Are you worried about making sure you have a predictable flow of new clients into your business?
It can be a challenge making sure that you create a predictable flow of business. You may have too much work at times to do marketing…
If you have a slow down… that sense of panic can seize you… especially if your consulting business is still pretty new. And that slow down can snowball into less money for marketing… which in turn gives you even less predictability in your business.
This causes a feast and famine syndrome that plagues many consultants.
Having a great online marketing system that have you generate leads and ultimate new clients… a system that works for you when you are too busy to market for new clients. And this all starts with:
The Capture Page!
That’s why today I want to talk to you about how to get consulting clients with an effective capture page. This will help bring some predictability into your business.
How To Get Clients Using A Capture Page
Before we get into the nitty gritty, let’s cover the obvious question first. I’ve found that there is a lot of confusion around the term “capture page” so let’s start there.
What Is A Capture Page
More accurately put, “what is a lead capture page”. A lead capture page is a type of landing page that helps you collect leads for your promotions/marketing.
So basically, a capture page is designed to collect the visitor’s email and other contact information. Often the visitor is enticed to give their contact information in lieu of a “lead magnet“, or free giveaway.
Previously we talked about what is a lead magnet, so we’re going to jump right into talking about the capture page.
5 Goals Of Any Capture Page
Your capture page has to do lots of things. It has to:
- Use the WOW factor. You need to draw them in with some eye catching words or phrases like “Discover”, “Revealed”, “Never Before Seen”, and “First Time Ever”.
- Solve a problem. You should clearly define what problem you are solving and why. Some examples may be “Discover how to generate 5 leads a day with absolutely no ad cost using this one simple strategy”.
- Be clearly stated. You need to clearly state what they are getting. Now, this can be supplemented by using the appropriate image. Either way, it should be clearly stated if it’s a pdf, eBook, report, video, video series, etc.
- State the benefits. Make sure it is very clear what the benefits are. This can be done using words like “so you can” like in “so you can have more free time” or “so you can get leads on autopilot”.
- Have a “HOOK”. A great way to introduce the hook is by using “without”. For example “so you can get sales on autopilot without having spent all day on your computer” or “without having to pick up the phone”.
And ultimately the capture page has to collect the visitors email address.
If you find this overwhelming, you don’t have enough time, or you simply want to work side-by-side with me in creating your capture pages and marketing funnels, then feel free to contact me and we can talk about the different options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
Everything about your capture page is based around your unique selling proposition (USP). You need to understand this before you can create your capture page. Knowing your USP will help you achieve your goals of the capture page.
The Unique Selling Proposition (USP)
The starting point of a capture page revolves around your ability to define a point of differentiation. What is it about your lead magnet or offering that sets it apart from the competition? Remember your audience is being bombarded by others for their contact information as well so you really need to stand out.
You need to communicate your USP in a succinct way on your capture page. Try to break down your offering to its most basic level, to describe the specific benefit your customers will get by choosing your product/service.
A classic example comes from Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
A well crafted USP sets clear expectations for your customers and allows them to understand why they should care.
Crafting your USP can be done by breaking the page down into four main elements.
- The main headline.
- The supporting headline. Sometimes you will need a secondary headline (usually in smaller print than the headline) that provides some clarification about the primary headline. Using a supporting headline allows your main headline to be short and punchy.
- The reinforcement statement
- The closing argument
The Main Headline
Your headline is the first thing someone will notice. it’s very critical that it’s clear, and tells the visitor what they can receive. It needs to make the visitor feel like they are in the right place.
The Supporting Headline
Your main headline can only say so much… especially if you want the visitor to have an easy takeaway of what the page is about. That’s where the supporting headline can add to the overall title.
The supporting headline can be used as:
- A direct extension of the headline. It follows the primary headline as if it’s completing a sentence.
- An extension of the message. The supporting headline can be used to help sell what is in the headline.
The Reinforcement Statement
The reinforcement statement is another way you can drive home the purpose and reason why they should opt into the page. It is typically half way down a page. It’s like a second headline.
As you wrap up your capture page you have one last chance to communicate the benefit to the visitor. It can be coupled with a repeat of your call-to-action.
This is not needed for short capture pages.
Now that we have talked about your USP, let’s go further into the elements of your capture page.
The Elements Of A Capture Page
Before we talk about the layout of the capture page, let’s first talk about all the elements involved.
The image, in my opinion, is optional. If used, the image is a way to help a brand or help the visitor know what to expect on the other side once they give their email.
