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.

In a study of 650 multi-channel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients. (MindFire).  See a breakdown by industry.

When creating a website or landing page, there should be one main goal in mind: to have your visitors do something. Whether it is to buy a service or product, subscribe to your blog, or download a free eBook, you should have a clear, measurable action defined.  Overall, your objective should answer the question, “What do I want my visitors to do?”