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How to build a website that generates leads

You’re probably here because you want to know how to increase the number of leads your website generates for your business. This is the entire concept behind inbound marketing — to use your website to organically bring relevant traffic to your website and then convert them to leads. 

You may have a website that's been online for a few years, built by a web designer, probably in WordPress. 

You’ve tried search engine optimisation (SEO) but have been underwhelmed by the results if this is all you’re doing. 

You may have tried content marketing by posting blogs or company news, but this seems to make little difference. 

Lead generation should start with your website. In fact, HubSpot shared that 54% more leads are generated by inbound tactics than through traditional, paid marketing. But what happens when your website isn’t performing the way you’d like it to?

“My website isn’t generating any leads.” Sound Familiar?

Every successful business needs inbound leads to fuel growth. 

What you should be seeing is your marketing team feeding pre-qualified new business enquiries into the sales department. Then, when you’ve secured new clients, your service or account management team should be supporting further growth by going the extra distance with your existing customers. Your delighted customers then spread the word about your amazing business to people who come and find you online.

This is the flywheel model of inbound sales. A virtuous circle of Marketing, Sales, and Service teams combining to attract, engage and delight customers that picks up momentum as it goes, generating more and more power (and lead generation) along the way. 

In short? It’s what’s happening when your website works for you.

If your website is under-performing and not delivering the kind of leads that help to drive growth, the flywheel grinds to a halt before it has even started spinning. Sales reps start to resort to outdated sales tactics like mass emailing, cold calling, and other interruptive tactics that serve only to frustrate potential leads instead of inspire them.

For years, the accepted sales model wasn’t a flywheel; it was a funnel. The problem? This didn’t account for the customer experience — getting shifted from person to person and team to team as they went through the sales funnel. 

The flywheel model is all about eliminating friction and clumsy handoffs. It’s a more comprehensive, unified approach that understands the power of word-of-mouth and customer referrals. The flywheel model of inbound marketing positions your organisation as the expert then generates momentum and excitement in your leads. Sales funnels produce clients, but this doesn’t account for the way your customers can help your organisation grow with a flywheel marketing model. 

So, How Do You Get Your Website Generating Leads?

The reason that website lead generation is so difficult is that the customer buyer journey has changed. Buyers search for a solution to a problem long before they find your company. This puts the modern buyer in control and holding all the power in the sale. They know how much what you sell costs, where else they can get it from, and who makes the best flavour.

It’s our job as marketers to earn their trust and attention. They owe us nothing. The pressure is on us to show them that we’re worth engaging with. 

Build Trust with Your Buyer

The earlier in the buyer journey we can connect and build trust, the more likely they are to seek us out when they are ready to engage with a solution. Marketing and sales need to work together to develop lead generation strategies that nurture prospects along their buyer journey. Buyers want a personalised experience, and we need to offer it to them. This is the basis for inbound sales.

Become a trusted advisor that offers helpful solutions early on in the buying process. Be there ready to serve the customer when they are ready to buy. Remember that we are working on their timeline.

Using the inbound methodology of attracting visitors, engaging leads, and delighting customers is the most sustainable way of generating website leads. And it’s exciting!

By positioning yourself as the expert and sharing your information freely with your potential leads, you are building your reputation, credibility, and integrity, which all help to build trust. And from trust, you get loyalty

Why Doesn’t Your Website Convert Visitors to Leads?

The problem with most websites is that they are not designed to attract or convert (or delight!). They’re outdated. The flywheel-based inbound methodology we outline here wasn’t even considered when the website was built.

Let’s circle back to the buyer journey for a moment. Outdated websites have no opportunity to personalise the buying experience. They are passive and add little value to a prospect that is searching for a solution to a specific problem. All they seem to be saying is:

Do you want it or not?

Without a system to capture attention and earn trust, it is almost impossible to nurture a prospect along a buyer journey. Your website has been rendered a one-hit wonder, asking visitors “Do you want it, or not?” If you aren’t generating the numbers of leads you’d like, chances are most of your potential buyers seem to be saying, “not.”

Your marketing team may be using some tools to try to fix the current situation, but they are probably disconnected, time-consuming, and ineffective. Website conversion can’t be measured or improved. Luckily there is a solution to this problem.

The Solution

We believe that agile, growth-driven marketing is the most effective and sustainable way for companies to increase lead generation because the focus is on providing value to the customer at all times. These growth strategies will help to increase the number of leads from your website.

Inbound Marketing

Use a fully developed content strategy to attract visitors to your website and nurture them until they are ready to buy. A marketing platform such as HubSpot provides all the tools needed for successful inbound marketing.

With HubSpot, you can easily embed Call-to-Action buttons or lead capture forms. Giving the user a clear sign-post over what to do next will help with lead generation.

Growth-Driven Design

Continuous improvement to your website based on real user data will improve performance over time. Growth-Driven Design is a more productive method of running a website. Regular improvement focused on high-impact areas will increase conversion rates. Growth-Driven Design is all about three things:

  1. Minimising the risks and headaches of traditional web design

  2. Continuously learning about your visitors and making improvements and adjustments

  3. Informing your sales and marketing teams as you learn (and vice versa)

Conversational Marketing

Move buyers through conversational sales funnels by offering advice and building a personalised relationship. Conversational Marketing leads to higher on-site conversion and more engaged prospects. By installing a simple chatbot on your website, you will help users who want to ask a quick question but do not want to call your company. It’s a win for you and for your leads.

At Hub Masters, we are dedicated to helping organisations create websites that are intuitive, thrilling, and, most of all, lead-generating. We’ll help you deploy customer-focused solutions via HubSpot’s user-friendly interface to ensure your website is generating the kind of enthusiasm, loyalty, and momentum you deserve. 

Are you ready to learn more about what Hub Masters can do for you? It’s time to start generating leads. Schedule a no-risk, 30-minute video call with a Hub Master marketing technologist today!

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