Even though visitors are turned into leads every single day, it’s not always an easy task. There are so many things that you must take into consideration but when it works, someone finds a website that provides products, services, or advice, they read up, they learn, they trust what they have read, and then they take action.
Not all websites are created equal, there are many that generate leads every single day but the majority do not. Websites that generate leads have a certain set of pages, each with specific components and each of these components match the expectations of the visitor and the company’s marketing program.
Let’s look at the steps starting with a visitor’s arrival at the site:
Your website should guide the visitor through a number of steps to draw the visitor in:
• Awareness (Your target audience Finding Your Site)
• Interest (Engaging your target audience)
• Trust (Convincing your target audience)
• Action (Converting your target audience)
This is known as the conversion funnel.
This can only work if each page is created specifically for a purpose. The page must have a set of features that keep the process moving forward, along with the visitor. Let’s look at the breakdown of each page on your lead generation site.
Your Blog Post
Your blog post will be sent to someone long before they arrive at your site. They will see your content in a social stream or, more likely, something they typed in a search engine. Your audience is always on the lookout for useful information. In order to grab their attention, you must write blogs that will help them and align those articles with key phrases. The more capable you are at taking ideas from your head and writing them down in a blog post, the more people you are going to draw in.
Your articles should have excellent content that will help the reader. When you do, they will be glad they found you. During a visit, they will find easy ways to get even more advice by signing up for your email program, using your social media icons so they can follow you, or viewing more content using your internal links to other relevant content.
A great blog post is golden. It’s the first step in the entire lead generation process. Here are the critical components that should be included:
A Header With Excellent Keywords
You should use the target keyphrase once in the header as well as in the title which is one of the most important places showing relevance. Very specific pages will generate more qualified leads.
An Email Sign Up Form Should Have A Good Call To Action
A really great sign up form should let people know what they are going to get and should provide them with proof that it’s good.
Your Social Sharing Buttons
You can easily get the word out with your social sharing buttons that can be placed on the top and the bottom of your post. You can also have a sticky feature that will follow them as the scroll down the page. Use the share widgets with a counter to keep track of the number of shares, especially if you get many shares. On the other hand, if you only have a few shares do not use the counter because those zeros will come across as negative.
Use A Featured Image
All great posts have an excellent image that will make the post even more attractive. This should be used on your site and in your social streams when they are shared. This is a golden opportunity to explain your ideas, visually, with valuable information using diagrams and charts.
Make Sure Your Article Is Helpful And Provides Specifics:
If you provide “How To” information you will be seen as an expert. Posts with valuable information are more likely to be ranked in search engines and will be shared by readers. Also, good articles will help you get on Google’s first page.
Links To Other Posts & Services
You want to lead your visitors through the funnel using your internal links. Make sure you have 2 links or more in the body of each blog post.
Keep your visitors engaged by including images. Many bloggers are adding more than one image to each blog such as pictures and/or charts.
Give Answers & Provide Information
You can keep visitors on your site by ending your post with an invitation to get more information. Another thought, end the post with a question that will lead to comments. Don’t get discouraged, most visitors will not turn into leads nor will many readers hire you, what your blog will create are many benefits for your marketing endeavors.
About Your Service Page
This is where you want to sell your products or services. The information you provide on this page should describe how you or your products will help out your readers. Answer questions visitors have posted and give them proof that supports these answers. Also, make sure you include your call to action on this page for higher conversion rates.
Place a button to go to your contact page or a phone number in the upper right-hand corner. This is usually the first place visitors will look.
Examples, Proof, Evidence, And Data
Understand, your readers really don’t know you. Anyone can claim their service or product is great but can they prove it? You should have examples, some research, and statistics to back you up. One of the best ways to prove your claims include testimonials from satisfied customers
Your Call To Action
When creating your service page, you should have a friendly call to action or your pages could come to a screeching halt! Your call to action can be as simple as contact us for further information about our products. Make yourself familiar by adding your face or possibly a face from your sales department.
This is where you should simply state what you are offering. Stay away from vague comments such as “experienced” or “the latest technology”. You want to grab their attention and let them know you have a solution to their problem.
Videos And Demos
As mentioned earlier, visuals are very important to grab future customers’ attention. Videos have proven to be one of the most powerful tools to build trust and improve your lead generation. Videos are perfect for letting your visitors actually see you and hear your voice. If your service is difficult to explain, use demos and diagrams to explain the process.
Answer Questions Clearly & Precisely
Visitors will always have questions and concerns. The better you address their questions and their concerns, the better your chances are they will contact you and turn into a lead. If you leave questions unanswered, the higher your risks are they will be gone and look somewhere else.