How to Turn Your Website Into a Lead Generation Machine By: Kim Albritton Executive VP of GlobalMind Managing Partner BlackBeltMarketing.com

Why Do We Go Online? Ask Questions Find Information Validate Company or Credentials

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

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!!!!

GENERATING SALES for the COMPANY!!!!

How would you classify your website? A nice, pretty, appealing site that matches all of your marketing material. - OR - 2. A member of your sales force?

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.

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.

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

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”

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.

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

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.

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

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?

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

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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