Content marketing for revenue growth and increased leads: Part 4

In our last article we learned how to qualify your leads. Today’s post focuses on all those email campaigns and nurturing efforts once you’ve captured a new lead.

Using content marketing to nurture your leads

So, to recap: you are now an SEO master, and visitors have begun to flock to your site. You’ve developed a great landing page, and you’ve figured out how to get the right people to visit that landing page. You’re passing out free content and getting email addresses in return. So all these leads must be converting into customers, right?
Not so fast. You better be nurturing those leads.
Lead nurturing involves a lot of sincere listening. Find out what your prospects need and give it to them to keep them engaged and moving toward conversion. The best nurturing campaigns deliver the right content at the right time and contain valuable relevant content assets.

Benefits of lead nurturing

Lead nurturing activities help to build and maintain communication, increase engagement and identify opportunities to segment your audience and deliver more customized experiences, among other benefits. Lead nurturing also helps to provide a steady flow of new leads and helps to shorten conversion time.

Ways to nurture a lead

  • Email them.
  • Give them a newsletter.
  • Offer a product demo.
  • Invite them to an event.
  • Call them.
  • Chat with them online.

Things to remember when nurturing a lead

  • Listen to them. It’s really not about you or your company. It’s about hearing their pain points and helping them to solve their problem.
  • Educate them. Based on where they are in the funnel, give them the content they need to move to the next step.
  • Track everything. Be ready to respond to what your data is telling you. Have they not reached out lately? Call them. Did they not respond to a piece of content? Ask their opinion.

Lead scoring

Lead scoring helps you to assign a value to each lead and allow your sales team to focus more intently on leads that score higher. Typical ways to calculate a lead score include assigning a weight to different attributes, such as demographics, online behavior and email and social engagement.

Lead nurturing best practices

Here are some best practices to ensure that you are taking care of your leads:

  • Get personal with them.
  • Educate them based on where they are in the funnel.
  • Segment them properly.
  • Listen closely to what they have to say.
  • Keep track of everything!
  • Don’t stop until you close the sale.

Qualify Leads | Content marketing for revenue growth and increased leads: Part 3

Our last post from the series focused on driving traffic to your post. Today we are focusing on generating a conversion from the content.
Remember the tree falling in the woods? Not only will content without a distribution not make a sound but so will placing content on a website that has not been optimized for lead generation.

How to obtain and qualify leads with the right content marketing strategy

An optimized site uses content and a call-to-action (CTA) to guide a visitor to an impactful landing page, where they are compelled to enter information and become a lead. Here’s how to help the journey along:

Define your starting point

Are you totally new to lead generation? Do you have some stats on how previous lead campaigns have performed? What is an average conversion rate for your industry? Do some research, then define your benchmark.

Optimize your website

Make sure it’s clear what people should do next when they like what they see: prominently display your phone number, email, et cetera. Add clear testimonials. You should also display certifications or high rankings from industry-trusted sources, if any.

Create CTAs

Your CTAs should be visually striking, with an active voice. Keep it short and drive with purpose. Call. Click. Download.

Offer something valuable

In exchange for following a CTA, what will a visitor get? Offer them a free trial of your product or service. Treat them to an informative webinar or give them a valuable white paper that you wrote. You can also offer them a promotion, such as a discount or other coupons.

Create lead generation forms

Where to place your lead forms will depend on what works best for your potential customers, so that means you’ll need to do some testing. It’s possible to put lead generation forms right on the homepage, in a footer, in a sidebar or as a pop-up – but you’ll need to experiment to see what works.
Generally, placement may depend on the kind of lead that you’re trying to capture. Want more email subscribers? Put a quick form right on the homepage of your blog. Want people to download an e-book? Direct them to a landing page with the form they need.
Examples of lead generation form tools include:

Perform A/B testing

You’ll need to constantly compare and contrast the effectiveness of different versions of your CTA, landing pages and website to lead form placement.
If you have questions, Tempesta Media, is happy to assist you in generating more high quality leads with content marketing. Get in touch to learn more.

