A typical website is designed to convey ones brand message and provide all the basic information about ones firm or company
▪ Who you are (About the firm)
▪ What you do ( One’s offerings)
▪ Who you do it for ( Ones’s target clients)
But a high performance website has three more important sequence in addition to the above that engages & covert visitors. They are most times left out of the sequence because, most developers don’t know how to inject that into the website. They are
▪ Where these target clients are and how to reach them
▪ What motivate these target clients to make a purchase decision
▪ The experience you create when the decide to make a purchase
This missing sequence always comes back and hunt businesses - in a form of potential customers quickly leaving ones website for another. It’s no wonder seeing most business continue to pay huge advertising dollars out of their noses to convert visitors, whiles others have embraced this smart approach growing their businesses.
How then can CEO’s of professional services inject these last three sequence into todays competing website? What is so important about this last three? And what exactly does these three offer?
Good question. The last 3 missing in todays website development, attracts and converts - producing growth and sales. Research has proven that the higher the proportion of leads generated online, the greater the firms sales. What about if its a startup business, still sorting out their target clients and service offering? What about if the business is coming from another source or does not have enough resources to fund or support a lead generating website? The answer then lies in a typical branding website. But such a site must not be boring, nor lack interactivity or some educational content tied to the last 3 tactics.
But for those out there wanting to make more sales and grow through no other means, but a powerful lead generating website, will need this missing sequence. Let’s go over how to tie them into your website for more sales or new customer acquisition.
Where are these target customers and how can one reach them has got to do with keyword or phrase researching & targeting. It’s difficult to identify where your potential customers are, but digitally you can key into google questions they ask to seek for answers. Result from google will inform you how to inject these keyword into your website. How this works is simple? the website have crawlers that crawl websites, social media platforms to gather intel for researchers. When that intel is found its made open to the researcher, who can take action by getting to know about that website or blog. What this means is that your website must be optimized for search engines, especially the ongoing link-building process that helps increase authority of your website so that google and other search engines will give your content more weight and rank your pages higher.
Now that search engines are helping you attract some potential customers, what happens when they visit? What is your offer & content strategy. This addresses the 4th sequence - motivating these potential customers to make a purchase decision. Yes you will be doing some content on some of the social platform but a blog on your website helps in adding fresh, valuable content where each post is seen as its own web page. Each post must be optimized for specific keywords using SEO techniques. Ensure that every post has an offer (a motivation) that potential customers cannot refuse and it must be in synch with the content of the post. Attraction and conversions now becomes a breeze when they respond to offers within each post. This means you must ensure that each blog page must have a juicy offer - such as white paper, research study, executive guide or webinar a prospects cannot resist. These offers must relate in some way to the content of the blog post they accompany as mentioned earlier and housed properly in a resource section of your website. Understand that all these strategy and tactics can only be effective if one has a marketing model, supported by an offer and content strategy. Outsource this to a professional business development person or Xposze to take off that burden. Am just making sure CEOs have a fair idea what it’s all about and see it in action. The marketing model provides a framework upon which ones lead generating website is conceptualised and designed. It is also known or referred to as the marketing funnel or pipeline. It follows a sequence of attraction, nurturing and converting visitors into clients. As mentioned earlier the left out tactics - they should be your top priority in the development of the model. This is where content and offers must be well thought out. What type of content will be useful to your target clients at various stages of your buying process and how do I optimised it for search engines, so potential clients or customers can find it. As I move them from one point of the buying process to another, what types of offers are going to be most productive at each stage, and where do they appear on the website to produce the most leads? The looks, wordings and relevance must be addressed in the offer strategy.
Well bravo, you’ve done a great job using SEO to attract target audience your way, Your content is keeping them on the page and now your offers are converting them. what next? The experience. Stay tuned.
Bonus strategy - Storm every popular social media since one doesn’t know where their target clients are located. Use the social media to fish them out. Social media have lots and lots of people. Find ways to Connect, Share and Promote partial content and directly engage prospects or develop leads. Knowing which one is right for you depends on where your audience hang out online. Trust me, that would not be necessary since you will fish them out with your content. Test driving all the popular social media ones can lead to new eyeballs as well.
LinkedIn is a typical example if one is ready to shed off some few coins using their sales navigator to identify potential leads. But create content in a way that makes them follow through to your website. Why? Because the act of nurturing is necessary for converting leads into customers, and it can only be done well on your website. At the same time it must be be bi-directional. Create social media links icons on your website for leads to connect back to your company social media pages and receive updates moving forward. Do the same on your blog, but this time in a form of sharing. Visitors can share valuable content on your blog with their friends which is another form of introduction. Additionally, activate social calls-to-action- for e.g.. like us, follow us and join our group. Above all engage them on these social media or channels
CEO’s must not forget they don’t have any information about their leads or prospect, and offering them valuable content in exchange of their contact detail is key in developing trust and reputation. This sets up a phase where you can use email marketing effectively to send emails to them with additional offers that will convert them to higher levels of engagements.
Finally integrate good analytics and automation on your website to ascertain what is happening, which helps make your lead generation program more successful and consistent. More on analytics will be coming your way soon, for now ensure the implementation of the guidelines above.
Conclusion - Firms with high performance website that identify where their targets customers are and how to motivate them to make a purchase receives almost 4times more traffic from search engines and 200% more online leads on average. It will work for you as well if you follow the guide in this post. Call our attention if you need help. Always remember high performance website is revolutionising the way business grow and prosper