Persuading your web site visitors to give up their name and email is much like trying to pull a tooth out of a bear's mouth!
However, convincing them to do so provides for a clear direction for your business. If you're new to this, then it will be exciting. If you're a savvy Internet marketer, it will be refreshing. Here's how...
Take some time to sit down and figure out what you want your web site to do. Create some goals for your site like: increase sales leads, generate more traffic, gain more newsletter subscribers, or plainly broaden your marketing efforts.
These are all reasonable expectations, but match them to your specific business needs. Without a good idea of what you're looking for out of a web site, you have no idea, really how to begin piecing one together.
on the other hand, a clear set of objectives will help you keep sense of perspective and purpose about your web site and lead to a more effective and cohesive result. Once you have decided what to include on your site you need to sketch out it's organization.
Draw a quick map of your site and how the pages will fit together. Start with the front page, list all of the links that will go on it, and map out the content of each subsequent page. One useful approach is to diagram this structure on scratch paper.
Doing so will help you visualize the path that customers will take to each area of your site and each item of content. Your content priorities will come in handy here. The most important information should be nearest to the top requiring less clicks reach, but you also don't want to overwhelm any one page with too many links. A good rule of thumb is to put no more than one link on a page and avoid burying anything more than two levels deep.
What do lead capture pages have to do with list management?
Once your web site visitor is on your page, your copy and layout must stick to the basics. Always keep your pages simple and to the point. This does not mean boring. Incredible graphics and introductions, and poorly designed graphics can cause long load times. The 8-second rule works great. If a visitor to your site cannot load your page in this time they will move on. At the most, a page should never take more than 20 seconds to load. Using all connection speeds to check it will help determine the load process.
Give your capture page qualified and respectful information. If you have a web page that has nothing of value for free. Example; content, resources or expert opinion is nothing more than a sales flyer. Most of these type are discarded without a second glance. A good rule for layout and design is that NO part of your content should offer free news, resources, or opinion in your business industry. GET THEM TO SIGN UP ONLY!
In order for a capture page to work hand-in-hand with list management is to layout your page like a mini sales letter with a powerful, but realistic headline followed by a short copy and a subscription form. Plug your subscription process in your list manager and you've now opened the door to having your own newsletter, ezine, sending ecourses, follow-ups, purchase of downloads etc.
If you're NOT offering a free email newsletter with news and updates is a huge mistake and it's ignoring marketing opportunities. Putting a simple subscription form on your capture page can build a database of prospective business clients and contacts. This allows you to build a relationship with your subscribers and include specials or latest product or service information.
If you find the information that you're providing worthwhile, your readers will, too. Even if your newsletter's purpose is to get people to your Web site as quickly as possible, it will still pay for you to make them linger longer on the newsletter. After all, it's another place to post an ad, to exchange links with others that might not work on your Web site or to promote yourself.
One of the best selling points of a newsletter is in the degree of audience involvement - for instance, how much it talks about, and uses the names of its readers. People like to see things written about themselves. They resort to all kinds of things to get their names in print, and they pay big money to read what's been written about them. You should understand this facet of human nature, and decide if and how you want to capitalize upon it - then plan your newsletter accordingly.
If you choose to create your capture page and write on what you know, you'll increase your chances to keep the readers attention. Collecting all the subscriber's data in your list manager will help define the purpose of your online marketing. You can state the benefits of your product or service on your capture page, but make sure it's just enough not to give away vital information. Have them sign up for more!
When you select your target audience, and you describe your niche on the page, it will help establish trust and credibility, thus will also help articulate your identity.
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Abe Cherian is the founder and Project Manager for