A typical website is designed to convey ones brand message and provide all the basic information about ones firm or company
But the last two most important intel that engages & covert visitors is left out of the sequence because, business don’t know how to define that on their websites.
This missing tactics always comes back and hunt businesses - in a form of potential customers quickly leaving ones website for another. It’s no wonder seeing most business continue to pay huge advertising dollars out of their noses to convert visitors, whiles others have embraced this smart approach growing their businesses.
How then can todays Ceo & Marketers inject these last two tactics in todays website design? What is so important about this last two? And what exactly does these last two offer?
Good question. The last two missing in todays website design, attracts and converts producing growth and profitability. Research has proven that the higher the proportion of leads generated online, the greater a firms profitability. What about if one is a startup still sorting out its target clients and service offering? What about if the business is coming from another source or does not have enough resources to fund or support a lead generating website? The answer then lies in a typical branding website. But such a site must not be boring, nor lack interactivity or some educational content tied to the last two tactics.
For those out there wanting profitability and growth through no other means, but a powerful lead generating website, will require extra functionality such as a blog - a library or resource section that contains free content, a content marketing strategy and a series of well thought out offers. But take note that these extra functionality or additional requirements will cost you more. What if there is a way to shed off some few coins of your budget, whiles preventing the eroding of your credibility. This I will like to address in another post, but for now let’s dwell on fixing the missing tactics.
CEO must start with a great brand design that truly reflects who they are and what they stand for. This will convey the firms credibility and trust. Neither settle for poor images nor sacrifice performance for looks. Let a professional help you in that aspect. Now that you have the same look, voice, & personality, ensure consistency of your brand in every touch point during planning & execution. As you construct your website ensure it has embraced most if not all, the SEO. What this means is that ones website must be optimized for search engines, especially the ongoing link-building process that helps increase authority of your website so that google and other search engines will give your content more weight and rank your pages higher.
Now that search engines are helping you attract some potential customers, what happens when they visit? What is your offer & content strategy. Yes you will be doing some content on some of the social platform but a blog on your website helps in adding fresh, valuable content where each post seen as its own web page optimized for specific keywords using SEO techniques. Attraction and conversions now becomes a breeze when they respond to offers within each post. This means one must ensure that each blog page must have a juicy offer - such as white paper, research study, executive guide or webinar a prospects cannot resist. These offers must relate in some way to the content of the blog post they accompany and housed properly in a resource section of your website.
Understand that all these strategy and tactics can only be effective if one has a marketing model, supported by an offer and content strategy. Outsource this to a professional business development person or company to take off that burden. But CEOs must have a fair idea what it’s all about. The marketing model provides a framework upon which ones lead generating website is conceptualized and designed. It is also known or referred to as the marketing funnel or pipeline. It follows a sequence of attraction, nurturing and converting visitors into clients. As mentioned earlier the left out tactics - what motivates them to make a purchase decision should be your top priority in the development of the model. This is where content and offers must be well thought out. What type of content will be useful to your target clients at various stages of your buying process and how do I optimized it for search engines so potential clients or customers can find it. As I move them from one point of the buying process to another, what types of offers are going to be most productive at each stage, and where do they appear on the website to produce the most leads? The looks, wordings and relevance must be addressed in the offer strategy.
Well bravo, you’ve done a great job using SEO to attract target audience your way, but its not enough. Storm every popular social media since one doesn’t know where their target clients are located. Use the social media to fish them out. Social media have lots and lots of people. Find ways to Connect, Share and Promote partial content and directly engage prospects or develop leads. Knowing which one is right for you depends on where your audience hang out online. Trust me that would not be necessary since you will fish them out with your content. Test driving all the popular social media ones can lead to new eyeballs as well.
LinkedIn is a typical example if one is ready to shed off some few coins using their sales navigator to identify potential leads. But create content in a way that makes them follow through to your website. Why? Because the act of nurturing is necessary for converting leads into customers, and it can only be done well on your website. At the same time it must be be bi-directional. Create social media links icons on your website for leads to connect back to your company social media pages and receive updates moving forward. Do the same on your bog but this in a form of sharing. Visitors can share valuable content on your blog with their friends which is another form of introduction. Additionally, activate social calls to action- for e.g.. like us, follow us and join our group. Above all engage them on these social media or channels
CEO’s must not forget they don’t have any information about their leads or prospect, offering them valuable content in exchange of their contact detail is key in developing trust and reputation. This sets up a phase where you can use email marketing effectively to send emails to them with additional offers that will convert them to higher levels of engagements.
Finally integrate good analytics and automation on your website to ascertain what is happening, which helps make your lead generation program more successful and consistent.
Conclusion - Firms with high performance website that addresses where their targets customers are and how to motivate them to make a purchase receives almost 4times more traffic from search engines and 200% more online leads on average. It will work for you too if you follow the step in this post. Call our attention if you need help.
Always remember Online marketing is revolutionizing the way business grow and prosper
Do you want to know more ? Read this
The role of content marketing in lead generating website
Which content is right for you
A closer look at SEO
The importance of a social sites
About the author
khammond is a business developer at Xposze and has practiced brands and business development since 2010. He is passionate about seeing every business thrive so they can contribute in making the world a better place.