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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jul 18, 2016 4 min read

Inbound Marketing: Understanding the Conversion Process

{}You work diligently on content marketing, SEO, PPC, and social media marketing in the effort to gain website traffic. But that’s just the first step. After all, what’s the point of generating web visitors if you cannot turn them into paying customers down the line?

In order for your inbound marketing efforts to succeed in increasing your sales and revenue, you must then convert these web visitors into leads. And this is done with the inbound marketing conversion process.

When you have an effective and efficient conversion process, you’ll be able to generate more leads and increase the size of your sales funnel. With a little bit of nurturing, these leads will then be on their way to converting into customers.

The inbound marketing conversion process can be broken down into three distinct parts:

Call to Action

The first step to converting web visitors into leads is to create calls to action in order to entice them to take action by helping them decide what to do next. Calls to action are images, text, or a combination of both that prompts visitors to take the next step. Common calls to action include “Download this ebook,”and “Sign up for our newsletter.”

For your call to action to be effective, you need to make it clear what the offer is and communicate its value. You should also use action-oriented verbs, like “get” or “download.” Use colours to make your CTA stand out.

You can use calls to action on your web pages, in your blog posts, in your social media posts, in your email marketing messages, and even as pop-ups. Create a lot of them and distribute them across your web presence.

The goal of the call to action is to get visitors to your landing page, which is step two in the conversion process.

Landing Page

When a web visitor clicks on a call to action, they should be redirected to a landing page, which is a specific page where visitors can fill out a form with their contact information in order to receive your offer. The landing page is where the lead conversion takes place.

You should create several landing pages for different audiences and different offers you create. Landing pages lead to a higher conversion percentage.

There are three main components to a landing page. First, there’s the headline, where you make your offer as clear as possible.

The body of the landing page should then provide a description of the offer and explain its value. Detail the benefits. This content should be formatted in a way that is succinct and quickly conveys both the value of the offer as well as the action that the visitor needs to take in order to get it. Bullet points and numbering are effective here, as are bold or italicized text.

Finally, the third component of the landing page is the form that the visitor needs to fill out. Make sure your form isn’t too long or visitors will stop to evaluable whether or not it’s worth their time to complete it in full. Find a good balance. Don’t ask for too much information, but do collect the information you need, which will allow you to both qualify and contact the lead.

Thank You Page

Finally, to finish off the inbound marketing conversion process, you must create a thank you page. This is the page that your newly generated leads see when they complete the form.

When creating thank you pages, make sure to carry consistent formatting from the CTA and the landing page. Provide immediate access to the offer. And include links to keep the visitor engaged, like a link to your blog, your social media profiles, or your pricing page.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.