Is your website performing well and have you done a website best practice review lately?
The ultimate goal of an inbound marketing campaign is lead generation. Your site can attract a lot of visitors, but if all they do is browse and leave, then your efforts have failed.
To be successful, think of your website as a series of pages with elements that work together to turn a visitor into a potential customer. In this episode, I dive into 6 key foundations to include in your website best practice review for lead generation. Take a "halftime break" and evaluate your site in these areas!
Ready to dive in?
Lead generation follows a pattern which often begins with a person doing a search in Google, finding something relevant to click into and arriving at a blog post. Other methods may include typing in a company name or product name and arriving at the website homepage, or looking up a name and coming to the 'about' section on a site.
After looking at one of the above, a visitor may click to use the contact form, and a 'thank you' page would follow that. Every page corresponds to a step in the marketing funnel, starting with searching for info and ending with a submission of contact details. Each can impact your sites lead generation opportunities.
Let's take a look at each one:
The blog post is the front liner of your website. It's what people most often see first when looking for information on search engines. Traffic can come from a link posted on social media. The job of a blog post is to make people aware of your business. It should contain relevant information your target audience finds useful. It should be optimized with the right keywords to rank on the search engine and shared on social media.
If your blog post generates interest, visitors will be curious about your business. They'll go to the home page to learn more about your business and what it does. Make sure your homepage clearly explains what you do and how you do it to make visitors stay on your site and explore more pages. But what kind of details?
Visitors don't necessarily know what you do. Provide a clear explanation of what your business does and how they help people. So on this page, share testimonials from satisfied customers and site any media attention you've gotten. Visitors will find it easy to see the value your business offers from people who have experienced it firsthand.
At this point, visitors already know what the business is, but not why it exists and who's behind it. They want to know your objectives, your values, your vision, and mission. This should be included in your 'About' section. This your opportunity to earn visitors' trust. Humanize your business by introducing yourself and your staff, talking about how the business started and share your vision for the future. People are careful about who they align themselves with. So if a business seems shady, they won't trust it. Be transparent and open.
If you've filled out the first three pages, then it's a quick step for your visitors to take action like filling out the contact form and leave their contact details. Once you have these, congratulations, you got yourself a lead. You can nurture your leads through email marketing and convert them into paying customers.
The Contact form is not enough!
It is not the central lead capture tool. Your site needs to have a lead capture mechanism on each page. A widget or pop-up form are the best ways to capture leads on a site. While some people say they don’t want a pop-up box on their site, if data shows that works best you should do it! And the data does say they work!
“Pop-ups drive 1375% more subscribers” - Source: Crazyegg.com
[Tweet "“Pop-ups drive 1375% more subscribers” - Source: Crazyegg.com via @Mike_Gingerich"]
Of course you must test and fine-tune the pop-up. You do not want to be annoying, you want it to work on mobile devices, and you want the offer to be value-adding!
Although the process of lead generation ends after the submission of a completed contact form, a new process begins right away -- nurturing leads. You can start right away by showing heartfelt gratitude beyond the generic "thank you." On this page, write a personalized message and offer additional value such as an Ebook download and links to more resources.
Do all leads follow this simple flow? Not necessarily, but it should give you a general idea of how visitors behave on websites. Use this as a guide for website best practices for these key pages!
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I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.
That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!
Grab my helpful checklist that includes strategy for social media lead generation. Click image!