Keep your capture page short and sweet

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For example, with Hello Bar, you can use leading questions to guide your visitor towards conversion.

For example, maybe we sell fitness equipment. We have a lead magnet, like a guide to getting stronger in 30 days or less, but we want to prepare our audience.

We could use a leading question like this:

Use a Great Call to Action on Your Lead Capture Page 1

The answer will almost always be "Yes". I've made it easy.

You can increase the chances that your user will click "Yes" by adding a negative or even absurd wording to the "No" answer:

Use a Great Call to Action on Your Lead Capture Page 2

Unless you're an Olympian, you'll probably click "Yes."

Top 5 Pro Tips for Landing Page Optimization
Top 5 Pro Tips for Landing Page Optimization

We've given you a lot of information here, but there are a few more tips we can pass on. They're more detailed than the tips above, but they'll help you improve your conversion rates and get more subscribers from your lead capture pages.

1. Make the permanent link to the lead capture page short
The permalink is the URL you use for your lead capture pages. It might look like this:

Make Your Lead Capture Page Permalink Short 1

A shorter permalink is easier to remember. Plus, it's less cluttered. You probably won't remember a permalink that looks like this:

Make Your Lead Capture Page Permalink Short 2

Too long and too confusing. And don't automotive mailing list even get me started on the messy permanent links:

Make Your Lead Capture Page Permalink Short 3

Alphanumeric salad is not your friend.


Don't cram too much information into your lead capture pages. Anything that distracts from the offer and call to action will likely hurt your conversion rate.

Previously, we shared a screenshot from Neil Patel Digital featuring the logos of brands we've worked with. As a reminder, please share it again:

Keep your capture page short and sweet

Note that we have reduced the opacity of these logos. They are there, but they do not overwhelm the senses.

If we were to include them in color (especially since each logo uses different colors), they would distract from the CTA. That's the last thing you want.

3. Use markers
We can't stress enough that white space is your friend. White space (also called negative space) is the empty area around every element on a web page.

Lots of white space gives the viewer room to breathe – visually.

It's like the difference between a big wall of text and a bunch of short paragraphs. The former is more impressive and intimidating because you know you'll have to work hard to read it all.

There are shortcuts to creating white space, even if you have a lot of information to share. Bulleted and numbered lists are my go-to.

Look at these two examples side by side:

Use bulleted lists on lead capture pages

Both of these examples contain the same information. Which would you prefer to read?

Although it's just a psychological thing, users prefer the example on the right because it's less intense. The eye has room to breathe between the dots. Plus, there are fewer words, but no important information is removed.

4. Eliminate any distractions that might take attention away from your opt-in form and call to action.
If an element on your lead capture page isn't driving conversions, remove it.

You don't need navigation on your lead capture page. The last thing you want is for prospects to bounce off your form.

Likewise, you don't need to retell your brand story or add images just for the sake of it. Keep these pages compact and organized.

5. Continuously A/B test variables from your lead capture page to improve conversion rates
We're big fans of A/B testing, but not just because Hello Bar makes it so easy. We're fans because it allows us to collect actionable data from our existing web traffic.

If we know that 80 percent of our site visitors prefer one form over another, we can launch that form without any hesitation. We know it will work because we have tested it on our own audience. That is the key.

Frequently asked questions
Q1: What is a lead capture page used for?

You use a lead capture page to capture leads, in other words, to collect information from potential customers to turn them into paying customers. When you create a lead capture page, you design a special part of your website where visitors share their contact information, such as email addresses.