Acquiring leads is the lifeline for any business, and a website is a vital tool to attract and convert customers. However, it can be hard to figure out how to make your website into a lead-generation machine. We are going to look at how we can maximize your website’s potential to do just that.
Now I have been designing websites for SaaS startups, multination companies, and large enterprises for over 13 years and a common mistake that I see over and over again is BAD MESSAGING on websites. Coming up with the right content and the right messaging is gonna have a big effect on whether users convert, read further, or merely pass by.
This problem roots back to not having an effective brand strategy, so if you are someone who's just starting or have a business that is already successful, you should focus on your brand strategy to take you to the next level. Put your glasses on and keep reading.
Create an effective Brand Strategy
Your brand strategy will help you define your go-to-market strategy. Developing a clear and compelling brand message can help a large enterprise company or a SaaS tool to differentiate itself from competitors and attract potential customers. This could include a unique value proposition, a memorable tagline, and a consistent visual identity.
Take for example Slack, Discord, and Microsoft teams, all three have more or less the same product features; a communication platform focused on improving productivity in generalized terms. In essence here is how they differ from each other.
This will help us understand your
Ideal Customer Profile (ICP)
Understand customers better, what are their problems, and pain points, what they hope to achieve, how to better position ourselves to attract their attention
Understanding Company Goals
Understand our horizon, where is the company going, and when we get there.
Your Values, culture, origin story
Defining your company values and narrative helps you define what your brand stands for and resonate with your target audience.
Here are some good tools that will help you along the way
→Collaborating on your brand strategy
Miro Brand Strategy Template 1
Miro Brand Strategy Template 2
Once you have done your Brand strategy in place, it should be easier to create a website focused around your users.
How to build your Website
When you start designing your website begin by creating your new website or tweaking your existing one based on your new strategy. Once you have done all that it's important to keep the following in mind to make the most of your new website.
Create engaging and informative content:
Offer valuable and relevant information on your website that will attract and engage potential leads. This could include blog posts, articles, videos, useful case studies, and infographics.
Use calls to action (CTAs)
CTAs are buttons or links that encourage visitors to take a specific action, such as signing up for a newsletter or requesting a consultation. Make sure your CTAs are prominently placed on your website and are easy to find.
Messaging Framework
This is mission critical, having effective messaging on your website helps your target understand you and offering and your offering as well as realize why you will be a good fit for their needs. Utilize the insight you have learned in your brand strategy and utilize a framework like SB7 to help you market your service better.
Capture contact information
Make sure you have a way to capture contact information from potential leads, such as through a contact form or sign-up box. This will allow you to follow up with leads and convert them into customers.
Offer lead magnets
A lead magnet is a free resource that offers value to potential leads in exchange for their contact information. This could be an e-book, a webinar, or a discount code.
Use social media to drive traffic
Promote your website and content on social media to drive traffic and potential leads to your site.
Follow up with leads
Once you have captured a potential lead's contact information, it's important to follow up with them promptly. This could be through email, phone, or social media. The goal is to build a relationship with the lead and eventually convert them into a customer. Clearbit offers a neat service that gives you great insights into which companies are visiting your website and how they can add them to a prospective lead list.
Optimize your website for search engines
Make sure your website is easy for search engines to find and understand. This will help increase its visibility on search engine results pages, which can lead to more traffic and potential leads.
Tools that will help you along the way
→ Creating your messaging content on website
→ Identifying leads on your website
How to Market your company
Investing in marketing and advertising can help raise awareness of the brand and drive sales. The right places where your marketing efforts should be focused would be search engines, social media (Twitter, Linkedin, Youtube), niche directories, and driving conversations on Facebook groups and slack communities. What works well for you will depend on your industry and offering, it’s best to test out and see what platform yields effective results.
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”
Develop a content marketing strategy: A content marketing strategy is a plan for creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience including blog posts, articles, videos, infographics, and other types of content.
Testing out different campaigns on different platforms will help you gauge where your target audience resonants well.
Create Ad Campaigns to target different ICPs and their pain points
Create Ad campaigns on Linkedin, Twitter, and Google to generate leads based on keywords.
Create Social posts to drive traffic back to the website and generate brand awareness.
Create social posts on Facebook, Twitter, and Linkedin.
Utilize social listening tools to be part of conversations to boost brand awareness.
Know when someone mentions your brand or certain keywords and be ready to jump into conversations where your input or service will be relevant.
Tools that will help you along the way
→ Listening tools
→ Advertising
Utilize tools and Analytics
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Leveraging data and analytics: Large enterprise companies often have access to large amounts of data, which they can use to better understand their customers and improve their operations. This could include using data to improve the customer experience, optimize marketing efforts, and identify new business opportunities.
Use Analytics to understand traffic source and trying to mature leads
Use GA and Ahref to view user data to understand traffic details, Fullstory or Crazyegg to reveal website behavior and UX issues and Clearbit to make sense of user identity and to reach out to companies who visit the website.
Breakdown information to digestible bits and lessons for colleagues
Use tools like Dovetail to extract useful nuggets of information from meetings, pitches to gather insights to create further action points and share insights of customers across the board.
Tools that will help you along the way
→ Analytics
→ Session Replay
→ Visitor Traffic & Personalization
-> Customer Insights
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