This allows visitors to see the caliber of your content without having to give up any of their personal information first. You can (and should) still tease the downloadable asset using images on your landing pages. A good solution for this is to provide a small image of the white paper or demo that is being offered. This gives your visitors something tangible to look forward to and a much more compelling reason to convert. Check out our checklist at the end of this chapter to see what other elements you should include on your landing pages. Brag about your credibility. visitors who are not familiar with your company may be hesitant to enter their contact information, even in exchange for IMPROve COnveRSIOnS In 8 STePS. something of value. Including a few proof points can According to CMO Council, almost 80% of B2B go a long way toward establishing some credibility marketers aren’t satisfied with their current with your audience. examples you might use include: levels of customer conversions. Learn how to • Client testimonials join the 20%. • Client logos • Site security badges GET FREE E-BOOK • Ratings from Better Business Bureau and similar organizations • Awards and industry recognition