OK, so you are a marketing manager – or perhaps even a business owner – and the challenge is to turn your website into a bona fide lead generation machine.
First of all, this is a very difficult thing to do because a homepage achieving this in isolation takes a considerable capital input.
And with this approach a higher than usual investment in AdWords testing to stay on top of search term analysis to enable the website accordingly.
We prefer to take the pressure off the site so, rather than it bearing all the responsibility for lead generation, it becomes part of a well oiled machine which ultimately grows into a valuable business asset that should attract more clients, better clients.
Before you launch into any major change, consider these 6 steps we identify as vital to eliminating cold calling and swinging your structure around so it is lead generation focused.
Step 1: Forget what you knew
Step 2: Understand who you are talking to
Step 3: Have customers come to you
Step 4: Be the organisation they familiarise with
Step 5: Centralise the process
Step 6: Maximise your website
Rather than swamp you with information all at once, let’s take a quick look at Step 6 and why it is so important.
Maximise your website for lead generation
Too often, web advisers are advocating so much responsibility to the site it becomes a management nightmare to generate leads.
Rather than trying to give it every responsibility for harnessing new business, the same budget can probably buy you site optimisation plus all the other 5 steps as part of a looped bundle.
So, in easing the pressure for your site it means you can concentrate on optimising it so it works in sync with, say, a CRM, a blog post, YouTube advertising, your brochures, AdWords or just about anything else you can work into it.
The site isn’t just an electronic billboard anymore, but it is central to your marketing hub and needs constant attention much like any machine would in a factory which is serious about its business.
Google can be your best ally on a round-the-clock basis, so don’t misread the high importance of ensuring your website is talking Google’s language in the chase for new clients and better clients.
But the website does dovetail brilliantly in with the other 5 steps so be our guest and have a look at our free e-book on this very issue.
It is basic information in plain, simple English which we think will solve a few mysteries and make you feel more at ease about what to do next.