Industrial Marketing Blog

How to Generate More Leads: #1 - Your Website

Posted by Brian Shanahan on Mar 30, 2017 1:49:42 PM

Does this sound familiar? You have a company website and have learned enough about social media marketing to be dangerous. You know that marketing and technology have changed more in the last few years than in the last few decades, but aren’t sure about your next steps. You’re not sure what works and what doesn’t work, so you keep doing what you’ve always done, but you’re struggling to generate new, high-quality leads.


Welcome to our six-part series on How to Generate More Leads. By the end of this series, you will have a high-level understanding of how to generate more leads for your business, using six main marketing techniques. These articles are not a complete step-by-step guide on how to implement these strategies, but rather a collection of strategies that have been proven to drive solid results. As always, we recommend working with professionals who can help you quickly create tangible results and revenue for your business.

We’ll start with the critical foundation for most businesses, your Website.

Your Website

Your website is a huge factor in the perceived credibility of your business. Buyers equate a poor website to poor quality, which may quickly eliminate your company immediately from contention. Therefore, a dated, poorly designed, or overly complex website puts your business at risk. How can you improve your site so that you can generate more leads and attract customers? Let’s look at three important factors: Content, Design, and Analytics.

Website Content

Clear messaging - Hiding behind technical language or convoluted marketing can be confusing for potential clients, so be sure to get straight to the point and keep it simple.

Blog - Take the time to create informative content (articles, guides, lists, how-to's and answers to buyer’s most pressing problems) on a regular basis. Be sure to base topics on the most relevant questions and challenges facing prospective customers!

Types of content - Carefully choose content types based on your ideal buyer's preferences. Content like ebooks, guides, lists, infographics, and videos can be very effective. The best content type varies by industry, gender, and age, so make sure you take the time to research and understand what your target customer wants.

Industry-specific testimonials - Provide real life examples as case studies to demonstrate successful work and results to prospective clients. Make sure to include common challenges and pains faced by the customer, and how your product or service helped overcome them.

Be unique - You want to be at the top of people’s minds, so be unique and memorable. Exceptional content can take the form of an intuitive search feature, a creative infographic, or a series of videos.

Free trials - Free trials or offers are a great way to generate leads without having to ask for a credit card. You could also offer website visitors free white papers or info sheets that a visitors can download in exchange for some basiccontact information or an email address.

Further Reading:

Website Design

Landing pages - Plan out a buyer’s journey from the home page of your website through a purchase. Prepare a clear path with quality information to help them make a decision as they pass through each step of the process.

Keep web forms simple - Studies show that there is a direct correlation between the length of web forms and their rate of completion. Stick to the basics at first, followed by more details as they more through the buying process.

Email subscription forms - Building a quality email list is a critical tool, so allow different means for visitors to sign up: receive blog updates, download content offers, attend a webinar, etc.

Social sharing - By adding sharing buttons to your website, your users will share the content and do the work for you!

Be accessible - Publish your contact information so that it’s easy to find. Contact forms, location finders, phone numbers, email addresses, and live chat are effective engagement tools for your site.

Further Reading:

Website Analytics and Tracking

Tracking tools - It’s critical to track pages, forms, downloads, phone calls, and other forms of website conversions. Be sure to make decisions based on real data from tracking tools - which can help you measure, understand, and improve your website's performance.

Further Reading:

In Part 2, we’ll look at Search Engine Marketing techniques and how they can help generate leads for your business.

Looking for more information on building a website that drives traffic, leads, and sales? Find out more in our Industrial Website Must-Haves Checklist!

11 Must-Have Feature for Industrial Websites Checklist 

Topics: Lead Generation, Online Marketing

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