How to Generate Leads on Your Website: Compelling Offers, Landing Pages and Calls to Action

Agenda

• Calls to Action for Lead Conversion

• Compelling Offers

• Landing Page Layout & Design

• Let’s Build a Landing Page

• Quick Case Study

Lead Conversion is Critical Step

Target Market

Website Visitors

Leads

Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to the Leads

Opportunities

Customers

something valuable to the business (leads).

A cost (website) produces a benefit (leads).

Customers

The Mindset of the Visitor

• Why are they there?

• What do they want?

• Does it make sense?

• Does it look easy?

• Do they trust you?

Place Calls-to-Action on…

• Website Homepage

• PPC Ads

• Email Blast

• Blog Articles

• Direct Mail

• Anywhere that you want someone to do something…

Call to Action

Call to Action

Call to Action Tips

• Action Oriented & Positive

• Try “click here” as part of it

• Simple & Clear

• Make it Pop

• Link Both Images and Text

• Targeted to Audience

Action Oriented & Positive

Simple & Clear

Make It Pop

Link Both Text and Images

Link Both Text and Images

Link Both Text and Images

XX

Agenda

• Calls to Action for Lead Conversion

• Compelling Offers

• Landing Page Layout & Design

• Let’s Build a Landing Page

• Quick Case Study

How to Come up with Compelling Offers

• WIIFM?

• Free Trials Work

• Try a “Kit”

• Match Offer and Landing Page

• Test, Test, Test

What Problem(s) Do You Solve for Your Customers?

Is the Offer Compelling? Likely to Convert?

Offer – WIIFM?

Free Trial

Try a “Kit”

Match Offer and Landing Page

Match Offer and Landing Page

Agenda

• Calls to Action for Lead Conversion

• Compelling Offers

• Landing Page Layout & Design

• Let’s Build a Landing Page

• Quick Case Study

Landing Page Tips

• The blink test

• Go naked

• Graphics matter

• Keep it simple

• Keep it short

• Mistakes to avoid

The Blink Test

Go Naked

How Naked is up to you…

How Naked is up to you…

Graphics Matter

Keep It Simple

Keep It Short

32% Conversion

How Long Should the Form Be?

This is the form that

never ends…

Yes, it goes on and on, my friends..

Some customer

started building

it, now knowing

it was too long…

And they’ll continue

building it forever

just because….

In general, longer forms = less leads! � K.I.S.S. (Short, Stupid.)

Keep It Short

32% Conversion

53% Conversio

n

Above the Fold, Please.

Where’s the form Geoff?

Don’t Put Form Below the Fold

Don’t – Ask for Really Private Info

Don’t – Use a Clear / Cancel Button

Don’t Distract Your Visitors from the Goal…

Navigation is a Distraction, Geoff….

Does it Tell the Visitor What To Do?

Tell them Again!Tell Them What to Do

Landing Page Best Practices: Quick Check List

• What is the Compelling Educational Offer?• Yes: Educational Download: Webinar, ebook, white paper.

Ask them “What problem are you solving for people?”

• No: Product information. Contact us. Demo Request.

• What’s the visual? Does it help?

• Is there text describing the free offer?• Is there text describing the free offer?

• Form above the fold?

• Does it use the words to instruct the user to complete the form?

• Navigation? Or No Navigation?

• How many form fields?

Agenda

• Calls to Action for Lead Conversion

• Compelling Offers

• Landing Page Layout & Design

• Let’s Build a Landing Page

• Quick Case Study

What Will Your Compelling Offer Be?

• White Paper, eBook, Webinar?

• What Problem(s) Do You Solve for Your Customers? (Pick one)

• How Do you Help them Solve it? (Pick one)

• Create a White Paper Topic by Starting with: “How to (insert verb) (insert adverb) with (insert your solution)”

• Everyone have an idea? (write the white paper later)

Let’s Build Your Landing Page

• Login to HubSpot

• Website � Landing Pages � Create New

• Walk through the landing page wizard.

Edit Form Fields

Manage Field Properties

Auto-Responder or Redirect

Configure Form Actions

Edit Landing Page

Page Properties for SEO

Where Will You Place Your Calls to Action?

• Social Media

• Blog

• Home Page

Agenda

• Calls to Action for Lead Conversion

• Compelling Offers

• Landing Page Layout & Design

• Let’s Build a Landing Page

• Quick Case Study

HubSpot Case Study

• Ad in Marketing Profs Email

• Call to Action

• Offer

• Landing Page

• Tracking / Analysis

Offer & Landing Page

Call to Action & Offer

• 0.2% Click Through Rate

• Includes undelivered, blocked, etc.

• No opportunity to use text

• CPM priced appropriately

Tracking & Analytics

PAGE NAME PAGE

VIEWS

SUBMISSIONS CONVERSION RATE

Blogging for Business Webinar 3803 2165 56.93%

Tracking & Analytics

• http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05

Referrer Visitors Leads Conversion %

[MPT05] 512 271 52.93%

Summary Tips

• Eliminate distractions

• No other calls to action, maybe no navigation

• Show the benefit

• Image of what they are getting

• Build trust• Build trust

• Privacy policy, security if appropriate

• Keep it simple

• Short form, simple text, pictures

• Test, measure, then test again

The End… (sorta)

Supplemental “How To” Slides

• Uploading Logo

• Making Logo Link to their Home Page

• Hiding Other Pages on Portal

• Remove other content from home page

• Inserting Stuff in Footer

• Template Configuration

• Tracking Results w/ Marketing Link Builder

• Uploading the White Paper

Upload Logo/Header Graphic (HARD)

Make Logo Link to Their Home Page

Hide Other Pages (Or Remove from Navigation)

Remove Content from Home Page

In Case They Want to Insert Stuff in Footer

http://tinyurl.com/c23y29

Further Template Configuration for Design

1. Settings � Template Configuration.

2. Custom.CSS

Two Options:

• Free Version• Free Version

• $1,000 Version.�

Tracking Results: Marketing Link Builder

• Settings � Marketing Link Builder

• OR click “GET URL” on Website � Landing Pages � Get URL

• http://success.hubspot.com/content-library/bid/7721/how-to-use-the-marketing-link-builder

Uploading the White Paper (EASY)…

• Edit Form � Configure Form Actions

• In Rich Text Box � Click “upload graphic” icon.

• Choose a document already uploaded or “upload a new one”

• Enter anchor text for the link to the document.

• Repeat this process for auto-response email, as well as thank you message presented on the screen. you message presented on the screen.