Jimmy Hovey Internet Marketing Blog

Contractor School:19 Steps To Zero-In On A Lead Generation Website

Posted by Jimmy Hovey on Wed, Apr 18, 2012 @ 10:27 PM

What Is A Lead Generation Website?

I get that question quite often, so I thought it might be easier to put together a visual representation of all the elements that go into a successful lead generation site.  

I am not sure if my diagram would "officially" qualify as an infographic, since there are some pretty awesome infographics out there.  I Googled the definition today and the definitions are all over the place.  So let me know after you read the article what you think, does it qualify? 

Isn't This The Same As Inbound Marketing, Content Marketing, Digital Marketing, Blog Marketing and Internet Marketing?

Yes, they are essentially all the same, depending on who you talk too.  There are a lot of ways to describe this type of Marketing.  One of the newer terms is called Inbound Marketing.

I have also heard it described as Content Marketing, Blog Marketing and Digital Marketing and Internet Marketing.  I put "Website Lead Generation" in the center of this one graphic because I think everyone gets that...I hope!  

At the end of the day, they all have the same purpose....getting your website found and generating leads.  So to end all this confusion on what to call it, I decided to go with lead generation website.

Generating leads should be every marketers goal in creating a website.  That's what it is all about, right? Let's take a look at the infographic.  I provide explanations below: 

contractor school 19 steps and strategies for a lead generation website jimmy hovey 600px

Strategy 1- Continuous Content Creation

1. Create SEO Optimized Web Pages

At a minimum, you should have at least 5 pages to your website.  Be sure to find your top keyword phrases for your industry or local area at utilize them throughout your website, but not TOO much. 

  1. Home Page

  2. Services

  3. Blog

  4. About Us

  5. Contact Us

2. Create SEO Optimized Blog Posts 

Blogging is the best way to add pages to your site.  Every blog that you create becomes an indexed page with Google.  The more indexed pages you create, the more opportunities your customers have to find you online.  

The best part of blogging is that you control it, not some webmaster or outside person .  You can add content when YOU want to add content without making a phone call.  Before I had a blog, I had 6 indexed pages, Now I have over 500 indexed pages mainly because of blogging.

3. Use Landing Pages To Capture Leads

Landing pages are created to help direct your customer where you want them to go.  By creating a landing page, you are able to track the popularity of an offer your company may have. 

Landing pages are also a great opportunity to gain indexed pages.  By using the correct keyword combinations, your landing pages can become searchable via the Google crawlers.

4. Use Calls To Action

One of the biggest downfalls of most websites is that they don't ask their customers to do anything or take any action.  Calls to action allow you to provide direction to your web visitors so you can share your valuable information. 

Many online marketing software platforms allow you to do A/B testing of your calls to action.  You never know what is going to resonate with your customer base.  By testing A version against B version, you are able to select the call to action that is doing the best job for you

Strategy 2 - Search Engine Optimization (SEO)

5. Continually Monitor and Research Keywords

The best way to get your site found is to tell the Search engines what your site is about.  Although keywords are not the only variable, they are still a very important element to getting your site found online. 

You must use the right keywords to describe your site to the search engines.  By telling the search engines what you do, how you can help your customer, and focus on solving your customers problems.

6. Use On-Page Search Engine Optimization (SEO)

On-Page Optimization is something that you can control.  In fact, if you don't do it, it is very unlikely that your webmaster will do it for you.  Areas that you can control the optimization for are the keywords, the urls, titles, meta descriptions and internal linkage. 

By implementing SEO strategies on your pages of your website, you will begin to see your traffic increase over time.

7. Work On Off-Page Search Engine Optimization (SEO)

Off-Page Optimization is somewhat outside of your control.  Off-Page Optimization is going to come easier over time as your website gets more popular.  In order for your site to become more popular, you need to implement On-Page Optimization (You control...). 

An example of Off-Page Optimization is a inbound link from an outside website.  You can also exercise more control over Off-Page Optimization by going to blogs and making comments.  If there is a place for your website address, you will gain a backlink to your site. 

Strategy 3 - Content Promotion Strategy

8. Promote Content To Social Media

Social media allows people to interact online and connect the content that you create.  Social media is the best way to promote your content without pushing that content on someone. 

By utilizing social media, you are just simply placing your content in places that your customers would likely find it.  It gives the reader the choice to click on it or not to click on a particular post. 

The 5 primary social media networks you should be on (at a minimum...) are:

  1. Facebook

  2. LinkedIN

  3. YOUtube

  4. Twitter

  5. Google+

9. Create Opt-In Email Marketing List 

The best way to steer clear of problems with spamming people, is to create an opt-in email list. You can do this by creating interesting content that people may want to download. By providing educational videos, eBooks and white papers, you will be able to create a opt-in email list to nurture over time.  

Strategy 4 - Convert Prospect To Lead To Sale

10. Create Prospects

You would never ask a spouse to marry you on the first date, would you?  Although it has likely happened sometime in history, it is not practical at all.  You can contrast this with a visitor to your site.  You have to meet your spouse first and that is the idea behind lead generation.  It is the start of your relationship, the beginning. 

The goal at this stage is to get the email address.  Why is this important?  Because you want to continue to communicate with the visitor to build your relationship.  You can have your blog software setup to send them an email anytime you create new content.  Or you could just communicate with them once a month with a newsletter. 

The idea here is to stay in front of the prospect enough that they keep you in mind.  Much like dating, the more often you go on a date, the more likely you are to get to know someone. 

