To make your landing pages effective, always make sure that they: 3" » Have clear and concise headlines » Align with the messaging you used elsewhere to drive people Experiment with different to the page landing pages to see what your » Incorporate testimonials or other validation from third parties target audience responds to and optimize based on your findings. » Have a single call to action that stands out prominently above Even small adjustments can the fold so people don’t have to scroll to find it make a big difference. » Aren’t cluttered with other links or with too much text » Contain relevant images 3" » Are highly focused so that the sole objective is to get one conversion » Ask for the data you are most interested in collecting in exchange for a piece of content Additional Resources: For more information about how to optimize your content for conversions, check out these resources: » E-mail Marketing Tactics: Do Your Messages Measure Up? » Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions » 20 Critical Do’s and Don’ts for Clickable Calls to Action » The Anatomy of a Perfect Landing Page 4. Develop Compelling Calls to Action that Guide Buyers to a Next Step Once someone opens your e-mail or clicks on a page of your website, you need to make it clear to them what they are sup- posed to do next with a compelling, well-placed call to action (CTA). CTAs are the mechanisms that drive conversions, and they will vary depending on the piece of content associated with them and their intended purpose in the buying process. Top of the funnel content, such as blog posts and videos, for example, might contain simple CTAs directing the audience to additional related content where they can learn more. Content that is intended for a later stage in the buying process, such as a case study, might have a CTA encouraging the user to download a free trial. It’s important to make sure that your CTAs (and conversion goals) are appropriate for the piece of content and the stage of the buying process they are intended to serve. It Takes a Content Factory! | 45