Don’t delete this page. Just add or edit content.
The core ‘flowww’ link strategy:
- links deployed in this order can form an excellent sales funnel:
- inline (linking phrases within the content to other pages = satisfies the visitor’s passive exploration needs)
- sidebar (contextual navigation of 3-5 related pages = helps visitors dig deeper into a topic)
- graphical CTAs (linking to offer pages: downloads, tools, etc = conversion opportunity where the visitor identifies themselves via completing a form, which sets cookies that enable on-site tracking)
- buttons (action-oriented activities: buy now, contact us, subscribe = marketing qualified lead ready for Sales qualification)
Page content considerations:
- page-level:
- the header section (often referred to as a billboard or hero) is designed for people wishing to make contact
- below the header section is designed for people wishing to learn more about what your business does (researchers)
- site-level:
- home (help people know they are in the right place)
- inside (information on services, products, etc)
- contact/landing pages (contact forms, download PDFs, etc)
- blog (informational content mainly for researchers)
Forms tips:
- Forms to download offers should be as simple as possible. First name and Email is sufficient.
- Forms on contact pages can be a bit longer, but still, only include what’s absolutely needed.
- All forms should start with a qualifying question that helps you segment them, and also allows visitors to voluntarily identify their goals/needs which provides lead intelligence for you.
- Avoid “message” or “subject line” fields as the responses are difficult to segment in your CRM.
- The litmus test: include a Phone field, and set it to ‘not required’. If they put it in anyway, they are much more interested.