How to convince your boss that content marketing is important

We all know how difficult it can be to convince your boss of something, especially when they are set in their ways. However, when there’s a business case, it’s really important to make sure you stick to the facts and talk about the return on investment. Content marketing is a perfect example of something they can be discussed using real statistics in your industry.

Start at the beginning about what content marketing is

Content marketing could be considered something new and revolutionary (even though it’s not new anymore :). So when you talk about your company’s current state of content marketing, don’t jump to where you want to be.

  • Explain what content marketing is.
  • Tie content marketing into your other marketing channels and your overall sales process.
  • Explain the difference in buying patterns today. Today buyers aren’t waiting for the phone to ring to learn more about your company, they are doing the research on their own to educate themselves about your industry, your business, your products. Keep in mind, they are also doing this for your competitors, so lets hope you have better content than they do!
  • Focus on your particular industry and don’t get lost in the weeds. 

    Examples of companies who are benefiting from content marketing

The examples provide a visual and practical solution for your boss to interpret. The examples are most practical if they can relate to your business and industry. When elaborating on these examples, explain the outcome after implementing a content marketing program. Some examples of great content marketing programs can be found here: 16 Companies Dominating the World With Content Marketing Campaigns.

Use numbers to explain the cost of not utilizing content marketing

CEO’s love numbers – especially when the numbers relate to increased sales, increased revenue, and increased leads. Here are a few ideas to demonstrate how content marketing is a strategic investment for your business.

  • Conversion rate – content marketing assets could improve your pipeline conversion rate – even by
  • 1%.
  • Nurturing program – calculate the number of dead leads you have and a 2% conversion rate per each nurturing email for the ROI of using content marketing for a nurturing campaign. Increased website traffic – use the cost per lead across a brand value for your company to demonstrate the impact.
We have a great resource for you: Infographic: Consequences of Not Using Content Marketing

Website Traffic | Content marketing for revenue growth and increased leads: Part 2

How to get website traffic with the right content marketing strategy

If a tree falls in the forest, but no one is around to actually hear it – did it make a sound?
Perhaps you’ve heard this age-old debate. It’s quite fitting for this chapter, where we will talk about distribution methods for content and website structure tactics for maximum engagement. That’s because your content can be some of the best your industry has ever seen – but if no one actually sees the content, it’s as if it doesn’t exist.

1. Before anything else, know your audience

Who are you trying to reach?
What is a typical day in their lives like?
How old are they? Where do they live? What do they want?
You can’t create amazing content that quality leads will want to read if you don’t know who you’re creating the content for.

2. Build a solid foundation

Create epic, cornerstone, evergreen, keyworded, visually rich content. Here’s what we mean:

  • Epic. Create long-form content that tells a compelling story and offers useful solutions.
  • Cornerstone. Your content needs to be authoritative. Show that you know your business inside and out.
  • Evergreen. Your content should be relevant no matter the time of year or what’s going on in the news. It’s always there to help when people need it.
  • Keyworded. Use primary keywords for what you’re trying to be found for. Don’t forget secondary keywords as well as long-tail keywords that consider every last type of potential customer who may need you.
  • Visually rich. Pepper your content with relevant, appealing images and graphics that help to tell your story and make your points.

3. Utilize your owned media

Post the content on your company blog and distribute via company social media channels. Include the content in your e-newsletter, and use it to gather more subscribers.
Now, reach a little further.

  • Reach out to relevant bloggers and ask for guest blogging opportunities.
  • Reach out to relevant social media influencers and ask them to review and write about your product or service.
  • Consider sponsored content by using resources such as Outbrain or LinkedIn Sponsored Content.

4. Drive traffic to your content with search engine optimization (SEO)

When you know your audience and have fully defined the different faces and personalities that an ideal lead can embody, your SEO strategy can begin to take shape. When you know your leads, it’s easier to pinpoint what they might be looking for when they happen to find your content instead.
Find target keywords. Do your research – For example, put some possible keywords into a Google search and see what comes up. Are your competitors ranking for those terms? Then maybe you should be, too.
Monitor search engine results page (SERP) rankings. When someone searches for one of your target keywords, where are you in the results? Are you on Page 1? Are you not there at all? Continuously monitor your SERP rankings for your blog posts and website and adjust as needed.
Optimize your homepage and blog.

