Landing Pages

Tips for writing better landing pages.

How Post and Pray Syndrome Kills White Paper ROI

May 28, 2019 by Leave a comment
How Post and Pray Syndrome Kills White Paper ROI

A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...

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What Tech Buyers Want Before They Register for a White Paper

May 5, 2019 by Leave a comment
What Tech Buyers Want Before They Register for a White Paper

In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.

Prospects want detail before they register for a white paper

When asked ...

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Why Less is More in a Download Registration Form

April 3, 2019 by Leave a comment
Why Less is More in a Download Registration Form

In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake  – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities.

If you want your white paper to generate leads, you must require ...

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A Simple Formula for Concise Lead Nurturing Messages

October 24, 2017 by Leave a comment

Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.

It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...

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Five Layout Tips for Maximizing Landing Page Conversion Rates

June 13, 2012 by Leave a comment

When you're trying to generate leads with a white paper or other free information offer, you need a landing page that works hard. To get your prospect to make the decision and register, all the elements of that landing page have to work well together.

And that goes for the ...

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The Key to Landing Page Success

May 16, 2012 by 1 comment

Landing pages are terrific tools for generating leads online.

The great thing about landing pages, compared to your company website, is that you know so much more about your visitors. You not only know who they are – their beliefs, their fears, their desires – you also know precisely what's ...

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A Great Way to Generate Leads from Industry News Stories

April 19, 2012 by Leave a comment

Big news provides big marketing opportunity.

This is especially true when a widely-covered news story relates directly to one of our products or services.

But how do you capitalize? How can you use that news story to generate leads?

One highly effective way is with a pay-per-click (PPC) campaign and ...

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5 Tips for Landing Pages that Convert

August 11, 2011 by 1 comment

If you want to generate leads using PPC (pay-per-click), banner ads or other online advertising, those ads have to drive traffic to a registration or “landing” page. But getting prospects to view your landing page is only half the battle. To convert those visitors into leads, you have to get ...

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Lead Generation through Anticipation

October 9, 2009 by Leave a comment

The Internet has turned us into an “I-want-it-NOW!” society.

It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.

It’s made us impatient.

And while the Internet has in many ways been a boon for advertisers, it has ...

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Long Copy or Short Copy?

August 21, 2009 by 3 comments

One of my clients is always saying to me, “I want something short. People don’t read anymore. They don’t have the time.”

But is that really true? Will business prospects not take the time to read long copy? Or are there times when long copy is better? And how do ...

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