In our last issue we focused on building your online brand to attract the right visitors to your site. In these next two issues, discover four tools to turn those visitors into leads.

[This chart shows the flow of inbound marketing]

Start with a great offer
To capture leads, think like your target audiences. What can you offer (downloads, checklists, whitepapers, etc.) that they will see as useful? What’s so inviting they’ll fill out a landing page that captures their information? Each offer needs a CTA and a landing page. Read on.

Tool #1: Compelling calls-to-action
A call-to-action (CTA) is a button or badge that links to the landing page. It’s the “what’s in it for me?” that triggers action. The best CTAs are brief and stand out on the page. For an example, check out the e-book offer on our home page.

Tool #2: Clear, concise landing pages
The landing page is a specific, pop-up web page that describes the offer and includes a form. It must fulfill on your CTA and expand on key benefits. Promote the offer (not your company or services) to turn visitors into new leads you can nurture when they give you their information.

Keys to a successful landing page:

    > A compelling headline focused on benefits
    > Bullet points to summarize the value of your offer
    > Short copy and pages free of clutter
    > No external navigation or links

Follow these best practices to boost your conversion rate. (A good rate is 30% or more.) After the form is submitted, send the link to the offer, a thank you message and links to other related content or offers. Use this opportunity to guide your lead to a next step.

Read more about inbound marketing on our website. Click the CTAs at the bottom to see how they work together.

In our next issue, we’ll cover tools 3: Forms and 4: Contacts. There’s a lot to inbound marketing … we can help! Email us or call 503.883.4433 to talk further.

P. S. Download our Website Effectiveness Scorecard to rank your website as a business asset and 24/7 sales machine.