Lead generation website or just a brochure, which one is yours?

by Mauricio Romero Mauricio Romero | Feb 18, 2021 7:13:06 PM

Lead generation websiteDoes your website is generating new and qualified leads for your business? If the answer is NO, then you should reconsider how your website can help increase your sales pipeline. Learn how to turn your website into a lead generation machine.Do you remember those days when a lead contacted you and asked for your presentation or brochure? Well, those days are almost gone. They asked for your website. This is when websites replaced the brochures and presentations of your company. They became your online brochure.

Times have changed. The reality is that they don't even ask for your website anymore. The way people are researching, deciding and buying for solutions has changed.

When people need a solution for a problem or issue, they search on the internet. If someone ask a question about a problem your company solves and your website does not appear in the search results, then you don't have online presence. This is why your website is not attracting people, leads and sales.

How to build a successful lead generation website strategy

In traditional advertising what we did is to promote or distribute your brochure (Message) to the largest number of people, so that they could learn about your solution. You don't have to do that anymore. Hundreds of people are looking for your solution as we speak on the internet. They are doing it by asking a question to Google.

Is Google responsible for having all the answers? NO. They just index and classify the answers they look for inside all the websites of the world.

So who is responsible for having answers on your website? YOU ARE! and if you haven't address the issue you have a problem. We have a great article where we explain how Google works for lead generation in more depth.

The strategy is to attract all the people that are looking for your solution instead of spreading your message and solution to every human being on the planet, even if they are not your targeted audience. The principle of digital marketing is that simple. So how do you begin the strategy? Here are 5 steps on how to make a great lead generation website:

1 Build your website for your best potential customer

Who is your best client? What do you help him solve? How big was the impact of your solution? If you want to attract your best client you need to identify what are their needs and how he starts the research for a solution. Gather all that information into a Buyer Persona profile.

What you are looking for is, what kind of questions your lead is making? In what order? To do this gather your sales and marketing team, make a brainstorming and organize the questions in 3 stages (Buyer's Journey):

  1. What does your solution solves?
  2. What is the result?
  3. Why they should buy from you?

For your sales team this should not be hard. This conversation takes place every time they talk to a lead. If you make a really good work your strategy will have a strong core to start making content marketing.

2 Answer their questions with content and educate your leads

Every question should have a very good answer. Google is looking for the best answers, these are their currency. If they don't find good answers they could run out of business. So you need to make the best possible answers that generate value for your lead.

What is generating value? Helping your lead to understand how he can solve his problem. What are their options. What is the outcome of each option. Why your solution is a better option than the others. What is the process to get the solution and finally why they should buy it from you.

By educating with valuable content you are helping your lead to advance in his buying decision process in the most unbiased and helpful way. Each question should be placed in a single page of your website. Do not answer several questions in one page. One page for each question. You will need the help of someone who knows SEO to program each page correctly.

An educated lead understands better your value proposition and it is willing to pay more for the result.

3 How many questions do i have to answer on my website?

First of all you should answer all the questions you can. The competition is harder every day. There are a lot of good answers in many websites. And Google will only recommend sites with a lot of answers around a subject. 

In average a brochure website answers no more than 10 to 15 questions. Lets see:

  1. What is the solution?
  2. Product or solution overview.
  3. Specs and features of a solution.
  4. How much does it cost.
  5. Where do I find it.
  6. What warranties do you have.
  7. We are the best section.
  8. Purchase policies.
  9. Similar products.
  10. And maybe some reviews or testimonials

The truth is a lead can ask from 30 to 200 hundred questions before they have enough elements to decide. And a good website for Google can be a site that has more than 150 questions. So if you want to compete and be present, you need at least to answer in your first year of a content strategy 3 blogs per week.

There is a correlation between how many visitors does a website generate per month and how many pages it has (How many answers?) 

Blogs per traffic rate

4 How many visitors do I need to have leads?

To generate more visitors you need more articles with answers. To generate leads you need to have enough visitors. There is a benchmark here. In almost every website calculate a conversion rate of 1%. This means that a website that have 1,000 visitors per month will receive 10 leads.

The next question is how many leads convert into sales. This rate varies from business to business but the most common rate is 10%. So if you have 10 leads you will have 1 real customer.

I hope you can see more clearly the correlation between content, leads and sales. And this is how you make a marketing and sales machine to your website.

5 How to convert the visitors of your website into Leads?

Here is the trick, how to convert visitors into leads? The answer is again content. You should offer in every article or answer a deeper explanation of how your lead can solve the issue. This is through a content offer that you will trade for their email and name. If the visitor is really interested and serious about solving the issue he will give you that information voluntarily. 

If you don't have a way to contact your visitors you don't have leads, you only have data.The data that impossible for your sales teams to work with.

Imagine you invest in your website and digital paid advertising and all you have is tons of likes, shares, impacts and retweets, but no leads!

This happens all the time and the wrong conclusion is that digital marketing is not working for your business. So you need to have a good conversion strategy.

All of these steps are considered into a broader lead generation strategy called Inbound Marketing. You can learn more about it in our website.

After receiving a lead's information you should make a nurturing campaign. Regularly a lead is not ready to decide and buy immediately. And he likes to advance in their research in a anonymous way and at their own pace. So if you rush and try to call him right away, you are going to be disappointed and assume that it was a bad lead.

All these techniques are part of a sales enablement process for your website and you should align your sales and marketing teams in order to close sales.

There are a lot of ingredients you will need to add to make a successful website. You should consider the strategy, choose the tactics, the technology and a team of people who can implement the whole strategy correctly. Learn more by connecting to our B2B guide page or by subscribing to our blog.

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