How To Make An Email Capture Page - 2021 Conversion Guide

How To Make An Email Capture Page – 2021 Conversion Guide

An email or lead capture page is a page on your website with only one goal in mind – to get information from the visitor in exchange for something. This information is usually an email address, which is being offered in exchange for a coupon, ebook download link, etc. 

This way, your potential customers leave a vital piece of information with you – their contact details. Then, later on, with email marketing strategies in place, you can turn this visitor into a returning customer. 

An email capture page can be easily made when you know the audience you want to attract and find a way to bring traffic to your landing page. You must have an interesting page design and message that invites engagement. You must optimize your page for the best possible user experience (UX).

Everything sounds very simple, but several details need to be addressed and considered during this process.


How To Make An Email Capture Page That Converts

You need to follow several steps to create a good email capture page, and all of them are described in detail below. Make sure not to skip any stage in the process since they are all designed like a puzzle – to achieve the ultimate goal, you need to have all pieces together. 


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Define The Goal You Want To Achieve

Before you actually proceed and make an email capture page, you need to be aware of the audience you are talking to. In general, three types of audiences could be the target for your email capture page – leads, prospects, and your current or recent customers.

Leads are potential new customers. It’s people who are not familiar with you, your business, and the products you have to offer. Still, they are very interested in finding out more and are intrigued by the message you are sending to them. 

Since leads are new customers, it is essential to convey a message that will make them interested in your brand. If the message is not attractive enough, you will struggle to get new leads. 

Prospects are people engaged in a conversation with you and have shown interest in your business or products. However, they still haven’t converted into customers. 

These customers may have already shown interest in the products you are offering. However, they are still hesitating to make a purchase. This is why you need to think of a way to gently nudge them to make the decision and buy what you are offering. 


Tip! – Check out 21 Best Email Capture Tools – 2021 Guide for great tools you can use.


Leads and prospects need to be approached differently since their starting point is different as well. On the other hand, you may choose to talk to your existing customers. It is vital to keep building a positive relationship with those who have purchased your products so that they can become returning dream customers. 

It is imperative to keep in mind that it is impossible to create a universal message intended for all three audiences at once. Since a shortcut like this does not exist, defining who you are speaking to is crucial. 


Offer A Rewarding Exchange

These days, people can be hesitant to leave their personal information with you, even just an email address. Many people are scared of being scammed, so the best way to avoid junk emails is to not leave their email addresses with you. 

To help avoid this, you need to offer something in return, so people have a reason to leave their information with you. The reward offer has to be rewarding enough to make them sign up. 

Depending on the audience you are talking to, the reward may differ (many types of reward to choose from). The kind of reward you choose will be adjusted to the specifics of your business and the audience, of course. 

Suppose you are struggling to convince your potential customers to buy your product. In that case, a free trial may be a good option for them to get to know your product and eventually buy it. 

Once they leave an email address, offer them a link for a free 7-day trial. Once the trial ends, most will turn into customers, having been impressed with your product or service.


reward exchange

Another exciting way to introduce your product to your customers is through webinars. For example, suppose the nature of the product is not suitable for a trial period. In that case, organizing a webinar is the best choice. 

When presented with all functionalities of the product and when they have everything explained in one place, people like it and find it much easier to buy from you. Some products may require a webinar that shows all their features and describes how to use the product in the best possible way.

A product demo is a similar idea. It is less time-consuming for you. It requires you to create an exciting way to showcase how your product will satisfy your customer’s needs. 

Usually, a newsletter is something that is offered in return for an email address. You need to be very careful with a newsletter. If you send emails too often, people will likely unsubscribe from your list. In addition, they will find the emails too spammy, especially if it’s all business and no entertainment.

On the other hand, if the emails are being sent very rarely, the potential customers will lose track of your brand and eventually lose interest. So find a balance over time that fits with your audience.

Templates or checklists may be a fun way to engage your potential customers by offering a free template or a checklist in return for their email. For example, you are a travel website, and you can give away a travel pack checklist, which many people will find very useful. 

It is straightforward to create a template or a checklist even if you don’t have a professional designer next to you. Using Canva can help you finish the work very effectively (and Canva is very intuitive and easy to use). 

Last but not least, a free version of an ebook may be an exciting way to gain interest from your visitors. 

For example, if you are a bookseller, then a free pdf of an interesting book may be a fun way to attract new customers. 

No matter which reward you have chosen, make sure that it is the right one for your type of audience. If you select an excellent reward for the wrong audience, the email capture page would probably not be much of a success. 


