Checklist: How to Perfect Your Prospects' Journey on Your Site from A to Z – Inbound #12

Are you looking for a way to attract new clients without imposing yourself on them? To turn them into leads, prospects, and then clients gently, without forcing the process? A web communications strategy focused on education — also known as "user-oriented" — could well be the solution you are looking for. Over several articles, we have explained this concept in detail. To help you see more clearly, here is a summary!

How to Make Sure You Have Not Missed Anything in Your Call-to-Action Button?

• Your Call-to-Action button is oriented towards action (action verb: "Download…")
• It includes consistent keywords relative to the downloadable file and the landing page ("… the Inbound Guide" if your landing page and your file contain these terms)
• The button is visible. It must catch the internet user's eye immediately.
• It is in keeping with the rest of the site visually speaking — i.e. even if it stands out at first glance, it is still in harmony with your brand guidelines.
• It is placed at the end of blog articles and in the sidebar (on the side).
• Remember to work on its SEO.

Need more details on creating the ideal Call-to-Action button?

Find our detailed article on the subject.

How to Attract a Prospect Through Your Website?

The User Journey: From Your Advert to Your Thank-You Page

First, let us revisit the journey an internet user will take before becoming your client — a journey you will therefore need to create, step by step.

From the user's perspective, the journey will be as follows:

• Discovery of one of your brand's articles whose title catches their interest (most often via a social network)
• Discovery of the blog article's content
• Discovery of your Call-to-Action button at the end of the article (or on the side)
• Discovery of your landing page and completion of the form
• Download of your free file on the thank-you page

From your perspective, creation will proceed in the reverse order — because once you have finalised your article, the entire journey must already be in place. You will therefore create your content in the following order:

• Creation of the file to be downloaded for free
• Creation of the thank-you page from which the file can be downloaded
• Creation of the landing page and its form
• Creation of the Call-to-Action buttons
• Creation of the blog articles in which you will place your Call-to-Action buttons
• Sharing and promotion of your blog articles on your social media channels

Now that we have reviewed the journey the internet user will take on your site before becoming a lead and then a client, let us move on to the step-by-step checklist!

How to Make Sure You Have Not Missed Anything on Your Thank-You Page?

• The page contains a thank-you message and indicates the subject/content ("Thank you! Here is your ebook:")
• The page contains the button to download the offer — the file the internet user came to find. ("Download my ebook")
• The menu on the page is similar to that of a standard page on the site (we will see that this is not the case for a landing page).
• Possibility of providing additional information about your file.
• Possibility of adding other content related to your downloadable file: links to articles, a specific page (Portfolio, Contact).
• Possibility of adding a Call-to-Action towards the landing page of another offer.
• Possibility of adding buttons leading to your Facebook, LinkedIn, etc. pages, or share buttons for the relevant landing page.
• Important! Never place a share button for the thank-you page itself. This page must not be accessible to an internet user in any way other than by following the entire intended journey and completing your form.
• Finally, no SEO. Or even place the page on NoIndex if possible (the NoIndex attribute tells Google not to display this page in its results). As stated, the goal is for nobody to be able to access this page except by following the complete journey you have created and filling in your form.

Find the dedicated article on the thank-you page to go further.

How to Make Sure You Have Not Missed Anything on Your Landing Page?

• The page features a large, clear, concise title oriented towards action. ("Free template: Define your ideal customer to better attract your prospects"). The page contains a clear, visible explanation of the offer (buttons, lists, bold text, etc.). The page contains relevant visuals — image, animation, or short video — to better convey the added value of the file you are offering for download. The page has been worked on for SEO (meta data, title tag, images, etc.). The page does not contain a navigation menu or other links that could distract the internet user from your form. The page may contain social sharing icons (to share the landing page on social networks) or follow icons (to encourage internet users to follow your social media pages). Ideally, these icons appear at the bottom of the page so as not to draw the internet user's attention away from your form. Rediscover our article that details how to create your landing page.

How to Make Sure You Have Not Missed Anything on Your Form?

• The length of the form should reflect the importance of the offer. The more the offer is perceived as significant by the internet user, the longer the form can be and the more specific information it can request.
• Place the essential questions first (namely the field to capture the internet user's email address, their first and last name), then the useful questions (any question that helps you better understand your potential lead). If a question gives you nothing, remove it. If the number of questions needs to be reduced for any reason, reduce the number of useful questions. The essential questions are non-negotiable.
• Place contact fields first (name, surname, email, phone number, etc.), then multiple-choice questions. For an open-ended question, prefer the end of the form (and do not make this question mandatory — it could discourage an internet user from completing the form).
• At the end of the form, you can add tick boxes such as "I would like to subscribe to your newsletter" or "I would like to be contacted by a member of your team", depending on your objective.

For more detail on creating a form, find our dedicated article.

We hope that this step-by-step summary can serve as a reference whenever you have doubts or hesitations.

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