Show off with humility
Nobody likes a smarter. But people do like clever, professional and helpful people who will freely give away a little of the knowledge and experience. Make your website a place where you give freely, and don’t talk about yourself.
Jump in to social media
If you haven’t grown up in the digital world social media can be a difficult thing to grasp, so start off with the basics and go from there. If you are a B2B business, join LinkedIn, build your connections and start showing off with humility in the groups and answers section.
What’s in it for me?
Website visitors are a fickle and lazy bunch, and generally they are all seeking the answer to a single question (whether they know it or not!) They all want to know “What’s in it for me?” So tell them. Using your knowledge of your clients, work out what questions your web visitors will have on any given page on your website. Tell your website visitors what is in it for them to make the next step towards becoming a client.
People are magpies
Magpies are attracted to sparkly, shiney things and so are website visitors. If you want to draw attention to one of your offers make it stand out from your design. WARNING: graphic designers and artistically inclined people will balk at this idea. You have a choice: either create an aesthetic statement with your website, or one which will (metaphorically) poke a finger in their eye so they take notice of you. Lead generating websites tend to be eye-pokers.
Become a data-junkie
Sadly Google analytics is not enough. To effectively harvest the maximum number of leads from your website you need to know what’s happening in fine detail. You need to recognise patterns of behavior and react to it. Do you know when a second, fifth or nineteenth conversion event happens with a particular lead? Do you know instantly when a lead revisits your website?
Let your personality shine through
I always know when I’ve achieved success with a client’s marketing project because their personality starts to shine through their website, and in fact all of their marketing efforts. I’ve often heard the phrase ‘people buy people’ but maybe it is more accurate to say ‘people buy personalities,’ and you can do that via a website!