Tag Archives: landing page optimization

lead gen forms

The Case for Allowing Personal Emails on Lead Gen Forms

Should you allow prospects to enter a personal email address when they fill out lead gen forms?  B2B marketers seem divided on the question.  In a recent LinkedIn poll, almost half of the respondents (46%) indicated they’d rather force prospects to enter business emails on forms, even if it resulted… Read More

embedded forms

Hosted Landing Pages vs. Embedded Forms

A client asks: “Should we be hosting our campaign landing pages in Marketo?  We’ve always hosted them on our main site and simply embedded Marketo forms.  Is there a big advantage to hosting them separately?” This question comes up all the time in client work, and not just with Marketo… Read More

demand gen landing pages

Should I Design My Demand Gen Landing Pages for SEO?

Recently, a client raised objections to our agency hosting their campaign landing pages on a marketing automation platform, since doing so would require that the pages reside on a subdomain (info.companyname.com) vs. on the client’s core domain (companyname.com). The client’s reasoning was that by residing on their main site, the… Read More

Google Quality Score

5 Simple PPC Landing Page Changes that May Improve Your Quality Score

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses –… Read More

How Much Copy Do I Need On My Landing Page?

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish… Read More

Tempted to Do Away With Registration Forms? Think Again.

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the content assets, we can still… Read More