  • Use keyword research tools to help build and then narrow down a solid list.
  • Audit your website content to ensure it follows SEO best practices.
    • Does your website use keyword-rich titles?
    • Is the text broken up into short paragraphs using easy-to-read, plain language?
    • Do you use lists where possible to help break up text?
    • Are relevant links to other websites peppered throughout your content to help it build backlinks and authority?
    • Scan for mistakes.
      • Don’t overdo it on the keywords – search engines can figure out what you’re up to and penalize your website for it.
      • Don’t duplicate content on your site.
      • Fix broken links.
      • Convert to an SSL website. Switching to https:// preserves your referral data and assures both search engine and visitors that you provide a safe online experience.

Utilize social media. Remember when we talked about where your potential leads hang out? Well, chances are, they’re hanging out on social media, but WHERE on social media?
Focus your efforts. It’s very tempting to be everywhere at any time to appeal to as many potential customers as possible, but this isn’t the way to go. Find out where your customers hang out and then focus on preferably no more than two or three social networks. Better to be amazing at a couple than spread too thin across many.
Leverage audience targeting. Facebook is particularly good at this. Using your social networks’ analytics capabilities, zero in on who engages with your content the most and then cater to their habits, such as the times of day that they are likely to be online.
Bake social into your website. Make sure your website prominently utilizes social sharing buttons.

Parts of a Lead Funnel | Content marketing for revenue growth and increased leads: Part 1

When the company PTC wanted to sell a more user-friendly version of computer-aided design (CAD) software called Creo, they knew they would need more than just a sales pitch to reach a mostly flat market.
They used content marketing to position themselves as thought leaders, explaining the problems plaguing CAD users and showing how their product solved those problems. They launched a microsite to introduce their product to the world and organized an editorial calendar chock-full of content that told their story.
As a result, their microsite topped 100,000 visitors just after launch. Their growth continues, with more than 70 percent of site traffic coming from new visitors. PTC’s content marketing program proved to be an ideal way to attract, convert and retain customers because it helped to achieve these key goals:

  • Expand brand awareness and credibility
  • Increase customer loyalty
  • Build website traffic
  • Provide thought leadership
  • Nurture leads and sales in a nonthreatening, helpful way

Their content helped entice customers into what is called the “lead funnel“: the journey that a potential customer takes from interested party to loyal customer. The lead funnel can be divided into four key parts:


This is the “widest” part of the funnel that casts the largest reach. It’s a discovery phase when potential customers find your product or service through content delivered by a variety of means. PTC’s discovery phase involved the distribution of original articles, interviews and best practice guides published on their blog to help drive traffic to their microsite.


Potential customers begin to associate you with the product or service that you offer and will be looking for examples of how your product or service performs. Once people visited their microsite, PTC capitalized on the opportunity by offering videos of product demonstrations and behind-the-scenes interviews with staff.


Potential customers turn into actual customers after reviewing clear product or service information and hearing testimonials from people who actually use it. When site visitors were ready to convert, PTC was ready with video interviews of customers and strategic partners offering insights on their experience with Creo software.


In this phase, you continue to nurture your customers by providing high-quality customer service that inspires them to turn into company evangelists. PTC’s content marketing efforts continue to this day thanks to solid strategic planning that ensured customer-focused content would be created and strategically distributed to keep customers coming back.

Lead funnel personalities

Along their journey, potential customers will take on a number of roles before they assume the role of customer:

  • Visitor. They come into contact with your company via one of your touchpoints, such as your social media presence, website, a salesperson, et cetera.
  • Lead. They decide that they would like to receive information from your company or have someone from your company contact them. The information that you provide piques interest in your product or service.
  • Qualified lead. Anyone who has taken the next step and asked for specifics about your product or service as part of a demonstrated interest in buying.
  • Opportunity. Someone who has indicated they are willing and able to buy your product or service. As with the other stages of the funnel, your job is to continue nurturing this lead by providing the information and resources they need to make the purchase.
  • Customer. Anyone who has purchased your product or service. Your job isn’t done after a sale! To keep these new customers, you must continue to engage and nurture them so they remain happy with your product or service.

