It’s a new year, which means lots of new opportunities to improve your inbound marketing strategy so that you're reaching your lead generation goals. One often-overlooked area is the lead conversion opportunities available throughout your website. By “lead conversion opportunities” I mean the different ways in which you have to guide someone to fill out a form on your website for one reason or another.
Evaluating these opportunities starts with knowing exactly what you have available on the other side of forms and making sure you haven’t forgotten anything that is still relevant and usable. But once you’ve done this and have a good idea of what you’re working with, here are some ways to uncover the gaps so you know where to focus your content-creation efforts.