We’ve all seen them — the brochure website. These are simple static websites that are the calling card for many small businesses. They’re usually available to setup when you get an account with a hosting provider like GoDaddy and contain three or four pages in a simple design.
While a brochure website is better than having nothing online for your business, it requires a few enhancements to transform it into a platform for inbound marketing and a lead generation machine for your business.
Create Compelling Offers that Your Visitors Want
First, you have to create a compelling offer that helps your website visitor better define their problem or provides them with information to bring them closer to selecting a solution. Your compelling offer can be in the form of a template or ebook and needs to provide enough valuable information that someone would be willing to exchange their email address.
To really find out what problems your target customers need help with, find your target audience online on social networks, groups, and forums and interact with them. Their feedback will make your compelling offers much more compelling.
Convert Your Visitors with Landing Pages
With your compelling offers created, you’ll need a way for your website visitors to download them in exchange for their contact information. Set up a landing page for each offer that provides a brief description of the offer’s contents as well as how it will benefit those who download it.
Landing pages should be as “naked” as possible with no site navigation and links out to other pages. The sole purpose of the landing page is get someone to complete the form and proceed to the confirmation page where they can access the compelling offer.
Implement Clear Call to Action Buttons
Your website visitors will never know about your awesome offers unless you tell them. Work with a designer and create clear call to action buttons that standout from your website design. These buttons should be very clear in their purpose and should speak to a specific benefit provided by your compelling offer. The button text needs to instruct your website visitors with a specific command — “Download Now”, “Sign Up”, and “Reserve Your Spot” are all good examples. Effective call to action buttons will drive your website visitors to your landing pages.
Start a Business Blog to Increase Online Visibility
The steps above will help to convert your current website visitors into leads. If you want to make the complete transition from brochure website to lead generation machine, then start a business blog that covers your area of expertise. Write informative and interesting content consistently and distribute it using social networks and social bookmarking sites, and you will see a tremendous improvement in your number of website visitors from the social media sites as well as from the search engines.
Make it a habit to include a call to action button at the end of each blog posting to provide your blog readers with additional information or tools that are relevant to your blog postings. Follow this process regularly, and you will have no shortage of leads in your funnel that are potential prospects. Take those leads through a lead nurturing process to close the loop, and you will see how you can turn your brochure website into a lead generation machine that ultimately drives new business.
Do you still have a brochure website?
Free Inbound Marketing Plan Template
Before making the leap from brochure website to lead generation machine, you need to have a plan.
If you don’t have one already, here is a free inbound marketing plan template that will help you clearly identify and align your business objectives and marketing activity so the changes you make attract more sales-ready leads.
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