How fast potential customers move through your lead funnel will depend a great deal on what you’re selling. Do you sell a moderately priced product that instantly solves a problem, such as in retail sales? Or is it a service requiring a significant upfront investment that pays off over time, such as a suite of software or services for the technology industry?
The bigger the investment, the slower customers will convert, and understandably so. If they’re investing a lot of money in your product or service, they are going to want to do as much research as possible. If you’re there to provide it to them every step of the way, your investment in quality content will eventually pay off.

Content marketing for revenue growth and increased leads

Before we begin, let’s get something straight: Your business is incredible. The value that you offer is beyond anything that your competitors could even dream of rivaling. Everyone should buy from you. In fact, they’d be pretty crazy not to.
A lot of businesses think this is the kind of messaging that’s going to generate them into sales. If you’re reading this guide, congratulations. You know there’s a better way.
In a world where information is literally at everyone’s fingertips, potential customers can see an empty sales pitch from 10 Google search results away. They seek to do themselves before asking for help and rely on friends and trusted influencers to map their journey toward a purchase.
This is why a flashy advertisement that is demanding a person to buy something just doesn’t cut it anymore. To zero in on the people in most need of your product or service, you need to empower them with good information, win their trust as an influencer and – finally – become their friend.
With a solid content marketing program, you can achieve all three. Our series will include the following key topics:

  • The parts of a lead funnel
  • How to get traffic with content
  • How to obtain and qualify leads with content
  • Using content marketing to nurture your leads
  • Post-conversion content marketing

Stay tuned to learn how to create a content marketing program that attracts and converts leads for your business!

How do I measure my B2B versus B2C content marketing program?

Before starting a content marketing program, both B2B and B2C companies need to establish goals.

Examples of content marketing goals include:

  • Brand awareness
  • Leads
  • Sales
  • Website Traffic
  • Decrease sales cycle time
  • Improve customer satisfaction
  • And more… content marketing can have an impact on many different areas of a business

B2C Content Marketing Goals

For B2C companies it is going to be about building brand awareness. The way brand awareness is measured is how you’re trending in the social media networks or Google Trends. Brand awareness can also be measured based on how much traffic you’re getting to your website or how many likes you’re getting on Facebook and Twitter. Those are going to be key measurements of success to see how engaged your audience is with your brand.

Secondary metrics that companies can use are channel sales, or how your sales are improving within the channel. For example, if I sell bubblegum and I sell it through 7-Eleven, Costco, and Wal-Mart, I’m going to measure success as being driving more sales at those stores for my bubblegum.

B2B Content Marketing Goals

On the B2B side, it’s actually quite different. Many B2B companies don’t really care about traffic. They’re going to be measuring leads and sales. Another key indicator for success is how a B2B company is doing compared to their competitors. Are they now ahead of their competitor on search engines for certain keyword races? Have they now established themselves as a thought leader within the space? These are the goals to be companies will be using.

What if I don’t know how to measure my marketing program?

For most companies that are just getting started in content marketing, I recommend that they go and install Google Analytics on their website. It’s free. It takes a couple minutes to install especially if you’re using a WordPress-based website. It will give you a quick overview of how much traffic and other basic metrics you’re getting to your website.

Tempesta Media will be rolling out a content analytics module within the next quarter that will be able to provide much more in-depth analytics on how your content marketing program is performing across your various channels, including your website.

How to get started with Hubspot and marketing automation

Now that you decided to move to a marketing automation platform it’s important to think about the implementation plan and how you will measure success. There are many terrific marketing automation systems including Hubspot, Marketo, Infusion Soft, and others. In my opinion, most marketing automation systems offer many similar features and functionality necessary to achieve your goals. However, the pricing and set up among their solutions differ, so it’s important to consider what is best for your business. The pricing models also differ across various platforms. For example, some marketing automation systems price based on the number of user seats, the number of contacts, the number of emails, and even specific features on an a la carte basis.

