Is that your final answer? Life doesn’t adhere to the rules of television game shows, so you shouldn’t expect your customers to either. Some people will want to browse your website and make a decision later. But that doesn’t mean you shouldn’t try to establish a connection with them.

Your website isn’t just a useful tool for generating traffic or increasing brand awareness; it’s a platform for online conversions that shouldn’t be neglected. A visitor that is genuinely interested in what you have to offer is someone you should get to know. And making a sale takes time. It can’t be forced (that would be illegal). So why not make the getting to know you process easy and comfortable?

Almost all major brands provide a lead capture form on their website. You’ve probably encountered what we’re talking about – lead capture form is just a fancy way of putting it. We’re talking about those pop-up messages asking if you’re interested in signing up for X/Y/Z or those forms on the bottom of a page that encourage you to enter a daily/monthly giveaway draw. How ever it’s presented, the idea is the same: to establish a connection with individuals that are interested in what your business has to offer.

Lead capture forms work by enticing a fence-sitter with a valuable reason for giving you their contact information. On the Internet, the preferred contact method is an email address. And in order to get the privilege of periodically popping up in their inbox, businesses offer a “free” trade. For example, a visitor might give you their email address so they can be entered into a draw, subscribe to your email newsletter, receive a free sample or coupon code, or get Form on JTnotifications about an exciting new product launch. In our experience, the lead capture forms that perform the best are those that don’t look like a traditional form.

That’s not to say that you should try to trick people into giving you their personal information. Research has shown that people generally don’t like to give out their emails for fear of getting spammed. So, it’s in your best interest to be transparent as possible. Be upfront about your newsletter frequency and privacy policy. Try to put people at ease and, at the same time, make it clear why your emails are worth opening. Consider a visitor’s intent and offer them something they’re interested in. A good example is an invitation to an exclusive sale, or a special coupon code for those on the mailing list. You might also want to consider an incentive for first-time subscribers (which would also be helpful for tracking new leads). Including social proofs, like how many subscribers you have, doesn’t hurt either.

If we’ve piqued your interest, try a Jelly Square! That’s what we call our lead generation form. Sorry, it’s not an awesome new dessert like the cronut. But it is a customized lead generation form that we’ll design for your website.

And if you don’t want to try a Jelly Square lead generation form, here are a few bite-size tips for your own lead generation form.

  1. Make the process quick and painless. A long form that’s complicated will deter people from reaching that Submit button.
  2. If your form is embedded in the page, make sure it’s above the fold.
  3. If it’s a pop up, think about when and where the prompt will be triggered.
  4. An enticing name will go a long way. Be original – your visitors will appreciate your efforts.
  5. Be likeable. Make them laugh (if you can).
  6. Express your gratitude. Prepare a thank you message and/or email.

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