Q: “I need a new website but in the meantime I want to keep collecting names to build my list. Currently, when people go to my website, they’ll see a sign ‘Under Construction.’ Any other suggestions?” [Read more…] about Start Generating Leads While Building A Business Website
The phrase “Turn your website into a lead generation machine” sounds a mite sales-y but in fact, that’s what most business owners hope to get from their websites: visitors come in and get transformed into live leads via sign-ups and opt-ins.
In fact, lead generation components have become the core of successful websites. By way of analogy, you might admire a car’s upholstery, GPS and smooth styling, but the vehicle won’t do you much good till you add an engine.
Like most car parts, lead generation components – including your landing page and forms – aren’t built to last forever. The Internet changes and so does your business. So these components are not “over and done” once you take delivery of your website. To get more subscribers, you need to keep making changes. That means replacing the “work hard” rule with “work smart.
You’ll find two ways to work smart: hire help or find tools to DIY. [Read more…] about 4 Tools To Keep Your Website Generating Leads … And More Leads
Nearly all my copywriting clients begin with a request: “I’d like a memorable website.” But website marketing is about being sticky – not memorable. [Read more…] about Website Marketing: Think “sticky,” not “memorable”
When I write copy for websites, clients often ask, “What about optimizing for search engines?”
Search Engine Optimization (or SEO) can be critical because we need a certain critical mass of traffic to be successful.
But there’s no point in bringing traffic to your site if you’re not already converting. Here are 3 ways to make that happen.
(1) Appeal to the senses.
When I lived in Seattle, I used to walk my dog down a neighborhood street, where we would pass a small neighborhood bakery. We inhaled aromas of freshly-baked buttery treats, made the old-fashioned way.
Notice what happened when I just described the experience. Your taste buds got activated. You probably recalled some fresh baked goodies of your own. Smell is a powerful sense!
You can use word pictures to evoke feelings and awaken your visitor’s senses. Go beyond the visual. Use metaphors of hearing, smelling and touching.
It took me a long time to realize that copywriting was more than a choice of headline templates. Fresh, creative description was what readers craved. Tired old cliches would deaden their responses.
(2) Offer a sample.
I successfully resisted temptation for many months. And I rarely carry a wallet while dog-walking.
Then one day I ran into a friend on a muffin mission.
“I will treat you,” she offered.
Not wanting to be rude, I took home one half of a small pastry…which turned out to be far more delicious than I anticipated.
The website equivalent: a mouth-watering sample – a free report, audio or video, with a promise that will hit your readers’ hot buttons: tips, secrets, how-tos. It’s easy to hold back when you’re creating the free stuff, but it’s a sample. Bakeries don’t keep a special case of day-old, mundane products for samples.
I always feel cheated when I sign up for a “freebie,” only to get a few trite paragraphs followed by a sales pitch.
For instance, I followed one popular guru for awhile. He’d impressed so many people I was genuinely curious about his work.
But I never figured out what he had to offer. His freebie video consisted of his rags-to-riches story along with some stories about his clients. “With just a few tips from me,” he would say, “they are now multimillionaires.”
Yes, I wanted to say, but what did you do? Would this be something I’m comfortable doing? Can I imagine myself working with him?
(3) Follow up.
As I walked past the bakery, I was reminded, “Next time I need a quick thank you gift, I can come here. It’s right around the corner.”
The bakery doesn’t have to go anywhere. It was right in front of me. I couldn’t help seeing it when I walked by.
And while search engines bring traffic, sometimes your best clients won’t find you by searching. They’ll stumble over it. They keep seeing your name. In some business fields, they’re not even looking. They won’t know they want you till they see you.
(4) Look for signs of success.
Alas, I soon became a customer of the bakery. That was easy.
How are you measuring success? Are you looking for signs of a growing list? More sales of a certain product? More mentions on other people’s blogs and social media posts? What indicators really make sense to you?
(5) Make it easy.
My neighborhood bakery welcomed well-behaved dogs and even offered biscuits. So when I was out with my dog Gracie, I could pop in and make an impulse purchase. No barriers!
Sometimes I can’t figure out what I’m invited to buy. I’ve been to so many websites where I couldn’t find a form to order an ezine, let alone an order form. And I usually give up when I’m asked to complete credit card forms for a zero-balance product.
Just that one impulse buy could be the start of a long relationship. I patronized that bakery till I left Seattle.
What are you doing on your website to get visitors hooked? Share in the space below!