One of the main reasons for investing in a website in the first place is for it to generate sales leads or enquiries. Without a steady stream of leads, businesses of any size will struggle to grow. Even the best sales team with the most effective sales tactics will fail without leads.
Obvious, I know, but on a daily basis we see websites paying lip service to lead generation. Odd given the importance of new leads. However, often enough directors or business owners think that you just build a website and clients will arrive in their droves. Of course, websites do not work straight out of the box in that way.
In the same way that traditional marketing is unsuitable for the switched-on online shopper or B2B buyer, lead generation methods must keep up or your website will fail.
Website sales leads need these three things
So here are the three things your blog posts and pages require to tempt website visitors to hand over their contact details.
- Call to action (CTA) - all too often a brilliant blog post has engaged, educated and entertained the reader but just doesn't capitalise. You simply have to tell the happy visitor what you'd like them to do next.
- Landing Page and Form - this will usually involve them clicking through to a landing page. Here they will find information and a short form to fill out. This enables you to capture contact details to market to them in the future.
- Thank You Page and Download Button - once completed the form forwards to the Thank You page which allows your new lead access to the downloadable content.
Of course, you will need to have created an eBook of sufficient value for the visitor to be tempted into handing over contact details. That is a little more work but whatever pdf content you create, if it is valuable you should be asking for contact details in exchange. There are far too many people offering ungated pdfs.
Successfully generating sales leads by offering valuable content for download is an accepted approach these days. Sadly, many businesses are missing out by ignoring these three simple steps.
This approach is one tactic employed in the Inbound Methodology, a great way to turn your website into a marketing machine.
Want to know more? You need to download your free Roadmap to start the journey of business growth...