Plan Out Your Lead Machine – Step #4 to Building a Lead Generating Website

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Now I don’t want to get into the technical side of things, but before your website can become a lead-generating machine it has be set up in the right way. If you already have a website then you should give your website an audit and see whether it has the following structure and features. If not, get a website developer!

Blog Posts

This is where it all starts. Your dream client has either received your blog post by email, they’ve seen it on social media, or more likely they’ve typed something into google and clicked on your post.

The best blog posts are those that answer a question or give a solution to a problem. Your blog post should be so good that readers will be delighted to have found you, and will want to sign up to more of your amazing solutions (through your sign up form).

1. Keyword-focused header

Think about what your keywords are for this post, and make sure to include them in the header (e.g.  “leads generating”)

2. Featured Image

Make sure to include an attractive image. Things like charts and diagrams can be good options as they tend to be shared on social media. You can also easily make them on free tools like canva.com.

3. Prominent email signup box with descriptive call to action

A great signup form tells people what they’re going to get and gives some evidence that it’s good.

4. Social Sharing Buttons

Make it easy to spread the word!

5.Helpful, detailed article focused on keywords

Think about problems that your potential clients might have and then share your experience or give your advice via how-to posts. These really position you as an expert in your field and give you credibility.

6. Multiple compelling images or charts

Your readers aren’t usually reading your articles, and can just  be scanning for the useful stuff. Keep them engaged by including visuals.

7. Internal Links to Other Posts and Services

Keep guiding your visitors though your funnel by linking to other pages. Each post should have at least two links in the body.

8. Call to Action for Comments, related articles or more information

Give them more of what they want! Make sure to have a way for your visitors a way to interact by being able to leave comments, and have links to more articles so they can see all of the amazing content you’ve got to offer.


Service Page

Here’s where you need to sell what you do. Like your blog, the content here should be informative and useful but the goal is show the visitor the value you can provide them, answer their questions, and to provide evidence to support those answers. All with the end result (hopefully!) of the visitor clicking on your call to action and becoming a lead!

9.Contact Link/Phone Number

You want them to be able to contact you, so make it easy! A nice button to your contact page or your phone number is a good way to do this.

10. Clear, simple description of services

Firstly, you should have a very clear head of what your service is. Make sure not to use any of the lingo and call it what your visitors would

11. Clear answers to top questions

Think about what questions or concerns your dream client would have, and make sure to answer them really well. The better you do this the more likely they are to become a lead.

12. Evidence, examples, data and social proof

It’s easy to say that you do something, but it’s harder to prove it. Put your visitors fears to bed by legitimizing the quality of your services by putting examples, statistics, or social proof in the form of testimonials.

13. Videos, demos and diagrams

As I mentioned before, visuals are an excellent way to ensure engagement with your visitors and are a powerful way to convey a message. If your service requires a high degree of trust, videos are an excellent way to improve lead generation. If your service is hard to explain, use diagrams or demos to help.

14. Call to Action

There is nothing worse that a service page that has great information but is a dead end. Make sure to have a quick, friendly call to action (CTA) such as a “contact us for more information about___”, a link to your online store, or a contact form.


About Page

15. Personality, Values and Story

This is where you should get personal. Talk about your values, your origin and why your work is important.

16. Awards, certification and credentials

Another great way of showing legitimacy is by including any awards, certifications, ratings and association memberships, as well as quotes from customers.

17. Video

Video is the most powerful format in marketing, and is the best for getting across powerful messages (Like why you’re so passionate about what you do)

18. Pictures of key team members with links to detailed profile pages

People want to feel like they are buying something from a person, not some faceless corporation. Show your face and those of the other key people in your company.

Contact Page

Unlike your other pages, we want to keep information to an absolute minimum. Leads are fickle and we want to simplify things as much as possible so that we don’t distract them from completing the contact form.

19. Simple contact form

The idea is to get some basic information so that you can convert them to a lead. Don’t make them answer loads of questions now, leave that for later in the sales process.

20. Phone number, address and directions

Not all visitors want to become a lead. Some  want to call. Great. Put all of your contact information on this page, including a link to a map with directions. And If you have an attractive location, show a photo  of it. It shows you’re legitimate.

Patrick Alvarez

Patrick Alvarez

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About Me

Patrick Alvarez is an Irish/Spanish website consultant, designer and web developer based in Spain who helps businesses get better results from their websites.

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