Inbound Marketing 101: Landing pages that convert visitors into leads

Landing page brochure

If you’re contemplating an inbound marketing campaign for your business, you’re thinking about conversion. Social media followers, website visitors, and newsletter recipients all have something in common: they represent opportunities for you to convert interested and engaged parties into leads for your business. Regardless of which channel brings a visitor to your site, you must greet that visitor with an effective landing page. Something that is designed to convert him or her into a lead.

Your call–to-action must be front and center.

A call-to-action is content on your landing page which directs your users to take a concrete action. Such as downloading a free guide or brochure, signing up for a free consultation or trial. Or simply filling out a form with their contact information in order to receive a newsletter or other materials. Make sure this call-to-action is brief, straight to the point, and action-oriented. Design your page so that the call-to-action is easy to read and draws in the eye. If your visitors engage with one element on your page, you want it to be this call-to-action.

Make an offer that’s hard to resist.

What can you offer your potential customers that will provide them with real value? If your users are coming to your site to research your industry, offer them a white paper detailing information they will need to make a decision about a future purchase. If they are interested in your services, but aren’t sure they are ready to commit, offer a free trial. If they are nearly ready to make a purchase, offer a consultation that will answer any lingering questions. An offer that your customer is ready to take, will convert users to leads, and maybe even into customers.

Keep the page simple.

You want to draw attention to one thing and one thing only, and that is your actionable content. Too many pop-ups, side bars, excess information, or jarring graphics will block the path you want your users to take. Talk with your designer about keeping this page clean of distractions. This will make it easy for your potential customers to find exactly what you want them to find.

Your inbound marketing plan’s success depends on the landing page’s ability to communicate your offer’s value and engage your users in order to get them to take action. Keep these three tenets in mind when you speak with your designer about making this page a central part of your strategy.

Inbound Marketing 101: Creating Calls-to-Action that Inspire

While you may likely have a blog on your website, and you may use social media to reach out to customers, many businesses are unfamiliar with the nuts and bolts of inbound marketing. One of the key components of an inbound marketing campaign is the call-to-action.

What is a call-to-action?

A call-to-action links your website’s visitors from content on your website to a landing page which allows users to take an action, such as filling out a form with contact info, or downloading a valuable offer, such as a brochure, a free trial or consultation, or an informational guide. The call-to-action is a jumping-off point. It’s an opportunity for you to invite users to engage with your company on another level, by giving or receiving information.

Why should you incorporate a call-to-action on your site?

First, a call-to-action can be useful in generating leads. Placing a call-to-action on your blog can allow you to reach a large number of users who are interested in reading a post or two, but have not yet converted into interested, prospective customers. Second, calls-to-action can encourage active leads to become actual customers. By offering them a trial or a consultation, or by placing a call-to-action on a product page. Finally by encouraging leads to fill out information that will allow a salesperson to contact them.

What are the components of a great call-to-action?

Easy-to-read. Visually stunning. Short and sweet. Located in a conspicuous place on your page. Clear and action-oriented. A call-to-action should be impossible for your users to miss. It must inspire them to act immediately in order to engage more deeply with your company’s products and services.

If you’ve been considering an inbound marketing campaign, speak with your web design firm about creating blog posts and landing pages that incorporate a call-to-action that links to something of value for your customers. Whether it’s a consultation with your sales team, a guide to your products and services, or a free trial. Calls-to-action are a simple way to attract leads and nurture them until your web visitors become active customers.

Inbound Marketing 101: Establishing your buyer personas

As you begin to construct an inbound marketing strategy. Keep your audience in mind and generate a number of buyer personas. This will allow you to envision your target customers as you produce valuable content for them.

Buyer personas are fictional representations of the real-life customers you are targeting.

If you work in staffing or recruiting, you may want to reach out to job-seekers. Companies who are hiring. Visualizing these ideal members of your target audience will help you envision their needs, values, and even their preferred way of viewing and using content. It will ultimately aid you in building content, messaging, and even products and services, that appeal to those personas.

How can you build a variety of buyer personas to envision as you write blog posts, post social media updates, and create content offers?

First, envision a few broad categories of users.

In the case of a staffing firm, these broad categories may be job-seekers and companies who are looking to hire.

Now, break these groups down further.

Under the category of job-seekers.

You might envision recent college graduates, people making a career change, or employed professionals with expertise that makes them in-demand.

Under the category of hiring companies.

You might have growing start-ups, large companies who may be looking for a different staffing firm, and companies which use many temporary and contract employees.

Now that you have six well-defined buyer personas, think about what defines them.

  • Where do they live?
  • What are their interests?
  • What is their education level?
  • Are their certain websites or social media platforms they use more frequently than others?
  • What would their reason be for clicking on your blog post?
  • Why would they be interested in the products and services you have to offer?


Once you’ve answered these questions, build a short bio for each buyer persona. Now you’re ready to start crafting content that will specifically target users by appealing to them as human beings.

When writing a blog post, envision buyers who might be interested in that post, write it with them in mind. You’ll find that your content becomes more personalized and tailored, and that communications with your potential customers become more effective.

Inbound Marketing 101: What is a Content Offer and How Can It Move Potential Customers Through the Sales Funnel?

A content offer is the backbone of your inbound marketing plan. Whether it’s a nuanced infographic, loaded with statistics, a white paper introducing new and informative content, or a brochure detailing what separates your products from the rest, the content offer will present added value to your potential customers, regardless of where they are placed in the sales funnel.

What is the sales funnel? It’s the trajectory your potential customers take as they consider a purchasing decision. Their place in the funnel determines how you will target them with your content offer.

TOFU (Top of the Funnel):

These customers are in problem-solving mode, but they haven’t necessarily decided that a purchase is the solution to their problem. They are simply seeking information, and may be most receptive to your content offer if first introduced with a short and informative blog post. The post should deliver some information, but promises more crucial information as a part of the longer content offer.

MOFU (Middle of the Funnel):

Customers in the middle of the funnel have determined that their solution may be a purchase of services or products similar to yours, and need a substantial offer of information in order to educate them about their potential purchase. This is where your content offer comes in. Targeting these customers with calls to action that will lead them to download your content is a sure way to lead them to the next level of the funnel.

BOFU (Bottom of the Funnel):

These customers are ready to make a purchase. They may be considering your products and services and weighing them against your competitors. Simply inviting them to make a purchase isn’t sufficient. Combining an invitation with a statement reiterating the value highlighted in your content offer is a great way to get these customers to revisit what they’ve learned about your company and take the next steps.

Learn more about how writing a valuable content offer, and the accompanying blog posts, calls to action, and social media marketing, will take your potential customers and move them through the funnel with ease. Your inbound marketing agency can guide you through this crucial piece of marketing strategy.