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How To FINALLY Get Your Website To Produce
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A common complaint : My website isn ’ t producing any leads .” More common : “ My MARKETING isn ’ t producing any leads .” Even more common : “ What marketing ?” Okay , I digress …
With all the digital and social media marketing available , far too many businesses still overlook one of the most critical “ hubs ” of all marketing efforts : their website . All too often , it was set up several years ago and has been sitting out there on the “ interwebs ,” untouched and preserved in time like a fossil .
So , when a business comes to me and tells me their marketing isn ’ t working , it ’ s the first place I look . Why ? Because ALL marketing efforts , from referrals to social media posts , drive potential prospects to check out your website . You do it , too . When you hear of a new company , service , or product , what do you do ? Google it . Go to the website and check things out . The question is this : Are you driving them to an updated , high-converting site that brilliantly conveys your professionalism and competence , or an abandoned , ancient , broken-down site with “ cobwebs ” gathering in the corners ?
So , I wanted to take this month and talk about a few critical things as they pertain to your website . First and foremost , what can you expect your website to do and produce in terms of leads , and second , how do you make sure you ’ re squeezing all the juice from that proverbial orange without wasting time on frivolous pursuits and time-sucking activities that aren ’ t really going to move the needle all that much ? Let ’ s begin . How Many Leads Should Your Website Produce ? You ready for this ? Zero . You heard me … none . That ’ s because your website doesn ’ t make cold-calls , send out
emails , stand at a booth at a trade show , or knock on a prospective customer ’ s door and convince them to buy . All your website can do is get the prospects coming there from other marketing activities to call , opt in , or engage . So , your website ’ s ONLY job is to convert visitors into leads . Therefore , your website doesn ’ t “ produce ” leads — your MARKETING does that .
I suppose you could argue that if someone searches in your area and your website comes up , they click on it and they opt in , call , etc ., your website “ produced ” that lead . But I would argue that Google search produced that lead , and your SEO plan and activities executed through your website facilitated that opportunity .
This is hard for many businesses to get their head around , so they make the mistake of paying someone $ 10,000 –$ 30,000 to design a website with the intention of getting it to produce more leads and are then shocked to discover it didn ’ t produce any better , or only produced marginally better , than their old website . So , here ’ s my first big recommendation : Have a well-designed , working website with excellent copy that converts , then take the money you save on expensive design and put it into DRIVING TRAFFIC to your website . In fact , I ’ ll argue that your website only really needs five pages : 1 ) Home , 2 ) Services , 3 ) About Us , 4 ) Blog , and 5 ) Contact Us . Testimonials can be put throughout the site , and an offer should be on critical pages like the top of the Home page and the Contact Us page . Then use LANDING PAGES for offers and campaigns ( more on this in a minute ).
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