When we decided to begin using HubSpot there were several factors that helped with the decision process. The first was that they offer both a sales and a marketing solution, allowing Hubspot to be the one stop shop for our organization. We found that the sales solution was easy to implement once we created the following:

  • Email templates
  • Email sequences
  • Workflows
  • Imported our contacts
  • Downloaded necessary plugins, such as the Hubspot Gmail plugin
  • Setup our integrations with various tools (such as PandaDoc)
  • Organized our pipeline

The marketing took us much longer to implement. At the time, we decided to try using HubSpot’s website content management system but found that it was much more difficult than our prior solution (WordPress). Ultimately, we made the decision to keep using WordPress.

Another aspect of the marketing tool which takes a long time to implement is creating the content. Many of the marketing tools require a substantial amount of content, such as blogs and content assets to use for email nurturing campaigns, landing pages, and attracting new leads to your website. If you are using Hubspot for the first time and don’t have any content on hand, you’ll want to begin creating a content library as quickly as possible. Hubspot’s inbound marketing methodology requires content to guide the prospect through the sales cycle. While Hubspot’s email tools might be easy to setup, writing the emails and creating the content that is included in the emails is the most time consuming part.

A few best practices when implementing Hubspot

  • Create a glossary for various email templates, email sequences, workflows, and custom fields so that when you bring more people to your team, they’ll be able to understand what the purpose of each email template is being used for. Additionally, it saves everyone time in the long run.
  • Organize your data so that you don’t bring your old mess into your new mess. Importing the data is pretty seamless using a CSV file. The worst part of the import was importing existing deals to the pipeline, as deals need to be created manually.
  • As you choose a marketing automation solution, look to see what integrations are available. Integrations save so much time and make the usability so much more enjoyable because your systems are talking to one another.
  • Utilize Hubspot’s great educational system and knowledge base which can answer most of your questions. The platform will walk you through simple tasks like creating your email signature and updating your notification preferences. The video academy will teach you the strategy behind the campaigns and systems that you build. Be strategic with the checklists to ensure you are productive with your time. There are so many bells and whistles that could distract you!

Buyer personas and Voice Profiles for Content Marketing

Hubspot’s buyer persona is important to ensure that your campaigns are targeting the right people and that your messages are strategic. Tempesta Media can utilize a Hubspot’s buyer persona within a Voice Profile to make sure that the content is being written for that particular audience segment. When content is written in a way that addresses the buyer persona’s pain points and is easily digestible, the content will perform better.

Little-Known Benefits of Content Marketing

The era of traditional outbound marketing favored the creation of sales pitches that focused on persuading prospective customers to purchase a business’s products or services. They had to be concise and catchy to hold the interest of prospects long enough to make a purchase. Although such strategies worked in the past, old sales tactics produce negligible results and negatively impacting conversion rates. Businesses need to look for better and more effective strategies to grab the attention of potential customers.
Content marketing has a lot of advantages over traditional outbound marketing tactics and is far more effective. Over 90% of B2B companies favor content marketing over traditional marketing strategies because it generates more leads. When used properly and integrated as part of an overall marketing strategy, content marketing has the power to pull more traffic to your website, improve conversion rates and significantly boost your business’ revenue. It is indispensable to every advertising, marketing or brand promotion campaign, no matter the industry or vertical. Let’s take a look at some of the little-known benefits of content marketing.

Decreases churn

Churn refers to the category of customers who made one-time purchases or stopped using your product or service altogether. Research by Emmet Murphy and Mark Murphy show that reducing churn by 5% can increase your profitability by as much as 125% and one of the most effective ways of doing this is by providing customer-focused content. Such content will answer pertinent questions, provide solutions to customers’ problems, drive service or product adoption, help in the creation of brand advocates and ultimately reduce churn. Since the acquisition of new customers costs 6x as much as retaining existing ones, reducing churn using content marketing will ensure effective utilization of your marketing budget and increase conversion rates thereby generating more revenue.

