Lead generation is one of every business’s top goals. But when all the talk is about content volume, frequency and editorial calendars, it’s easy to neglect some of the most basic lead-capturing website elements.
Content creation is only part of the lead generation formula. We all know that regular updates to your website will boost search rankings and draw traffic. But even a feature-rich or content heavy website won’t convince prospects that you’re the right fit. If your drop-off rate is stagnant or even rising, your website copy may be the culprit.
So before you get on the content pushing bandwagon, make sure you’re not committing these website copy crimes and losing prospects to your competition.
1. It’s all about you
In a crowded economic environment, showcasing your competitive edge is a challenge. And in the online world, you have but a mere few seconds to connect with the reader and make him want to read on.
Your website can’t just be a smorgasbord of your products, features and benefits. To turn a prospect into a lead, you must also show your value proposition. How exactly, can you help your prospect and how are you different?
You can’t connect with a prospect without telling them what you do.
Where do you start? Since your homepage is where most visitors land first, start there. Tell your audience why they should hire you and do business with you.
Start fixing it:
- Know your target audience. Write a buyer persona for every target segment you’re speaking to. This will keep you focused for the next two steps.
- Ask yourself, “What overall problem do we help clients solve?”
- Develop your value proposition. Develop a short message that summarizes your value statement as it relates to the solutions you offer.
By telling visitors your value proposition, you build an instant connection and the prospect has a greater chance of turning into a lead. So make your copy count. Be clear about who you are, what you do and for whom.
2. You don’t stay in touch
You’ve made the effort to get them to your site to investigate your products. But if you don’t capture your users’ addresses to develop a relationship, you’re blowing a huge opportunity to keep them warm with timely and relevant messages.
If you don’t give visitors a reason to stay in touch they may never come back.
Consider these stats:
- 50% of leads are qualified but not yet ready to buy. (Gleanster Research)
- 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (MarketingSherpa)
- Nurtured leads produce, on average, a 20% increase in sales opportunities vs. non-nurtured leads. (DemandGen Report)
- The best three lead sources for B2B companies are SEO (14%), email marketing, (13%), and social media (12%). (Hubspot)
It’s clear that nurtured leads produce sales and that email marketing is an effective way to nurture those leads. If you nurture your leads, you’ll significantly increase your sales. And email marketing is one way to do it.
Start fixing it:
- Start a monthly or quarterly newsletter with company updates, industry news or commentaries, interviews with industry people, product launches.
- Start a company blog and ask your readers to sign up for updates.
- Offer a free white paper or report on a topic that’s relevant to your prospect.
Attract prospects to your sales funnel and keep them warm with relevant and timely messages tailored to them. Keep providing value. When they’re ready to buy, you’ll be at the top of their vendor list.
3. You don’t share success stories
When prospects visit your website, they’re looking for three things: what you can do for them, why you’re different and if they can trust you.
One of the easiest ways to knock off these three requirements is with a customer case study. Case studies feature your customer’s challenges, how your solutions helped solve them and how they’re better positioned for the future. Sharing these documented stories shows prospects your true value through your happy customers. Who better to promote your products and services?
If you don’t show prospects that you can be trusted, they will never turn into leads.
Why are case studies so powerful?
- They’re only 1-2 pages and can be produced in a short time.
- Affordable compared to longer pieces like eBooks or white papers.
- They pack a punch with your customers’ positive experiences of your product or service.
- They can position your competitive differentiators.
- They answer the objections your sales team hears when talking with prospects.
If that’s not enough proof, the 2013 B2B Content Marketing Report shows that 88% of B2B marketers consider case studies as the leading lead generation tactic.
Start fixing it:
- Look for a happy customer who wants to engage in a case study.
- Interview them and capture: the problem, your resolution, their outlook.
- Capture meaningful quotes and measure their success.
- Feature it on your website and promote the heck out of it.
- Want to skip steps 2-3? Hire a great copywriter.
Marketing strategies have many moving parts and new tools, platforms and trends can often detract even the most adept marketer. Don’t let distractions pull you away from the basics. Make sure your website stands a higher chance of connecting and retaining the right visitors from the start. State your value proposition, capture emails and post your success stories to grow your leads.
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