4 Rules for Creating Lead Generation Forms

4 Rules for Creating Lead Generation Forms

A [FREE PRESS RELEASE TEMPLATE] made its way into the company email. The source was reputable. The content was intriguing (who knows how to write a professional press release anyway?). And the word “free” made it worth the extra click. 


All we had to do was provide a little information: 


✔ Name

✔ Last Name

✔ Email

✔ Work Phone

✔ Company

✔ Company Website URL

✔ Company Size

✔ Company Yearly Income

✔ Job Title

✔ What is your greatest challenge professionally? 


Unlike applying for a home mortgage loan, this amount of personal information isn’t going to yield big rewards. 


The reward was a simple template, and this was absurd. 


Leads are valuable because they’re the people who have indicated organic interest in your content and your business by giving you their information. But leads don’t grow on trees, and mistakes like this are costing brands potentially thousands of customers. 


So here are four essentials for making lead gen forms work for you as best as they can:


  • Keep it short and sweet

  • Write a compelling CTA

  • Allow opt-in and opt-out

  • Focus on privacy


Keep it Short, Simple and Easy


Every field you add to a form cuts the number of leads by 25%. And according to the 2012 MarketingSherpa Lead Generation Benchmark Report, email is the most important form field across different industry sectors. 


“Qualified” leads simply mean “more likely to buy.” It does not mean “endured tedious data extraction.” Typically, contact information like email and phone number are essential but demographic questions can be reserved for the future in a process called “progressive profiling.” 


Although there’s no defined set of form fields that yields the greatest number of conversions, you’ll see results the moment you start to request only the necessary information using fewer form fields. 


Make each field simple by offering checkboxes, drop-downs, or simple answers to lessen the work. Who wants to answer open-ended questions for strangers? If you must include them, keep them optional. 


Write a Compelling CTA 


Words have the ability to add incentive. Your submission button can remind prospects what they’ll get for the information they choose to share.


Ensure that you’ve incorporated a strong CTA, or call-to-action, that compels people to make that final submission. 


Examples like “Start Class Now,” “Get your free ebook now,” or “Create Account & Get Started” have been proven to increase conversions compared to their simpler but more vague counterparts such as, “Download,” “Submit,” and “Create My Account.” 


Include Opt-in Options to Avoid Complaints


Although email is the most important field across industry sectors, it’s also your biggest obstacle. Users fear spam, and so they should. 


Giving leads the ability to opt-in (or out) of receiving email from the organization accomplishes a few things:


  • It reduces the number of spam complaints against your business, thereby reducing any possibility for future messages to be marked as spam. 


  • It increases your leads’ sense of privacy, which means that you’re more likely to receive primary emails as opposed to separate spam collection email accounts intended to trap and ignore your follow-ups. 


  • It creates “clean” email lists with fewer unsubscribes and abuse complaints. 


Include Your Privacy Policy to Remove Doubts


Shopify’s simple, trustworthy privacy statement says all it needs to on their lead generation form: “No charge. Unsubscribe anytime.” 


Do you include privacy statements in your lead gen form and CTA? 


Prospects are becoming smarter and know that most privacy statements don’t live up to what they promise, but including a link to your Terms and Conditions is the most basic version of offering transparency. 


You need to convince people to give you their personal information through a sign-up form, which means you need to offer what visitors can expect after submitting the form, how their information will not be sold or given to any outside party, and a clear way to remove themselves from your list at any time. 


Want more insights? Contact our digital marketing experts at RLC Media to start growing your online business today.

How to Write a Great Product Description

How to Write a Great Product Description

How much do product descriptions actually impact the success of a product? 


One e-commerce study found that 20% of purchase failures are potentially a result of vague, unclear or missing product information. 


But aren’t professional photography and a clear title enough to sell? 


Every web-browsing human reads product descriptions every day, and good product copy is your opportunity to convince the customer to click “add to cart” or to answer questions before they even arise. 


So yeah, educating customers on a product’s value can lead to more sales, lower refund rates and lead to increases in customer trust. 


What Makes a Product Description Bad? 


When a product is simple, say a plain white t-shirt, the text you use is less important than the image quality, modeling, size, availability, color range, and price. 

While you have to say something about your product, fancy language is less important unless you have a selling point for a particular targeted audience (i.e. organic cotton). 

When a product is not self-explanatory or immediately recognizable from its photography, it’s essential to include descriptions that:


  • Clearly explain what the product does or its intended use

  • Explain why it’s better than traditional products or the competition

  • Include all relevant information


Essentially, if you read a product description and still have questions about it, then it didn’t do its job.  

But there are a few defined ways to write well and make sure that your customers are getting the details they need.

  1. Know Your Target Audience


The first step to writing product descriptions that sell is to define your target audience. 


This begins with understanding your buyer persona, and the characteristics of your potential customers. 

Take this example of a moisturizer from Pura D’or

While Argan Oil has been popular among women for some time, particularly as a hair treatment, it’s also something that might be new to some people. 

If you’ve never used cold pressed oil in your hair or on your skin, would you know how to use it properly? 

The company goes on to successfully describe what the product is best used for, including usage tips and specific benefits to using it on different parts of the body. 

The buyer persona here is probably, “A woman who is searching for high quality moisturizing skin and hair products who may or may not know that this product exists and how to use it.” 


The reverse situation also exists in which large, international brands have already established what their products are, what they look like and what they can do. Apple, for example, often takes a minimal approach to product descriptions with a technical focus, and it works for them.  


  1. Use Features to Motivate Prospective Customers


If you know your target audience’s motivations and concerns, you can customize a list of features and benefits in your product description. 

Check out this product description for an electric toothbrush from Oral-B:

This not only describes the basic features–a two-minute timer, five-day battery life, #1 dentist-recommended brand–but it also includes the key selling point: “Removes up to 100% more plaque than a manual toothbrush.” 

You’re not just getting an electric toothbrush. You’re getting a “clinically superior clean” recommended by professional dentists. 

You’re not just getting a toothbrush. You’re getting a “dentist-inspired round brush head.” 

With 500 modes and features, the product appeals to a buyer looking for a product that can guarantee and offer more than just basic cleaning. 


  1. Bullet Points Make It Easy to Scan


People love to skim, and a product description that includes bullet points provides a clear way to display the most relevant information. 

Amazon actually adds bullet points to their block text, and hides the technical details of many products in another section. 

Consider this example of their product page for Uidoks Dash Cam:

  • It’s not actually skimmable text, but the bullet points make you read each point as a separate idea. 


Checkmarks or bullet points, they trick the mind into reading information in smaller chunks, and that’s good for sales. 


  1. Write with Search Engines in Mind


According to Amazon-affiliated selling experts, there is some evidence that placing keywords in product descriptions, particularly in bullet points, increase search rankings. 


In fact, Shopify suggests adding keywords to four main places:


  • Page titles

  • Meta descriptions

  • ALT tags

  • The body content on a page (i.e. product descriptions)


Ideally, the same keywords should be seen throughout all of these sources, but if listing keywords feels like your jamming a square peg in a round hole, try taking a more creative approach to incorporating those essential descriptors. 


Mastering your product descriptions requires creativity and testing. Don’t be afraid to test product descriptions in order to improve both formatting and copy. 


Ultimately, you want to craft a product description that gives your shoppers the information they need. 

Want more insights? Contact our digital marketing experts at RLC Media to start growing your online business today.