Boosts employee morale

One of the side benefits of content marketing is the impact it has on the morale of your employees. Apart from building credibility and authority in the minds of potential and existing clients, a piece of content marketing can positively impact the author’s mind and morale. The knowledge acquired when your executives and employees take time to perform in-depth research on a given subject and organize the information into comprehensive content briefs is invaluable. Content marketing thoroughly engages them in their work and makes them more confident about their abilities, thereby boosting their morale and making them more productive in the long run.

Expands your retargeting audience

Statistics show that 96% of visitors to your website leave without making a purchase and 70% of those that add products to their shopping cart usually abandon them before completing the purchase. This amounts to a significant loss of revenue. Deploying an effective content marketing strategy enables you to capture and re-engage these potential customers through retargeting. Retargeting is a marketing strategy where potential customers who have shown some interest in your website are remarketed to using social media or search ads. When a lead hits a piece of content on your website, retargeting allows you to identify these visitors and show them relevant ads after they have left your website.

Speeds up the sales cycle

Over the years, the length of the average sales cycle has increased by 22% due to slow economic growth and more decision-makers in the purchasing process. The more time it takes for a customer to move down the sales funnel, the more resources you use up. This means that a shorter sales cycle is desirable for improved revenue generation and profitability. The solution to this problem lies in the effective use of content marketing. A recent study shows that 57% of the purchasing decision is made before any contact with the supplier. This means that over half of the buying decision happens as a result of your brand’s reputation, thought leadership in the industry, information posted on your website, social media awareness, etc., all of which can be improved through content marketing. Expediting the buying process requires the creation of relevant and targeted content for each stage of your sales cycle.

Provides more opportunities to engage leads

Publishing more content on your website and social media platforms increases the number of opportunities you have to engage your target audience. As the volume of content increases, so also does the chances of converting leads into customers. More content on your website creates more opportunities and touch points to engage leads, move them further down the conversion path, build trust and relationships and eventually turn them into paying customers.

Improves referrals

Unlike traditional outbound marketing tactics, content has the added benefit of being shareable. Getting your customers to share your content increases your business’ online visibility, enables others to benefit from the information it contains and enhances your reputation as an industry leader. Since your customers already trust your brand, you can leverage their influence to turn their friends, colleagues and family members into prospective customers.

Improves credibility and customer loyalty

Reports show that over 50% of digital marketers view the creation of blog content as their No. 1 inbound marketing strategy. This is due to the effectiveness of blog content in attracting, engaging and retaining the attention of website visitors and customers. Publishing high-quality content positions you as an industry leader, increases your credibility and ensures that you have a competitive edge over rivals in the online marketplace. Being seen as a credible source of information in your chosen industry increases the trust customers have in your brand, allowing you to build a loyal customer base.
These are just some of the benefits of investing in content marketing. Compared to traditional outbound marketing strategies, content marketing is cost-effective and much better at generating sales. No matter your objective, whether it’s higher conversion rates, an increased customer base, better relationships with existing customers, or the generation of more revenue, content marketing is just the thing for you.

Tips to improve your web conversion rate

Updated:  September 3, 2020

In the world of sales and marketing, conversion means having a prospective customer take a specific action. Increasing your conversion rates is critical to sales success and, ultimately, your bottom line.

Here are some tips for improving conversion rates on your business website.

Establish your conversion point

Before you can begin efforts to increase conversion, you must be clear on what you consider a conversion. What metric or data point are you measuring? Note that this should align with your overall marketing strategy to be most successful.
Are you measuring purchases and final sales? Or are you simply hoping to get an email address from a new website visitor? Maybe you want prospects to sign up for your newsletter or download a whitepaper. Whatever you decide the action item to be, that is what you should measure and what you will eventually optimize. Make note of your starting point. 
Remember that you can’t improve something you cannot measure. Take note of your current metrics and then track rates on a daily and monthly basis. Looking at daily statistics allows you to immediately see if you are having a problem. For example, if numbers suddenly drop, maybe a form is not working or a page is delivering an error message. Over a number of weeks, you should be able to see your progress and recognize trends.

