Doubling traffic to lead-generation landing pages

The problem: Content-marketing assets were buried on a software company’s website and received very little traffic.
One small link on the company’s home page led to its Resource Library.

The solution: As part of a complete relaunch of the corporate site, I made the Resource Library more visible and attractive.
Prominent home-page, sidebar, login-screen and navigation elements drive traffic to content-marketing assets.

The results: Average daily visits to lead-generation landing pages more than doubled after the site relaunch.
Doubling landing-page traffic

The details: Here’s what I did to drive more traffic.
The company hired a creative agency to come up with the site design. The entire marketing department contributed ideas and feedback on the new site, with my particular focus being the look and feel of the Resource Library.

Lead-generation assets are linked to prominently from the site’s main navigation menu and from the site’s home page.
Prominent home page links

Sidebars throughout the site highlight the newest and most popular assets.
Sidebars throughout the site promote content-marketing assets

Key assets are also promoted on the login screen, the site’s most viewed page.
Login screen promoted content-marketing assets

The main page of the Resource Library is optimized to help users discover a wide variety of content.
Company's resource library

Individual landing pages incorporate SEO best practices, including keyword-loaded URL addresses, titles, meta descriptions and image names.
SEO optimization of landing pages

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