Capture Attention

Once you’ve captured the attention of your prospects, your website’s landing pages are where everything comes together and your inbound marketing efforts really pay off.

However, as great as landing pages are, remember their purpose should be to serve as the bridge between inbound and outbound marketing. Why? Landing pages alone aren’t enough! You have to give your prospects reasons to engage with you in an ongoing fashion.

To do this, you should make sure your landing pages are optimized to drive conversions. Optimize them by capturing information on your prospects as they navigate.

For example, at Act-On Software, they have a landing page that invites prospects to take a video tour of their marketing automation platform, and video marketing is a huge, widely-used, and highly-effective outbound strategy.

CTAEnsure every inbound-driven CTA (call-to-action) has a dedicated landing page attached to it, which should also adhere to best practices for SEO, blog, and social media engagements. Anywhere a person can click, you should follow this methodology.

For example, if you have many eBooks to offer your customers, each of them should have their own dedicated landing page.

Each of these dedicated landing pages should have a form to capture information on a prospect. The length of each form will vary depending on the type of content you’re gating.

Vary the type of calls-to-action you create to reduce friction for your prospects so they don’t abandon your forms. Consider enabling an auto-fill option on your website to save your prospects’ time and increase the convenience of your website’s functionality.

A good example of how forms may vary is between having a prospect sign up for a newsletter versus having them sign up for a webinar.

For a newsletter, you really only need the person’s name and email address. (You may also have them select topics of interest if your website has many to choose from.)

Whereas, for a webinar, you may collect information on their industry, company size, phone number, and company name.

Forms should directly relate to the purpose of the content. As prospects move through these steps, they should occur in a sensible way.

Conduct A/B testing to improve and optimize your CTAs over time. This will help to capture attention from new prospects and retain it for customers you’ve converted.

A/B tests will help you determine the effectiveness of your design over time. They will help you optimize:

  • Web page headlines
  • Blog post headlines
  • Blog post copy
  • Web page copy
  • Page layouts
  • Color schemes
  • Image use
  • CTAs

Now you know how to capture audience attention with your website, but this is really just the start of how inbound and outbound come together to help you capture audience attention with your website!

Learn more in the eBook, “How to Activate Your Dual Powered Marketing.”

Get expert insight, best practices, use case scenarios, tips for integration and measuring, and get to know more about the new buyer’s journey.

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