How to Turn Your Website Into a Lead Generation Machine

By: Kim AlbrittonExecutive VP of GlobalMind

Managing Partner BlackBeltMarketing.com

Why Do We Go Online?

• Ask Questions

• Find Information

• Validate Company or Credentials

What We Will Cover

• The Goal of Your Website

• Website Structures that Work

• Why Sales Copy Makes or Breaks Your Site

• How to Deliver Value in Exchange for a Lead

What is the #1 Job of all Businesses?

GENERATING SALES for the COMPANY!!!!

How would you classify your website?

1. A nice, pretty, appealing site that matches all of your marketing material.

- OR -

2. A member of your sales force?

What is the Goal of you Website?

• What is your website doing for you?

• It should help prospects identify themselves as leads.

• The Goal is to collect the name and email address of a lead.

A Company that

sells to everyone,

sells to no one.

STEP 1 – Understand Your Customer

• Identify Your Ideal Customer– Brainstorm

– Identify all characteristics, common problems, questions and concerns

• Group your customers– Geography

– Market

– Niche

STEP 2 – Transform your Website

• Transform your website

• Develop Buckets for your prospects

• Develop messages for your “buckets”

Examples

buckets

buckets

Typical Site – No Buckets

STEP 3 – Identify Customer Benefits

• What does your Ideal Customer want

• Focus on Benefits, not features– List all features of your products, services,

company, everything!– Then translate all your features into benefits

BlackBelt Marketing Secret: Use 3 x 5 cards to write features.

STEP 4 – Keep them on your Website

• Develop powerful headlines

• Write copy that speaks to your customers– Refer to brainstorming, understand what problems,

questions and concerns your customers have.

• Include Personality

• Pretty vs. Ugly website

Typical Website Copy

Prospect Centric Webpage

Benefits

STEP 5 – Make it Easy

• Contact Information– Should be on EVERY page

– Do not make prospects “find” the information

• Keep “HOT” info above the fold

• NEW TREND: Use video to introduce yourself and your company to prospects.

STEP 6 – Become Irresistable

• Deliver something of value– Free reports, coupons, CDs, Webinars, Online video

• Position yourself as the expert

• Give away knowledge– Get prospect to be comfortable with you

• Collect Name & Email in exchange for information

Let’s Look at Web Sites

Volunteers?

Black Belt Marketing Secret

• Many Programs are available to maintain the contacts you receive through the web.– AWeber

– Constant contact

– Infusionsoft

• Automate your response with auto responders!

• Track Your Results– http://www.google.com/analytics/

– Google Adwords

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