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Iroegbu Outlines “7 To-Dos” for Optimizing Landing Pages in Q3 2013

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Kanu Iroegbu, a certified digital marketing consultant
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Kanu Iroegbu, a certified digital marketing consultant, has reeled out advice to organizations on leveraging the potentials of marketing in growing their businesses.

According to him, the goal of any marketing campaign is to generate leads.

“Whether it is organizing an event or advertising on television or in the print media, the end goal is to generate leads that can be converted into sales. Every branding activity that a business engages in has to support this objective.

Explaining the nitty-gritty of landing page and usage, he said, “Simply put, a landing page is a web page that helps businesses capture leads. It is different from a Home page, which usually serve as the doorway to generic information about the various products, solutions, and services offered by the business. As such, a typical Home page has too many elements vying for the visitors’ attention. A targeted landing page will work towards compelling a visitor to take the specific and desired action”.

He opined that, there are several ways a visitor can be directed to companies’ or individual’s landing page as “Search engine results link when someone runs a query for your keyword; clickable links in your pay per click ad or other online advertisements; links pointing to this page incorporated in social media posts; email campaigns providing links to this page and Organic search engine optimization (SEO) campaigns throw up links to this page during relevant keyword searches”.

He added that the impact of a landing page can be measured by analyzing the number of visitors who convert. “Tools are available to measure the number of visitors. These tools will also provide you information on the means by which they landed there – was it your SEO strategy or your PPC campaign or your social media activities or even your direct mail campaign.

“If your campaigns are attracting a lot of visitors but none are converting into leads then the problem might lie with your landing page. The solution lies in enhancing and optimizing your landing page to maximize conversions.

On types of landing pages, Iroegbu, said depends solely upon the objective one wants to achieve, and they are categorized into “Informational landing page: If you want to present yourself as a thought leader then you can create an informative landing page, which displays content that is relevant to your visitor. Ideally, the information should center around the keyword that brought the visitor to your landing page in the first place”.

The other is “Action-oriented landing page: This is a landing page with a clear call to action. It could be oriented towards convincing a visitor to buy a product or capture contact information through an online form. If making a sale is the objective, you have to ensure that previous interactions with you provided the visitor enough compelling reasons to do so. If capturing information is your goal then you can do so by offering valuable content”.

On how to optimize landing pages in the third quarter of 2013 mainly, Iroegbu who had help organizations in creating effective landing pages outlined that a good landing page needs to target a particular action.

“Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular keyword. Now unless your Home page immediately offers information related to that keyword it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.

“You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads. Below we have listed a few measures you should take to optimize your landing pages in Q3 2013.

1) Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions. Eliminate unnecessary copy, graphics, form fields, and links. Provide clear and simple call to actions. Do not confuse your visitor. Make it easy for them to focus on your call to action.

2) Short lead form: Visitors hate filling forms, so the longer your lead form the more the number of visitors who are likely to drop off. Keep it short. Capture only information that is necessary to stay in touch.

3) Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.

4) Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.

5) Responsive design: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout?

6) Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.

7) Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Improve your page accordingly.

 


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E-Business

Microsoft Servers Hacked by Chinese Groups

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Chinese “threat actors” have hacked Microsoft’s SharePoint document software servers and targeted the data of the businesses using it, the firm has said.

Microsoft Servers Hacked by Chinese Groups

 

China state-backed Linen Typhoon and Violet Typhoon as well as China-based Storm-2603 were said to have “exploited vulnerabilities” in on-premises SharePoint servers, the kind used by firms, but not in its cloud-based service.

The US tech giant has released security updates in response and has advised all on-premises SharePoint server customers to install them.

“Investigations into other actors also using these exploits are still ongoing,” Microsoft said in a statement.

The firm said it had “high confidence” the hackers would continue to target systems which have not installed its security updates.

It added that it would update its website blog with more information as its investigation continues.

Microsoft said it had observed attacks in which hackers had sent a request to a SharePoint server “enabling the theft of the key material by threat actors”.

