7 ways to capture more leads with your website

8/05/2009
www.marqui.com
Best Practice Webinar:
7 Ways to capture more leads with your website

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Agenda
The 7 ways to capture more leads…
How Marqui can help (2 mins)
Questions (5 mins)
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1.
Have a clear definition of a web lead.

“If you can not measure it, you can not improve it”
The term “lead” is applied interchangeably to mean:
A name on a purchased list
Analytics goal conversion
Somebody who fills in any web form
Somebody who downloads a whitepaper or attends a webinar
Somebody who passes some BANT questions
Somebody who wants to talk to a sales rep
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Simple web lead scorecard
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2.
Make a good first impression.
Q
u
i
c
k
l
y
!

2. Make a good first impression
What does your website say about you?
Ask customers or prospects
Benchmark against your competitors
Be clear about your site’s objectives
Build trust or lead generation engine
Choose usability over design
Be wary of agencies selling ‘flash’ sites
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3.
Know what your visitors want.

3. Know what your visitors want
If you don’t have website analytics set up – do it today!
Set aside an hour a week to look at your site’s web analytics
Top questions analytics can answer:
What was the visitor looking for?
Which page did they arrive at and did they stay?
What page did they leave from and is it a logical exit?
Where should I place my calls-to-action?
Look at site search data as well
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4.
Give them what they want and keep it fresh.

4. Ideas to make creating content easier
Try and stick to one topic / concept per page
Lists (like this one) are quick to write and easy to read
How-to guides are useful and demonstrate your knowledge
Case studies help people vizualize your product solving a problem like theirs
Breakup text with headings
Remember to use lots of intra-site links and make sure each page has at least 200 words
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4. Write for your audience
Be customer centric
What was the visitor looking to get from this page?
Is it easy to read? http://shop.niace.org.uk/readability.html
Problem / solution
Use customer centric language
http://www.futurenowinc.com/wewe.htm
Get ideas from your subject matter experts and combine with good copywriting skills
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Take advantage of the medium
Keep your site current and dynamic, it’s not brochureware
add a “last updated on xx.xx.xxxx”
The pages that get the most visitors should change most frequently
Make people accountable for different parts of the site
Start a blog and ideally update daily. Weekly at worst.
Invite guest experts from your industry
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5.
Make calls-to-action personal & persuasive

Map calls-to-action to the buying process
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Diagnostic checklist, case studies
Best practice guides, analyst reports
Feature sheets, online demos
ROI calculator, RFP template,
objection handlers

Maintain balance with call-to-action questions
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Think of each CTA as a transaction
Avoid unnecessary questions
Limit distractions
Offer to email a link
Match number of steps to persona
Consider a ‘briefcase’ or account

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6.
Be persuasive a little at a time.

6. Micro-persuasion
People consume information across multiple channels:
RSS feeds / Feedburner
Blog
Twitter
Social bookmarking
Encourage subscription with ShareThis and AddThis
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Trust, Credibility, Reliability, Intimacy, Self interest

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7.
Always be testing.

6. Always be testing
Test page copy
Test images
Test keywords
Test form design & questions
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Using Google Website Optimizer to test landing pages
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32% improvement

7 Ways to capture more leads with your website
Have a clear definition of a web lead
Make a good first impression
Know what you visitors want
Give them what they want and keep it fresh
Make calls-to-action personal and persuasive
Be persuasive a little at a time
Always be testing
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How Marqui can help - customer Funnel
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Attract
Web Content
Management
Engage
Capture
Marketing
Automation
Nurture
Campaign
Management
Lead score
Sales-cycle
CRM / SFA
Revenue

Questions?
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.4848543
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