An essential step in inbound marketing is converting website or blog visitors into qualified leads. The three primary tools for accomplishing this are calls-to-action, landing pages, and online forms.
- People expect a call-to-action
- The call-to-action piques our curiosity
- The call-to-action feeds our anticipatory tendencies
- The call-to-action reinforces a sense of reward
By understanding the psychology behind the call-to-action, you’ll be better able to create highly effective calls-to-action that will lead visitors to the next step in the conversion process.
A landing page is a web page that captures a visitor’s contact information through a lead-capture form. With landing pages you can offer visitors something of value, and convert a high percentage of them into leads. A good landing page will target a particular group of people rather than a broad spectrum. So smart marketers use multiple landing pages. For example, you might use one landing page for people you sent an email to offering a particular e-book. Another landing page might target people who click on a pay-per-click ad promoting your webinar. Still another might target people responding to some sort of offer you made on social media. The possibilities are endless.
In addition to creating leads, landing pages capture contact information as well as buyer persona information. This information enables you to better-qualify your online leads.
Every landing page that’s intended to capture information from visitors contains an online form. Your lead capture form can contain as little as the prospect’s name and e-mail address and as much as their name, e-mail address, phone number, mailing address, gender, age, level of education, etc. There really is no limit to the amount of information you can request on an online form, but you shouldn’t get carried away. Review your lead generation goals and balance the amount of information you need against how much information your prospects will actually provide on a form – particularly on an initial form.