Lead Gen Optimised Websites
A lead generation optimised website: the ultimate salesperson
With the dominance of mobile internet and recent changes in the way Google indexes websites, the internet – and the way we use it – is rapidly evolving. Many companies are now looking to rethink how their website can better support their sales and marketing. The solution? A lead generation optimised website. Here’s how First Impressions can drive business to your website.
Stage 1. Housekeeping
- Once you’ve decided to get a new website built, don’t throw the baby out with the bathwater. Take a good look at your existing site and identity all pages, incoming links and content that already ranks well in search engines. This is valuable stuff.
- Use a tool like Open Site Explorer to generate an inventory of backward links for you, so you can understand where your traffic is coming from.
- When your new site is launched, a redirect strategy will keep hold of all existing search engine traffic by rerouting visitors to the replacement content/URLs using 301 redirects.
- If you have existing analytics data, familiarise yourself with historic website traffic to determine what aspects of your content has performed well. Comparing this data will also help you understand how visitors are interacting with your website, enabling you to tune your new website precisely to its users’ needs.
Stage 2. Strategy Building
Redesigning your new company website is more than just a chance to improve the look and feel of it. This should mark a new stage in the development of your company: an opportunity to rethink the way you engage with your customer base, a means to uncover new prospects. In order to get the very most out of your redesign, have a think about the following:
Who is your audience? – Knowing exactly who you are building a website for is crucial to its success. Getting back to basics and identifying who you are marketing helps to shape the tone, content and design at a later stage.
What are you selling? – Products, services and target markets will naturally change over time, as customer needs change and industries evolve. Your website redesign presents a key opportunity to review what you’re offering and a chance to make sure this is presented in a compelling manner.
Content and tone – Make sure your website content – and the tone it’s written in – matches your objectives. Strong content will ensure the right people find your website. Getting the tone spot on will assure them that you are the right fit. Websites that rank highly on Google all do one thing very well: they answer a question being asked by their audience. If you can identify and answer those questions, you’re opening up a clear channel from the search engine pages to your website.
Consider website launch
- Inform Existing Customers – You may already have an active customer base, regularly visiting your website to make purchases or receive support. Make them a positive part of the relaunch process by keeping them fully informed of scheduled changes to the site, and how or where to find you.
- Social Media/PPC campaign – Promote your relaunch using existing social media channels, to reach both current and target audiences. Targeted social PPC campaigns will help create a buzz about your new website.
- Ongoing content and social/marketing campaigns – The hard work doesn’t stop once your new website is live: your website and social media channels need regular, unique and relevant content if you want to keep driving prospects in your direction. Consider who is going to create this content, and get a content schedule in place early on.
Stage 3. Building the new website:
Time now to consider aesthetics, user experience and the implementation of a conversion funnel. Getting this bit right is crucial to the success of the whole project.
- The Psychology of design
A website redesign offers the perfect opportunity to review company branding, and to make sure you are sending out the best possible message to prospects and customers. According to a study by ResearchGate, 94% of people say that well designed websites are more trustworthy. Carefully planned design paired with well-written and engaging content is the key Our top tip? Keep the design relevant and uncluttered.
- Mobile first
The world has rapidly become mobile. According to Smart Insights, over 20% of Google searches are performed on a mobile device, rising to more than half when looking for a local supplier. A responsive website is simply not enough anymore – websites must now utilise mobile technology such as location awareness and touchscreen technology if they really want to compete. According to E-consultancy, 62% of companies that designed a website with mobile in mind experienced increased sales thereafter.
- Include video
You may be very surprised by the results of adding a short video describing your product or service. Multiple studies show that online customers are more likely to buy a product or service if there’s a video demonstrating it on the company’s website. Video content is easier to digest on smaller mobile screens and is also search engine friendly.
- Collect prospect information
Not every website visitor will convert into business, and the majority are destined to leave without making any contact whatsoever. However, if your website has attracted the visitor they are likely to be of interest to you and vice versa. Give them a good reason to hand over their contact details, so you can build a database of prospects and keep the pipelines warm for the future. A newsletter, a registration area or free downloadable content all offer the perfect opportunity to gather valuable insights from your visitors.
- Build website conversion funnels
Funnel Optimised Websites are crucial if you wish to increase interaction, lead generation and – ultimately -sales. The fundamental role of your website should be to act as the ‘ultimate salesperson’. By using a combination of fixed and dynamic funnels, your website offers visitors a compelling user experience as they are funnelled towards the information they need to make that purchase.
- Tie in supporting technology
- If you are using a CRM system to keep a record of opportunities, make sure that information captured on your website is automatically linked within the CRM. Next, assign prospects to your sales team to follow-up on.
- An Intelligent Analytics Platform such as CANDDi provides real-time feedback on the visitors using your website. Triggers can be set to alert your sales team when visitors return or spend time on specific content. Social and Email marketing campaigns can be tracked, and your website can become a highly tuned lead generation tool.
- If you are using – or plan to use – Google PPC and Social PPC, it’s essential that you integrate PPC analytics into your website (such as Facebook Pixel). This will help you fully understand how your marketing and advertising is impacting your business, providing a means to re-target prospects with refined and more specific messaging.
At First Impressions we develop websites that become integral players in generating new business. We empower our clients to understand what drives customers to their site, and what instils their confidence to make that purchase. If you are interested in learning more about how we can help grow your business, we would be delighted to hear from you.