Regardless of your business size or industry, seamlessly engaging your customers is possible with the right tools. The simplest of those tools? Smart email conversions. An email capture landing page is the key to getting potential customers to revisit your site. 

In this post, we’ll cover everything you need to know about email capture landing pages, from the benefits of creating one to best practices for driving conversions. Read on to learn how the right landing page and email tools will help you generate more leads and boost sales. 

What is an email capture landing page?

An email capture landing page, also known as an email marketing landing page, is a page on your website that encourages visitors to give you their email. It’s an essential tool used by marketing teams in all industries. 

Email marketing is one of the oldest ways to drive sales and conversions, and it’s still one of the most effective. But there’s just one problem: getting your potential customers’ emails without being too pushy or driving them away. That’s where an email capture landing page comes in. 

When done right, an email capture landing page brings new leads into your business. It helps re-target potential customers and convert them into active customers. But before we get into its benefits, let’s break down the two components of this marketing tool. 

What is a landing page?

A landing page is where you direct your potential customers when they click on an ad or search engine result. It’s not the same thing as your website’s home page — although in some cases, the home page can be a landing page. Rather, it’s the first page new visitors will see, or land on, when they discover your business. 

Effective elements of a good landing page include photos, video content, snappy headlines ­— and, for some businesses, an email capture prompt. 

What is email capture?

Email capture is the process of collecting emails to generate leads. Users who sign up for emails from you will receive regular updates and offers, keeping them in touch with your business and encouraging them to revisit your website. In the old days, email capture might have been as simple as passing around a signup sheet at a conference. Today, it requires a little more strategy. 

Aside from an email capture landing page, here are a few more tools that effectively help businesses collect their visitors’ emails:

  • CTA buttons – A call to action (CTA) button at the end of a blog or social media post takes users to a form where they can subscribe. 
  • Squeeze pages – A squeeze page appears before a user can visit the next page on your website and asks them to provide their contact information. These pages are similar to landing pages but only have one purpose: collecting emails. 
  • Popup prompts – Pop-up prompts to subscribe or enter an email are less distracting than squeeze pages, but still capture a visitor’s attention. They can be carefully timed to only appear after a visitor has been on your site for a certain amount of time.

Benefits of creating an email capture landing page

You might think creating an email capture landing page isn’t worth your time. After all, you have plenty of other ways to generate leads — right?

The truth is, creating an email capture landing page is incredibly easy if you have the right resources. It’s also one of the best lead conversion tools that requires practically zero maintenance. The benefits of an effective email capture landing page far outweigh the costs. 

Here are a few of those benefits in detail.

Collecting email addresses

Collecting emails isn’t as easy as it used to be. Americans are increasingly worried about data privacy, with as many as 84% reporting concerns about the safety of their online personal information. That means people may be less inclined to enter their emails into a random pop-up. 

An email capture landing page targets visitors who are already interested in your business and want to learn more. It fosters trust by providing clear information about who you are and what you do and doesn’t push visitors to enter their emails unless they want to. The result isn’t just more emails — it’s more emails from customers who are likely to read the material you send them.

Building relationships

Email marketing helps foster positive relationships between you and your current or potential customers. Similar to adding a landing page to a social media profile, a landing page with email capture encourages visitors to stay in touch with your business. They’ll see regular updates, sales, and newsletters. That way, even inactive customers will continue engaging with your brand. 

Generating leads 

The average cost per lead for a B2B business can be as much as $190. Your business can’t grow without lead generation, but if you can’t spend $200 per lead, you should look for more affordable methods. 

A free email capture landing page generates leads without the cost. The more emails you collect with your landing page for email capture, the more leads you can generate with targeted email marketing. 

Increasing conversions

Effective marketing strategies have one goal: to convert potential customers into actual customers. 

Every new visitor to your website is a potential purchaser. However, without email capture, they might leave your website and quickly forget about your business. An email capture landing page allows you to hold those visitors’ attention and eventually turn them into active customers. 

