What I always ask my clients about their website is what they want out of it. Do you want it to just sit there on the Internet, looking nice but otherwise generating no results? Or do you want your website to work for you? The answer is obviously always the second, but sadly the result of many websites that my clients have is the first. It looks great, but no one’s looking at it.
If you already have a website that is bringing in little to no leads, that’s okay. It’s still something that is definitely workable and that can be transformed into a lead generating machine. Take a quick look through our free Ebook “Website Redesign 101” for some ideas on how to get started. Otherwise, read on for expert tips on lead generation.
Use Appropriate Language for your Customers
When you first got into this business you’re in, you probably drew up some sort of picture of what your target market looks like. Make sure that the tone and the message that you deliver on every line of text on your website is speaking out to your target market. Nothing is more dull then going to a website that’s loaded with formal language or jargon that only industry professionals would understand (unless, of course, your site is tailored just for industry professionals).
Another way to turn your website into a lead generating machine is to talk about the “right stuff”. Too many websites out there are overly focused on what the company does, what qualifications they or their employees have, and so on and so on. Understand why your visitors are there: they’re looking for a solution to a problem. Make sure that your message is about solving their problem and not so much about boasting about your company.
Get Warm Leads
Start coming up with things that potential customers may want from you. This will help you capture what I often refer to as “warm leads”. Have a report to give away for free. Offer a free tutorial or webinar. Have a coupon or special promotion for people who visit your site. The only trade off for them is that in order to get this “free” thing, they have to give you their contact information. Having a lead’s name and email address will prove to be invaluable when it comes to lead nurturing.
Make your Website the End of the Trail
Going out and promoting your web address is great, but there are a number of different avenues that you could and should use to get the word out about your company. Use inbound marketing techniques such as the ones below to drive leads back to your site:
These should all either lead someone back to your web address, or they should have, at minimum, a link in the article or in the footer that contains your web address.
Nothing’s worse than returning to a website only to continually find old, stale content. If you want to have people coming back to your site, you have to update it regularly. If you want search engines to continue to pull your site up in the top search results, then you have to update regularly.
Updating your site doesn’t have to be incredibly painful. Adding a new article or a blog entry on a daily basis are two easy ways to keep your website fresh. Every once in a while you may want to give your site just a bit of a makeover, but if you do decide to change the design, don’t make any drastic changes. Otherwise your visitors may:
- Find your site incredibly difficult to navigate, or
- Become confused and not even realize that they’re on your site!
Publish Good Content
Speaking of having an updated site and blog entries, you want to make sure that any content that you post to your site is worth posting. Make sure that the content you post is helpful, insightful, and is something that a visitor will want to read. Offer “Top” and “Best Of” lists. Offer do-it-yourself problem solving solutions to problems related to your niche. Give visitors what they want and they’ll be sure to return – and possibly promote your site to their friends.
Free offers and inbound marketing techniques like blogging and PPC are great ways to draw people to your site, and having a regularly updated site that’s loaded with great content is a great way to keep people coming back. Both work hand in hand in both the lead nurturing process, and in creating a brand loyalist.
If you’re interested in generating more qualified leads from your website, contact us today to schedule your free marketing analysis.