A lead generation website's primary purpose is to generate new leads. This post will teach you all you need to know about lead gen website.
For B2B websites, it's important that users can easily locate the information they're seeking for and that firms can collect leads for their product or service.
Visitors to B2B websites should have the main goal of finding the information they need. In addition, they should assist their company in obtaining highly qualified leads for their product or service via various methods.
Creating new leads is the goal of a lead gen website. In addition to providing quality information to your sales staff, it informs visitors about your product or service and the industry in which you operate.
You need to know who you're trying to reach before you start constructing a website. The simplest approach to begin this process is to know who you're selling to, whether it's a certain persona or a specific group, and what their pain points are. Then, add the rest of your activities on top of it.
Make sure your website's architecture and navigation are tailored to the needs of your target audience before launching it. Make it simple for your personas to locate the information they need, such as articles tailored to their unique industry and addressing their specific pain points, by including links to the content in your main menu.
Creating personas is only the first step in creating conversion pathways for your customers. Ideally, you'll have three conversion points per persona: one at the top of the funnel (ToFu), that'll convert them from visitor to lead, one in the middle of the funnel (MoFu) that indicates they're marketing qualified, and one at the bottom of the funnel (BoFu) that indicates they're ready to begin the sales process.
It's important to have these conversion points in place ahead of time so that when you determine the exact pages of your website and their targeted personas, you can utilise their suitable points of conversion. Sitewide calls to action (CTAs) and forms that gather the information your sales team needs should be used to convert visitors.
It's important to give a ToFu product like a gated introduction booklet to your personas who are just beginning to understand their challenges.
A deliberate next action should be offered to site visitors. In the beginning, you don't want to frighten someone away by offering them a BoFu assessment. This may be avoided by using the ToFu, MoFu, and BoFu three-tiered strategy.
According to contributor Allen Martinez, your website should show a thorough grasp of your clients, among other things, before using conversion rate optimization. You can find out how to deal with it here.
Lynda Weinman was my web design instructor at Art Center College of Design before I graduated. It is indeed that Lynda – the one who founded Lynda.com and sold it to LinkedIn for $1.5 billion (just to give you some context).
When I was younger, I had the good fortune to be surrounded by creative minds who were always coming up with new and inventive ways to employ technology. A website's aesthetic appeal and its ability to convey important information were our primary concerns back then.
However, in the modern day, the X-factor for websites entails creating a fluid user experience and testing it to ensure that conversions are as frictionless as feasible. Is this what you came up with? Brand-Response is a term I use to describe a multilayered experience around product-market fit.
Brand loyalty isn't built on flashy, click-bait methods... Something much more fundamental and strategic is at work here: telling stories. How to make your brand unique and linked while using the newest technology to improve the narrative experience is how you do it.
When you're launching or testing, you're identifying and demonstrating the market. This might take months, or even years, if necessary. These three components are the core of a successful business: a compelling brand, an engaging narrative, and an engaged audience.
During this stage, you have a flourishing firm and are either starting to grow or have already scaled it to the next level. These include all the elements of your brand and your tribe, as well as the technology and tools that will help you close more deals.
Many people, it seems to me, are unsure of what mode they're in. It's a waste of time to concentrate on "Conversion Rate Optimization" if you don't have a lot of demand for your product.
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Your brand promise(s) and narrative are what you need to concentrate on if you haven't yet found your audience or tribe. Right now, you're just getting started. If you will, it's known as the "good enough for now" phase, or the MVP (minimum viable product).
As evidence, consider the following data:
President and CEO of BBDO Worldwide Andrew Robertson noted last year at the AT&T Shape conference that "the 'correct [creative] message' accounts for 80 percent of the return route." This statistic has been corroborated by data from Google North America and Facebook.
In other words, the success or failure of your lead generation efforts is largely dependent on the effectiveness of your narrative and your message. You can read a gazillion articles on "sales enablement" without having to read this one, so I'll leave it at 20%. It is important to remember, however, that tactical "tricks and technology" are just your smallest levers for success. Storytelling will be the primary emphasis of the remainder of this article.
Your narrative is where you'll reap the most rewards unless your firm is already soaring to unprecedented heights.
Consider the following scenario: You have a steady flow of organic, sponsored, and social traffic to your website, but you're missing out on the most crucial visitors who are most likely to buy. How can you convey your value proposition in a way that inspires trust and leads to a sale? Here are some things to keep in mind while designing a lead-generation website that is highly targeted.
