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  • Convert! Conversion Rate Optimization Guide
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  • Content Marketing Strategy Guide
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Conversion Rate Optimization

Creating Landing Pages and Websites that Increase Conversions

Conversion Rate Optimization is the practice of fine tuning a website or landing page to increase leads and reducing bounce rate.   A business’s website is a powerful tool for gaining conversions, and a website can be engineered to encourage conversions.  Through testing, analytics and tools, conversion rate optimization will improve a site’s ability to turn visitors into customers. Remember, a higher conversion rate means that you get more sales and leads from your existing website traffic, and that means increased profit.

Why do you need unique landing pages and microsites for lead generation?

Lead generation through pay-per-click, online display ads, or other advertising that promotes downloadable content should send prospects to a specific landing page that either houses that content or provides easy access to a web form for lead generation or quote request.   Landing pages need to be trustworthy, easy to use, but also persuasive.

NuSpark Marketing’s approach to building landing pages:

  • Content. Our writers know how to craft copy for your landing page that will grab visitors’ attention and motivate them to convert.
  • Design. We create custom landing page designs that works with the sales copy to effectively convert visitors.
  • Lead form or checkout process. We’ll create a lead form or shopping cart to generate leads and sales from your traffic, with enough data to capture relevant information from your prospects.
  • Testing. We will utilize a variety of testing tools to measure variations of headlines, offers, and other key elements to improve your landing page’s conversion rate.

From a content standpoint, landing pages need to include the following elements to optimize lead generation:

  • Clearly promotes benefits in bullet-point form
  • Very relevant to the campaign
  • Presents your value proposition
  • Striking image; bold headline
  • Trust copy; testimonials, case studies, alliances
  • Strong call-to-action with easily found form or phone number
  • Minimization of web form fields to reduce form abandonment

Our landing page and conversion assessments will review your current efforts, or, we can build new landing pages that are conversion-ready.

How NuSpark Marketing Can Help Raise Your Website Conversion Rate:

  • Improve website usability. We make your website intuitive and easy-to-use for your website visitors, resulting in more conversions and higher profits.
  • Improve your sales copy.  We craft compelling sales copy for your website that will encourage and entice your site visitors and prospects to convert.
  • Optimize conversion funnel. Every single step that your website visitors take, from when they enter your website to when they make a purchase or submit a lead form, is important. We assess your conversion funnel and optimize for improvement.
  • Improve website design. We can work with your design team or ours to improve your site design to better communicate your sales message to your site visitors.
  • Testing. We can perform A/B tests to test simple design/content revisions, or multivariate testing.  By testing landing pages, we can fine-tune which elements to the landing pages work best in capturing leads.  We also have relationships with national conversion optimization firms whom can assist us in our testing efforts.  Wider Funnel and Ion Interactive are two that we partner with.


Content generates leads.  Proper landing pages construction contributes to increased leads.  We’ll create optimal landing pages or assist your design team with best practices.


Examples of landing page templates we use from our content marketing template ebook