Website Design Tips For Lead Generation
Your website should be designed to sell your product or service (PERIOD!!!). A sexy website is great, but if it does not generate leads and convert said leads to customers then it might as well be a photo montage.n why the sleak and sexy websites don't always provide the best lead generation.
1) Define your Goal
What is the reason you are redesigning your website? I hope it is to generate more leads and turn them into customers. Don't redesign your website because your CEO or CMO want it to have a new color scheme to match your new logo or product launch. Color schemes don't more visitors, leads or sales! Every decision you make should focus on your primary goal to sell more of your product or service. Spend the majority of your pre-design time establishing your on-site marketing and lead generation plan and stop worrying about the text color matching the new logo.
2) Even Ugly Betty has Assets that Must Be Protected
Turning Ugly Betty into Megan Fox can be detrimental if you don't protect Betty's existing assets and have a negative impact on your results. More often than not, website redesigns will have a negative impact on marketing results as your existing website has a lot of built in assets that enable your visitors to find your website and convert them to leads and customers.
identifying these assets (inbound links, content, your ranking keywords, and conversion tools) and protecting them very carefully during the redesign process. It is very important to utilize 301 redirects when transitioning old pages to new pages in a redesign. I would recommend you read this article - What is a 301 Redirect and Why You Should Care before you embark on any page changes.
3) Content & Blogging Strategy
The more content you create, the more website visitors you will generate. Treat your website like your family puppy. Feed it. Nurture it. Love it. Your website is organic. It needs great content as often as you can create it. A 100 page website will beat a 10 page website every time, and a 500 page website is even better. Using a blog is the easiest way to consistently create and publish new content to your website. Companies that blog generate 55% more website traffic than companies with no blog.
Develop a blogging strategy that includes consistent publishing so Google's search bots will crawl your site more often. The less content you publish the less Google will index your site. Wheen publishing to your blog and web pages include Call to Action's (CTA'S) with compelling offers that are easily visible above the fold and direct the CTA to a landing page to capture the visitors data and turn them into a lead. You should a primary CTA and one to two secondary CTA's on every web page linking to a landing page. Each blog post should have one CTA at the end or strategically placed in the middle of each blog post. If Your Blog Article Has No Call to Action What's the Point!
Create a Content Calendar and establish the rate of which you will realistically be able to publish new content to your website. The content calendar will assit you not only in the timing of each piece of content, but will help you Develop a Powerful Keyword Strategy to optimize your content for SEO.
4) Capture Leads
Lead generation is great, but it does not good if you don't capture and nurture them down your sales funnel. This is where the landing page comes into play. Not all site have them, but every site needs them. A well designed landing page will match the Call to Action button you have created, have a great offer, and be very easy for the visitor to convert all while capturing the visitors contact data. Here are 5 Simple Steps to Creating Landing Pages That Convert.
5) SEO and Metrics
SEO is the key to getting found by search engines, but SEO tactics are different then were a year ago or even a month ago (Google just launched their new Penguin search algorithm) so be careful with your SEO tactics. Here are 8 Simple Steps to Great On-Page SEO You Can Implement Today.
Your new website must be able to track your metrics so you can analyze and improve. Google Analytics provides some very valuable information, but if you really want to turn your site into a marketing and lead generation machine then check out HubSpot. HubSpot is the industry leader in marketing and analytics software.
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