Generating Leads from Your WebsiteHall Web Services

Who We Are

Jenika ScottChannel Marketing Managerjenika@hallme.com

Hall Web Serviceswww.hallme.com

• 10+ Years in Business

@Hall_Web

@jenika29

Got Questions?

• Use GoToWebinar “Chat” or “Ask a Question”• Twitter with @hall_web

About You• B2B Business and you have a website• Already generating some leads, want to learn how to generate more• Thought about generate leads with your site but not sure how

What you will learn:• Knowing your users helps turn traffic into sales leads• Understand buying fears and breaking down barriers• How and when to ask for customer information

What Do People Want?

Research Phase• How to choose services• Value• Facts, hard informationBuying Phase• Comparing Prices• IncentivesWhy choose you?

Research Phase vs. Buying Phase

Research Phase vs. Buying Phase

Why Choose You?What Do I Have to Offer?• Unique skills, interests• Special offerings

– Focus on customer service– Low prices– Unique products– Free training– Convenient support hours

• Be memorable

Conversion - Getting someone that comes to your site to take your desired/specific action

User Conversion starts with… USER

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Effective User ConversionUser conversion can be ugly, it can be pretty

– but it just needs to be effective

Common User Conversion Goals

• Buy a Product• Fill out a Contact Us form• Sign up for a Free Trial• Register for an Event• Request More Information

Conversions – How it works

Step 1 – A user views an offering on a page

Step 2 – The offer triggers a positive response from the user

Step 3 – User clicks on the offering

Conversions – How it works

Step 4 – Offering is described in further detail

Step 5 – User decides to act on offering

Conversions – How it works

Step 6 – User is sold on offering

Step 7 – User fills out a form

What should I offer my users?Whether consciously or subconsciously, when a user is on a

website they ask themselves:

1. Why am I here?2. Do I want to do business with

this company?3. What’s the next step?

-Help users answer these questions- Learn who your users are and why they are visiting your site

Remember: No one cares about what you do, it’s about what you can do for them!

Who Am I and Why Am I Here?

• Determined in less than 7 seconds• Can I find what I’m looking for?• Are they trustworthy?• Do they have experiences with industries like

mine?• What is the return policy?• Do they have good customer support?

Trying to answer the “Who Am I?” question from your users will help identify your target audience.

Know Your CustomersRarely do sites have a single user

demographic, often they have several

Financial Management Software

Solution Finder - General

Know Your Customers

Rarely do sites have a single user demographic, often they have several

Learn from Website AnalyticsAre they intrigued? Engaged?• Bounce Rate (40-60% is healthy)• Average Time on Site• Pages per visit• Return Visits• Exit Pages

Where are they coming from?• Traffic Sources• Keywords

What content do they like/want?• Top Content• Popular Blogs

User Conversions – DODO:• Keep your offering near the top of the page• Make it appealing – in content and look & feel• Make it stand out• Keep the position consistent for return users• If serving multiple offerings, position them based

on value of users(Or use flash to deliver them in rotation)

Putting It There Graphically

User Conversions – DON’TDON’T:

• Don't ask users to have faith that something great is behind door #1

– Make your offer clear and targeted• Don't waste a user's time

– Keep it short and to the point• Don't get emotionally involved

– If an idea does not work, there is value in why it did not work

Show Value in Exchange• Don’t be shy – ask for contact information• Use common sense when deciding what

to ask for• Be clear about what they will be getting• Be trustworthy• Don’t disappoint

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to download your FREE whitepaper.

Understand Buying “Fears”

• Wasting time• Wasting money• No value• Don’t want to be fooled

Photo Credit http://www.flickr.com/photos/everest_colleges/4170123940/

Establishing Trust Online

• Case Studies• Testimonials• About Us Page• Blog• Participate in social media• Personalization

Measure What’s Working• Track conversions with goals• Track funnels• Monitor, assess, adjust

Step 1:Click Button

Step 2:View landing page

Step 3:Fill out the form

Step 4:Receive the offer

GOAL

* Incorporating a UC strategy and then modifying that strategy based on how people use your site is critical to the success of the site.

What Can You Do Today?• Make a good first impression• Identify users• Show them why they’ve come to your site

• Answer questions• Solve problems

• Reach out• Meet expectations

Recap

• User conversions begin with the user• It’s not about what you want• Help users find the information they are

seeking – use clear calls to action• Provide something of value and ask for

customer information• Use analytics to determine what works and

what doesn’t

Questions?

Learn More

• SEO Vision Blog - http://www.hallme.com/blog

• Webinars – http://www.hallme.com/webinars

• Next week – Google, Bing, Yahoo – What’s the Difference and Why Does it Matter?

• In 2 weeks – Social Media for Non Believers

• Call us! 1-877-425-5932 (HALL-WEB)

• jenika@hallme.com

Follow Hall: @Hall_WebFollow Jenika: @jenika29