“Attract and convert! Attract and convert!”
You’ve heard the buzz phrase more times than you can count— but do you know how to bring in and convert leads into paying customers? Or why it’s so essential to have capture points on your business website? Sure, getting traffic to your website is critical. Maintaining contact with the right people who land on your site, however, is key for business growth. Here are a few ways to capture leads, improve lead generation, promote list expansion, and keep the right customers coming back for more:
Capture Points: What Are They & Why Should You Care?
For starters, business websites exist for one of two reasons: either to generate brand awareness or to generate leads. If you aim to simply create awareness around your brand, its services, or its products, then offering up your website as an informational “dumping ground” for content makes sense. However, if your goal is to generate leads and turn said leads into paying customers, you’ll need to be more strategic in your content marketing approach.
Here’s where capture points and gated content come into play. Web content that is “gated” is kept hidden behind metaphorical lock and key and is only to be shared with visitors who are willing to provide something in return for the valuable information your brand has to offer. What do you desire in exchange for sharing your expert knowledge and content? It’s simple: contact information.
*Enter Capture Points. *
Capture points are delineated data collection areas – think: forms, popovers, flyouts, landing pages, etc. – strategically placed within web content to “capture” visitors’ contact information. The information they collect allows you to follow up on potential leads, thereby boosting your conversion rates and helping you bring in more customers.
Capture Points for Lead Generation
Successful capture points utilize a compelling call-to-action (CTA) that prompts visitors to learn more in some way, shape, or form. Examples of capture points include:
- Landing Pages: Landing pages are targeted web pages created to achieve a specific goal or focus. Learn more about landing pages and how to create a high-converting landing page here.
- Embedded Forms: Embedded forms can be added to an existing web page or landing page so that visitors may share their contact information without having to navigate to a separate page. Not only does this capture point strategy work to increase conversions, but it also helps keep your bounce rates down. What’s more, embedded forms placed on the top half of your web page or landing page direct user traffic to input their contact information without having to scroll through the rest of the page (something most visitors see as a major turn-off).
- Popovers/Flyouts: Unlike their annoying pop-up predecessors, popovers are well-timed forms that lay over a webpage and work to improve the user experience by presenting offers, information, or reminders relevant to the visitor’s step in the customer journey. Users may opt to interact with the popover or simply click to exit.
Best Incentives for Lead Generation
Popovers, flyouts, embedded forms, and more are excellent website marketing lead-generation tools for capturing customer data. However, they’re only successful when paired with compelling incentives and calls to action (CTA). Some of the best and most compelling motivators to capture user contact information include:
- Newsletter Subscribes: Capture email addresses and expand your email marketing list by prompting users to sign up for your newsletter. Consider providing a special sign-up incentive, such as a 10% discount.
- Downloadable Reports: Request users’ contact information in exchange for a high-value downloadable report.
- Quote Forms: Allow web visitors to request a quote for a particular service.
Looking for Help with Your Website?
Learn on-demand with these archived TTG training sessions!
- Planning Your Website Content
- Intro to Wix
- Website Marketing Best Practices