Lead Generation Sins - 7 Of Them! by Daniel A. Levis
... Ask them to do one or two things per visit. Simple. In my humble opinion, the best way to format the page is in the form of a letter that addresses the title of the person you’re most likely to be selling to. And it should have a bold heading that clearly trumpets the benefits of reading it. If you must have a content page, fine, but don’t drive traffic to it. When generating traffic, advertise a benefit, not your company, and direct traffic to a page that deals with just that.