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Everything You Need to Know About Turning Your WordPress Site into a

Lead Generation Machine

@DavidWellswww.InboundNow.com

Presentation at inboundnow.com/wordcamp

The Conversion Process

Want another diagram? You got it!

• Free whitepaper• Free guides & tip-sheets• Free eBooks• Free checklists• Free videos• Free kits

• Free webinars• Case Studies• Free Sample• FAQ sheet• Product spec sheets• Catalogs

• Free trials• Demos• Free Consultations• Estimates or quotes• Coupons

Top of Funnel Middle of Funnel Bottom of FunnelProspect knows there is a

problem that needs to be solved

Prospect recognizes a need for a solution like yours.

Prospect seeks solutions to their need; ready to buy.

Content Offer Spectrum

State of Mind of the Visitor

Informational Stage

I want to talk to sales now!

Call to Action Best Practices• Place the CTA above the fold

• If a blog post, place a call to action into the bottom of

the post, the width of the post

• Be clear about what the offer is.

• Have it stand out using contrasting colors

• Most Important: Make it Contextually relevant

To the content on the page

How to Create Calls to Action?

• Use PhotoShop

Learn the basics of photoshop in 25 min at inboundnow.com/ps

Once you have basics down PhotoShop skills, buy professionally

designed buttons for $5 at Graphicriver.net

• Or Hire a Designer

• Easy Newbie way out = Upload image and use PicFont.com

Examples of Calls to Action

Bottom of Blog Post

Examples of Calls to Action

Top Site Banner

Examples of Calls to Action

Sidebar Examples

Lightbox Popups Work Crazy Well

Dan Zarrella recently published some research on the topic showing that his signup rate doubled with a lightbox popup.

• Are visitors noticing and clicking through?• A/B Tests Your Calls to Actions• What to test? Start with Copy, button colors and

button copy

Learn the basics of AB testing with google’s website optimizer here: http://bit.ly/googlewo

Test Your Calls to Action for Effectiveness

Once all these pieces are in place…

What are you going to do with the converting visitors?

• Set up a Lead Nurturing Drip Email Campaign

• Follow up with relevant links and additional information

• This creates a valuable reason for them to come back to your site

1. Incoming traffic comes into a webpage2. They see a call to action that intrigues them or

sparks something that relates to their immediate needs

3. They click through the call to action into a landing page

4. The landing page clearly and concisely reiterates what the call to action initially promised and has a simple lead capture form

5. The unknown prospect fills out the form and you now have a web lead

6. If it is a highly qualified lead follow up directly, otherwise drop them into a relevant lead nurturing email campaign

7. The email campaigns bring repeat visitors and repeat leads

8. Rinse and Repeat and Get Contextual

Recap

Recommended Plugins to use for Lead Capture:

1. Gravity Formslink: www.Inboundnow.com/gforms

2. Premiselink: www.Inboundnow.com/premise

3. Contact Form 7 link: www.Inboundnow.com/cf7

4. Any ESP like Mailchimp, constant contact, or aweber, etc has exportable forms.

5. Recommended: Use Custom Post Types for Landing Pages that fit your site’s design

Using Custom Post Types for Landing Pages

Recommended Plugins for Custom Sidebars:

1. Custom Widget Areas for WordPresslink: www.Inboundnow.com/cwa

2. Widget Ninjalink: www.Inboundnow.com/wn

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Thanks & Questions?Presentation at Inboundnow.com/wordcamp

@DavidWellswww.InboundNow.com

David@InboundNow.com

Beta Link for “Better Calls to Action Plugin:

www.inboundnow.com/beta