How to optimise your marketing channels


  • A/B test blog CTA location, color, copy, and design.
  • Use a secondary CTA to convert visitors into subscribers.
  • Use Smart CTAs to provide more personalized experiences.
  • Put target keywords near the front of your blog headlines.
  • Keep your headlines short: 65 characters or less.
  • Use brackets in your headlines to call out content formats.
  • Link internally to pages that are already ranking highly in search.
  • If you link to the same page multiple times in a post, make sure the first link is keyword-optimized.
  • Link to your new posts from your old posts.

Landing Pages

  • Remove navigation links from your landing pages.
  • Use more form fields to optimize for lead quality, use fewer fields to optimize for lead quantity.
  • A/B test your landing page form submission buttons.
  • Use Smart Forms & Progressive Profiling to personalize forms.
  • Align your landing page header copy with your blog CTA copy.
  • Use a sub-header to highlight the benefits of what you’re offering.
  • Use bullet points in your landing page body copy.
  • Include a video, image, or GIF on your landing page.


  • Uses dashes (not underscores) for page and post URLs.
  • Structure your URLs so they describe the content on your pages and posts.
  • Optimize for long-tail keywords to drive more-qualified traffic.
  • Treat your meta descriptions like calls-to-action (and use actionable language).
  • Keep your meta description character count under 155 characters.
  • Use responsive design to make your site easier for Google to crawl and index.


  • Run reengagement campaigns for inactive subscribers (and if they remain inactive, remove them from your list).
  • Remove hard bounce email addresses from your list immediately.
  • Segment your email list by buyer persona.
  • Use dynamic tags to personalize emails with a contact’s first name.
  • Use dynamic lists to automate your list segmentation.
  • Keep your subject lines short: use fewer than 50 characters.
  • Align your subject line with your preview text.
  • Continually A/B test subject line messaging.
  • Always create plain-text versions of your emails.
  • Don’t attach files to your emails: link to file locations instead.
  • Test your emails in multiple clients & tweak design accordingly.


  • Use the proper image dimensions for social profiles and posts.
  • Test post frequency to find your sweet spot for each network.
  • Figure out the best times to post for maximizing engagement and lead generation.
  • Add Google Authorship to your blog.
  • Incorporate social sharing and follow buttons into your emails and thank you pages.