Creating conversion paths to generate leads through your website.

OTime to complete: 3 hours over 1 day

This project will walk you through the steps necessary to setup a conversion path on your website to begin generating leads. Completing the steps below will guide you to:

  • Prioritize a current offer on your website or brainstorm a new content offer that your leads will resonate with as it pertains to the buyer's journey
  • Build a conversion path by creating a call to action, landing page and thank you page and linking them together in the tool
  • Promote the conversion path on your website as well as best practices for highlighting offer in social media, email and blogging
  • Start generating leads today!
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Step 1: Select an existing piece of content on your site, or brainstorm a new idea by leveraging Buyer's Journey resources.
Learn how

To-do

  1. Chose a content offer that you think your buyer persona would be interested in. It can be in any format, e.g., ebooks, whitepaper, checklist, case study, or video. You may already have one created that you can use! 
  2. If you are creating a new Content Offer, be sure to leverage the Buyer's Journey worksheet located in the pro-tip in this section.
  3. Use the marketing library to identify a content template.
  4. Add your content offer to the File Manager when you are ready.

     

Example

Pro Tip

Keep in mind, less is more. Your personas are probably just as busy as you are - make it easy for them to consume your content!
Need help creating a content offer?
Watch the Content Creation training videos!
Step 2: Create the form to gate your piece of content.
Learn how

To-do

  1. Navigate to the Forms tool in HubSpot.
  2. Create a new form and name the form after the content offer you created. (i.e. Ultimate Guide to Real Estate Form)
  3. Select fields for the form. Standard fields are first name, last name & email address. 
  4. Mark any required properties that you would like a visitor to fill out. Remember, email address should always required. 
  5. Save the form. It will be used later as you build out the landing page that you will link to from your call to action button.


Example

Pro Tip

Remember to think of your prospect's personal information as currency. How much will they be wlling to give you in order to gain access to the content? Keep the form fields as simple as possible and it will yeild more conversions!

Need some help creating a form?
Watch this Form Training videos!
Step 3: Create the thank you page for the offer to be inserted on for folks to download after filling out the form.
Learn how

To-do


  1. Navigate to the Landing Page tool.
  2. Click on "create new landing page" button and select a template that has a simple feel. Remember to also bring back navigation at the top! This is important so folks have ability to navigate to other parts of your site easily once they download your content offer.
  3. Insert text on this page thanking the prospect for downloading.Think along lines of "Thank you for your interest in our (ebook, whitepaper, etc)! Please download below!" 
  4. Upload the content offer from your file manager. Remember, the name of the file is what will show up in the hyperlink, so rename file name if necessary. Leverage this resource here for help with attaching documents to a page on your website.
  5. Publish the thank you page so you can link to the landing page in the next step.

 

Got stuck on this step?  Click here to let us know!

 

Example

Pro Tip

Remember this page is the last page of the conversion path. Make sure you take advantage of the other modules on the template to take the prospect to the next step. Think blog posts, request a quote, contact us, etc. Keep that momentum going! 
Need some help getting started?
Watch the Thank You Page training videos!
Step 4: Create your landing page to gate your piece of content behind the form.
Learn how

To-do

  1. Navigate to the Landing Page tool.
  2. Click "create new landing page" button and select a template with a form on it and the design you desire. Please note you also want to choose a template that has no menu navigation or links on the page as you want your prospect to concentrate on filling out the form!
  3. Name the landing page and be sure it's consistent with the name of your content offer.
  4. Write a clear, action-oriented header at the top of the page.
  5. Explain the content offer and its value in 1-5 sentences within the body of the landing page. Use numbers, bullets and bolding in the copy, and include a relevant image or graphic of the content offer or topic.
  6. Click on the area where the form shows up and edit to select the form that was created in Step 2. 
  7. Link to the thank you page by selecting the name of the page in the dropdown.
  8. Add in form notification email addresses for anyone you want to be notified when prospects fill out the form.
  9. Publish the landing page so it can be linked to the call to action button you create in the next step.

 

Got stuck on this step?  Click here to let us know!



Example

Pro Tip

Spend time writing a killer headline. People don’t meticulously read your landing page copy. They scan, they skim, and they allow their eyes to flitter across the page, but they (usually) don’t read every word.

Need some help getting started?
Watch the Landing Pages training videos!
Step 5: Create the call to action button that will link to the landing page.
Learn how

To-do

  1. Navigate to the Calls-to-action tool..
  2. Create a call-to-action (CTA) and continue using the same naming convention as the above assets.
  3. In the "design" tab of the CTA, design the CTA so that it is attention grabbing. Use accent colors and/or images. 
  4. Make the text of the CTA action-oriented and include keywords that are consistent with the content offer & landing page.
  5. Select the landing page for the offer in the "link to" area of the CTA's "information" tab from the dropdown of your already created pages. 

 

Got stuck on this step?  Click here to let us know!

Example

Pro Tip

Be sure to always include an action verb (download, request) along with offer type (eBook, whitepaper, etc) and confirm the topic. This creates a clear understanding of what the customer will get if they click on the button!
Need some help getting started?
Watch the Call-to-Action training videos!
Step 6: Add the CTA to your Website!
Learn how

To-do

Firstly pat yourself on the back, because you're almost done! Follow these steps to get the conversion path on your Website:
  1. If you are hosted with HubSpot, follow these instructions to add in the CTA on appropriate website pages: How to add a call to action to a HubSpot hosted webpage
  2. If you are not hosted with HubSpot, you will want to use the CTA's embed code and embed this code on your website's content managment system's backend where you want the CTA to show up. Follow these instructions here: How do I place a CTA on my external site

 

Remember, the more pages you add the CTA to the more opportunities you have to convert visitors to leads!

 

Got stuck on this step?  Click here to let us know!



  

Example

Pro Tip

Remember to promote, promote promote! Use these best practices to get more eyes on your content:

-Link to your landing page in your social media posts
-Include the CTA at the end of blog posts
-Draw attention to your content in email martketing by adding in the CTA in your emails!