All possible exit points must be

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Consider your visitors' needs and think about where they might be in their purchasing process when they visit a particular page. Include at least one call to action on every page for all prospects who are in the research phase (“Download our white paper to learn more about our philosophy on this topic”) and one call to action for those closest to you upon purchase (“Download our case studies to see how we helped another customer.

This approach caters to different needs and different individuals rather than immediately making a sales pitch. Landing Pages “Landing page” in marketing means “page to acquire a lead.” Any call-to-action on your website should lead a visitor Job Function Email List to a landing page that has only one purpose: to capture your contact information. Think of landing pages as the side aisles of your website. The transaction happens here, premium content is exchanged for your prospect's contact information.



Landing pages require specific design compared to other pages on your company website. eliminated so that visitors can only focus on completing the contact form in exchange for your offer; you need to remove top navigation and other information that might take them off the page. In terms of content, focus on briefly summarizing the offering at hand. If you offer a case study download, include only a summary and a few bullet points about your findings. Next to the summary include the information collection form with an explicit message: “Download now”.