[Marketing In Two Minutes Or Less]: Your Online Front Door – Lead Generation – Element #14 of 16

There are 16 elements the front page of your website must have in place. In this weekly edition, I share what element #14 is.

Marketing in 2 Minutes or Less: Your Online Front Door – Lead Generation – Element #14 of 16

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Here’s the transcript:

Today, we’ll cover element number 14, content upgrades. You want to use your homepage as a way to build a list. And the way that you do that is get people to raise their hand to get content that you offer in exchange for their email. Let me share with you how you can incorporate content upgrades as an element on your homepage.

Most small business owners do lead generation wrong. They think, “I’ve got to get a lead. I can’t let that visitor leave. So I’m going to pop up a big, annoying box in their face so they give me their name and email.” Yeah, good luck with that.

Google is actually penalizing companies that use annoying popups, and that’s because they want their users to have a good experience. A big, ugly popup that basically screams, “Give me your name and email,” just doesn’t do that. You’ll have a much better chance of getting a lead and keeping visitors on your site longer if you follow these examples.

First is HubSpot. They have clearly defined messages with offers for every part of the buying process. As you engage with the site and scroll down, each section gives you an opportunity to get more information. So if I’m interested in CRM, I can click to learn more. If I’m interested in marketing, I can click to learn more. Same with sales, click to learn more. So I really like that they have multiple calls to action on their homepage.

Next, is Godfrey-Hoffman Associates. They give prospects a clear understanding of what they do right away, which is really important. Buyers will spend less time looking around and more time converting. And as they move down the page, they can pick the specific area they’re interested, get more details, and then opt in to get a free quote. So if I were interested in storm water system design, I can click on that. There’s a lot of great detailed information here. And then, on the right hand side, I can opt in to request a quote. I bet that they’re getting a lot better conversion rate from someone who is opting in to receive information than a big annoying popup saying, “Give me your name and email.”

Next, is a self plug for my own site, Small Biz Marketing Specialist. I provide a lot of valuable content in my blog posts. People reading it are obviously interested in the topic. So this post is about spring marketing ideas, and has a lot of great examples. So by the time someone gets to the bottom of the post, they’re hopefully saying, “That was great. I want more information.” So I give them the opportunity to opt in and get more. And when they do, they are given the opportunity to get a bonus and become part of my community. This keeps them active and engaged.

In all of these examples, visitors are opting in because they want to, not because there’s an annoying popup in their face. Provide great value, and people will want to opt in to learn more.
Use your homepage to provide valuable content that people have to opt into to get more information. You’ll be helping the user, and you’ll be building your list at the same time.

You can download the list of the 16 elements by going to smallbizmarketingspecialist.com\episode27.

This is “Small Business Stacey”, your Small Biz Marketing Specialist, here to help your business grow to seven figures and more by helping you become a #SmallBizMarketingWiz

About Stacey Riska

Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about saving small business and rebuilding Main Street. She helps small and local business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money. Stacey is the founder of Small Biz Marketing Specialist, THE go-to place for marketing tips, techniques and strategies that get results. Stacey is also the creator of the Daily Deals for Massive Profits Training Program, an online video training program that teaches small and local business owners how to use daily deal sites like Groupon to skyrocket their business growth and get massive profits. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn’t!) and spending time with her amazing husband.