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Turn Your Website Into A Lead Generation Machine

This document provides tips for turning a website into an effective lead generation machine. It explains that the primary purpose of a business website should be to drive sales. An inbound marketing strategy uses valuable content offers to encourage website visitors to provide their contact information in exchange for downloads, becoming leads. The document recommends focusing on creating simple, easy-to-navigate websites with prominent content offers and contact forms. Landing pages tailored to marketing campaigns can also help convert visitors into leads. Emphasizing keywords further boosts traffic and lead opportunities.

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Juan
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79 views8 pages

Turn Your Website Into A Lead Generation Machine

This document provides tips for turning a website into an effective lead generation machine. It explains that the primary purpose of a business website should be to drive sales. An inbound marketing strategy uses valuable content offers to encourage website visitors to provide their contact information in exchange for downloads, becoming leads. The document recommends focusing on creating simple, easy-to-navigate websites with prominent content offers and contact forms. Landing pages tailored to marketing campaigns can also help convert visitors into leads. Emphasizing keywords further boosts traffic and lead opportunities.

Uploaded by

Juan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Turn Your Website

into a
Lead Generation Machine
2

Businesses of all shapes and sizes have websites these days. It’s simply
necessary; there are 277 million people in the United States with Internet
access, and without a website, it’s going to be difficult for you to reach
them. But do you understand what the purpose of your website is?

There are many different functions a business website performs: it


provides contact information for your company; it allows you to provide
some history on your business; perhaps it even has an online ordering
feature. Although all of these things are very useful and convenient, none
of them are the main reason you need a business website. In actuality,
your website has one job above all others: to drive sales.

Your website can be your most important and successful sales tool.
If you’re not treating it as a means for generating leads and creating
revenue, you’re missing out on a golden opportunity. In today’s world,
the internet is a huge part of the average American’s life, and therefore
functions as an ideal vehicle for sales and business.

To maximize your website’s sales potential, you need to embrace an


inbound marketing strategy. With inbound marketing, every site visitor will
have the potential (and opportunity) to become a lead for your business.

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3

No such thing as a free lunch


That old maxim serves as a reminder that nothing is free in this world. Inbound marketing
works under the assumption that most website visitors aren’t going to willingly become
leads for you for free. They need something in return. Aside from your products and/or
services, which you shouldn’t give away for free, what do you have to offer visitors?

The answer: your expertise. As a professional company in your field, you possess
knowledge that the average person does not have. Regardless of your industry, there are
things you know that most visitors don’t. By leveraging that knowledge, you can offer the
visitor something valuable. And the way you showcase that knowledge is through content.

With inbound marketing, we use “content offers” to turn visitors into leads. A
content offer is something downloadable that provides valuable information
to your visitor. It can take various forms: an eBook (like the one you’re
reading right now), an infographic, a PowerPoint presentation. Basically,
anything that took some effort to put together and is highly informative.

In exchange for the content offer, a visitor must provide you with their
contact information. If you’ve done your job and created worthwhile content,
this is an easy decision for an interested visitor: it doesn’t cost them a dime
to part with their contact information, so they’ll take the trade. But what
they probably don’t realize is, they’ve just become a lead for your business.

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4

How your website comes into play


So now that you understand the exchange that turns visitors into
leads, you might be wondering, how does my website fit in? Your
website must now function as a showcase for your content, while also
making it extremely easy and convenient for a visitor to become a lead.

How do you accomplish this?


Here are a few tips:

Simple and elegant rather than innovative and busy


You can do a lot of things in web design
now, from automatic Flash players to
widgets to interactive graphics. They may
make your website look technologically
interesting, but is it necessary? Your
website doesn’t need to impress IT
people; it just has to do its job. So skip
the fancy bells and whistles and opt
for simplicity. Your website should be
pleasant and graphically attractive, but
never forget the main goal: generating
leads. Make it easy to navigate and have
everything clearly labeled.

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5

Give the visitor every opportunity to become a lead


As we discussed, your website’s main goal is to drive sales, and this
is best accomplished by encouraging customers to become leads.
So make sure that there are contact information forms all over your
website. In fact, you might consider some kind of permanent sidebar
to every page that has a brief “contact information” form. You want
to ensure that your visitor never has a doubt about how to get in
touch with you. The last thing you want is an interested visitor who
can’t figure out how to learn more, and then gets frustrated and
leaves the site altogether.

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6

Landing pages are your friends


A landing page is basically an entry port to your website, usually provided as a link in
an email, social media post or other similar outreach effort. For your website, every
landing page should have a content offer and contact information form to fill out. For
maximum adaptability, you should be able to easily create new landing pages for your
marketing campaigns. Normally, this might require the involvement of a web designer
and a significant time investment, but there is an easier path: if you invest in marketing
software, many of them include simple landing page creators.

For example, the Hubspot platform provides a WYSIWYG landing page editor that allows
you to quickly create landing pages without a single line of code. With this feature,
you can implement new marketing campaigns on the fly, allowing you to tailor your
message to a specific audience and then have an accompanying landing page with the
same message. Specialized, targeted marketing campaigns provide great opportunities
for generating leads.

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7

Focus on the content offers


Remember, your content offers are your best
tool for generating leads, so be sure to feature
them all over your site. Every blog article should
have a content offer at the end of it, and you
should have a page on your site dedicated to all
of your content offers. Also, you should take the
time to create multiple offers – different subjects
will appeal to different visitors, so variety will
help you reach the most people.

Emphasize the keywords


If you’re familiar with inbound marketing, you
know that keywords are a huge part of a successful
inbound strategy. By determining the most popular
keywords in your field and then using them
regularly in your content, you can really boost your
website’s traffic and help your content rank highly
in Google search results. So how does this impact
your lead generation? It’s simple: the more visitors
you have, the more opportunities you have for
leads. Even the most successful sales website will
only have a 5-7 percent lead conversion rate, so it’s
important to maximize your traffic.

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If you follow these tips, your website is going
to become a lean, mean, lead-generation
machine. But this is really just the tip of the
iceberg – there’s so much more to inbound
marketing. Here at Leap Clixx, we specialize
in helping businesses like yours implement
dynamic inbound marketing strategies.
Contact us today for a free consultation.

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