One of the goals of marketing is to generate qualified leads to increase sales. Small business owners are always thinking about prospects and ways to capture those that come to their website. Information is continually being shared with visitors so they feel the need to fill out a form, and provide their contact information to begin the buying process and become a customer. One of the best ways to share content and obtain visitor information is by using calls-to-action (CTAs) and landing pages.

The overall goal of CTAs and landing pages is to generate qualified leads for your business that eventually turns into revenue.

To begin developing and creating CTAs and landing pages, you must determine where the CTAs should be placed.

• On the website homepage, include at least 2 CTAs above the page fold (you shouldn’t have to scroll down to see the CTAs).
• Have one CTA on every page that links to a landing page.
• Incorporate different CTAs for the different stages of the buying cycle.
• CTAs should be added to the sidebar on your blog page.
• CTAs should be added at the end of blog posts.
• Include at least one CTA on thank you pages after someone has downloaded content.

Develop Optimized Calls-to-Action

• Should clearly describe what the offer is and what the visitor will be getting.
• Should be action-oriented – use verbs such as “Download” or “Register.”
• Should be above the page fold.
• Should “pop” off the page – add contrast.

Develop Optimized Landing Pages

• Action should be clear.
• Explain the value of the offer.
• Use bullet points.
• Keep the form short. The form should help you contact or qualify the lead.
• Do not include any navigation or other links.
• Keep the content above the page fold.
• Include at least one relevant image.
• Have the page redirect to a thank you page after the form has been submitted.

Creating calls-to-action and landing pages will help attract and engage with your website visitors. CTAs and landing pages promote and guide visitors to specific content on your website. The content being promoted in the CTAs and landing pages should provide real value to your visitors and demonstrate thought leadership, which can help build trust, credibility and increase your leads and sales.

What offers and calls-to-action have you responded to in the past? Why and how did they get your attention? We’d love to hear your thoughts below.