Because it is still often considered as a simple digital showcase, a financial burden or even a necessary evil, the potential of corporate websites is often ignored and under-exploited. However, it can be a powerful marketing tool to generate qualified leads quickly.
Is it so complicated to transform your site to attract prospects?
No, often a good reflection on the automation marketing strategy to be implemented and a few technical modifications are enough for a site to effectively generate new leads.
Marketing automation represents the tasks that can be automated in digital marketing.
Marketing automation is the set of processes for automating digital marketing tasks. Its interest lies in the fact that it makes it possible to deliver the right message to a company’s target audience(s) at the right time while automating tedious and repetitive tasks that require time and resources.
Unlike email marketing, which is addressed in the same way to all newsletter subscribers, automation marketing allows automatic sending of emails, suggests actions, displays content or offers personalized offers to visitors to a site based on their profile and the actions and path they have taken on the site they visit.
For more information on Automation marketing we refer you to this article from our blog
Each modification made to a website must be designed to help achieve the company’s objectives. Before considering a partial redesign of a site to transform it into a lead generation machine, it is recommended to define the following quantitative and qualitative objectives:
The answers to these questions will allow you to define your personas, refine your service offer, determine the priority products and the volume of lead generation to be achieved.
Personas or buyer personas are the fictitious detailed profiles of your target customers. The messages that marketing automation will send to these profiles will take into account their tastes, habits and needs.
Inbound marketing consists in generating leads in a soft way. The concept is based on the regular provision of content adapted to buyer personas. This content can be a practical guide, explanatory videos, a white paper, blog articles. Generally, the idea is to offer high value-added content in exchange for a subscription to a mailing list.
The ideal content? Content that answers your prospect’s questions or needs for each step of his or her progress in the customer journey you have created.
The home page is the page that generates the most traffic. It is therefore essential to take advantage of this visibility to encourage visitors to take a predefined action. This involves adding visible and clear call to action that invite the user to have interactions with the site, these interactions are of several kinds:
Also install on your home page and on each page where its place is justified, a form to download content or to subscribe to your newsletter.
Tips: Even if you want to get as much information as possible about your prospects, we advise you to create simple forms. To do this, limit the number of fields to be completed as much as possible. A single field for the email address is sufficient.
A web agency will help you define the visitor path and encourage the reader to become active on the site by creating situations conducive to action: call to action, contact or download form.
The writing of targeted content and the creation of white paper that feeds the workflows that will attract your visitors are services that can be offered by agencies, such as ours, that are authorized and certified to set up complete inbound marketing processes.
The modification of a website in order to generate more leads can be combined with an A / B test phase.
An A / B test consists in defining which version of a web page is the most effective. The web agency designs and puts two versions of the same page online, of which only one element differs. At the end of the test period, the results remain to be analyzed. Ideally, several A / B tests are performed according to the same principle: change only one element at a time and submit it to user tests. This ensures that the best possible version of a page is obtained.
Done sàrl is a web agency specialized in digital marketing certified hubspot partners, we can help you transform your website into a real lead attraction machine. Feel free to contact us for a first professional and free advice.