From a business perspective, the greatest website trend since the birth of the Internet has been to use your website to get leads. In order to begin getting leads from website marketing tactics, you must have all the elements of search engine optimization (SEO), conversion rate optimization (CRO), and user experience (UX) all working together.Want to check up on how your website’s doing as platform to get leads from website marketing? Here’s simple and fun self-test to get your started!
1) Blog. Do you have one?
Maybe you’ve heard, “content rules.” Yes, it does, and having a blog is the very best way to publish content on your website. Visitors don’t come to your website to be sold on something, they come to be informed and educated. A blog is just the thing for that.
2) Blog. Is your Latest Article Less than 30 Days Old?
Having a blog is great, but if you don’t keep it current, it’s not going to do much for you.
3) Blog. Are you Writing to Educate a Key Persona?
I’ve written a lot about this topic. I’ll say it again, it’s not about you. If your blog’s purpose is to promote your company by sharing your latest news, HR additions, or projects, sorry, you don’t score a point for this question! If you want to use your website to get leads, you must attract customers rather than promote. Why? Because buyers’ habits have changed. If you’re trying to promote yourself or push your products or services on them, they’ll run.
4) Social Media. Twitter
Better social engagment means a higher score for you. Do you have a Twitter account for your business? Are you “tweeting” at least once per day? Like a blog, are you posting helpful information for your followers? If so, give yourself a point!
5) Social Media. Facebook
With Facebook, you should have a business page connected to your primary account. And you should be posting daily. Facebook will attract a different audience then Twitter, so it’s important to be active on both of these top social networks.
6) Social Media. Link from Your Home Page
To use your website to get leads means connecting the dots. If you’re active on social, you need to have links right on your home page to your social pages. Do you have them? If so, here’s one more point for you and kudos for your marketing!
7) SEO. Playing Nicely
SEO is a realm all unto itself. Give yourself a point if you’re not doing any of the following “black hat” tricks, trying to fool search engines:
- Text masking: Hiding keywords behind transparent text.
- Keyword stuffing: Artificially using keywords to get found, including listing a bunch of keywords in the footer of your website.
- Link farming: Intentionally buying links to boost your ranking.
8) SEO. A Mobile-Ready Responsive Website
Does your website display nicely on a smartphone or tablet—without users have to pinch and scroll to see your content? Non-mobile is a great turn-off for visitors using small-screen devices and not having a mobile-optimized site can get you de-ranked from Google.
9) Lead Capture. Landing Pages
Are you using landing pages on your website to get leads? Landing pages often direct visitors to premium content offers when they convert into leads. Landing pages are one important element in having a conversion path. If you have at least one landing page on your website, give yourself a point!
10) Marketing Automation.
Almost any marketing task can be automated. Are you using any form of marketing automation, like sending out our or more emails if a visitor fills out a form on your website? If you’re using at least one kind of marketing automation, there’s another point for you!
Using metrics is the only way to know if your marketing efforts are working or are producing positive ROI. Not using metrics is like driving with your eyes closed. Nearly everything can be tracked: website visits, conversions, leads, and visitor habits and preferences. If you are checking any metric regularly, give yourself a point.
How did you do? Almost no one is going to get a perfect score. The average will be about 50%. If that’s you, that means you have room for improvement and you’ll reap great results as you execute more inbound strategies for your digital marketing.