I was reviewing a landing page and realized that many marketers fall into the same trap.
Prospects want information, yes. As a marketer, it’s your job to figure out what kind and amount of information they want. Write something compelling to share a preselected solution.
If you have a million different links and the call to action is unclear, you will leave lots of room for increasing your conversion rate. If you’re trying to start out setting the bar low, that’s a good way to set it.
If you want a prospect to take a particular action, you have to lead him. The basic formula AIDA is simple to start with. That’s Attention, Interest, Desire, Action.
Links taking your prospect somewhere else might help your prospect’s education. Marketing’s goal isn’t only education. You’ll leak prospects like a sieve leaks sand and wonder where they all went.
If you want results, you need to plan and execute that education purposefully so it ends up where you want.