Is Your Capture Page Too Vague?

Have you ever been to a website where some opportunity or product was being offered, but you had no idea what it was? Amazingly some websites, especially capture pages are incredibly vague about what they’re offering.

In some cases, companies want to control how and where their name is used, and therefore forbid the use of their name without prior legal consent. But that should not stop you from describing the opportunity or product a little. There are plenty of ways to do that without mentioning the company name and at the same time giving more information.

Often these capture pages focus on things like income that could be made, time that could be spent on the beach, firing one’s boss, and so on. These types of things can be compelling but only in the right context. People are still going to want to know what they’re getting into or what they may be buying.

The idea behind this is to get the reader to be curious and take the next desired action (fill in a form, subscribe to a newsletter, etc). But there needs to be a good balance between striking up curiosity and raising their red flags. Too much vagueness will make people suspicious and make them click away from your website.

Curiosity can only go so far in sales copy – at some point you need to give some facts.

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