Today I’ll talk about taking a website that’s a branding eyesore or a postcard, in short a dud, to being: a Lead-Generating Machine! That’s leads, as in prospects… not lead as in metal. After many years of researching and working on website copy and content, I finally created a webinar with a live website case study (which I pick apart).
What I look at in a website content review goes quite deep. First, it looks at logical reader progression – does the website copy flow normally and easily down the page? Are the important parts hidden away or are they nice and clear?
We need to find out WHO you are talking to and what language to use. That’s how we choose the style of voice in the first place.
But we also look at brand tone of voice – does it align with the brand personality, values and the company story. Or is it just plain dull.
Next, we need to develop relevant content (pages or posts) to reach prospects where they already hang out. Research what they ask within keyword searches.
You then have the technical SEO elements to think about. So, any duplicate content, duplicate tags, missing images, errors from lost links to pages, no descriptions, etc.
Importantly, when consulting, I look at whether your marketing system (CRM) or sales people are capturing the leads and following up with them fast. And whether there is a website lead magnet offer, trial, etc and how visible that is.
Then there is the email marketing system and the blog-to-social-media system to look at. Is that all taken care of? Is the blog limping along…? Can better headlines mean much better reader attraction?
So, target market research and article marketing is also part of the picture.
If you want a Better Website and a Lead-Generating Machine
If this is all making your head spin, then please:
Join my live webinar on first Monday of every month… (7 pm). You can also ask questions about your own marketing: