Sometimes, something that sounds too good to be true actually isn't. Paid Search (or Search Engine Marketing) really is one of the most effective and cost-efficient forms of advertising currently available. Read why I love Paid Search.
Archive for David Sonn 
8 Key Components for Lead Capture Pages
Posted by David Sonn on July 5th, 2011 at 6:44 am
Studies consistently show that when capturing leads from advertising initiatives, such as Paid Search (SEM), direct mail, television and radio, that a standalone, single lead capture page will have a better conversion rate than driving consumers to a website. Once you accept this point, here are my eight keys to creating a successful lead capture page.
1. Message:
When introducing the product or service you're offering, be concise, very concise. Quickly describe it, offer key differentiators and advantages and keep it open-ended. That is, leave a little something to the imagination of the user. If you list every detail, you will either give them enough information that they don't need to take further action or you will have given them a reason to assume that this isn't right for them. Just as bad, you will bore them and they will leave. As a guide, limit your copy to no more than 3 brief paragraphs. Optimally, a compelling headline and copy mixed with bullet points can be most effective.
2. Credibility:
Within 10 seconds you need to establish credibility that this is a legitimate offer, from a trustworthy... Read more