The basics your website needs

It’s important that you have at least some (if not all) of these basic elements on your website:

  • Sign-up form.
  • Optimized landing pages.
  • Call-to-action button or buttons.
  • Updated content.
  • A product page.
  • Check-out page (for e-commerce).

Test your content

In order to determine which tactics work better than others, you need to perform split or A/B testing. (A/B testing is one of the most effective forms of improving website conversion rates.) 
Companies that consistently measure their conversion points are twice as likely to have increased sales, but 61% of companies perform less than five conversion tests a month. 
Use testing software to deliver one page to half of your audience and a different page to the other half. See how differently they perform. There are many elements you can test. Consider trying out different:

  • Page layouts and navigation.
  • Headlines.
  • Landing pages.
  • Web pages with a call to action.
  • Call to action wording.
  • Sizes of the button for the call to action.

 Other improvements that see higher ROIs include shortening forms and writing clearer CTAs. 

Create strong CTAs

Having a call to action (CTA) is imperative in conversion. Whatever you create, make sure your visitors can see it right away. Do this by keeping it above the fold or scroll. This doesn’t mean you have to delete any CTA that is lower on the page. It just means that you must have one above it. Remember, it’s not a bad thing to have more than one CTA on a page. Just be sure you don’t confuse the visitor. Make the CTA the same action and purpose if there is more than one per page.
A/B test your call to action. If it isn’t already big, make it bigger. Consider Fitts’s Law: The closer and larger a target, the faster it is to click on that target. Digital marketing expert Neil Patel says, “Many companies I’ve worked with have simply made their call to action button a bit bigger, and watched their conversion rates grow by 10 percent to 25 percent.”


If your CTA is an offer, take a close look at what you are offering. Then research what your competition is offering. Is it the same thing? Are you offering a free trial or free consultation just as they are? To increase your conversion, offer something different and more compelling. Focus on solving the problem for your target audience. Then, create something that makes them want to take you up on your offer because you have the solution.


If your CTA includes a form, make it shorter. Most forms are too long. They include too much information or require too many fields to be filled in. Is your conversion to acquire email addresses? Then don’t create a form that asks for names, addresses or other information. Just get the email address. Focus on your conversion goal and delete other fields that will distract the visitor or make the process too cumbersome to complete.
Don’t be afraid to have multiple forms on multiple sites either. The more landing pages that your company has, the larger pool of leads you’ll have. 


To keep your visitor focused, make your web page designs as simple as possible. Make sure your navigation is trimmed down and easy to use. Users want to find things within two seconds of landing on a page. Review your pages to see if, in fact, the item you want a visitor to see is within a two-second scan.
Additionally, don’t waste space with clutter. Most people recognize that businesses will have social media accounts, so remove your social media feeds. They will happily click an icon if one is included on the page. Don’t attract attention away from your focal point by putting ever-changing feeds on the page. Many people are like goldfish that dart to the shiny thing that’s flashing instead of going directly toward the goal you set.
Make your “contact us” easy to find. Remember, 96% of visitors who come to your website are ready to buy, but they may not if it’s too hard to get in touch with you. You want to convert them by being there for them. Make it easy for them to connect with you. 
If you create a form, include only the essential requirements for you to answer appropriately. Most businesses can get away with three fields: name, email address and reason for inquiry.
Ensure your site loads quickly. Even a one-second delay can result in a 7% reduction in your potential conversions. 
Finally, make sure that your website includes media and video. Simple product videos can increase product purchases by 144% and increase your on-site visitors. 


Potential customers may not know much about you when they first visit your website. Help them by providing information, not simply from your content, but from actual customers. This shows visitors that there are others in the target audience who are just like them, and they are pleased with what you are offering. These testimonials create trust, and prospects will convert when they can trust you.
While you can offer a forum for feedback, providing a testimonial page that includes names and images of real people makes the page more authentic. If possible, consider creating very short video testimonials.

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