For example, if they are going to get an eBook then having a 3-dimensional picture of a book with your picture on it is one way to help tie in the lead magnet to the capture page (especially if the book image looks like the cover of the eBook). If you are giving away video training, then a picture of yourself there is both a great way to brand yourself AND help tie the capture page to the training.
The main goal is to use the image as a way to help make the lead capture page, lead magnet, and the page right after capture page all congruent (matching).
The title is either the most important part of the lead capture page. The title helps pull in the visitor and tell them what to expect for giving away their contact information.
The point of the capture page is to collect contact information, right? So that’s why it’s important to make sure you actually ask for that information. Typical fields you can find on a capture page are:
- First name
- Last name (sometimes first and last name are combined under “Name”)
- Phone number
Sure you can ask for more, but this is pretty much what is “typical”.
These fields are also listed in order of importance. For example, you definitely need the “best” email address they can offer, but you don’t need their first name.
The key here is that as you ask for more information then your opt-in rate (the percentage of people submitting contact information) drops. Just asking for a first name can have your opt-in rate drop my a few percent. You are asking for a bigger commitment from the visitor.
The trade off is that you typically have a better conversion rate when you ask for the first name, so that is often done. Asking for a last name will help with sales tracking as well. Finally, the phone number will allow you to call or text to follow up.
It really depends on what you want to do with the contact information.
You can offset lower opt in rates by offering a better lead magnet.
The Button (or Clear CTA)
Finally, the button needs to have a concise call to action (CTA). For example, the button can say “Yes! Send me my eBook”
The key with the button is that you need to use words like “Me”, “My”, and “I”. Avoid words like “You” or “Your” because it doesn’t give the visitor the sense of ownership to the lead magnet as “Me” or “Mine”.
The Pitch (or Additional Sales Copy)
Sometimes you need more compelling text to convince people to opt into your page.
This is often the case with webinar opt-in capture pages (where you have to tell them more of what to expect in the webinar) or even free ecourses that you give in exchange for their email.
The pitch not only provides a list of what to expect, but can also include testimonials, expected results, product descriptions, etc. It can be quite lengthy if you are really trying to sell that opt in.
The Capture Page Layout
Now that you understand the components, lets put it all together.
Now how you put it together will depend on the type of traffic you expect: cold or warm traffic.
Cold traffic are people who have no idea about you, who you are, etc. They are also people who aren’t even looking for the solution you are wanting to promote to them, but they still need your service.
Warm traffic are people who know about you, and are familiar with your brand, or are people that are about to make a decision about to go with someone with services that are similar to the ones you offer.
Typically the page that works best is different for these two types of traffic.
Capture Page For Cold Traffic
For cold traffic, simple is often best. Don’t oversell the capture page. The more you tell them about what they can expect on the other side can also give them reason not to opt-in. If you give them 1,000+ words on why they should read that 500 page eBook, they may think to themselves, “Heck, I don’t have time to read that. Besides that book doesn’t even cover xyz!”
Instead tell them enough to get their attention, get their curiosity up, and that’s it.
Remember you haven’t even proven yourself to them yet… they don’t know and trust you yet so why would they “risk” their contact information and time with you?
The following is a simple format that works very well for cold traffic.
The image on the left can also be a picture of yourself, or it can be something representational of what the visitor will get in exchange of their email. A “3D book” is often depicted for something resembling an eBook lead magnet that’s given to the visitor.
A note about mobile devices: You need to make sure you test your capture page on a mobile device to make sure both the title and the opt in form is presented on the screen without having to scroll down. If the visitor has to scroll down “below the fold” then your chances of getting the contact information decreases.
Capture Page For Warm Traffic
An effective capture page for warm traffic is really a derivative of the page for cold traffic.
Add MORE information and justification below. Give testimonials, bigger product descriptions, etc. Really sell the opt-in.
Warm traffic already knows and trusts you and so the risk of them not opting into your form is much less. Plus if they don’t opt in you haven’t lost them. They will still be following you like they have in the past.
Final Thoughts On How To Get Consulting Clients With Capture Pages
In this blog post I covered how to get consulting clients with effective capture pages. A great capture page is part of the process of helping to ensure you have predictable business within your consulting business. Capture pages, once setup and with targeted traffic, can go a large way into ensuring you have a regular flow of clients into your business.
If you need help in building capture pages, creating lead magnets, or running marketing campaigns like Facebook ads, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
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