When your business is struggling to generate more inbound leads, the first place to make changes should always be your website. Chances are, it’s time to make some adjustments. Your website is the face of your company, and it will often be your prospect’s first impression of you. Your website needs to clearly communicate who the company is and what problems it solves for prospects and buyers, and if it’s not optimized to do so, your inbound leads will suffer.
Let’s take a deep dive into the three crucial elements your website needs in order to drive inbound leads. Ultimately, there’s no sense in spending big on your marketing execution if your website isn’t properly set up to convert visitors into leads.
1. Speak Your Buyer’s Language
The most important aspect of your website is the messaging. If a prospect cannot determine what you do, what problems you solve, and who you serve within seconds of looking at your website, you’ve lost them.
Your website needs to have clear headlines that tell your visitors what your business has to offer. There should be a clean, crisp, clear description of what you do and who you serve. This is the space to zero in and speak your buyer’s language. Describe the specific pains they are facing. When your prospect is reading your descriptions, they should be thinking, “that’s me! Yes, I am struggling with that. They get me.”
It is important that the descriptions are not content-heavy. Your prospect shouldn’t need to read paragraphs to get to the point. Each description should be direct, using only a few sentences, so your visitors can learn about you quickly.
2. Clear Calls To Action Based on the Buyer’s Journey
After your visitors have determined who you are and what problems you solve, they need guidance on what their next steps should be. There should be different calls to action on your website, tailored to each of the different phases of the buyer’s journey.
Those in the awareness stage of the buyer’s journey are visiting your website for the first time and don’t know much about you. To guide these buyers, there needs to be a call to action to learn more about the company and services. This button should take them to separate landing pages that go in-depth on solving the issues specific to their ICP (Ideal Client Profile) and what your company offers for those issues.
Those who are in the consideration stage of the buyer’s journey should see a call to action that guides them to take a slightly more committed action, such as registering for a webinar, downloading a template, or watching a course. It is important that these calls to action are gated with a form for the visitor to fill out that collects their contact information. This allows you to gather information on each buyer who is in the consideration stage, and the marketing team can begin to nurture these marketing qualified leads through email campaigns.
Another great way to capture leads who are transitioning from the consideration stage to the decision stage of the buyer’s journey is through a chatbot. Having a friendly chat tool available for visitors to use is a great way to engage with your prospect, qualify leads, book meetings, provide customer support, and build relationships with your visitors. Hubspot has a free, easy-to-use chatbot builder that you can use to automate these conversations. This tool allows you to configure your bot to take actions such as handing off the conversation to a real team member once the visitor has been qualified, or submitting a support ticket.
The last stage of the buyer’s journey is the decision stage. This is the point at which the visitor is virtually raising their hand, ready to be contacted by your organization. The calls to action for these visitors should be the easiest ones to find on your website. The buttons should state, “Contact Us,” “Book A Meeting,” or “Schedule a Demo.” When a visitor interacts with these buttons, you can be notified that they are serious about making a buying decision, and the sales team can get in contact with them.
Content Marketing is a strategic marketing process that focuses on creating and distributing valuable, relevant, and consistent content. Content marketing allows you to attract and retain a clearly defined audience and hopefully drive them to profitable customer actions. One of the largest opportunities within content marketing is blogging.
Your website needs a blog to host educational content that builds trusting relationships with your readers. When your readers trust you, they are more willing to do business with you when they are ready to make a purchase, as evidenced by the fact that B2C companies with active blogs generate 88% more leads than those who do not (HubSpot). For B2B businesses, blogging is just as important. Your content strategy, including blogs, helps attract prospects, turn them into customers, and will continue to delight them and in return promote your business for you.
Don’t be afraid to give away your secret sauce. Your blogs should educate your readers and give them insight into your industry, products, and services. Blogs will help you stand out as an expert in your industry. You want to write content that answers the questions and problems that your prospects are looking for answers to. Brainstorm topics by considering these questions:
- What are your buyers’ most frequently asked questions?
- What do your buyer personas need help with?
- What do you wish people knew about your industry?
- What are industry bloggers, social media influencers, and your competitors talking about?
When choosing a topic, don’t try to solve every problem in one blog. Narrow down your topics until they’re very specific. Only covering one problem at a time ensures you won’t overwhelm your readers. You can craft multiple blogs related to one topic or similar topics and link them back to each other to create a long-term blogging strategy.
You may decide you want to write about how to build an efficient team, for example. Building efficient teams is a broad topic, so narrow that idea down into several topics that relate to the bigger idea, such as time management, process improvement, and communication. Suddenly, you have turned one idea into three different blogs that you can write about under the topic of building an efficient team.
After you implement each of these elements on your website, you should start seeing inbound leads flow in. Changing your messaging to speak your buyer’s language will allow you to better connect with your prospects and keep their attention. Creating call to action buttons for each stage of the buyer’s journey will keep your prospects engaged, and keep you notified of where they are in the process. Establishing a blog will attract visitors, guide them through the buyer’s journey, build trust, and result in inbound leads for your sales team to close.
Let me know how you will implement these 3 fundamentals for driving inbound leads on your website by tagging me in photos on LinkedIn.
Want to learn more about Inbound Marketing?
Check out our Inbound Lead Generation Guide to learn more about how you can implement an inbound marketing strategy into your organization.