Last week we had the opportunity to present at Creative Office Pavillion in Manchester, NH. We had a lively group that were part of a non-profit organization with a great cause called Plan NH. Great people, great food and all around a good time.
We shared a topic that we run into frequently with organizations that struggle with online sales. We notice that organizations do very well with their visibility and brand awareness. Whether it be due to the years the organization has been in business or investing in a sales team, visibility and attracting visitors is not their main challenge. The challenge is setting a measurable inbound marketing goal and converting their online traffic into leads.
The bottom line is, your website can be more than just act as a brochure. Every business should be taking advantage of their online traffic and converting users into leads.
Here is a brief recap of the 10 Necessary Features of a Successful Lead Generating Website we discussed with are new friends at Plan NH.
1.) On-Page SEO
Make sure your web developer is adept at Search Engine Optimization. Proper SEO tactics need to be built in to your website from the start. If they aren’t there now, it’s a good idea to hire an SEO professional to do an audit of your site and start making improvements.
2.) Social Media Integration
Having social media integrated into your website is key to getting your content out there. If your content is interesting enough to your target persona, there needs to be a way for them to share it quickly and easily. Also, having an up to date social media presence makes your brand trustworthy and tells your audience that you are up to date.
3.) A Blog
A blog is the gasoline that keeps the inbound marketing machine running. It’s the best way to boost your organic search traffic, and sharing your ideas on a regular basis is a great way to connect with your users. Keeping your blog up to date can be a daunting task, but it is so worth it to build your inbound marketing funnel.
4.) The Right Messaging
Ask yourself these 4 questions when you visit your website.
Will people know what I do within seconds?
Will they understand what page they’re on and what it’s about?
Will they know what to do next?
Why should they buy/subscribe/download from this site instead of from someone else?
It’s important that your messaging is created for the user and based on what they want and need in order to take the next step. It’s not about what you have to say and what you want to tell them.
5.) Great Design
This is a no brainer. In this day and age, online visitors have a certain standard for the design and usability of a website. If it’s not up to those standards, it’s very easy for them to hit the back button and choose the next option.
6.) Responsive Design
Just this summer over 50% of online media was reached through a mobile device. We have reached the tipping point and having a responsive website will only become more important as time goes on. Your website needs to adapt and display differently for a mobile device than it does on a desktop.
7.) Calls to Action
Now we get into some of the functionalities that play a role in converting a visitor into a lead. The first is a CTA or Call to Action. A CTA is designed to prompt a user to take action. It’s a button with a phrase like “Click here for your free eBook,” or “Schedule your free consultation today.”
8.) Landing Pages
Landing pages are the pages that explain what you have to offer your user in exchange for some of their information. After they click on a CTA, they will usually land on a landing page. This is where the conversion will take place.
A form is the place they leave their information in order to download or receive an offer. An offer can be a free piece of material, case study, webinar, worksheet etc. The length and depth of the form can be based off of what they are getting in return. The more valuable the offer, the more detailed questions the form can potentially have.
The analytics of your website is what keeps you on track. Not only do you need them in place but you need someone who can read and understand your analytics and translate it into how you’re doing in regards to accomplishing your online goals.
Goals. That’s the bonus we talked about at the beginning of our talk. Before you start with your inbound marketing strategy, you need to set some goals. How many leads do you want your website to bring in? How many of those should convert to customers? How much revenue do you want those customers to bring in? These are all important and necessary questions to answer when you begin your inbound marketing planning and website strategy.
If your company website is not generating leads and/or sales, reevaluate your website with these 10 features and find out if you’re website needs improvement.
Are their other features you find that has helped your website generate leads? Share in the comments!