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4 Must-Haves for Turning a Web Visitor into a Contact

Everyone wants more web traffic, more clicks, more customers. But few want to spend the time refining their efforts to get people from point a to point b. We’re talking about a process known as lead generation. It’s the very beginning of the relationship that develops between a business and a potential customer. If done well, it’s a strategy for blowing your competitors out of the running. Here’s 4 tips how you can get started with a solid lead generation strategy — and turn web visitors into contacts and eventually loyal customers.

Create a Landing Page

They say landing pages are the heart and soul of an inbound marketer's lead generation efforts. It’s a web page that allows you to capture a visitor's information through a lead-capture form (AKA a conversion form). You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product. Anything that will transform them from a visitor to a lead.

A Worthy Call-to-Action

The most important key to converting website visitors into leads is to have what is known as a "strong call to action" or a particularly convincing offer that asks people to give their contact information (so they become a lead for your business) in exchange for something. People are on your website, viewing your company information, and they are looking for clues as to what they are supposed to do next. A strong call to action is a clear, simple and compelling offer that persuades them to take the action you want.

Smart Content for Personalization

Smart content alters the content displayed in a module depending on specific viewer characteristics. You can base your smart rules on the following criteria types including: location, referral source and stage of buying process. Using this data, smart content is designed to offer a more relevant and personalized experience to your website visitors -- one that static content can't provide. For example, you could segment your pages to provide a different experience for your leads versus your customers.

The Data that Proves it 

Let the data do the talking. Rather than relying on guesses or assumptions to decide how to structure your forms and webpages, you're much better off running an A/B test.  A/B testing can be valuable because different audiences respond to different variables. Something that works for one company may not necessarily work for another. In fact, experts hate the term "best practices" because it may not actually be the best practice for you. And with the Hubspot software, you can A/B test straight on the platform.

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