Structure of an email capture landing page

Chances are, you’ve seen plenty of email capture landing pages in your life, but they might not have stood out to you. That’s because, unlike pop-up prompts and squeeze pages, email capture landing pages don’t demand your attention. They encourage you to provide your email while still providing the information you were looking for.

The best email capture landing pages are clear and authoritative, yet subtle. They contain the elements of a landing page and an email capture tool at once. They’re also seamlessly designed, with an email capture field that catches the eye without clashing with the rest of the page. 

An effective email capture landing page contains these basic elements:

  • Headers: Headers immediately tell the visitor what they’re looking for. They clicked your website link with a question in mind. Your landing page should answer that question right off the bat. 
  • Graphics: Photo and video content are important elements of any landing page. 
  • Branded logos and color schemes: Your landing page should contain visual elements of your brand, such as your logo and color palette, consistent with the rest of your site. 
  • An email capture field: The email capture field should be clearly accessible and have a smart CTA. However, it shouldn’t be the primary focus of the page. 

Types of email capture landing pages

Not all email capture landing pages are created equal. You need a specific call to action, or purpose, to encourage visitors to enter their emails. The right CTA varies depending on your business model. A few examples include:

  • Freebies: Encourage visitors to subscribe for free tips, samples, or services.
  • Discounts: Create an email list for routine discount opportunities.
  • Lead magnets: A lead magnet is a product or service you give away to generate leads. Your email marketing can either promote your lead magnets or be a lead magnet itself. For example, you might offer free advice or insider secrets in exchange for future leads.

These are just a few examples. It’s up to you and your marketing team to come up with an email capture strategy that works best for your business. 

How to create an email capture landing page

Creating a successful email capture landing page is easier than you might think. It’s all about doing your research, implementing best practices, and finding a platform that truly supports your business.

Looking for a digital marketing platform that will make your landing pages and email marketing a breeze? Start your free trial with Constant Contact today. 

The rest of this blog post will guide you through some tips and best practices to create an effective email capture landing page that will generate more leads for your business.

Best practices in creating a high-converting email capture landing page

Depending on the platform you use, building your email capture landing page might be as simple as filling in a few text boxes. But if you really want your landing page to generate as many leads as possible, here are some steps you can take to optimize it. 

Provide reassurance and personalization

A great landing page is authoritative, but not demanding. In other words, you should come off as an expert in your field who is also a peer. Use comfortable, familiar language, include friendly graphics, and put a positive spin on all your content. 

The simpler, the better

Don’t overcomplicate it. Be clear about your message. If your CTA includes an offer, such as free services or discounts, keep that offer simple and transparent.

Utilize pop-ups

Pop-ups can add an engaging element to your website and further hold your visitors’ attention. However, it’s important to use them sparingly. Too many pop-ups might detract from the visitor’s original purpose.

Leverage social proof

Social proof is a psychological phenomenon that you can leverage in your marketing strategy. The basic idea is that people are more inclined to trust a brand if they see other people using and enjoying it. Add social proof on your landing page with public reviews, endorsements, and trendy quotes and images.

Button selection matters

It’s okay to be picky when selecting the design of your CTA button. Whether it says “subscribe,” “learn more,” or “click here,” make sure it draws the visitor in and encourages them to click.

Focus on your CTA, value proposition, and presentation

Remember that a visitor won’t enter their email address unless they think there’s something in it for them. The content and headers on your landing page, while informative, should ultimately lead the reader to your CTA. Show that you understand their problem and clearly present your solution.

Include special offers and discounts

Special offers make new visitors feel like they’re getting a better deal than others. That’s why you should regularly update your CTA and offer new discounts or freebies.

Efficiency is key

On average, visitors spend around 54 seconds on a single web page. That’s why efficiency is key. Hook your visitor and nudge them toward your CTA in under a minute. Tools to accomplish this include snappy headers, graphics, and readable content.

Create a sense of urgency

Your landing page should generate a sense of urgency, and even FOMO, for your reader. They should see a clear problem, how your business solves it, and how other customers are benefiting from that solution.