Charles Carmakal, chief technology officer at Mandiant Consulting firm, a division of Google Cloud, told reporter, it was “aware of several victims in several different sectors across a number of global geographies”.

Carmakal said it appeared that governments and businesses that use SharePoint on their sites were the primary target.

A number of adversaries who stole material encoded by cryptography were then able to regain ongoing access to the victims’ SharePoint data, he said.

“This was exploited in a very broad way, very opportunistically before a patch was made available. That’s why this is significant,” Carmakal said.

Carmakal said the “China-nexus actor” was deploying techniques similar to previous campaigns associated with Beijing.

Microsoft said Linen Typhoon had “focused on stealing intellectual property, primarily targeting organizations related to government, defence, strategic planning, and human rights” for 13 years.

It added that Violet Typhoon had been “dedicated to espionage”, primarily targeting former government and military staff, non-governmental organizations, think tanks, higher education, the media, the financial sector and the health sector in the US, Europe, and East Asia.

Meanwhile, Storm-2603 was “assessed with medium confidence to be a China-based threat actor”.

 

 

 


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NIMC Warns Nigerians of Fake NIN Website

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National Identity Management Commission (NIMC) has issued a public warning that it is not associated with NINcard.com.

NIMC Warns Nigerians of Fake NIN Website

According to the commission, the website has been circulating online to offer services for Nigerians seeking National Identification Number (NIN) services.

NIMC, in a post on its official X account on Wednesday, said, “NINcard.com is not in anyway affiliated to NIMC. Stay vigilant!”

The warning was accompanied by screenshots of fake payment receipts and OTP request pages from the website, both of which were boldly stamped “FAKE” by NIMC to alert the public.


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NITDA, API Partner Against Harmful Online Content

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National Information Technology Development Agency (NITDA), in partnership with the Advocacy for Policy and Innovation (API), has convened a one-day workshop in Abuja to advance dialogue on the draft Online Harm Protection (OHP) Bill to confront harmful online content.

NITDA, API Partner Against Harmful Online Content

The bill, a rights-based, locally rooted, and multi-stakeholder initiative, is aimed at addressing the challenges of the digital age.

The event, which held yesterday, brought together government officials, civil society, academics, digital platforms, and legal experts to shape a policy framework designed to combat online ills such as cyberbullying, disinformation, hate speech, digital exploitation, and gender-based violence, while safeguarding democratic freedoms and digital inclusion.

In his keynote remarks, Kashifu Inuwa, director general, NITDA urged a paradigm shift in the way society engages with digital technologies.

“For almost two decades, we have viewed digital technology through a consumer lens. But these technologies are not just products and services. They are transforming how we live, work, and interact. They shape our politics, our society, and our democracy,” he said.

Warning against unaccountable digital power in the hands of private corporations, the DG likened the digital journey to the tale of Alice in Wonderland, where initial fascination with innovation has given way to deeper concerns about privacy, autonomy, and manipulation by big tech platforms.

“We thought we were using Google, but now we realise Google is using us. Social media, once a tool of expression, has become a tool of surveillance and influence,” Inuwa noted.

He, therefore, emphasised the urgency of developing a democratic and accountable framework.  He explained that following the 2021 Twitter ban, NITDA facilitated dialogue between the government and platform operators, leading to a Code of Practice that stressed Nigeria’s sovereignty and legal standards.

According to him, the same process birthed the multi-stakeholder steering committee and the OHP White Paper in December 2024, laying the foundation for the current legislative push.

Earlier in her opening remarks,  Victoria Manya, co-founder, API, observed the moral and civic necessity of the bill.

Her words: “The internet did not break society, it merely revealed its unfiltered version. Every day, Nigerians are exposed to harassment, disinformation, exploitation, and even algorithmic violence. The OHP Bill is not a war on the Internet. It is a peace offering to its users, a social contract for a digital future that is safe, inclusive, and democratic.

“We cannot answer the question of algorithmic power with unchecked state control. We must answer it with shared, rights-based governance. This bill must not be written for the people, but with them.”


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