How to Turn Your (New) Website Into a Lead Generation Machine
Our Hypothesis – get smart – get started
In our opinion, it makes sense to put a lead pixel in a (new) website as soon as possible, as opposed to waiting “until everything is in place”. Any web designer / developer or agency should be able to put the pixel in your site within an hour or less, and once the pixel is in place we will measure all activity on your site, and this will build up the history and touchpoints needed in order to to start qualifying your leads and turning your website in a lead generation machine.
From the moment you start measuring, we will show you the businesses visiting your site in real-time, providing you with qualified leads and sales intel on a daily basis. And why is this important? Current thinking as demonstrated by Lean Methodology techniques which tell us that constant iteration (change & improvement) is a key to success.
A definition of Lean: being a customer-centric method which seeks to continuously improve based on feedback mechanisms. In this case, the feedback mechanism is: which companies are visiting your site, and are they finding what they need?
Succeed with a plan
It happens on a regular basis that companies get in touch with us to talk about lead generation and then tell us that they’ll (re)-prioritise lead generation once their website is up and running. Our advice is to put the horse in front of the cart. Your website is, in fact, a lead generation tool. Therefore, you should plan to keep the (potential) pain of trying to generate new business front and center.
Getting a new business website up and running is a labor of love, among other things. Another important ingredient is ‘smart working’.
Many people place lead generation as a second or third priority. In this article, we argue that Lead Generation should be an initial priority. Measure what’s happening, even if you’re not seeing good news – this should be your warning system that things need to change.
When you first put up a new site – this is the time to closely monitor who is coming, and who is not coming, paying particular attention to which Companies are taking a look (firmographic information).
Use smart technology to identify leads
How does LeadBoxer help you identify relevant lead activity? We have a Filter (email notifications) for example, which segments traffic based on Industry category (automotive, tech, health, etc) and can include Employee Size, 1000+ employees, among a long list.
Why should you be concerned about this? Because you are probably trying to sell something – and you need to pay attention not only to who is looking at your site, but how long they look, if they come back, and especially interesting if your site is not sticky (interesting) enough. Now that ‘search terms’ have all but disappeared – you need to pay extra attention to which of your pages attract people. At this point, conversion becomes interesting – which pages and traffic sources deliver conversion.
Improving a website
Launching a new website business is a multiple-step process. There is complexity involved.
In our experience, launching a new site can be an exciting project, often involving multiple people or teams, putting together the best of their expertise to include strategy, design, copywriting, technology, SEO, etc. It involves significant communication, planning, coordination, teamwork, etc.
Unfortunately, for these exact reasons, the process of launching a new site almost always takes longer than expected. And even if you launch your new site on schedule, it is not going to magically bring a surge in organic traffic or leads.
It takes time before the search engines pick up the new site and index all the content and start listing your pages. Most likely you will need some additional rounds of SEO and content marketing before the desired persona’s are able to find you.
Of course, you can work around this with search engine marketing (SEM) and purchase traffic by advertising on Google/Facebook, LinkedIn, etc.
This is a good approach; almost all successful organisations have a healthy mix of organic and paid traffic. However, a quality Ad campaign usually works with dedicated landing pages to optimise the conversion of these paid visitors. So you will need to ask your team to iterate these pages once an analysis has been made and even more time will pass.
Plan ahead – how will you reverse engineer leads
Last but not least – do not wait until your website is online to consider your lead generation strategy.
Another aspect to keep in mind is forward planning – in other words – we get requests on a regular basis to incorporate lead capture into an existing site. Planning is the better option – plan (reverse engineer) how you want to capture leads- what types of leads you want, what you want to know about them (literally) and how you want to manage this information. These decisions should accompany the design + build process of your site.
What does this actually mean?
Well, for example, there are about 20 tried & true touchpoints, meaning different ways of getting information from your leads. We use the Free Trial method, because we are a SaaS Software-as-a-Service company. So we use a sign-up form. We also use a Demo Please – Contact Form. Here is a list of potential touch-points.
Conclusion and take-homes
- Your first site should go through several iterations as your value proposition pivots and you fine tune your message.
- The main function of your digital assets (website, app) should be to generate leads (clients, users, trials).
- Old adage: fail to plan – plan to fail. This is relatively easy to avoid – by asking the right questions early on.