Here’s a useful checklist for you to ensure your website is operating at its most efficient for Online Lead Generation.
It was inspired by a post from Andy Crestodina from Orbit Media Studios.
Most websites operate in pretty much the same ways which are broadly like this:-
A website is leading the visitor through a series of steps in a conversion funnel: awareness, interest, trust, then action. The website pages should be aligned to the funnel:
A. Blog Post: attracts visitors with relevant information (awareness)
B. Web Page: explains what you do and how (interest)
C. About Page: explains why you do what you do and for who (trust)
D. Contact Us Page: simple way to get in touch and capture visitor details (action)
E. Thank You Page: confirmation that they’ve completed the funnel and are now a lead (conversion)
Note that successfully taking a visitor through this path only works when each page is fit for purpose in moving them onto the next page.
So for the Blog Post here are the key best practices:
1. Keyword-focused header
Use the target keyphrase once in the <h1> header. Along with the <title>, this is one of the most important places to use the phrase.
2. Prominent email signup box with descriptive call to action
A great email sign-up form tells people what they’re going to get and gives some evidence that it’s good.
3. Social media networks, but only those where you are truly active
Don’t send people to a dead network. You don’t really want people to leave your site, but if they do, send them to go to a network where you are truly engaged with your audience.
4. Compelling image or chart
Every great post has a great image. This makes the post more attractive, both on your site and in the social streams when it gets shared. This is your chance to explain concepts visually with informative charts or diagrams. It’s also your chance to use cat pictures.
5. Helpful, detailed article
It’s the deep, how-to content that positions you as the expert. These posts are also more likely to rank in search engines and get shared by readers. So go big. The more useful, the better.
Tip: Don’t limit yourself to a certain length. Use as many words as necessary to share the advice and no more.
6. Links to services pages and your about page
It’s nice of you to give away your best advice, but it’s hard work, and it doesn’t necessarily generate leads. The pathway from posts to pages should be clear in the navigation.
7. Internal links to other blog posts and service pages
Beyond the navigation, use internal links within your posts to guide visitors deeper into the site, both to other blog posts and to service pages.
8. Call-to-action for comments, more information
For the Target Web Page here are the best practices:
9. Contact link or phone number
The top right corner is the standard place for contact information. Visitors will look for it here. Use either a button to your contact page, your phone number, or both.
10. Clear, simple description of services
It’s best to call your services what your visitors would call them. Keep the language simple in your headers and in the body. Make sure to answer the questions that potential customers commonly ask. If you don’t, they may look for answers on other websites.
11. Evidence, examples, data and social proof
Anyone can claim to do something, but not everyone can prove it. Add evidence of the benefits and return on investment for your services. This may include examples, statistics and research. Better still, add social proof in the form of testimonials, using the voice of your happy customers.
12. Videos, demos and diagrams
If you offer a service that requires a high-degree of trust, videos are an excellent way to improve lead generation. They let the visitor see your face and hear your voice. If you offer a service that is difficult to explain, use diagrams and demos to explain those complex ideas.
13. Internal links to related services and case studies
As with blog posts, add links within the body to other services or case studies. Unless you have an extremely relevant blog post, you probably shouldn’t send them back into the blog.
Services pages can either be a dead end, or they can have a quick, friendly call to action, such as “Contact us for more information about (service).”
Part 2 of this post will follow shortly.