Tip! – A great tool for building landing pages and websites is GetResponse Website Builder – Build Your First Site In 15 Minutes.


Choose The Right Form Fields

You are more likely to convert if the number of form fields is low. This basically means that asking too much from your leads or customers can be a big turn-off for them. The simpler, the better certainly applies here. 

According to Hubspot, “Landing pages that ask for personal information like name and gender have the worst conversion rates.”

Depending on the information you need, it is up to you to evaluate the exact number of fields you will put in the form. Unfortunately, some businesses make mistakes here and take this process for granted. 

It is important to ask only for things that you essentially need in the beginning. When making that first contact with your landing page visitor, try not to leave the impression of asking for too much and giving too little in return. 

Some information like the title of the person filling in the form may be excess at this stage. Asking for an address and phone number or the person’s full name may also be a reason why people decide not to leave their information with you.

Put yourself in your customers’ shoes for a moment. Then, observe your landing page like the visitor looking at your offer for the first time. 

Asking for their phone number and address can make you look suspicious, and it is not the best way to build trust with your potential customers. 

After all, all this information you can gather if you manage to convert the visitor into a customer. 

In your checkout process, you will ask for your full name, address, and phone number, but at that stage, that is okay. Your customers already believe you enough to buy from you, so leaving this information will be more like a necessary step in fulfilling their order. 

Tip! – Check How to Improve Landing Page Experience (UX) – Top 6 Tips for more.

Where Does The Traffic Come From?

Creating a good email capture page means nothing if you don’t find a way to bring visitors to view your page. 

If you don’t have the traffic coming to your page, it is like the page doesn’t exist! 

You can get traffic in several ways, and just like with everything already mentioned; you need to make choices according to your specific business needs.


web traffic

The best way to attract traffic to your website is to use SEO or Search Engine Optimization. SEO is basically helping you to rank on the Google search results page. 


SEO is quite a big topic, but here are some basics that you need to know. 

When people search on Google, they are using keywords that are helping Google find a solution. Therefore, you need to do some keyword research. 

When you have some search terms with relevant keywords, you can add them to your landing page.

A word of warning here, don’t overdo it. Google will penalize your site if you use far too many keywords (keyword stuffing)!

To rank organically in the Google search results, you need to be aware that SEO is a continuous process and not a one-time project. 

Google is constantly changing the algorithm used to rank pages on the search results page, so you usually need to adjust your SEO according to those changes. 


If you are looking for a boost for your website, using PPC (Pay per Click) campaigns may show good results. This is because PPC campaigns ads show up in the first 1-3 top places on the Google search results page. 

PPC works because you pay a small amount of money every time someone clicks on your ad. However, this can have several drawbacks, including that some people may accidentally click on your link. 

You will still need to pay for those clicks as well!

Another thing with PPC, campaigns cannot guarantee that the visitor will convert into a purchaser. PPC ads can only bring traffic to your website. Once the traffic is on your landing page, it is up to you to make a conversion.

Social Media

If you have a budget to spend, another thing you can do is to run social media campaigns or paid ads. 

The good thing about this type of campaign is that you already have some data (unless you are on an entirely new page – in that case, this cannot be applied to you). You can also put data tracking pixels on your site that monitor what kind of people are viewing your pages.

Using social media statistics, you can easily target the exact audience you want to attract to your webpage. But, of course, you will still need to have an excellent creative ad and to have a compelling reward on the email capture page. 

Of course, suppose you have successful social media pages for your business. In that case, you should utilize them to bring some organic traffic to your website. But, again, a creative and inviting message is needed if you want to have a successful campaign. 


Once you manage to obtain the email contact info from your customers, you will have a good and solid base of people to talk to. 

Email marketing is so underrated, but it can engage your audience and encourage them to visit your web page and buy your product. 

Remember to be friendly and relevant, and don’t make it all about business as you will turn people off.

Tip! – Check out 7 Great Ways To Get Traffic To Your Sales Funnel

Create A Catchy Headline

Once you have done your audience research, decided on the award you will offer, and completed all the steps above, it is time to work on the message itself. 

This part is the most important one because it is the one that will catch the attention of the viewer and encourage them to act accordingly. 


Catchy Headline

This headline should act as a hook – it should tickle their imagination, but it should not be too revealing. It has to encourage you to leave your email to find out more. 

Make sure that you keep things simple here – you don’t want to write an essay. Too much text can be unattractive. Keep the message short and catchy with a touch of emotion. 

Be Sure To Have a Call To Action Button

If you have ever made a social media campaign on Facebook, then you will have noticed something. No matter what type of ad you are running, they all have a CTA or Call to Action button. 

