Potential customers are always searching for a great solution to their business and how to increase their sales. For inbound marketing consultants, it's their initiative to connect with customers before even talking to them over the phone. So what's the best call-to-action tool to discuss business with prospects? It's called a landing page. The most underrated lead generation tool which can get you leads! Whether your prospect is a click and mortar business or one with a physical store, landing pages is a business' facade on the Web.

However, keep in mind that a landing page isn't supposed to be a mere candy-coating on your website. When an ad or email directs a potential customer to your landing page, you should merit an action from the person. A landing page is the linchpin for an opportunity to seal a deal with a prospect. It should prompt him to take a particular action like subscribe to your newsletter, sign up for a free webinar, or download white papers.

Creating a landing page might be a stroll in the park, but making it effective is a different story. An effective landing page conveys a direct and personal message to a potential customer. It shrugs off the salesman approach and other distractions that can overwhelm a prospect.

Here are some key aspects on how to create an effective landing page:

1.) Local Flavor

Most of your prospects will be searching locally, and the best way to increase your ranking and visibility on the SERPs is to create targeted local content. For customers to check the other pages of your website, landing pages should have that local flavor to entice potential customers within the area. It's a great start to build local content coupled with links to complement the rankings of your other pages for local search index.

2.) Social Networking

Facebook recently launched embedded posts. It's a great way to capture a lead and show them what you can offer through your landing page. It's a great social media practice to embed your Facebook and Twitter feeds on your landing pages, not only will it increase engagement but it also updates your customers of your latest products and offers.

3.) Targeted Content

Before you create a landing page, you should understand what you're selling and whom you're selling it to. This will guide you on creating content that will address target markets and cover specific market segments. You can funnel target segment types using a survey tool that can help you create content according to a specific target segment.

4.) Nurturing Leads

Always keep in mind that your landing page is the face of your business on the Web. It's the first thing that a prospect sees when they search and arrive on your website. If you have an ebook or a free webinar to promote then a signup form will help you acquire potential leads. Just be sure to highlight the importance of eBook, newsletter, or webinar in helping them increase their sales and improve their business.