How to Build a Lead-Generating Website
Many businesses are so eager to get a website up and running, they don’t invest the time needed to build a solid marketing strategy as the foundation. First things first—topline goals should always be discussed before diving into any backend details or design; your website should align with overarching company goals. When it comes to effective lead generation, there are many layers to consider. We’ve laid a few of them out for you below:
SEO is short for “search engine optimization” which is the process of optimizing a website so it performs well in organic search. This has everything to do with search terms, also known as keywords, that help to increase the visibility of the website—which, in turn, could lead to a higher number of visitors. Basically, it helps businesses connect with those already searching for their product or service, and works to turn them into customers. Integrating a solid keyword strategy with quality content is key; see how your website holds up to our free SEO Audit.
When it comes to blogs, original content is king. Visitors want to read quality content they can use. They’re usually looking for an answer of some kind. A content strategy should be communicated, written down, and tracked accordingly. Content should be driving across multiple platforms and not only align with sales and PR efforts, but also speak to what your specific audience is looking for.
Headlines should drive visitors to click on the link and read the page further; they should be actionable and preface what’s in the body copy with clear CTA’s. The body copy should be scrollable (not too long) and compelling. Make sure that the page title, URL, and meta description all have keywords in them.
In 2017, video marketing will account for 69% of all consumer traffic, mobile video ads will grow 5x faster than desktop and landing pages with videos lead to 800% more conversion. Videos are a great way to relay pertinent information in short, visual bites. Be sure to keep them under 2 minutes long to improve the amount of time potential consumers are spending on your website.
Testimonials and Proof of Concept
Word of mouth is huge – over 70% of Americans consult product reviews before making a purchase. Allowing open reviews on social media and featuring customer testimonials on your website is a surefire way to be transparent, and ultimately, build trust and credibility with your customers. The idea is to start and facilitate a meaningful conversation. It’s a way to learn what their needs/wants are, and an opportunity to refine your product even further, in order to meet those needs. Reply directly to comments and reviews you receive, and write down any questions you hear from customers more than twice. This will feed your content marketing strategy, helping you turn one-time purchasers into loyal, repeat business.