Web Design for Lead Generation

(How to Make Your Website a Marketing ASSET, Instead of a Marketing COST)

We Live in a Time of UNPRECEDENTED Change

• Global • Social • Cultural • Economic

Facilitated by Technology

pencil, r

eally?

small business MUST be:

• Faster • Smarter • Better Focused

Today’s Goal: Give You a Framework for

Growth

Agenda

• The Starting Point for EVERY SINGLE Sales Or Marketing Campaign You EVER Do

• The 5 Principles for Lead-Generating Web Design

• Invitation & Call to Action

• Questions

Starting Point

The Most Common Mistake I Frequently See in Sales & Marketing Messaging…

A focus on THE PRODUCT, rather than THE CUSTOMER

Traditional Sales Funnel

The Problem with this model is the focus on The Business, rather than the customer.

The FOUR QUESTIONS (and one statement) A Customer Has:

• “I don’t have Problem X” • “I need to solve

Problem X” • “I think the BEST Way

to Solve Problem X is…” • “I think the BEST

vendor to help me solve Problem X is…”

• “I’m going to buy Y to solve Problem X”

Viewed Another Way

Indifferent

Problem Aware

Concept Aware

Brand Aware

Customer

Viewed Another Way

Stage Prospect Is Sold On They Are

1 Indifferent Nothing Not looking for a solution

2 Problem-Aware ProblemDefining the problem.

Researching different ways to solve their problem

3 Concept-Aware ConceptHas a way to solve the problem. Researching the best source of

help.

4 Brand-Aware Vendor Has decided on a vendor. Is Making sure the offer works

5 Customer You Satisfied?

The PURPOSE of lead-generation is to help prospects move from one stage to another. This

process is call Conversion.

5 Principles

Cheat Sheet

1. Define Your Dream 100

2. Begin with the End in Mind

3. Write To - And For - Your Audience

4. Lead, then Ask

5. Give, and You Shall Receive

Principle 1: Define Your Dream 100

Define Your DREAM 100Assignment 1:

(this concept alone will save you tons of Time AND $$$)

Who is Your IDEAL Customer?

• Business to Business? • What’s Their Title? • What’s Their

Context? • Business to Consumer?

• Where do they live? • What do they do? • Who are they voting

for? • Why?

THEN, FOCUS

Focus Your:

1. Mailings

2. Social Media

3. Cold Calling

4. Copy

5. Advertising

6. Everything!

Who’s Their Target?

Principle 2: Begin with the End in Mind

What Do You Want Prospects to DO When They Get To Your Site?

• Fill Out Contact Form? • Request a Quote? • Sign up for a newsletter? • Download something? • Purchase something?

Map Goals to Funnel

Indifferent

Problem Aware

Concept Aware

Brand Aware

Customer

White papers, Guides

Comparisons, “How it Works”

Testimonials, Case Studies

Ads, Sales Letters

Define Your Site GOALSAssignment 2:

(And map them to the buyer’s stage)

What Are Some of Their Goals? What Part of the Funnel Are They Targeting?

Principle 3: Write To - and For - Your

Prospect

COPY MATTERS.

Most Websites Are Written from the Business’ Perspective

That’s Old School.

Instead, Write to Your Prospect’s Problems

Target STAGE 3 & 4 Prospects on Your Home Page

Help! I can’t reach!

The BEST Copy:

• Demonstrates A Clear, Specific Benefit

• The Timeframe for Accomplishment

• De-risks Engagement

What Can A Prospect Expect Here?

Review Your Site Copy. Rewrite Business or Product-Centered Copy to be More Customer

or Problem-Centered.

Assignment 3:

Principle 4: Lead, then Ask

Have Clear Calls to Action

That Directs Prospects to Goal Completion

Short, leading paragraphs, followed by big buttons tend to be more engaging!

SuperTip:

What Are The Calls to Action?

Review Your Site Copy. Add Calls to Action that drive people towards your site goals.

Assignment 4:

Principle 5: Give & You Shall Receive

Create HELPFUL OFFERS to capture lead information

Two VITAL ToolsLead Boxes Landing Pages

Landing Pages:

1. No navigation links 2. Single* Call to Action 3. Describes the benefit

of the offer 4. Has a Form for

Claiming Offer 5. Should Direct to a

Thank You Page

Forms Should BeShort

(Top of the Funnel)Long

(Bottom of the Funnel, Expensive Resource)

What Happens When I Click “Test it Out?”

Create 1 Gated Offer that you can use to collect new leads

Assignment 5:

Bonus Principles

1. Follow Up…Quickly

2. Create Systems 3. Measure Them 4. Use Technology to

Make This Easier

FREE WEBINAR

FREE Upcoming Webinar Thursday, April 21st

3X Your Pipeline! http://superwebpros.com/3x-pipeline

FREE Review of Your Site

Jesse Flores @jflores1c

SuperWebPros.com Facebook.com/superwebpros

http://calendly.com/jesseflores/sbdc-consult

ABOUT SuperWebProsAffordable, High-Quality Websites for Small

Business, Backed by Super Service

• Packages from $799 • Super Support* Included in Every

Package • Copywriting, Design, & Lead-

Generating Technologies Included • Delivery in 3-6 Weeks • Backed by Our Super Guarantee!

Questions?