http://bizcom.therenegadeblog.com/how-to-create-web-copy-for-lead-capture-pages

Compelling Copy Has Just One Purpose

In the creative process of creating the web copy for your lead capture pages, don’t get bogged down on any one element. All the parts of your capture page have to flow.

Remember, every element of compelling copy has just one purpose — to get the next sentence read. And then the sentence after that, and so on. All the way down to your call to action, and closing. That’s how you get the lead.

http://bizcom.therenegadeblog.com/how-to-create-web-copy-for-lead-capture-pages