The call to action button is important because sometimes, the extra push your customers need to decide about taking the action you want.

The call to action button is designed to invite and encourage the reader to take the next step and get in touch with you or find out more about your offering. 

When creating a call to action button, make sure that you convey an inviting message. For example, the “Learn more” button may be okay for many businesses. Still, something more similar to “Get Your Ebook Here” could be more attractive to your audience, depending on your niche.

Design your call to action button according to the type of reward you are offering in exchange for the email. For example, avoid creating the same CTA for different lead magnets. 

A newsletter and webinar cannot have the same CTA since they are not conveying the same message nor attracting the same potential customers. 

The call to action button needs to be designed for conversion. For example, a “Learn more” is not a CTA that is inviting for a purchase. Instead, it is showing that you will share more information. 

This may be okay depending on the campaign, but it’s best to optimize your messages for conversion. 

With that being said, the CTA button and the whole message (headline and subheading) need to be optimized for conversion. 

You have limited space to send a good message. Make sure that every word and phrase has a meaning and purpose. And the ultimate purpose is conversion. 


Focus On Conversion-Centered Design

Having a conversion-centered design means that every part of your conversion funnel is carefully designed, planned, and placed. 

There are no irrelevant parts of your sales funnel, and every element plays a vital role in the process. 

You need to follow seven principles to ensure that you have a really focused design focused on conversion.

The 7 Principles Of Conversion-Centered Design

#1. Consistency

The first principle is to be consistent. You need to find a way to ensure consistency throughout every step of the conversion funnel, from the beginning to the end.

The fancy term for this is congruency. In terms of sales funnels, it means using the same text fonts, color schemes, and images throughout your ads, landing pages, emails messages, and checkout pages.

#2. Focus

The second principle is to find and create your own focus. Again, this is closely connected to defining the right goal for the right audience. 

It is essential to focus on one goal at a time and to track the results effectively.  

#3. Structure

The third principle is to build structure via page layout and on-site navigation that will be very simple and intuitive. 

If your websites and pages are confusing your visitors, you will likely not make many conversions. 

#4. Benefits

The fourth principle has already been mentioned – you need to show the benefits to the landing page visitors. 

Every part of your funnel needs to be designed to show your potential customers how they will benefit from your products or services. What problem are you going to solve for them?

#5. Call To Action

After you show the benefits, you need to draw attention by using a CTA. Test out the color combination and typography to find what converts best for you. 

#6. Trust

The sixth principle is to build trust with the overall look and feel of the website.

You can achieve this by allowing people to share their reviews, or you can share some testimonials from your existing customers. This is also known as social proof and can help build trust with new customers.

According to Unbounce, “Pages that have indications of social proof in the form of copy have an average conversion rate of 12.50%, in comparison to pages without social proof that only convert at 11.40% on average

#7. Simplicity

The seventh and final principle is simplicity.

It would help if you viewed and used your email capture page a seamless experience, both on desktop and mobile devices. Make it simple to understand and even simpler to use.

Optimize The Form

Suppose your customers are having even the tiniest issue with the sign-up form they are filling out. In that case, there is a 99% chance they will abandon what they are doing without trying to resolve the issue. 

This is why you need to optimize the form to the maximum! 

It is crucial to keep the sign-up form straightforward, without too many questions asked, as already explained. The design should also be trustworthy and clean if possible.

An excellent way to help your potential customers is to allow auto-fill in the form fields. This way, they will not be bothered by having to type too much at once. 

Make it a frictionless as possible.

Always Follow-Up On Emails

One of the best ways to show your new leads or customers that you appreciate is to create a campaign focusing on welcome and follow-up emails. 

After all, they have trusted you enough to leave you with their email address; it is quite right you follow up after the exchange with a friendly message. 

In a warm welcome email, you should thank your customers for signing up, and then you should explain to them how they can access their reward. 

This can be done by providing a free link for an ebook download or access to your webinar. It can also be a discount coupon they can use to get a discount on their first purchase. 

Either way, it is up to you to follow up to see whether you have successfully converted or if the leads are still not convinced enough to buy your product. 

If you see that they are taking too much time to act, you need to push them a little bit by offering something extra to help them decide to buy. 

Tip! – Check out How To Do Sales Funnel Email Marketing Like A Pro for more on this.

Wrapping Up

Hopefully, reading this article has put you on the right path to creating your first email capture page or optimizing your existing landing pages.

Follow this guide, test, and repeat until your conversions reach the next level.


Tip! – You may also find this helpful – Best Landing Page Autoresponder For Your Sales Funnel – Top 6

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