Every day, I talk to business leaders who share some common sales challenges. Whether it's a business owner, VP of Sales, or a VP of marketing, the struggles are often the same. I often get asked these questions:
- How can we generate more qualified leads for our sales team?
- How can we get our sales team in front of more opportunities?
Yet, when I go to their websites, what I often find, is websites that are old, boring, static, and basically online brochures. This might be great for communicating your brand message, but its one-way communication. That could have worked back in 2008 or 2009, but it's 2019, and your prospects (and your market) expect so much more!
Your prospects expect a dynamic website. A site that is not only a way to engage with you, but also a way you can engage with them. And a way to have dialogue on your website.
They also expect to find informative information. They want content that is being written and shared by subject matter experts on topics they care about. And more importantly, today's websites need to be set up, not only where they attract visitors, but they help capture leads. Not just to generate leads, but also your site should be leveraged to capture key intelligence that can be used to expedite the sales process.
So, how do we do that? What are the companies doing this successfully doing right? And what are other companies doing wrong?
How to Transform Your Website from an Online Brochure to a Lead Generation Machine
1. Have a strategy.
You've got to know that you need to do something different. This is not something that you can set and forget. You have to pay attention to it and map out a plan. Part of your strategy should be relevant content published consistently throughout the year. This requires thought, brainstorming, and a lot of interaction from a lot of people amongst your team.
2. Commit to it.
To make this transformation happen, it takes disciplined execution. Companies need someone paying attention to the day-to-day aspects and holding people accountable.
It's one thing to say that your company is going to start publishing content online and we're going to set up lead capture functionality, but how do you know that it's actually going to happen? It could be a full-time job for someone to really execute this strategy day-to-day and see it through to success.
3. Monitor Analytics.
What's working? What's not working? What can we do different? What can we do better? How can we optimize this? How can we pay attention to the performance metrics? To be a true lead generation machine, your website should produce performance metrics that you can monitor and you can measure.
With today's technology, there's no reason why you can't track a lead from it's origination as a visitor all the way through the process to close, then tie revenue to that tactic, or to that content, that initiated that lead. Don't miss out on an opportunity to generate more qualified leads and get your sales team in front of more opportunities because your website isn't set up to help your company overcome your sales challenges.