Do you recognize this chemical equation?

Marketing Chemical Reaction: The Components of a Landing Page
It is the basic formula for developing a Landing Page:

  • Some Content, preferably persuasive in nature
  • An Offer
  • A Form to entice the visitor to action, which can be a simple button or even a link.

This shouldn’t be a revelation to any regular reader of The Conversion Scientist. However, you will see many pages that lack content, an explicit offer or both.
Of course, a landing page will not generate any leads or sales without something more.
Here’s the formula for a lead generation landing page:
Marketing Chemical Reaction: Converting Traffic to Leads
This formula is important in that it highlights the fact that your landing page must generate equal parts Leads and Permission in order to continue the conversation with prospects.
Why? Becuase, we need Permission to satisfy this little equation:
The Email Conversion Reaction
Combining Content with Leads for which you have Permission to communicate provides the components for generating effective Email.
Given an amount of Email, what reaction would you create to turn your email into Web Traffic? Find out in my post The Chemistry of Content at The Content Marketing Institute.
Hint: Consider what mixing an Offer with your Email would do.
Stay tuned to The Conversion Scientist as we explore the Elements of Successful Business Web Sites and the reactions they create for your business. Here’s a preview:
Youranium: Elements of Successful Business Web Sites
Youranium is a powerful radioactive element derived form your knowledge of your visitors.
Sales: The Elements of Successful Business Web Sites
Sales is gold to a business.
You should subscribe to the The Conversion Scientist by email to find the reactions that create gold for your business.
Brian Massey is a veteran online marketing strategist, writer and national speaker. His practice, Conversion Sciences is conducting experiments to determine how business Web sites can turn visitors into leads and sales. Follow our blog and put some science into your online marketing.

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Brian Massey

Conversion Scientist™ at Conversion Sciences
Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.
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