Web Design for Lead Generation
(How to Make Your Website a Marketing ASSET, Instead of a Marketing COST)
We Live in a Time of UNPRECEDENTED Change
• Global • Social • Cultural • Economic
Facilitated by Technology
pencil, r
eally?
small business MUST be:
• Faster • Smarter • Better Focused
Today’s Goal: Give You a Framework for
Growth
Agenda
• The Starting Point for EVERY SINGLE Sales Or Marketing Campaign You EVER Do
• The 5 Principles for Lead-Generating Web Design
• Invitation & Call to Action
• Questions
Starting Point
The Most Common Mistake I Frequently See in Sales & Marketing Messaging…
A focus on THE PRODUCT, rather than THE CUSTOMER
Traditional Sales Funnel
The Problem with this model is the focus on The Business, rather than the customer.
The FOUR QUESTIONS (and one statement) A Customer Has:
• “I don’t have Problem X” • “I need to solve
Problem X” • “I think the BEST Way
to Solve Problem X is…” • “I think the BEST
vendor to help me solve Problem X is…”
• “I’m going to buy Y to solve Problem X”
Viewed Another Way
Indifferent
Problem Aware
Concept Aware
Brand Aware
Customer
Viewed Another Way
Stage Prospect Is Sold On They Are
1 Indifferent Nothing Not looking for a solution
2 Problem-Aware ProblemDefining the problem.
Researching different ways to solve their problem
3 Concept-Aware ConceptHas a way to solve the problem. Researching the best source of
help.
4 Brand-Aware Vendor Has decided on a vendor. Is Making sure the offer works
5 Customer You Satisfied?
The PURPOSE of lead-generation is to help prospects move from one stage to another. This
process is call Conversion.
5 Principles
Cheat Sheet
1. Define Your Dream 100
2. Begin with the End in Mind
3. Write To - And For - Your Audience
4. Lead, then Ask
5. Give, and You Shall Receive
Principle 1: Define Your Dream 100
Define Your DREAM 100Assignment 1:
(this concept alone will save you tons of Time AND $$$)
Who is Your IDEAL Customer?
• Business to Business? • What’s Their Title? • What’s Their
Context? • Business to Consumer?
• Where do they live? • What do they do? • Who are they voting
for? • Why?
THEN, FOCUS
Focus Your:
1. Mailings
2. Social Media
3. Cold Calling
4. Copy
5. Advertising
6. Everything!
Who’s Their Target?
Principle 2: Begin with the End in Mind
What Do You Want Prospects to DO When They Get To Your Site?
• Fill Out Contact Form? • Request a Quote? • Sign up for a newsletter? • Download something? • Purchase something?
Map Goals to Funnel
Indifferent
Problem Aware
Concept Aware
Brand Aware
Customer
White papers, Guides
Comparisons, “How it Works”
Testimonials, Case Studies
Ads, Sales Letters
Define Your Site GOALSAssignment 2:
(And map them to the buyer’s stage)
What Are Some of Their Goals? What Part of the Funnel Are They Targeting?
Principle 3: Write To - and For - Your
Prospect
COPY MATTERS.
Most Websites Are Written from the Business’ Perspective
That’s Old School.
Instead, Write to Your Prospect’s Problems
Target STAGE 3 & 4 Prospects on Your Home Page
Help! I can’t reach!
The BEST Copy:
• Demonstrates A Clear, Specific Benefit
• The Timeframe for Accomplishment
• De-risks Engagement
What Can A Prospect Expect Here?
Review Your Site Copy. Rewrite Business or Product-Centered Copy to be More Customer
or Problem-Centered.
Assignment 3:
Principle 4: Lead, then Ask
Have Clear Calls to Action
That Directs Prospects to Goal Completion
Short, leading paragraphs, followed by big buttons tend to be more engaging!
SuperTip:
What Are The Calls to Action?
Review Your Site Copy. Add Calls to Action that drive people towards your site goals.
Assignment 4:
Principle 5: Give & You Shall Receive
Create HELPFUL OFFERS to capture lead information
Two VITAL ToolsLead Boxes Landing Pages
Landing Pages:
1. No navigation links 2. Single* Call to Action 3. Describes the benefit
of the offer 4. Has a Form for
Claiming Offer 5. Should Direct to a
Thank You Page
Forms Should BeShort
(Top of the Funnel)Long
(Bottom of the Funnel, Expensive Resource)
What Happens When I Click “Test it Out?”
Create 1 Gated Offer that you can use to collect new leads
Assignment 5:
Bonus Principles
1. Follow Up…Quickly
2. Create Systems 3. Measure Them 4. Use Technology to
Make This Easier
FREE WEBINAR
FREE Upcoming Webinar Thursday, April 21st
3X Your Pipeline! http://superwebpros.com/3x-pipeline
FREE Review of Your Site
Jesse Flores @jflores1c
SuperWebPros.com Facebook.com/superwebpros
http://calendly.com/jesseflores/sbdc-consult
ABOUT SuperWebProsAffordable, High-Quality Websites for Small
Business, Backed by Super Service
• Packages from $799 • Super Support* Included in Every
Package • Copywriting, Design, & Lead-
Generating Technologies Included • Delivery in 3-6 Weeks • Backed by Our Super Guarantee!
Questions?