At this point, consumer research is the most critical factor in your company's success. After all, you can't know what the demands of your target audience are without first doing an in-depth study. Which of these questions can you answer with this information?
Choosing what kind of content to produce.
What to say and how to do it.
In order to write for your audience, you must know what sort of language to employ.
Images that connect with your audience.
From the beginning, you may decide your message, as well as the language and images you use. Your product or service has to appeal to your audience on an emotional level in order to get them to buy it. It's important to utilise language and imagery that emphasises exclusivity if you want your audience to feel like they're part of an exclusive group.
Take into account the path taken by the user through your material. My company, Noble Digital, for instance, creates content using the See, Think, Do, Care model to great effect. A movie is a better way of illustrating my argument about material flow than reading online prose, and it serves as a reminder that your website should and should incorporate video wherever feasible.
SEE The first stage in the consumer's journey is to be entertained or inspired by the material they view. If you're looking for visual inspiration, check out the video below. To them, it's all about fantasising about what they might be.
Investing in this kind of information may seem like a waste to your CFO, but consider it a primer. It piques interest in your brand and directs potential customers to the next step. As a rule, you should share this sort of material outside your website, with connections to your site so that readers may learn more.
Think
For those who desire to learn something, the next category of information is available. What kind of individuals watch this video? They're all soccer players who want to improve their game, help their team win, or locate better equipment. You may utilise this information on and off your site to establish your firm as one that cares about its customers.
Alternatively, you may combine the educational content with the enjoyment, like in this video:
Do
Video like this is designed to motivate viewers to take action. This one is for soccer players who are aware that they need fresh sneakers in order to perform at their peak. These folks are certain that they need this product and are ready to buy it today. Depending on the context, this might be a stand-alone video or a segment inside another one.
Consider the idea of simultaneously thinking and doing. They learn something new and are challenged at the same time in this style of video:
There's nothing really complicated going on here, right? Moving people through a decision tree using a simple logic flow. To serve them, they must click on this. While some individuals may need to view this a few more times, those that click on the "shop predator" overlay will likely be pixeled for future retargeting.
Priority should be given to seeing and thinking rather than doing. See and Think are all that is required to produce the Do. A straightforward salesperson or salesman with no originality, flair, or elegance if you push "Do" too far. Once they're on your website, there's no need for direct marketing! The moment has come for you to engage with your audience and share your tale. So be sure to convey your message clearly!
As a side note, video is one of the most effective ways to connect with your audience, yet it's often neglected or done poorly. There are a few benefits to using video on your website: Educate, entertain, and elicit an emotional response from the user.
The sales process should be sped up (for B2B and complex services, video is indispensable).
Increase the amount of time people spend on your website, which may help search engines see that you're addressing the demands of your visitors (if they came to you via search).
Retain customers and boost brand remember using this strategy. How many AdWords ads have you clicked on in the previous month? My guess is no.)
After a person converts and becomes a potential advocate for your business, customer care is necessary.
Knowing your customer's journey from awareness to use, appreciation, and praise of your brand can help you craft all of the material you need to provide. As soon as you have a clear idea of what your site can do, you can start creating material — white papers, video tutorials, blog articles, infographics, and so on — that is tailored to the audience you're trying to reach.
But how would you go about it? It's time to start digging into the details. Focus groups and surveys may help you get to know your customers and find out what they need to feel like they're part of your brand.
To keep visitors coming back to your site, it's critical to include components that promote your brand's reputation on a regular basis. The following are some real-world examples of social evidence that will put your prospects at ease:
The last point is crucial, yet it is often overlooked. Because people are attracted by visuals, seeing a product in motion might persuade them to make a purchase they otherwise would not have considered. It's impossible to replicate the emotional impact of a beautiful picture in the same way that language can. A picture of Nike shoes on an athlete, rather than a text describing the brand's attributes, is more likely to evoke a sense of purpose and strength in website visitors.
Back-end data buckets, code, and tech may come to mind when you hear "segment your consumers." Ugh!
I can see why your eyes are glazing over if you use quizzes, forced pop-ups, page takeovers, or drop-downs. I, too, am in the mood to sprint!
What if you did it in a visually stimulating way? Adidas is a great example of a great landing page.
When it comes to the "front end," consumers are compelled to make decisions based on their own preferences, not those of the businesses. On the back end, they also self-segment to relevant pages while generating clear data that allows the brand to understand who responds to what afterwards. It's a win-win situation.