11. Turn Prospects Into Leads

By utilizing calls to action buttons and landing pages, you can oblige visitors to trade their email address for your valuable content.  Opt-In email addresses are the gold standard in Internet marketing.  With an email address, you now have an audience to speak to on a regular basis.  

By getting in front of your audience, you are better able to communicated and build a relationship over time.  By building this relationship, the visitor gets to know you.  You will be the first to come to mind when they are ready to buy your product or service. 

12. Manage The Leads

Now that you are generating leads, you need to plan out how you are going to manage all of your contacts.  We won't compare this back to dating since it wouldn't be a good idea to try to manage so many at the same time...just not a good idea.  But if you do meet someone special, you had better keep track of special dates and times that you need to remember.  Keeping track of important information is the premise behind lead management.

Once you go above 25 leads, you will need software to help you manage your leads.  You may have different market segments, different frequencies of communication and contact information that you want to keep track of.  You can likely keep track up to about 25 leads, but you need to have a plan on how you are going to manage those leads beyond 25. 

There are numerous programs out there such as Outlook, Act, Salesforce and many others.  You have to find what works for you.  The point is to make it as easy as possible to manage your growing list of leads.

13. Nurture The Lead

In order to get a lead, you have to create interesting content.  If you don't have anything interesting, the visitor is going to keep on looking.  You only have 3 seconds to convince someone that they should stay on your site.  With that in mind, it is a monumental event if they are willing to give you their email address. 

Now that you have their email, you need to begin nurturing.  Nurturing is not the process of pushing your products.  This is the time to provide more great content and keep the lead engaged with your business.  This process is often referred to as drip marketing.  The slow process of staying in front of your lead until they are ready to buy from you.

Strategy 5 - The Right Analytics

14. Look At Blog Analytics

If I have convinced you that you should blogging and assuming that you are now blogging, you can can analyze some simple signals to see if you are resonating with your targeted audience. 

Number of Links To Your Articles

The number of links is will tell you 2 things; Your article is good enough to be considered by someone else as great content and that your article is good stuff. 

Links will quickly build up the authority of your website and if you are getting links to your articles, you know that you are headed in the right direction.

Comments

Comments can be a guage, but in reality most people don't comment on blog articles.  If you are getting lots of comments though, it is a good sign that you are creating content that your audience loves. 

Views

The number of views is a good down and dirty look at popularity of your articles.  I often look at this 24 hours after I write an article to see how it compares to others that I have written. 

I know that if I have 20-25 views in the first 24 hours, I have likely created a great article.  If this is a trend you see (everyone's will be different), then you utilize that information to create more articles along the same lines.

15. Measure Your Reach

Reach is the overall measurement of the size of your network.  If you just have a website, don't participate in social media and don't blog, then your reach is likely 0. 

Reach is the aggregate measurement of your online following.  Reach looks at the number of YouTube, Facebook and Twitter followers as well as blog subscribers and leads you have generated from your site. 

By monitoring your reach by the month and by the year, you can begin to see the progress and effectiveness of your content generation.  A steady increase over time is the best strategy for increasing your reach. 

16. Monitor Your Competitors

Look at what your competitors are doing.  By monitoring your competitors sites, you can get an idea of how they are doing marketing themselves online.  Ask the following questions:

  • Are they steadily increasing indexed pages?

  • What is the grade of their website?  Is is staying steady?

  • What keywords are they using?

  • Where are their inbound links coming from?

By monitoring your competition, you can get a good idea what they are up to.  You can also use the information to spot where they are not doing anything which equals an opportunity for you. 

17. Identify Sources of Traffic

Sources breaks down where your web traffic is coming from.  The most important metric here is the organic traffic coming to your site.  Depending on the type of content you are creating, the other types of sources may play into your strategy. 

Organic Traffic

Organic traffic means that someone types a term into a search engine, your business comes up in the results (hopefully first page...), they choose your result which brings them to your website.  You have to rank for the keyword phrases to come up in the results which is the purpose of creating content around keyword phrases that make sense for your business. 

If your content is resonating and effective, you should see a steady increase in organic traffic over time.  By analyzing the traffic, you should be able to determine what keyword phrases are bringing visitors to your site, how many visits are a direct result of that keyword phrase and where the leads are coming from. 

Referrals

Referrals are websites that gave their visitors an option and the visitor clicked on the link to your website.  This can be considered a link.  This measurement is very important if you are working with a joint venture partner and want to see how much traffic you joint venture partner is sending your way. 

Direct

This is the number of times that your domain url was typed directly into the web.  You could use this as a measurement of the effectiveness of a call center campaign or even a direct mail campaign.  If you see a spike in the number of direct visits around the time of a campaign, you can measure the effectiveness of the campaign.

Social Media

This measurement should tell you what social media source is driving the most amount of visits.  You would use this information to determine which social media platform you should be spending the most time on.  

You can also do this early on by testing different strategies within each method of social media and see the direct results from that effort. 

19. Monitor Page Visits

What is the most popular page on your website?  At times this may surprise you, but looking at the number of page visits should be an indication of where you should be focusing your content efforts. 

With this information, you could look at building more content around long tailed keywords related to the most popular pages on your site. 

Want To See How It All Comes Together?

If you have made it this far, then you need to Download my FREE eBook, Contractor SEO Marketing. I can show you in greater detail about each of the 5 strategies to make sure you get your website found.  

free-e-book-how-to-contractor-seo-marketing

 

 

 

Topics: Electrical Contractor, contractor school, contractor leads, contractor advertising, contractor marketing ideas, contractor web sites, contractor websites

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