Capture Page Basics

Okay, you have a hosting account, you bought a really cool domain name and now it’s time to put up a capture page and start building your list. What’s first?

This article will cover some capture page basics. It’s not meant to be the be-all-end-all reference, but should be enough to get you started. Please note that like ANYTHING you do online, you need to test and track how it works. Only if you are testing and tracking your results will you know if it is working, and what needs improvement.

First, let’s discuss the “elements” that make up a successful capture page. While there are some exceptions to these rules, for the most part, a good capture page contains all of these elements.

The Pre-Head

This is the smallish text at the very top of the capture page. It is used to help identify your target market. For example, if you are promoting a weight loss product, a sample pre-head might be “Have you tried everything and nothing works?” or “Looking for an easy way to lose weight while you sleep”?

The pre-head is often called the pre-qualifier. If someone lands on your web page who ISN’T looking for a weight loss product, the pre-head quickly “qualifies” them, or rather UN qualifies them. They can move on in other words.

The Headline

Also called the “Ad” for your page, this should show them in easy to understand language the exact benefit they can expect if they continue reading and purchase your product or download your ebook/whitepaper — whatever your offer is.

Please note I said benefit, not feature. They didn’t surf to your page to find out about features, they are surfing because they have a “pain”, a problem they want to solve. They aren’t looking to spend $40 a month, they are looking for a solution. They will pay $40 a month to get that, but you have to sell them on the benefit of your product first.

I think it was Perry Marshall who said it best. (I am paraphrasing here…)

People searching for a drill, aren’t really looking for a drill, they are looking for a way to make a hole. The drill doesn’t matter, it’s the hole they care about. So, don’t advertise the horse power, amps and length of the cord, show them exactly how it will make the hole they want in less time with less effort.

The headline is the short answer to that. If the headline grabs them, and shows them a possible solution to their problem might be found if they would only continue reading, then they will.

The Sub-Head

A continuation of the Headline, the Sub-head allows you to add detail, ask a question, suggest an answer or just expand on what the headline is saying. This one is optional, but works well if the message supports the headline.

The Body

The body is where the benefits are listed (usually in “bullet” form), the call to action is located and a story is told. I say a story, because if you engage them in a story then they are more likely to get emotionally involved in the outcome. A story also “slips past” the automatic defense most people have when surfing the web… I call this the “Ad Blindness Defense”. If the story is good, and the reader can related to it, then you move from a “salesman” to an “advisor” in short order.

The body should ALSO contain bullet points. These are the short, easy to understand benefits they can expect if they buy your product/service or download your free ebook. These should also be benefits, not features. Remember, a feature is something that excites you as a business owner but does nothing for the reader.

Let me give you an example.

Let’s say your company is 12 years old and debt free. These are “features”. Why should the surfer care? He won’t, unless you can show him the benefit that a 12 year old company offers him, such as being there for years more to come so he can continue to get said wonder-product.

The Opt-In Box

Clearly, the most important element on a capture page. This element should be “above the fold” and clearly visible. By Above the Fold, I mean in the first 700 to 800 “pixels” of the web page. You don’t want the surfer to have to scroll to see this element, ever.

The Opt-In box should recap the reason for them to provide their name and email address. This should be a compelling reason. Privacy is a major concern for everyone these days and our “inboxes” are stuffed full daily by spam, offers and junk. No one wants more junk, including your reader.

So, the “offer” should be compelling. A reason for them to give up their name and email address.

I have read many “guru’s” on the subject of the “voice” to use on the opt-in box, and I think that most agree that while the web page itself is written in your voice, the opt-in box should be written in the readers voice.

In other words, something like “Yes Cenay, please send me this free report on how I can protect myself from the danger side effect of drugs used to treat my arthritis pain. Here’s my name and email address, please send that right away”.

The idea here is that the opt-in box is a way for your reader to acknowledge the benefits, “buy into” you sending him info and saying that he trusts you enough to handle that simple task.

The Submit Button

The last element we are going to talk about today is the submit button. This is the button they click to say “Let’s Go”. Again, this should be in the “voice” of the reader, not yours. For example, it should say something like “Send My Free Report Now”, or “Give Me Instant Access!”.

Most web surfers recognize a web button on sight, so don’t make it look exceptionally different, you don’t want them to miss it. The only thing you should be changing in the text.

Remember, you have to provide a compelling reason for each step of your reader going through your capture page. In the event of a long capture page (you shouldn’t but if you do…) be sure to use “sub-headlines” throughout your text. Most readers will quickly scan these large font “subheads” to see if the information warrants their time. They will scan first, and if you convince them, then read the content.

One last thing. Don’t expect them to read every word. It’s a rare web surfer that has that much time and it’s a rare capture page that is that well written. Put the important elements into bolded or headlined areas for the “scanners”.