Isn't it a little less techy than that? When it comes to encouraging user flow, it's a really human approach. To find out what troubles or inspires your audience, use fundamental reasoning based on "pains" and "gains."
CTAs in this case have nothing to do with making a purchase at all. In place of this, they emphasise on what the user intends to accomplish with their shoes, or the brand's promise. You've got them when you can persuade them to dream (not think, but visualise) and envision themselves as one of these two pictures! This is a perfect example of user flow.
So, Adidas' major purpose may be to first and foremost classify customers into product lines, and secondly, to encourage them to make a purchase. A larger communication strategy is certainly at work here, one that goes beyond merely selling.
Selling isn't necessarily the most important thing to aim for. Why? For the simple reason that after you've made your move, it will be difficult to return. Most websites' conversion rates are between three and five percent, let's face it.
There is a 95-97 percent chance that a first-time visitor will not make a purchase or do any extra actions like opting in, therefore you must expect that your funnel will need to have more flow built in.
An "experience," such as motivating and inspiring your site visitors to associate with the brand, is often required for most companies. Your clients are being indoctrinated in this manner. "How much chaos or control do I want in a shoe?" asks the Adidas user. That's an interesting point. Never considered it. Will these go well with my skin tone? Is it going to assist me improve my soccer skills?"
Yes! In order for your potential consumers to get absorbed in those ideas, you'll need to... Yes, but not "how much are they?"
It's rare that a user will make a purchase until they've previously visited your site a few times. So, reminisce about your first time. To overcome obstacles, how many levels of inspiration can you incorporate into your message??
The term "brand-response," which is actually "vision-reality," should be remembered. When it comes to marketing, you have to balance the "vision" of the product with the "sales reality" of dealing with objections throughout the sales process for various audiences at different points in their journey.
A well-designed website will be able to handle a slew of communications at once and route all of that traffic in a manner that only the most advanced intersections can.
It's not an easy task, but it's a necessary one in the field of web design. Art, infrastructure, and goal setting all play a role.
So don't worry about putting a big red "purchase" button in front of your viewers. When a user is ready to buy, they don't have a hard time discovering the purchasing route. In order to avoid this, you should spend just 20% of your time and energy on it. That's not going to have much of an impact on your bottom line.
Instead, pay attention to the benefits and challenges that your target audience will experience as a result of using your product or service. That's what you were expecting, right? More pop-ups, statistics, and a tonne more user experience fluff? Nope! It's all about the narrative! That tale should be as visually attractive and motivating as possible.
Is your website aesthetically appealing or unappealing to the eye? What does this mean? It suggests you should absolutely provide a better graphic representation of your argument. You won't be able to stop sharing or talking about your website if it looks fantastic and your narrative is perfect and motivating. When done correctly, it's a fantastic piece of art.
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You must know the distinction between main and secondary KPIs if you want to be successful in your career. The most important KPI should be accessible to the visitor on your website. As a result of your tale allowing people to see themselves using your goods, they take the initiative to do this. The key KPI should always be easily accessible, such as on the website header or sidebar.
KPI choices include the following:
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Request a phone call, please.
An object may be downloaded for free (such as an educational white paper about your product).
What you buy (of course).
When it comes to secondary KPIs, though, you're monitoring things after the fact. You've established objectives and kept track of these things without the customer even knowing it.
Examples of supplementary KPIs that might be used include the following:
A certain number of minutes of a video.
Extensive workdays (e.g., reading multiple blog posts).
Shares on social media.
Advertisment click-throughs.
First-click-to-purchase trends in the sales cycle.
If you're not utilising these KPIs to learn more about your audience, they're wonderful. Data is meaningless to you if you don't take the time to think about what it implies.
If your social shares are falling, you need to know why and what you can do to get them back on track. You need to know why people aren't signing up for your email newsletter and what you can do to get them to do so.
There are a number of tools available to aid in the analysis of the KPI data, including:
Your lead generation efforts cannot be underestimated if you begin from the perspective of a storyteller. Remember the stages to constructing the greatest lead generation website:
Without testing, all of the data you've gathered is of little value. As long as you don't make any changes and keep collecting data on the same elements of your campaign, how will you know which elements were successful?
Isn't it possible that you thought your 10,000 views a month was an enormous accomplishment until you made a little modification and saw your traffic skyrocket? With these methods, you'll be able to create more leads than you ever imagined... However, the quality of the implementation is critical to its success.
The guest author's views are not necessarily those of MarTech in this post. Staff writers are listed here.
