What is a lead capture page? Or maybe you’ve seen them referred to as a squeeze page? Most people would tell you they are the same thing and essentially they are, but with a few subtle differences that are actually quite significant in how they are supposed to be used in your promotions.
First Off… lead capture pages and squeeze pages are simply one page websites that are designed to gather the contact details from potential prospects for a product, service or opportunity. The main difference between a lead capture page and a squeeze page is the amount of information you are seeking from the prospect.
What Is A Lead Capture Page?
(This is an example of a lead capture page –
notice they are asking for a phone number and best time to call?)
A lead capture page is a one page website used by marketers and salespeople from all walks of industry. These little one page dynamos are designed to do one thing, and one thing only. Sell your service or products biggest benefits to entice your potential prospect into submitting their contact details to you to learn more about your offer. A well designed lead capture page is the is the golden key to the beginning of your email list.
You’ll see lead capture pages in play from fortune 500 companies sales and marketing departments to your local service based family run businesses. They may be offering a free white paper on how to “Sell More Widgets With Your Website” or they might be offering some type of free consultation or another service. The offer is usually very simple and might contain only a few snippets of text, possibly a video or other form of presentation and then a big, bold, cannot-miss-it-if-you-tried contact form to gather your details if you are interested.
Many companies and professionals that regularly spend money on advertising will drive that traffic to a well designed lead capture page because it leaves them with a tangible asset in the form of their mailing list. Lead capture pages can have the contact form custom tailored so that you are gathering the information you need to collect from your prospects over-and-above a simple name and email.
When Should You Use A Lead Capture Page?
If you are spending any money at all on direct marketing or advertising in the form of solo ads, banner ads, newsletter ads, PPC ads, popups, newspapers, business cards, vehicle decals and more a well designed lead capture page will help you suck the most response out of your campaigns by giving your prospects an easy and predictable course of action.
Furthermore if you need your leads to provide more information than just their name and email then a lead capture page is what you’re really looking for. Don’t try and build it yourself either unless you have design experience or are ok with using a templated design. Working with a professional lead capture page designer will ensure you get the maximum return on your investment.
FACT: If a well designed lead capture page helps you convert just a measly 5% more of your visitors into actual prospects you would be gaining an additional 5 leads for every 100 visitors you send to your offers. This is a conservative estimate and with the right offer and the right design your lead capture pages could do much better!
What Is A Squeeze Page?
(This is an example of a squeeze page offer. It’s usually very simple and asks for only a name and email)
Generally, a squeeze page will only ask for a Name and Email in exchange for something that can be delivered via email. Maybe it’s a special report, a 5 day email course or a special discount coupon. If your offer is simple and you don’t require any more information then your prospects name and email then a squeeze page is most likely the best option for you. Just remember that simpler is usually always better unless you are trying to generate leads for a very complex or niche market that requires more detail. Taking squeeze page simplicity a step further, more recently you may have noticed that many big name marketers are now only asking for their users “best” email address and nothing more on their squeeze pages which greatly simplifies their lead generation approach but this just won’t work for all business applications.
Take for an example a Real Estate agent who may be giving away a FREE market evaluation on your prospects home. You’re likely going to need more information from your prospect than just their name and email address. You might also want their phone number, perhaps a best time to call, their general location and of course some basic details about their home.
Because so much data would be required from our prospect we’re moving away from the simplicity of a Squeeze Page and moving into the realm of a lead capture page. You need to capture much more data. If your goal is to get high quality, pre-qualified prospects on the phone to discuss your offer in more detail then a lead capture page is the only way, a squeeze page just won’t get the job done for you.
When Should You Use A Squeeze Page?
Your message needs to match your intended market… If your offer is giving away a free PDF report that requires nothing more than a prospects email to send it to, then that is exactly what you should ask for. Just their email. People will get suspicious and lose trust in your offer quickly if you begin asking them for information they really don’t need to provide or has little bearing on the offer at hand or it’s delivery.
If your offer doesn’t require the prospects phone number for followup contact or any other data from them aside from their name and email then a squeeze page would be the best choice for your offer.
FACT: Anything you can do to reduce friction in your marketing funnel is going to help you generate more prospects. If you really only need your prospects email address to deliver your offer than that’s all you should ask for. Think about it this way. The squeeze page asking a prospect for name and email has 50% more questions then the squeeze page only asking for their email. It’s only one more question but when you think about it this way you’ll start to understand why simpler is better when it comes to squeeze pages.
Hopefully this article helps you understand what a lead capture page really is, and how it differs from it’s popular cousin the squeeze page. Now you know there really is a difference!
[box color=”blue-mute” type=”square” icon=”pencil”]Carl Sorensen is the owner of http://www.ezleadcapture.com a lead capture page solution that helps small business owners build their lead generation pages fast. Started in 2004 EZLeadCapture has now helped over 5000 small business owners and entrepreneurs generate over 1.7 million real-time leads for their services, products and opportunities.[/box]