Write Interesting Copy
Your lead generation form is about more than just flashy colors and a strong CTA. You need to use words that will effectively capture interest and ultimately the information of new, high-quality leads.
The more interesting the copy, the more interested your visitors will be. Your copy should be giving your readers a perceived value of your goods as well as something that will offer a solution to a problem they may be having (that your company can fix!).
Hosting a webinar? Highlight key learnings or key speakers
Downloading an eBook? Highlight the actionable tips and outcomes they will get from downloading. - Help Leads Fill Out the Form
Different form fields (the areas where visitors can write in their information) can cause friction around the buying experience. Too many you’ll put users off, too little you won’t have all the information you need. So it’s a bit of a balancing act. Since you can’t function without fields you should learn to use them in ways that create the least amount of friction or pressure.
One good idea is to create a form that works in tandem with an Internet browser plugin that stores common field values. Have you ever filled out a form using Google Chrome, and a plugin tries to “auto-fill” the form for you using your name and information?
This is because Google can save your information to make it easier to insert last time. Including this helpful technology will make it easier for visitors to fill out forms as they won’t have to actually write their own information again. - Get Rid of Extra Form Fields
Another way to keep your form fields as stress-free as possible is to remove unnecessary ones. There’s no need to inundate your readers with tons of different fields they need to fill out. This will leave them feeling overwhelmed and distrustful of your lead capturing process.
They may be skeptical of giving you too much personal information for fear that you will spam them with too many calls or emails.
In all honesty, a name and email address field are really the only ones you need. Like we said it’s a balancing act if you try to add more. - Mobile First
If you know anything about modern consumer behavior you know everything is done digitally nowadays. And it’s no secret that most consumers access the Internet using their mobile devices. This makes it crucial that your landing page is optimized for mobile use.
If you’re running paid ads to drive traffic to your landing page chances are people will click these ads from mobile devices. Especially for paid social ads. (LinkedIn, Facebook)
Think about where the form will come, how you’ll display key information. Your desktop page may look on point, but if the mobile version is lagging the results, or lack of, will speak for itself.
One little tip, if you’re requesting a mobile number make sure that when his field is selected the input is automatically on the number pad rather than standard text entry. This is a small thing but will make it a lot smoother for users to enter numbers.
Make A Smooth Lead Form Today!
You can easily capture leads using a smart, simple, and streamlined form on your landing page. Work on reducing the friction surrounding the process for your web visitors; they won’t want to be pressured into signing up for something they haven’t decided they want yet. Just try to make it an interesting and engaging process highlighting the benefits.
Your business should be able to speak for itself, although a strong CTA will really help you convert those leads and nurture them long term.
Lead generation is changing. And moving forward, it starts with the landing page. Guide your visitors through an experience they will never forget, and one that will help you grow in profits and success.
Image Credit: Search Engine Journal
The original version of this article was first published on V3Broadsuite.
- 7 Tips for A High Converting Lead Generation Form - July 14, 2020
