All the parts of your lead capture page should flow together. Keep the end in mind (capturing the lead). There are five key elements you will focus your lead capture page web copy. This post will review each of these elements by providing the purpose and an example.
5 Key Elements for Effective Web Copy on Lead Capture Pages
The purpose of the pre-headline is to establish a connection with your prospect and their mindset.
(fill in the blanks as it pertains to your product or service)
“Are you looking for more information on _________?”
“Have you heard about _________, and are you wondering about _________? Well…”
The purpose of the headline is to establish credibility and tell the prospect what you have to offer.
Readers make snap decisions based on a quick scan of the top of the page. They’ll simply move onto something else unless you craft an excellent headline.
- Who Else Wants [blank]?
- The Secret of [blank]
- Here is a Method That is Helping [blank] to [blank]
- Little Known Ways to [blank]
- Get Rid of [problem] Once and For All
- Here’s a Quick Way to [solve a problem]
- Now You Can Have [something desirable] [great circumstance]
- [Do something] like [world-class example]
- Have a [or] Build a [blank] You Can Be Proud Of
- What Everybody Ought to Know About [blank]
The purpose of the sub-headline is to lead-in to your video or bullet points, and foreshadow the call to action.
“I found one glaring problem with _________ that most distributors weren’t talking about, and I’m going to teach you what that is for FREE below…”
4: Call to Action
Don’t forget this. The purpose of the call to action is to provide the prospect with clear directions on what to do next.
“To get free access to the entire series of videos I created on the _________ opportunity and the free trainings on what it takes to actually make money with this company, enter your name and information below.”
The purpose of the closing is to build the curiosity and remind the prospect of the value you have for them once again.
“It’s important you learn what MOST _________ distributors aren’t telling you about the company, otherwise you could potentially waste lots of your time and money.”
Compelling Copy Has Just One Purpose
In the creative process of creating the web copy for your lead capture pages, don’t get bogged down on any one element. All the parts of your capture page have to flow.
Remember, every element of compelling copy has just one purpose — to get the next sentence read. And then the sentence after that, and so on. All the way down to your call to action, and closing. That’s how you get the lead.
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