By:  Michael Hackney


Once you have traffic regularly going to your website the next step in your marketing funnel is to capture their email address so you can continue the conversation.  Your main tools here will be web forms and landing pages.



  • Web Forms


    • Web forms are used to capture user information—name, email address, phone number, etc.— and to qualify users as a good lead.  You want to make sure you can actually help the person on the other end.  


    • The information you request depends on your business goals, but at a minimum, you want to capture an email address before a visitor exits your website. You have a few options here:  


      • Pop-up Window:  When a user enters your website, a web form appears over their original content and presents users with an option to enter their information or exit the window.  This option takes over the screen, like this website when you visit it for the first time.





      • Side Bar:  These web forms fit within a webpage and are placed at the side or at the very bottom of your blog content.   It gives users time to consume your information and to make a decision after sampling your content.




      • Landing Page:  a landing page is a standalone web page distinct from your main website that has been designed to capture qualified leads.  This means that your landing page should have no global navigation that ties into your website. We want to limit the options available to your visitors, helping to guide them toward completing the web form.



    • Call-to-Action

      • Become an Authority on “X” After Signing up for Our Newsletter

      • Learn How to do “X” After Downloading Our E-book

      • Register For Our Twitter Chat to Learn How to Improve Your Health

      • A call-to-action is the desired action you want web visitors to do and it’s an important part of your web form.  In our case, we want them to submit their email address.  From a web user’s perspective, they don’t want to “submit their email address.”  They want value or answers to their problem.  Consider adding value-based “submit” buttons on your forms.    For instance:


  • Web Form Best Practices and Considerations


    • Focus on Giving Value:  When you’re asking for an email address, you must not make it the focus of your appeal. The web visitor doesn’t care about what you want. They only care about what they will get.


    • Get Creative With Your Web Forms:  Your web forms can be any of the following:  newsletter signups, webinar registrations, ebook downloads, downloadable games, online group forums, customer service forms, etc.   Anything you can think your users will trade for their email address will do.


    • Keep it Short:  The shorter the form, the higher the conversion rate.  So, asking for an email address—1 field— will likely get more conversions than asking for a name, email, phone number and mailing address.  Take only what is needed.   If you need more information, consider gathering it at a later time— over the phone, a subsequent form, or in person.


    • Include a no-spam policy link or statement that explains what you will do with their information.


Good luck putting these tips to use and connecting with your leads!


Leave a Reply