http://www.inboundnow.com/blog

1. Everything You Need to Know About
Turning Your WordPress Site into a
House it
Lead Generation Machine
@DavidWells
www.InboundNow.com
Presentation at inboundnow.com/wordcamp
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3. The Conversion Process

4. Want another diagram? You got it!

5. Content Offer Spectrum
Top of Funnel Middle of Funnel Bottom of Funnel
Prospect knows there is a Prospect recognizes a need Prospect seeks solutions to
problem that needs to be for a solution like yours. their need; ready to buy.
solved
• Free whitepaper • Free webinars • Free trials
• Free guides & tip- • Case Studies • Demos
sheets • Free Sample • Free Consultations
• Free eBooks • FAQ sheet • Estimates or quotes
• Free checklists • Product spec sheets • Coupons
• Free videos • Catalogs
• Free kits
State of Mind of the Visitor
Informational I want to talk to
Stage sales now!

6. Call to Action Best Practices
• Place the CTA above the fold
• If a blog post, place a call to action into the bottom of
the post, the width of the post
• Be clear about what the offer is.
• Have it stand out using contrasting colors
• Most Important: Make it Contextually relevant
To the content on the page

7. How to Create Calls to Action?
• Use PhotoShop
Learn the basics of photoshop in 25 min at inboundnow.com/ps
Once you have basics down PhotoShop skills, buy professionally
designed buttons for $5 at Graphicriver.net
• Or Hire a Designer
• Easy Newbie way out = Upload image and use PicFont.com

8. Examples of Calls to Action
Bottom of Blog Post

9. Examples of Calls to Action
Top Site Banner

10. Examples of Calls to Action
Sidebar Examples

11. Lightbox Popups Work Crazy Well
Dan Zarrella recently published some research on the topic
showing that his signup rate doubled with a lightbox popup.

12. Test Your Calls to Action for
Effectiveness
• Are visitors noticing and clicking through?
• A/B Tests Your Calls to Actions
• What to test? Start with Copy, button colors and
button copy
Learn the basics of AB testing with google’s website
optimizer here: http://bit.ly/googlewo

13. Once all these pieces are in place…

14. What are you going to do with the
converting visitors?
• Set up a Lead Nurturing
Drip Email Campaign
• Follow up with relevant
links and additional
information
• This creates a valuable
reason for them to
come back to your site

15. Recap
1. Incoming traffic comes into a webpage
2. They see a call to action that intrigues them or
sparks something that relates to their immediate
needs
3. They click through the call to action into a landing
page
4. The landing page clearly and concisely reiterates
what the call to action initially promised and has a
simple lead capture form
5. The unknown prospect fills out the form and you
now have a web lead
6. If it is a highly qualified lead follow up directly,
otherwise drop them into a relevant lead
nurturing email campaign
7. The email campaigns bring repeat visitors and
repeat leads
8. Rinse and Repeat and Get Contextual

17. Recommended Plugins to use
for Lead Capture:
1. Gravity Forms
link: www.Inboundnow.com/gforms
2. Premise
link: www.Inboundnow.com/premise
3. Contact Form 7
link: www.Inboundnow.com/cf7
4. Any ESP like Mailchimp, constant contact, or
aweber, etc has exportable forms.
5. Recommended: Use Custom Post Types for
Landing Pages that fit your site’s design

18. Using Custom Post Types for Landing Pages

19. Recommended Plugins
for Custom Sidebars:
1. Custom Widget Areas for WordPress
link: www.Inboundnow.com/cwa
2. Widget Ninja
link: www.Inboundnow.com/wn

20. Thanks & Questions?
Presentation at Inboundnow.com/wordcamp
House it
@DavidWells
www.InboundNow.com
David@InboundNow.com
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21. Beta Link for “Better Calls to Action Plugin:
www.inboundnow.com/beta