What You Need To Know About Inbound Marketing: The Conversion Phase [VIDEO]

Inbound Marketing

Here at Leighton Interactive, we love to teach others the ways of inbound marketing, so we have put together a four-part video series on the four stages of the Inbound Methodology. Be sure to check out our first blog post: What You Need to Know About Inbound Marketing. There you learned how to attract the right traffic to your site by targeting your ideal customers in the attraction phase. Carry on to the second phase of the Inbound Methodology by learning how to convert your website visitors into leads by watching our next video, or continue reading below.


The Inbound Methodology covers each and every step taken, tool used, and lifecycle stage traveled on the road from “stranger” to “customer.” This methodology uses the best tools and practices, helping us create and deliver content that appeals to the right people. This helps our marketing efforts become relevant and helpful to your customers, not interruptive.

The second of four marketing actions that make up the Inbound Methodology is the conversion phase. If you haven’t heard about step one, see how everything is inbound and start with attraction. 

Once we’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. Contact information is valuable currency. So, in order for visitors to offer up that currency willingly, we need to offer them something in return! That “payment” comes in the form of valuable content.

Some of the most important tools in converting visitors to leads include:


Calls-to-action are buttons or links that encourage visitors to take action, like “Download this Checklist.” They typically lead to landing pages.



Landing Pages

When website visitors fill out a form on a landing page for the first time, that visitor becomes a contact. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them.

Landing pages



In order for visitors to become leads, they must fill out a form and submit their information.




HubSpot makes it super easy for us to keep track of the leads we’re converting in one centralized marketing database.


You’ve learned what it takes to convert the right visitors into leads, stay tuned for our next post on how to transform those leads into customers.




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