I’ve spoken to so many business owners who intuitively know that their websites are ineffective, but they don’t know what to do about it. Some have admitted to me outright that their website is outdated and lost in cyberspace somewhere. In the past many business owners saw their website as nothing more than an online listing. A verification of sorts that your business is legitimate simply because you have a website. By now you’ve probably realised that if your website doesn’t generate new leads for you, it’s not worth the amount you’re spending in hosting fees.  

A few adjustments to your site can turn a low-ranking site into a lead machine for your business. With the competition fiercer than ever you can be assured that customers will check out several websites to compare product and service offerings before they decide who to contact. Your website needs to be relevant, easy to navigate and look fresh and modern to draw in new customers. What you need is a lead generation strategy for your website and I’d love to give you a couple of valuable pointers.   

How do mailers fit into the website-picture? 

One of the simplest and most effective ways to generate leads through your website is to collect contact details through lead magnets and to start nurturing those leads with mailing campaigns. E-mailing campaigns are still one of the most effective drip marketing strategies for businesses. They need to be well thought out and highly relevant to where your potential customer is at in the buying journey. Mailers serve as a reminder to your potential customers that you are an expert in your field, and this establishes trust and authority over time. You can nurture your website generated leads with special offers, and additional information that will guide them through the conversion process.  

Here are five key elements that you can incorporate into your website’s lead generation strategy.

  1. Start with Social Media. Leverage your social media platforms to invite potential customers to visit your website and to sign-up for your newsletters. Especially if you’ve recently refreshed or upgraded your website. Don’t miss the opportunity to promote it. Offer people an enticing lead magnet or special offer that they can receive by visiting your website. Make sure that all your social channels contain a link to your website.  
  2. Leverage Lead Magnets. A lead magnet is simply a piece of free content that is valuable to your audience that you offer in exchange for their email address or contact details. It could be anything, from a research paper, checklist, calculator, eBook or presentation. The key is to develop something that is valuable to your niche market that addresses a specific need they have. By opting in for your lead magnet you already have a lot of information about that specific prospect, so it’s also a great lead qualifier for you. So, you can tailor your communications to start a conversation with your new lead. Always promote your lead magnets on social media to expand your reach and direct more people to your website.   
  3. Customize your newsletters and blogs for your new leads. Having a growing mailing list is pointless if you’re not drip-feeding valuable and relevant content to the recipientsYou don’t want to bombard them with irrelevant communication. So, think quality over quantity. Once a prospect has “unsubscribed” from your mailing list it’s virtually impossible to convince them to “subscribe” again. Their trust has been broken with an impersonal “one-size-fits-all” marketing approach. You want to produce content that convinces your target audience that you understand them and their needs. Segregate your mailing list based on the lead magnet and type of content that the individual has responded to. Create a list of frequently asked questions for each segment and produce content that addresses those specific issues.   
  4. Don’t forget the Call-To-Action (CTA). This is a direct request to connect with your prospect. You’ll be flabbergasted by how many sales opportunities are missed simply because the messaging does not contain a CTA. Direct your prospects to the next step, ask them what you want them to do or how to respond to your offer. You want a CTA that is enticing and interesting on your website. We’ve all been irritated by those tenacious pop-ups that keeps blocking out the content you’re trying to read. Some of them are so gaudy and in-your-face that you can’t close the site fast enough! You want to strike a nice balance between appeal and effectiveness.  
  5. Let Google Analytics give you the metrics to optimise your website. This will be a game-changer for your business. You’ll be able to track the number of new visitors, the conversion or sign-up rates and how people are engaging with your website. Armed with this information you can make the adjustments needed to attract more visitors or to engage with them more effectively. You may need to make some design changes here and there. You’ll also be able to see how many website leads you’re receiving via social media channels. So, the analytics will also inform your social media strategy.  

It’s time to turn your website into an asset for your business by leveraging it as a lead-generator. Sign-up for one of our 50-minute online consultations at a discounted rate and let’s start the conversation. Whether you need a website revamp, mailing campaigns or a complete digital marketing strategy, we’d love to help.