A lead capture page is a type of post-click landing page differentiated by an optimised lead capture form. This form allows you to collect leads for your respective offers and nurture them down your marketing funnel. However, the immediate question that arises in the mind is how they are distinct from landing pages. Well, here at Digital Strategy Club, we would like to present the difference between the two for your ease of understanding.
Capture Pages vs Landing Pages
Not all digital marketers would be aware of the goal behind the capture pages and landing pages. Nonetheless, they do use the right version based on their goals without knowing whether they have used a lead capture page or a landing page. Lead capture pages help you collect valuable information from your customers — allowing you to nurture them further down your marketing funnel. Whereas, the landing pages also have similar goals but more than that. It may or may not necessarily have a form.
As the name suggests, a lead capture page has to contain a form where the website visitors can easily fill out their information. This information can further be used by businesses in mapping their leads’ customer journey access to various funnel stages. On the other hand, a landing page does not necessarily have to have an opt-in form. It needs to have any sort of CTA which asks users to take any action.
A landing page cannot always be a capture page. However, any capture page can be called a landing page. A landing page may not have a lead magnet and just have well optimised CTAs but a capture page always has a lead magnet despite CTAs. A lead capture page provides its users something of value when they fill out the opt-in form but not all landing pages do this for their visitors. Many times, businesses prefer optimising a home page and use it as a landing page. But, in the case of the capture page, it doesn’t necessarily serve as a home page.
Capture pages need to have the right balance of “ask” and “reward”
Attract, engage and delight – these are the most important stages of any marketing funnel wherein businesses opt for using landing pages. In all these scenarios, the landing page has to provide its users with valuable info that is relevant to their customer journey phase. It also needs to be relevant with the ad content they have seen and based on which they originally accessed the site.
Now when we specifically speak about lead capture pages, they also do the same job but capture pages often offer their users/visitors a sort of bribe (lead magnet) so they can share their contact information. For example, if the visitors do not want to drop an inquiry from the contact page, these pages intrigue them to download a relevant FREE ebook, wherein they end up filling in their information.
Closing thoughts – what should you opt for? A landing page or a lead capture page!
So far we are clear with the thin line yet the bright difference between these two. And we can summarise that the elements to be included in lead capture pages are:
- Headline that hooks audiences’ attention instantly
- CTA button with a personalised copy
- An optimised lead capture form
- A conversion-optimised image that is relevant to the lead magnet
A landing page also comprises the same elements but they might not need a lead magnet in the cases where their target audience is well defined or they want their users to directly make a purchase. However, what practically captures a lead is your offer! Make your offer strong and relative to your needs. Prioritise providing your prospects with the value they are anonymously looking for. So, go ahead with a well-designed lead capture page where the visitors who are landing upon your page can find it sensible to opt-in for your lead magnet. If you are using an inbound technique, you can drive people to the lead capture page, offer them a lead magnet and then segment the data you received from capture pages for targeted email marketing.