Today I’m talking about the do’s and the don’ts for turning your website into a lead generation machine.
Do you want to turn your website into the salesperson that never sleeps?
Here’s some good news – there are multiple paths to get you there. There’s never just one path to progress.
But there is a lot of noise that can distract you from your effort to make progress.
It doesn’t matter
- what content management system you use,
- what colors you pick,
- how perfect (or not) your site speed is,
- whether or not you have a good Yoast score, or
- if you forget to add alt tags.
It’s all about process management and making progress:
What are you going to do, and how are you going to measure progress?
I’ve compiled a list of do’s and do not’s for turning your website into a lead-gen machine that we’ve learned along the way. It’s not completely exhaustive. Use these to determine whether or not you are making progress and operating from a process:
- Measure the ultimate outcome you’re looking for (lead, sale, email subscriber, etc.).
- Regularly review whether or not goals are being completed and work backward to refine every detail.
- Regularly compare your site content to what else is available online.
- Get an outside opinion on your website and content.
- Invest more than you think it should cost on good content and copy (content is fact-based and educational, copy is used for persuasion and action)
- Be educational. Never assume it’s known by your target audience. We have a natural bias to information when we already understand something.
- Wait for perfect to publish (perfect doesn’t exist; only progress does).
- Communicate with key stakeholders about what work is going to be done and how it contributes to the goals.
- Ever stop working on your website.
- Get hung up on issues (like site speed) unless they undoubtedly are preventing any goal completions.
- Blindly go about making changes/adjustments without supporting evidence.
- Publish individual pieces of content and never come back to them.
- Create content for the sake of it. Create based on evidence of need and prepare long in advance with a schedule.
- Make unilateral website decisions – those that only satisfy design, copy, SEO, etc.
- Let metrics be isolated. Website traffic alone is rarely a metric that matters by itself. It must be correlated to another valuable outcome.
- Expect anything to happen overnight. Take the long view of a year or two or 10.