1 min read

Landing Pages That Work

By Chandler Austin on Thu,Apr 05, 2012 @ 10:00 AM

A landing page is a website page where traffic is directed specifically to prompt an action or result, usually to move a prospect further along in the buying cycle. Copyblogger recently posted The 10 Commandments of Landing Pages That Work. Here's a look at those tips.

Have One Goal
A landing page with no goal is just a "branding" page. A landing page with multiple goals will likely confuse visitors and cause them to leave the site.

No False or Unnecessary Imagery
Only use relevant and gainful imagery. Disclose all your affiliations.

No False Endorsements
Don't use an authority's name without permission. Honor all the promises, offers and guarantees that you make.

Use Whitespace
Keep landing pages readable by recognizing the most readers will skim or scan the page. Break up text with subheaders, bullet points and simple sentences.

Consider Page Performance
Keep load times fast by considering your web host, bandwidth and client program impact.

No Boring Copy
Don't kill a visitor's interest with boring content. Remember that you are trying to gently persuade the visitor to complete a goal. Don't make unbelievable claims.

Unadulterated Premises
Don't have external irrelevancies on the page. Everything on the page should be focused on the visitor and the goal.

Don't Steal
Don't steal the visitor's time, money or bandwidth. Inform, educate and persuade only after receiving consent and permission. No scams or spam. Deliver value.

Always Be Truthful
Be completely honest about your product, your offer, your guarantee and your competitors.

Do Not Covet
Don't covet your visitor's cash, credit card, email address or phone number. Provide value in a fair exchange.

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Topics: Sales Funnel Inbound Marketing Landing Page
1 min read

Why Isn't My Content Marketing Strategy Working?

By Chandler Austin on Thu,Mar 29, 2012 @ 10:00 AM

Creating great content is the best way to generate quality leads for a business. But producing great content isn't always easy. Sarah Golinger of Hubspot, guest blogging on {grow}, gives seven reasons your content strategy might not be as effective as it could be.

Targeting the Wrong Audience
Targeting is especially important in content marketing. For someone to check out your content, it needs to fulfill a desire or interest for them. The starting point for your content marketing should be determining what your desired audience is looking for.

Repetitive/Boring Content
Content needs to be both valuable and interesting. Look to industry news, updates and trends for fresh content ideas.

Not Enough Variety in Content Formats
Keep things fresh with different formats, like blog posts, ebooks, webinars, videos, infographics, and social media updates.

Too Promotional
While your goal is to get customers, your content needs to be focused on providing educational information. Being an industry thought leader builds trust. It's difficult to build trust if your content always contains a sales pitch.

Your Content Isn't Visible
Interesting, useful content won't help you if no one reads it. Tell people about your content through multiple channels like email, landing pages, Facebook, Twitter, Google+, LinkedIn, etc.

Not in the Right Channels
Use analytics to understand which content distribution channels are the most effective at driving traffic and leads. Concentrate on those channels that your target audience inhabits.

Not Including Calls-to-Action
While you don't want to be overly promotional, give readers a clear indication of how they can learn more about your business offerings.

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Topics: Inbound Marketing Content Marketing Lead Generation Landing Page Call to Action

INFOGRAPHIC: Landing Pages

By Chandler Austin on Mon,Dec 05, 2011 @ 10:00 AM

From 3C Media, here's an infographic about how to build landing pages to capture leads.

Landing Pages resized 600

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Topics: Infographic Lead Generation Landing Page Call to Action


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