Lead Capture Page: Definition, Elements, and Examples

You might attract a lot of visitors to your website or landing page through your lead gen and marketing efforts, but if you don’t collect their contact information, they’re nothing more than eyes on a page.

Lead capture involves collecting a visitor’s contact information (e.g., email address), as well as any other information that will help you to qualify the lead (e.g., company, position, industry). Collecting this data can turn the visitor or prospect into a lead.

Once you’ve captured the lead, you can reach out to provide information, market your products and services, or work on nurturing the lead toward becoming a customer. Of course, you need to first encourage the lead to provide their information. 

There are many ways to capture a lead’s information. One common method is the lead capture page.  

What Is a Lead Capture Page?

A lead capture page (also known as a lead generation page) is a type of post-click landing page. That is, the lead capture page typically appears after the visitor performs some sort of action, such as clicking on a link to book a product or software demo. 

Note: A lead capture page is one type of landing page. However, not all landing pages are lead capture pages, as some landing pages have different purposes.

Lead capture pages consist of two key components: 

• The ask refers to the information you want to collect from the visitor (e.g., name, email address, company name). What you ask for will depend on your goals and the information you need to collect to achieve those goals.
• The reward refers to what you are offering (e.g., discount, eBook download, free software demo) to the visitor in exchange for the ask. The visitor should value the reward as much as, or more than, what they are giving up in return.

Everything else on the lead capture page is designed to support these two key components.

Elements on a Lead Capture Page

There are a number of best practices to follow when creating a landing page, which also applies to creating lead capture pages. At the very least, a lead capture page should include the following key elements.

Powerful Headline

The headline should grab the visitor’s attention when they arrive on the page. It should also encourage the visitor to keep reading. 

When writing your headline, keep the following tips in mind:

• Focus on the key benefit of your product or service
• Consider the visitor’s problem or issue
• State your unique value proposition
• Be clear and to the point (don’t get too creative with the wording)​​​​

Lead Capture Form

The lead capture form must be optimized and obvious. Make the form fields very clear and easy to fill out.

Fewer form fields are typically better, as it’s more likely that a visitor will fill out one field compared to four or more fields. However, the length of the lead capture form will depend on your goals.

For example, the lead capture form on Chili Piper’s page for Concierge requests the lead’s email address, CRM, and country or region in exchange for booking a free demo.

Call to Action (CTA)

The CTA button should stand out from the rest of the page in its design. The wording should be very clear on what will happen when the visitor clicks the button.

Two more things to consider for your CTA copy:

• Make the wording personal (e.g., Get my book now)
• Use actionable and power verbs to drive the visitor to move forward (e.g., Book Your Demo)

Well Written and Relevant Body Copy

The body copy on the lead capture page should explain the core elements of the offer. The visitor should clearly understand what they will receive (including its value) in exchange for their information.

You don’t have to reveal everything in the body copy. Explain enough to entice the visitor to move forward with the CTA.

There’s no one way to write great body copy. However, focus on making it easy to read; write clearly and concisely, and use bulleted lists where applicable.

Attractive Images

Use attractive imagery, such as photos or professional graphics, in the design of your lead capture page. Images of people or your products in action are effective examples to consider for the graphics aspect.

Social Proof

People are more likely to provide their information when there is proof of your trustworthiness. Add current and past customers’ company logos, testimonials and reviews from satisfied customers, and trust seals (particularly for e-commerce lead capture pages) to provide elements of social proof.

Privacy Policy

Ensure that your forms and email practices comply with GDPR, CAN-SPAM, and CASL. Include a link to your privacy policy at the bottom of the page. 

Lead Capture Page Examples

There’s no need to create a lead capture page from scratch. To follow are five examples of lead capture pages that should give some inspiration for your design.

1. Digital Marketer

Digital Marketer offers a template library of eight Facebook ad campaigns in exchange for the lead’s name, email address, and company name. 

The lead capture page features a strong headline and subheadline promoting a simple solution to marketer’s problems. The bullet points are benefit-focused and easy to read, and the CTA is clear.

The page could have used a more attractive image or an example of an actual Facebook ad. Also, the color of the CTA does not stand out as much as it could.

2. Integrify

Integrify enables leads to get a demo of their workflow automation subscription in exchange for their name, email address, and company name. 

The benefits and features are clearly listed in bullet points. The quotes from satisfied customers are also effective.

The page could use more color or an image, as well as a stronger benefit-focused headline.

3. CodeAcademy

CodeAcademy has a simple yet powerful lead capture page, inviting visitors to sign up with their email address and password. 

The headline features social proof of joining the community used by millions of other people who learned to code. The photo is attractive and shows the woman looking at the lead capture form.

On the downside, the CTA is a pale color, so it does not stand out. The wording of the CTA could also be more powerful (e.g., Become a Coder).

The Bottom Line

Lead capture pages are an effective part of the lead capture and lead generation process. They enable you to efficiently collect a prospect’s information in exchange for something valuable, and start the process of turning leads into customers.