Put another line in the water with a landing page. A landing page is different from a fully functional website—it doesn’t feature a full suite of content and images. Instead, these are usually just a single page intended to capture leads online. Your landing page must include a simple form to capture contact information. You will then direct Web traffic to the landing page which offers approximately 250 to 400 words about a specific offer. (SEO Tip: You can also plant a backlink on this page to your main website to drive reverse traffic and to boost your search engine ranking by building your overall number of inbound links.)

While you can certainly use these pages to pursue a direct sale, the main goal of your landing pages should be to build your herd (list of leads and prospects to continuously follow up with and market to). You need to offer something that encourages prospects to submit their personal information, such as a free e-book. You can even state that they need to input their info in order to claim their free gift (free 1-hour consultation, sample product, etc.).

A fine example of an information-based landing-page lead generator is the Calgary Painters Group landing page. First, they get it right by combining copywriting and video! Second, they ask for just a few simple pieces of non-invasive contact information. Third, they give you a solid reason for providing your personal information—a free, informative e-book.