Use secure email capture forms

Remember that most Americans are concerned about their data privacy. Use secure, data-backed email capture forms to ensure your email list isn’t leaked to anyone else.

Present key benefits

Although it’s important to demonstrate the benefits of your business, you shouldn’t present them all at once. Stick to the key benefits — how your business solves a certain problem — and leave the details for emails and other website pages.

Follow media requirements

Remember how users only spend 54 seconds on a web page? That time can be nearly doubled by adding photo and video content. Find relevant graphics that complement your key message. Use high-quality content, but make sure your page can still load quickly.

Consult conversion-centered design (CCD)

CCD is a web design practice that uses visual elements, including graphics, colors, and logos, to drive conversions. If you’re working with a web designer or marketing team, make sure they’re experts in CCD.

Complement email campaigns with landing pages

Planning and designing a great email capture landing page isn’t the whole job. Your email campaign should align with the offers, design principles, and messaging presented on your landing page.

Know your audience

One way to help drive engagement is to avoid cookie-cutter emails. Utilize customer segmentation and targeting tools to divide your customers by their goals and preferences, then send targeted emails that will appeal to those groups. This process is much easier with a full-service email marketing platform.

Design and copywriting tips

If you’re wondering how to design a landing page that works, remember to follow the best practices outlined above. Stick to conversion-centered design components and make sure your design is consistent across all platforms: your landing page, other website pages, and emails.

Copywriting is a non-visual element of design that’s just as critical as your colors and logos. Write compelling copy on your landing page and in your emails. Use engaging headlines, keep your sentences short and readable, and drive all content toward your CTA. Don’t hesitate to hire a professional copywriter to help you nail this element.

Data collection and privacy

The importance of security and data privacy can’t be stressed enough. On top of using a secure email capture form on your landing page, here’s some additional advice:

  • Don’t ask for too much information: Ask your visitors for their email and SMS contact at most. Avoid detailed contact forms.
  • Use an opt-in offer: Tell your visitors what they will gain from opting in right off the bat.
  • Allow users to opt-out: Make it easy for your customers to opt out of emails so they know they’re in control of their data.

Visual elements

Visual elements are important for CCD. Photos, videos, and consistent branding content such as logos and slogans can bring your messaging to life and get people excited about your brand. 

Be aware that some visual elements can negatively impact your landing page’s design, though. For example, too many navigational links look jarring on a page and give the impression that your site is too focused on pulling visitors in. 

A/B testing and optimization

A/B testing, or split testing, is a method of comparing two versions of the same product. Here’s how you can use A/B testing to optimize your email capture landing page:

  1. Create two versions of the page, each with differences in design, content, or CTA — whichever elements you want to test. 
  2. Launch both versions for a temporary test.
  3. Track user engagement with each version. 
  4. Whichever version of the page performs best is the optimal version.

A/B testing is another benefit of working with a dedicated marketing platform. Platforms like Constant Contact run A/B tests and track engagement for you, so you don’t have to do it manually.

Email engagement

After you’ve hooked potential customers with your well-designed landing page and motivating CTA, it’s time to follow through with engaging emails. Send emails that back up the promises made on your landing page. Keep them simple, efficient, and informative. Otherwise, your customers might not want to keep reading them. 

Here are a few tips to keep your emails from becoming spam:

  • Stick to your brand: Write content that aligns with your brand’s values and messaging.
  • Be friendly: Keep your tone friendly and personal. 
  • Personalize your emails: Don’t send the exact same email to everyone on your list. Instead, use email marketing features to divide your customers and send personalized emails that fit their needs. 

Landing page builders and tools

If you don’t have a tool like WordPress to build your landing page, or you lack a professional website designer, you may need some support. That’s okay — there are plenty of landing page builders and marketing tools available to help you out. It all comes down to picking the right platform for your business. 

Constant Contact is a preferred choice among small-to-midsize business owners. It offers robust tools and email marketing features, including landing page templates, targeting tools, secure data collection, A/B testing, and more. The platform also comes with highly rated customer support to help even the least tech-savvy business owners create an email marketing campaign they’re proud of.

Alternative: create a pop-up sign-up form

An email capture landing page is an invaluable tool to help your business generate leads and boost your email marketing campaigns. However, it isn’t your only option. Pop-up sign-up forms offer an easy, time-saving alternative for a small business on a budget. A pop-up form might be a great option for you if you want to encourage signups throughout your website experience, or if you’re just getting started with email marketing.

Constant Contact offers an easy pop-up signup form template that you can quickly incorporate into your website. Combined with our simple email templates, it’s an easy way to kickstart your email marketing campaign. 

Landing page examples

Now that you’ve seen some of the benefits, features, and best practices of email capture landing pages, let’s take a look at some examples. 

Morning Brew

A simple, snappy landing page from Morning Brew. Image Source: Morning Brew

Morning Brew’s landing page offers an immediate email capture box for visitors to sign up for their daily newsletter. Notice how the option is visible, but doesn’t detract from the site’s main purpose.


An example of a free trial prompt from Salesforce. Image Source: Salesforce

Salesforce’s home page offers prompts to start your free trial. After an interested customer clicks the link, they’re directed to this landing page, which collects their personal information and email, while providing more information about the offer.


A landing page with a clear CTA from Trello. Image Source: Trello

Trello, a workflow and collaboration platform, invites visitors to enter their email and start their free plan right away on this landing page. The page goes on to provide essential information about the service and paid plan options.


Yoast invites visitors to get free SEO tips by entering their email. Image Source: Yoast

Yoast’s email capture landing page reels visitors in with snappy headlines and customer reviews at the top of the page. The email capture box, toward the center of the landing page, encourages people to sign up for free courses as a sample of the service.


An email capture landing page with clear data privacy options from GoodRx. Image Source: GoodRx

Telehealth is just one service provided by GoodRx. This landing page starts with an email capture box for users to begin the service. The highlight of this example is the data privacy options — notice how the visitor can choose whether they want to opt-in to marketing authorization. As this is a medical company, emphasizing privacy regulations is especially important. 

Constant Contact

An email capture form focused on a specific objective from Constant Contact. Image Source: Constant Contact

At Constant Contact, we offer a number of services and features aimed at specific solutions for our leads. In this example, someone may be feeling overwhelmed about how to design an effective email campaign. Entering their email is the first action item they can take as they browse solutions to their problem.

Hillary Weiss

A clean, simple prompt to sign up from Hillary Weiss. Image Source: Hillary Weiss

Creative director Hillary Weiss offers a simple prompt in the center of her landing page, urging new customers to sign up for a free offer. Notice the customer review just above the email capture box and featured magazines below, helping to establish authority without too many words.

Emails campaigns to get you started

So, what kinds of emails will customers receive after they enter their email addresses on your landing page? 

Here are a few examples:

1. Welcome email

A welcome email template from Constant Contact. Image Source: Constant Contact

This email template from Constant Contact is an example of an automated email your customers can receive after they sign up for a special offer via your email capture landing page. 

2. Special offer email

An example of a holiday special with a coupon and CTA from Constant Contact. Image Source: Constant Contact

This template shows how you can send special or seasonal offers to your email recipients. In this case, your customers will receive a coupon which they can redeem by visiting your website. This is also a great opportunity to share your landing page with your existing customers after an update.

3. Invitation email

A festive invitation template from Constant Contact. Image Source: Constant Contact

This template is a great example of an automated invitation email. With Constant Contact, you can invite select recipients to special events, then track their responses. 

4. Follow-up email

An example of a quick reminder email from Constant Contact. Image Source: Constant Contact

Design beautiful, informative emails that produce results with Constant Contact’s library of creative email templates

Final Thoughts

An email capture landing page is a page designed to hook your visitors’ attention and encourage them to provide their email addresses. But it’s also so much more than that — it’s a tool to drive lead generation and boost your marketing efforts on any budget. 

With the right resources, creating an effective email capture landing page is easy. Get started with Constant Contact today for free templates, customized email marketing tools, and easy-to-use features that will support business owners in any industry.