Use an attractive and relevant image or video in your lead capture forms

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An image can have a huge impact on conversions. An image attracts the eye, touches more senses, and can even evoke emotions.

Let's say we open a stationery store. We want people to sign up for our email list, so we can sell everything from file folders to fountain pens .

To encourage signups (which we'll talk about a bit later), we might offer a free ebook or guide. In our lead capture form , it might look something like this:

Use an attractive and relevant image automotive mailing list or video on your pages to collect leads.

We added an image to support the headline. In our case, the target audience needs to be organized, so we chose a stock photo of a stressed-out professional.

This helps connect the user to the offer. A consumer who is overwhelmed by their to-do list might look at this image and think, "Hey, I feel like this 10 hours a day."

They will then sign up to receive our free organizing guide.

Add reviews and recommendations from past customers to enhance social proof
Social proof can also help increase conversions on your lead capture pages.

For example, at Neil Patel Digital, we use a lot of testimonials to demonstrate our expertise. Quotes from big companies help sell the idea that we actually know what we’re talking about.

Which is what we do.

Add reviews and recommendations from past customers to enhance social proof 1

But you don’t need a review from Intuit to boost conversions. Ask your current customers to provide honest feedback about your product or service. Then feature the quotes on your lead capture pages.

If you work with big names or companies, you can also use logos to provide social proof. We do this at Neil Patel Digital. For smaller companies, a practical approach might be to create a logo using an online logo maker .

Add reviews and recommendations from past customers to enhance social proof 2

See those logos at the bottom of the screenshot? They’re subtle hints to a user who might be on edge. These logos encourage them to click on the “Work with Us” call to action.

Use trust badges on your lead capture page to make it look more trustworthy
Trust badges are logos or signs that tell your potential customers that you have done something to ensure safety, security, or quality. For example, if you run an online store, you might place a badge indicating that you have an SSL certificate on your lead capture pages.

This way, customers will know that you are encrypting their personal data.

You can also use a trust badge to show that you are GDPR compliant . This is especially important for lead generation because you want your potential customers to know that you comply with the new EU data protection and usage rules.

Hello Bar makes it easy to comply with GDPR. Once you log in to your account and create a Hello Bar, you can click the GDPR compliance button.

Use trust badges on your lead capture page to make it look more trustworthy

You can then adjust your settings accordingly and let the world know that you are protecting your subscribers' personal data.

Work on your lead capture page copywriting to make it compelling
Solid writing is always an advantage. When you write better writing, you are more persuasive and attractive.

Practice copywriting every day. It’s not just your lead generation activity. Write better product descriptions, blog posts, and landing pages. The more you practice, the better you’ll get.

Establish yourself as an authority on your lead capture page
There are several ways to demonstrate your authority on lead generation pages:

Show your Twitter Followers
Show your Facebook Followers
Show number of email subscribers
List your academic documents
Please indicate the number of your clients or customers.
Describe the outstanding results you have achieved.
Authority signals help potential customers feel more comfortable with your business.

Create an Irresistible Offer with a Stunning Lead Magnet
Remember our previous example with the organization guide? We used an image and a magnet to encourage visitors to sign up for our newsletter.

You can do the same by creating your own lead magnet.

A lead magnet is nothing more than an incentive for people to convert. It provides something of value in exchange for your visitor's email address.

Your lead magnet can be a guide or an ebook. It can be a checklist, a calculator, a spreadsheet template, or a toolkit.

You can even use a coupon, discount code, or discount package as your lead magnet. These are especially effective in the e-commerce market .

When your subscriber submits the form and confirms their email address , you send a lead magnet. It's that simple. You can A/B test different magnets to see which one is most appealing to your audience.

For example, one audience might prefer a detailed tutorial video. Another might want a cheat sheet or a swipe file. Try as many as you like so you don’t miss out on opportunities to collect leads that might otherwise convert.

Use an effective call to action on lead capture pages
The CTA closes the deal. The worst thing you can do is use a boring, bland CTA that everyone has seen before. “Submit” is probably the worst offender.

You want your user to feel satisfied when they click that button. That's why leading questions are so effective on lead capture pages.