Lead Generation Best Practices (learned from 500+ website redesigns)
Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay?
The answer depends on a lot of little things, some obvious, some not.
This session is a breakdown of the best practices for B2B lead generation websites, based on hundreds of website projects. You will learn:
What are the key elements of high-performing service pages?
What features are common to blog templates but probably shouldn’t be?
What three elements determine if visitors sign up for emails?
From social proof to CTAs, videos to contact forms, we will break down the options for UX elements and how they work with (or against) the psychology of your visitors.
13. How to hold attention on long posts
Add something visual at every scroll depth!
• Charts and graphs
• Diagrams and screenshots
• Faces of contributors
• Call out quotes and statistics
• Videos and animations
46. Fill in this blank: people can work
with us even if they ______.
47. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability
48. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability
49. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability
50. Give me an example of
when this helped you?
You guys really
saved my bacon that
one time… “You guys really saved
my bacon…”
Marketing Client
51. What was the biggest
challenge you were
hoping to solve?
I wanted better
insights, not just
dashboards
You already have
dashboards, but you’re
still not getting insights.
Marketing Client
52. What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client
53. What analogies do you use
to explain what we do?
On-site installation
is like owning your
own home
It’s like your house.
You should own your
own home.
Marketing Sales
54. What is the biggest
number you can get up to?
We have 14,000
total end users
Trusted by 14,000
professionals
Marketing Sales
55. What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales
58. “Spend less on healthcare”
“Our technology makes it easy”
“Exclusive features help you prosper”
“Know more. Feel great. Spend less”
“Like a GPS for your health”
60. Types of evidence
• Testimonials
• Case studies / stories
• Awards
• Years in business
• Size of operation
• Number of products
• Number of happy customers
• Best sellers
71. Our products
Our baking and pastry products
Subheads can be meaningful (and keyword-focused) too
Ideas & Insights
New Ideas from Inside Our Bakery
Our Customers
100 Years of Quality Baking Ingredients
72. Contact Page Best Practices
Goals…
• Share contact information
• Convert the visitor into a lead!
76. Tens of thousands of people use our products every
day. If you're considering moving to the cloud
or just want more information, we're here to help.
77.
78. You are about to learn how 20,000+ CPG
pros manage $10B in trade spend.
Just share a bit about yourself and we’ll be
in touch within 24 hours.
79. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours
80. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours
81. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours
82. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours