The 3-Part Capture Page Formula: Lead Magnet, Hook, and Call to Action

You’ve built a page. It has a logo, a headline you tweaked twice, and a box where a stranger is supposed to type their name and email address. Traffic hits it. Almost nobody fills it in. So you change the button color, then the photo, then the headline again, and the number barely moves.

That’s not a design problem. It’s a sequencing problem. A capture page that actually converts is built from exactly three working parts, and most people building their first funnel get the first one wrong long before they ever touch a button color.

As someone trying to build a real email list instead of just posting into the void, you already know what it feels like to send traffic somewhere and watch the opt-in rate barely crack single digits. This session, part of the process setup track inside the Unstoppable Mastermind, breaks the whole page down piece by piece, then builds one live inside an actual page builder so you can watch it get assembled from a blank template.

What actually has to happen before a stranger hands you their email address?

The session frames a capture page as three moving parts: a lead magnet, a hook, and a call to action. Skip any one of them and the page falls apart no matter how nice it looks. The lead magnet is the piece of information you’re offering in trade for that email address, a PDF, a short video, an audio series, a live webinar. The hook is the single sentence that tells someone what they’re about to get. The call to action is the plain instruction to enter a name and email, nothing clever, nothing buried in paragraphs of copy.

The part people miss is what the lead magnet actually has to do for the person downloading it. As the session puts it, “what you want to do with a lead magnet is give someone results in advance.” Not a teaser. Not a trailer for the real thing. An actual result, small but real, delivered before any money changes hands. A specific video that shows someone exactly how to build one part of a funnel, watched start to finish in a few minutes, does more for trust than a bloated ebook nobody finishes. Long and comprehensive kills the lead magnet’s job. Narrow and immediately usable is what makes someone glad they gave up their email address.

Why do two nearly identical pages convert at 9% and 63% with the same offer behind them?

This is where the session stops talking theory and starts showing live numbers from actual pages. One page had run at a fraction of the traffic of another, both promoting the same giveaway, and the difference in performance wasn’t subtle.

This one, for example, we have 27 viewers, so 27 people have seen this page, 17 people have opted in, so they put their email in, which means 63% have converted.

Compare that against a separate page running at roughly one in ten visitors opting in, and the math stops being academic. Twice the opt-in rate on the same traffic spend is twice the number of leads reaching the back end of the business, which is where sales actually happen. The session’s rule of thumb is blunt: if one version of a page is clearly outperforming another sending people to the same offer, stop running the weaker one immediately and pour the traffic into the winner.

One line does more for that conversion rate than almost anything else on the page, and it isn’t the headline. It sits just below the email field, and its entire job is convincing someone to type a real address instead of a throwaway one. As the session puts it, “information will be sent to the email provided above.” That single sentence, placed right where someone is deciding whether to bother typing their real inbox, measurably increases how many of the addresses coming in are ones you can actually follow up with later.

What if you’re not the person who can build any of this yourself?

The session is direct about this too: you don’t have to build the page personally. Freelance marketplaces exist specifically for this, and there are people who build capture pages for a living. The instruction that matters here is not to shop for the cheapest option available. Pay for someone with a track record of real reviews, because a capture page that quietly underperforms by half is far more expensive over time than the extra it costs to get one built properly.

Whether you build it yourself in an afternoon or hand it to someone else, the sequence doesn’t change. A few things worth keeping in front of you as you set one up:

• The lead magnet has to be narrow enough to finish in one sitting, not a sprawling course dump.
• The hook is one sentence, and shorter beats clever every time.
• The call to action asks directly for the email address instead of dancing around it.
• The trust line about where the information is going sits directly under the opt-in field.

None of this is complicated once you’ve seen it built once. What separates a page converting in the single digits from one converting past 60% almost never comes down to talent or luck. It comes down to whether these three pieces were actually built with intention, or thrown together because a template happened to look nice.

The full session walks through this entire build inside a real page builder, integrating an email autoresponder, customizing the template, and setting up the exact split test that turned one page’s numbers around. Create your free account at empowernetwork.com/watch to watch it and download the audio.

The full session transcript follows below.

Transcript

Right, so we're going to dig into your capture page. Now, capture page is the first point of contact where your customer has to trade off their email address for something you're going to give them. In other words, this is where you want to capture your leads or your customer's email addresses so that you can follow up with them later. This is very important because it shows that this is an interested customer.

Now, there's a lot of strategy when it comes to creating capture pages that people overlook. Now, to break this down, I want to break it down into three segments. The first is what we call a lead magnet. If you can remember these three things, then you'll be on the right track when it comes to your capture page.

The first one is a lead magnet. The second one is a hook. And the third is a call to action. Now, I'm going to break down what these three are in detail.

But first, let's dig into what a lead magnet is. Now, a lead magnet is the piece of information offered in exchange for an email address. So, if you think about it, you may have seen somewhere where someone wants to offer you something like a free PDF to download. Now, if you download that PDF, you have to put in your email address so they can send you that download.

Well, that PDF is essentially their lead magnet that they're using on you. So, this is a piece of information offered in exchange. The price you have to pay for access to that lead magnet is your email address. This works very well in capturing leads.

Now, there's many different types of ways that you can create your own lead magnet, such as PDFs, a video, or a video series, whether you're having a live webinar, a tele-seminar, or an audio. I see a lot of personal development experts using audios and just giving away a few audios. I know for me, for example, with someone like… Bob Proctor, I listened to hours of his audios that he gives away for free before I even brought one of his books.

So, these work really, really well in creating value and guiding the customer into buying what you have and what you want. So, when thinking about creating a lead magnet, you know, use one of these six examples in building one. Now, a PDF doesn't even have to be long if you want to give someone a piece of information. But basically, what you want to do with a lead magnet is give someone results in advance.

Now, I have to be honest here. I did not come up with this or create this. Someone else showed me this concept and I like it so much. I'm going to share it with you today.

But what results in advance is, is the guy over there scratching his head, he wants results. He wants to get or achieve something. So, he wants to be the happy guy on the right. To get there, there's going to be these hurdles that he's going to come across when he is looking to get the desired result that he wants.

So, let's just use the example of selling affiliate offers online because that's what I do. So, if I was to teach someone how to sell affiliate offers online and I had a course to explain exactly how I do that and my, what I want to do is I want to sell that course, right? So, let's say I have a complete package of how to sell affiliate offers online. What?

The hurdles my customer is going to have when in creating a successful affiliate offer online. So, his desire is to sell an affiliate offer online and my course is going to tell him how to do so, right? The hurdles he's going to face in doing this is he needs to find an offer, he needs to create a sales funnel, he needs to drive traffic to that sales funnel and he needs to convert sales. So, these are four hurdles that everybody is going to have to overcome to successfully sell an affiliate product on the internet, right?

So, let's just put this, for example, this video that you're watching right now. I'm explaining how to create a sales funnel. So, I could use this video right now as a lead magnet. So, I could offer this video for free as a training to explain how to create sales funnels so you can successfully sell an affiliate offer online.

In doing so, the person that downloads this video, I will capture the email address so they'll become a lead, but then they will learn how to successfully create a sales funnel. So, they'll be more than happy to give the email address and I'll give them results in advance. So, I will have them successfully create a sales funnel before they even purchase anything from me or buy my course about how to successfully sell, you know, affiliate offers throughout the internet. So, this can work really, really well just by giving them a segment of what it is you're teaching in total.

Now, here's a couple of sexy lead magnet tips. Now, in creating a good lead magnet, you need to be very specific. So, within your lead page, you don't want to give them a download that, let's say, teaches the whole process of selling an affiliate offer online from the sales to the capture pages to everything because you're going to have nothing else to share. You want to segment what piece of information that you have down to one specific niche or one specific item or segment.

It needs to be easily consumed. So, like I say, an ebook that is 200 pages long is probably not ideal, but there's a lot of people who won't read it or go through it, but a video that is like 2 or 3 minutes of a solid quality training that they can implement right away, perfect! And you want to give them a positive expectancy. So, by the time that they have finished with the product that you give them for free, they have a very, very good feeling and they love what piece of value that they have got from going through your training.

Okay, so now it's time for the call to action. So we have the lead magnet, so he's interested in our offer. He's seen our hook which is the line that says download this free PDF that has this on it. Now here's the call to action.

All this is, is a plain and simple, and you've probably seen it before, name and email address. It's like enter your name and email address to receive what? Now you just need to be direct. You don't need to beat around the bushes here.

You're asking for their email address. I've seen long winded with a whole lot of text statements to try and make someone put their email address in without physically asking them. You need to be straight up, ask them for their email address. And there's a little part.

There's a little punch line at the end that I can't take credit for again, one of my mentors shared this with me. And it says information will be sent to the email provided above. If you put that below where they enter the email address, you'll get very, you'll get a much, much higher percent of real email addresses in because people will just enter fake email addresses. This is how you increase the likelihood of someone entering their email address because they want to be sent the information to their inbox.

So this will help with follow up emails. Follow up emails at a later date. Now let's jump online and have a look at some of this in action. All right, so now to the good stuff.

We are live online and I am looking at a capture page that I have used personally myself. This is converting at about 67% says my stats. So this right here, Freedom Printer eBook is the lead magnet. So like I said, you have many options from a video, a video series, a PDF.

Right here is an eBook. It's only about 20 something pages. You can make an eBook that's three pages long and call it an eBook. There's no rule, I don't think anyway, that states how long an eBook has to be.

So up here where it says learn the secrets to living and earning like a Freedom Printer with your free eBook is the hook. Now this describes exactly what, in this case, the eBook is going to be about. And this is a very easy capture page to create. That is obviously your call to action.

Enter your name and email below for access to your free eBook. And notice that just down here I say information will be sent to the email provided above. Now this really helps from people putting in fake email addresses. So let's look at another example here.

Now this is what, what I'm doing here is I've actually shot a video to introduce the lead magnet. So this is like a teaser to a giveaway course that I'm about to give away for free. Now I just describe in brief, with a brief overview exactly what they're going to get in the course in further detail. So this is just an overview video of what's inside.

When they're ready to get inside they go get instant access. And so my free course is the lead magnet. My video is the hook. And right here is my call to action.

Enter your name and email address below to get instant access. Now login details will be sent to the email provided above. Because with this course you have a free login and they need their login details. So I'm not lying there.

Their login details are sent to the email. And once they enter the name and email if they put in the wrong one they won't be able to log into the course. So this works very well with people putting in their correct emails. Here's another example.

Free ebook reveals what it takes to travel the world and live a life as a lifestyle preneur. Now I wrote a lifestyle preneur ebook. So that is obviously the ebook is the lead magnet. The hook was that one line, one sentence, don't make it too long.

So free ebook reveals or discover. People love the words that you can talk about something they're going to get, they're going to find out. It's very, it's much more exciting when you say reveals. So free ebook reveals what it takes to travel the world, you know, do all this cool stuff.

So you need to put in free whatever it is you're giving them, reveals what? You know, the outcome that they're going to learn from your product. Opt in to get your free ebook, Secrets to Living as a Lifestyle Preneur and discover what it takes to live the life of your dreams. Ebook will be delivered to the email provided above.

There it is. Once again, that magical line. That really does save us. And help us get these quality leads that we are looking for, for further transactions.

And really weeds out the people that we don't want to do business with. So these are three examples of a capture page. They all work really well. And now I'm going to show you how we actually can create these capture pages for yourself.

Because it's not as hard as it looks. And it's very, very, very, very, very important. Okay. So.

I'm going to show you actually how you exactly create your capture page. I just want you to know that you can get someone else to do it for you. If you don't feel like you have the time or the energy. You definitely have the know-how.

Everyone can do this. It's simple. But if you want to get someone else to do it, you can. You can go to a website just like this which is called Upwork.

Or you can go to another one called Elance. There's a few like this where you can get people that do this for a living. And you can pay them to actually create one yourself. You just tell them what you want on it.

And they'll do it all for you. Now I would be careful in doing this to where you don't want to try to find the cheapest person that you can find. Just so you can get a good deal. If you're going to go and get somebody to do this for you, you want to make sure you're going to get someone that has very good reviews.

And I would suggest paying more to get something of value. Now this right here is lead pages. When you sign up to lead pages, this is what the back office looks like. This is what it looks like inside.

And this is one example of a capture page builder. And I can build out my whole funnel from my capture page, my bridge page, my thank you page. I can incorporate where I want to insert my lead magnet. So my giveaway.

I can do all that through this program. And right now I'm just going to show you how I would go ahead. And create just a basic capture page to capture the person's lead. And later we'll talk about how we can go and split test this with another capture page.

So let's just go for this one here. You select what industry you're in. So we're just selling education because I'm going to give away my free course. Let's just use that for example.

So as I go in, it might take a minute to load. I might have to just pause this video. Cool. So here it is.

It's all loaded now. And this is what it looks like in the back office to where we can go and edit this and customize it to ourselves. Now Leadpages obviously has their logo in here. So what I can do is I can just go click on it, insert my image.

I'll pick my logo. Let's choose this one here, World Nate. Click done. And there it is.

My logo has just turned up right there so it looks nice and smart. What I can also do is I can click on background images and I could upload something myself. Let's use this for an example. I'll click on that picture.

I'll see what happens when it is. Oh, it's gone a little bit warped. I don't really like that. They will probably give me a suggestion to which pixels I want.

So I can go in and edit the picture to fit or I can just try a new one. But let's just stick with this because they obviously do testing and they know what works well. Now when it comes to images, just a little tip. Pointing towards what it is you want the person to read is a very good idea.

So you see how this lady is looking at the box essentially. It's going to drive people's eyes towards this. Now they have text in here that we can edit. Now every editor, whatever editor you're using, you'll be able to change this.

So whether you use Click Funnels, whether you use Lead Pages, Instapage, Megaphone, there's many different systems that you can use to create these things. So I'm going to go ahead and click on that. Click on that. Click on that.

Click on that. Click on that. Click on that. Click on that.

Click on that. Click on that. Click on that. You can customize all of this yourself.

And this is the important part. So this is the part that we need to know. And if you like what they have written, you can just change the heading. So let's just go Free Video Series reveals the three methods.

We might change this. That's the three methods. I use to create a successful affiliate sale on the internet so maybe that's what you want to write you're gonna have to play with this but what we can do is we can split test this and I'll dig into that later and this is where things get really really powerful so this hook is everything we want to think about this one sentence this is probably even a bit long right we want to keep it nice and short and tight now what's going to happen is when they click on that up comes the pop-up asking for the email address so here's your call to action right here I would change this what would I change this to you should all know this I want to change this to information will be sent to the email provided above perfect just so they put in their correct email address very very very very important now you can edit all of these so whether you want to see this up here you can choose to hide it or to see it you can hide everything if you like you can add your own images you can change the text on this to you know just download report you can do all of this and you'll get used to the program that you're using now I'm going to show you how to do that so I'm going to go ahead and I'm just using lead pages as the example because this is one of the programs that I use and I feel it's it's pretty basic and it's very you know they have quality capture pages and it that easy to create your own but there's one thing here that we have to do now that's very important now remember I was talking about you know you want to capture your leads and you have to store them in an email and an email autoresponder program so like here I'm just going to cancel this right now we're going to go into integration settings now you can integrate this with a couple of different programs and this means that when somebody puts the email in here and they click download the report the email is basically basically going to go into my system so that I can follow up with them later now that system is where you integrate this is where you integrate it and so there's a few like I said you may have something like Aweber, GetResponse, Infusionsoft there's quite a few I can't even think of them all right now but I have Aweber now let's just say so there's my Aweber right here what I want to do is let's just say I want to link it to that blueprint to success follow-up series now when within your autoresponder programs they'll show you how to do this so it's actually very easy to create a signup form within your autoresponder series then all you have to do is you have to integrate the two programs here and this is how you do it you just choose the program you choose your form and then you go OK also remember if you get stuck on that little part to where it says to integrate the two all you have to do is jump on Google and go how to integrate Aweber with lead pages or how to integrate GetResponse with Instapage or whatever you want to do and that's the first step of this course email program you use with whatever lead capture program you're using to create your lead form there's so many tutorials on the internet and will only take you maybe half an hour to get the thing set up once it's set up you can create multiple lead pages and this is what we want to do so as you can see we have it all linked up everything's customized so we can have it looking however we like we can put our own images in and from here we can go on to split test different capture pages of which I'll get into later but that is how you set up your capture page and this is the first point of contact your leads will have with your people so doing this is very very important and and I hope you put in the time to really think about what is going to go in this section right here and what you're going to say these little bit of text they are the difference between between a 10% opt-in and a 50% opt-in and that means like five times difference in results within your business just think about it remember if I have a 20% opt-in or I have a 40% opt-in that is two times the amount of people coming into the front end of my business and that means two times more results in the back end because it's just a numbers game so you want to get people coming into here now let me show you this real quick when I have let's just let me go into the front page so where I show you all my lead pages so these are some here's the ones I've just been playing with now and no one's been looking at them let's look at this for example now this is this is converting really low but they're going through a long funnel to uh till they get to this point so let me show you something right nine percent of people are coming into here so they've had seven percent of people are coming into here so they've had seven percent of people are coming 1,700 people view this page, 155 people have opted in, so 155 people have put their email address in this page, that means 9% of people have converted.

This one, for example, we have 27 viewers, so 27 people have seen this page, 17 people have opted in, so they put their email in, which means 63% have converted. Now, obviously, the results in this is like six times difference or something. Five times difference, as in I'm getting a lot more people onto this than onto this. If I was sending them, these are two totally different funnels, but let's say, for example, if I'm sending these guys both to the same place, if they're going to the same giveaway, I would stop that right away and I would run this ad more, because that means that we have much more people going into the back end of our business, more people want to see what we have.

As minor as a capture page is. Just because it's one page, the difference, even between 9% and 21%, is twice as many. If I can keep scaling that up, and if I can have 1,700 people go, and that converts at 20%, I might as well stop that, because that's getting twice as better results than that one there. This is how you can start playing with it.

When you're testing these lead pages, you'll be able to see which ones convert the best.