Think about all of the time and money you invest in developing content, sharing content on social media, optimizing web pages, and running pay-per-click advertising campaigns. If you’ve got nothing in place to capture and convert your website visitors into leads, your efforts to drive traffic are wasted. Here are three essentials to include in your online marketing strategy.

Create Content Offers

Offers come in several forms. Most commonly, they are downloadable content such as ebooks or guides. These are educational documents that interest your prospects by helping them solve a problem. It would help if you created downloadable content offers with your buyer personas in mind.

Your offer can also promote a service, such as a free competitive analysis or free Inbound marketing assessment. Or, it can be a complimentary consultation in your core service area. These offers provide a lot of value to your prospects and get you in direct communication with them early in the sales cycle.

Using Calls to Action

Calls to action (CTAs) are what triggers your visitors to take advantage of your offers. CTAs can be as simple as a link on your website, but they work best with graphic elements, such as buttons or icons that draw a visitor’s attention.

CTAs should be placed on content-relevant pages throughout your site. For example, if you are an accountant who writes a blog on “The Top 10 Tax Deductions You Don’t Know,” you can place a CTA on that blog article for a Free Consultation. You successfully attracted a visitor interested in tax advice, but including a CTA on the page makes it easy for them to become a lead.

Use Landing Pages For Lead Capture

A landing page is a web page that allows you to capture a website visitor’s information through a lead capture form. Landing pages maximize your efforts to drive traffic to your website by capturing valuable lead information. Your objective should be to increase your website’s visitor-to-lead conversion rate, and an optimized landing page can do that.

Optimize Your Landing Pages

Have a clear description of the offer. Make sure there’s no question about what the visitor is getting. Make the form the focal point by removing distractions such as site navigation, and use contrasting colors to highlight the form. Capture the information you need to qualify the lead, but don’t deter your visitor by asking for too much information.

Organizations need a complete inbound marketing strategy to attract visitors, convert leads, and close sales. Implementing these three inbound marketing tactics will help you take full advantage of your efforts to drive traffic by turning those valuable visitors into qualified leads.