How To Create a Lead Generation Website
One of my biggest a-ha moments in working with clients is realizing when they don’t understand the difference between their “brochure-ware” website and a website that’s positioned to generate sales leads and sales.
In fact, the new term for lead-generating websites is Inbound Marketing, coined by web marketing software phenom, Hubspot. (This link will take you to their website grader so you can see how well your website is doing. The Database Diva is a Hubspot Certified Consultant, but this is a free, unpaid link.)
A lead-generating website is a silent salesperson who’s on the job 24/7 attracting qualified sales prospects to your “door,” lets them in and gives them a guided tour, inspiring them all the while to leave fear behind and pull out their credit card because they’ve arrived “home.” Browsing is now concluded, and buying can begin.
Setting up a lead-generating website is both art and science, but it starts with the simplest of tools: a web form.
Over the next few weeks, I’ll post my short course on optimizing web forms to attract more inbound leads to your website. I’ll share a best-practice tip or tactic, so by the time my series is over, you’ll have a great punch list of action items to give your web visitors a *stickier* user experience.
I’ll start today’s lesson by covering…
Where Do Lead-Generating Web Forms Go on a Website?
The simple answer is…”everywhere.”
In fact, it’s almost impossible to optimize web pages without considering how to turn each one into a marketing workhorse that either…
- Sells a product or
- Generates a lead
If you have the kind of business that can make a sale on the first visit, great!
But if you have a more considered sales, longer sales cycle, higher ticket product or service, then the conversion goal is to get the sales lead. To do that you must have a feedback mechanism to identify each prospect and keep in touch with him over time. Here are just a few web form options that keep the conversation going beyond the first web visit:
- Contact Us
- Free Consultation
- Newsletter Sign Up
- Feedback forms or Comment boxes (open-ended forms for visitors to “talk” to you when they can’t find other appropriate places to do it)
- Free White Paper
- Poll of the Day, Week, Month
- Free Teleseminar or Webinar Sign Up
- Free Download (video, MP3, widget, checklist, sample, etc.)
- Free Demo or Trial
- Market Research Survey (where you share results with all who reply)
- Free Email Course
How Many Web Forms Should You Add to your Site?
At least 5, but the more web forms you add, the more leads you’ll capture.
Set up each form with Google Analytics to track the source of the web traffic you generate. If you’re active in social media, you may want to set up unique landing pages and web forms. For example, “direct” traffic that comes from an email newsletter or because someone typed your URL directly into their web browser, may convert differently than traffic that clicks on a link to your website from a LinkedIn status update.
In my next post, I’ll tell you how to determine what questions to ask on your web forms.