How to design a lead capture form that converts

If people arrive at your website and you have no way to capture their information, you are doing your business a huge disservice. Site visitors are leads. They are interested in your products and/or services, which is what brought them to you in the first place.

So, take the opportunity that’s been handed to you. Capture their contact information by using a lead magnet and capture form.

What’s that? It’s a little bit of digital marketing lingo. Lets demystify it.

Have you ever been to a web site where they provide an enticing free offer (white paper, ebook, video, free course)  in return for your name and email address?

That’s a lead capture form loaded with a lead magnet.

The form is where you fill out the info and is connected to a mailing list registration process.

The lead magnet is the giveaway. This gets delivered to the person after they sign up.

Typically this marketing mechanism signs the visitor up for an email list. This gives you the opportunity to communicate with the visitor on an ongoing basis. You feed them with valuable information by email that they need or find interesting and develop a relationship with them. This trust gets built over time and you become an expert. When your message lands in their inbox they are motivated to open it and as you develop this process you can expose them to products and services that match their needs.

However this all starts with the lead capture form and lead magnet, like this one (click to see what happens):

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(and by the way, a “contact us” or “inquiry”  form is NOT enough. You need to provide site visitors with value. If you do that, your conversion rates will be much higher.)

How to design a capture form that converts

Our most effective lead capture strategy yet:

At Cyberwalker Digital, we track and evaluate how effective our strategies are for all our clients. We look at open rates for emails, at conversion rates for online forms,  at “likes” for Facebook posts and at clicked links for articles we send out.  You see, marketing these days is less of a guessing game then it used to be. Using digital tools we can track almost anything.

So, when we weren’t satisfied with the conversion rate on an initial capture strategy we had put in place for one of our clients, a major forklift dealer in California, we started to think outside the box. Here’s what we came up with:

We called it Warehouse Genius. It’s a capture box that allows warehouse professionals (their target demographic) to get immediate help for any of challenges they are dealing with.

How to design a lead capture form that converts

 

Why is it so effective?

  1. No one else in their industry provides 48-hour support for common warehouse challenges. So, it’s a valuable free service that attracts their target demographic. We also used search engine optimization tactics so the page can be easily found.
  2. Site visitors build a relationship of trust with the company. They are not getting sold to all the time. They can visit the site and the Warehouse Genius feature and use it as a helpful resource with no strings attached.
  3. The forklift dealer becomes recognized as the experts they are in their industry.
  4. When our clients receives a Warehouse Genius submission the information is highly valuable. It allows them to understand the common challenges that their target market is dealing with. They use this to generate articles on related topics.  And, from time to time the inquiries amount to future business (though, that’s not the only goal).

It was so effective, we thought we’d try it out to learn if it’s a valuable strategy for any industry.  So, here is our version:

If you have a question about marketing and/or digital marketing, click the button below and ask us using our Marketing Genius form.

It’s completely free. No strings attached.  We’ll share what we know and help you solve a potential challenge you could be struggling with:

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Kay Svela

Kay Svela

VP Business Development at Cyberwalker Digital LLC
Kay is the VP Business Development at Cyberwalker Digital and author of three books: Read This Before You Kill Yourself, Super You, and Digital Marketing Secrets Revealed. She is based in Tampa, Florida. Email her at kay@cyberwalker.com