If you have a well developed strategy for online lead generation you’ve probably thought quite a bit about landing pages, SEO, how to drive traffic to your site and paid search marketing. Without a doubt, all of these elements are critical to your success in actually generating leads online. But, no matter what strategies and techniques you are using to drive visitors to your site, you will need to think about the value proposition you offer them. Are you giving them enough relevant information to stick around and want to engage further with your products and services? For instance, does your webpage copy actually speak to the search term that brought the visitors? If you’re not sure how to find this out, you’ll need some training or agency help. Properly crafted websites have multiple points of entry designed to present specific messaging to visitors that arrive as a result of searching for very specific terms.
Most web visitors will leave your website as quickly as they came if you don’t engage them. If you can’t grab their attention once their on page it doesn’t matter how effective your SEO and PPC efforts have been. Is your landing page offer actually speaking to their pain points. Case studies and whitepapers are great offers – but be sure to tell the visitors EXACTLY what they will takeaway from them if they read and download and read them, and be sure to include this above the fold on the landing page and on the left side of the page. Finally, be sure the offer you present visitors with matches what the web searchers are actually looking for.
This means that if you have multiple products and services you will need multiple landing pages, tailored calls to actions, and offers that are strong enough to engage viewers and ultimately keep them on site long enough to actually become a lead.