So... you've been following the latest construction company website trends and thus have been doing active blogging. Right? Since 2011, when Google announced its freshness update, websites have been ranked not just for good content, but according to how recent the content has been uploaded. So adding a blog to any website will help with ranking, but can you do even more?
A website with a blog that produces better ranking or more traffic also needs to produce sales. After all, isn’t that the reason you have a website in the first place – to get more leads, more ROI from your marketing efforts, and a better bottom line?
To go beyond blogging, you need to add a clear conversion path.
A conversion path is a path visitors take to become leads. Simple, right? Many marketers first need to establish a conversion path and then when one is established, it can be optimized by either creating different conversion paths or tweaking conversion paths that are not working so well.
Not having a clear conversion path begs your website visitor to leave your site, continue their search, and probably land on one of your competitor’s websites.
Let’s try to avoid those premature departures by getting a lead early in the game and having an opportunity to build a relationship that will produce a sale.
1) The Free Offer
Having an offer on your website is really the only way for a visitor to become a lead. No one in their right mind is going to visit your website, then email you and say, “Hey, I’m a potential lead! Please add me to your CRM!” If you're waiting for that one, you're going to have a long wait. You have to produce a natural way for that transition to occur. And having an offer on your site is the way to do it.
An offer is:
- Something you are giving away for free.
- Something that will add value for the visitor.
- Something that’s easy to get, like a download.
Many marketers make the mistake of putting things on websites, calling them “offers,” but they’re really promotions.
An offer is not:
- A “contact us” form.
- A product or service fact sheet.
- A brochure or some other company-centric or product-centric item.
- A testimonial or write-up.
One of the best (and most fun to create) offers is an e-book. E-books contain valuable information and are easy to acquire since they can be downloaded. There are tons of other offers you can use, only limited by your creativity (and your target buyer persona).
A really good offer:
- Targets a specific type of lead (a persona).
- Offers high educational value.
- Aligns your website visitor with the products and services you offer.
2) The Call-to-Action
Calls-to-actions or CTAs alert your visitor to the free offer on your website. When clicked on, the CTA takes your visitor to the place on your website where they surrender some information (like their name and email address) to get your offer. Once they give you their information, you have a lead. Remember though, your first priority is to help. Getting leads is the result of your helping.
A good CTA:
- Is a catchy button or graphic.
- Is enticing to click on.
- Clearly communicates your offer.
- Is normally placed above the fold or in a sidebar for visibility.
- Is placed on every blog article.
Check out these samples of CTAs that really stand out.
3) The Landing Page
Years ago when I first heard the term, “landing page,” I thought it was so cool! (I know, some people get hung up on weird things).
After a visitor clicks on a CTA, he or she will “land” on a landing page. A landing page contains two things: More information about your offer, and a form to fill out to get the offer.
A good landing page:
- Is concise and to the point.
- Contains copy that clearly tells about your offer.
- Is short enough so the entire page is above the fold (displays without a scroll bar).
- Does not contain a navigation menu.
You get the idea, keep everything clean. A good landing page is not cluttered. Your visitor should not have to spend more than 5 seconds trying to figure out what you’re trying to get them to do once they arrive on a landing page. If it’s cluttered, or too complicated, many will leave your site.
4) The Thank You Page
Once your visitor clicks “submit” on your landing page form, he or she is will be taken to a “thank you” page. A thank you page differs from a landing page in a few ways, but in one way in particular: It delivers your offer.
A good thank you page:
- Has a clear method to deliver your offer. This could be a button or link to download an e-book, or a promise to do the thing you promised on the associated landing page
- Returns the navigation so your lead can visit other pages on your site.
- Will have yet another offer to help move the lead farther down the customer funnel.
At this point, your tracking software will add your lead to your CRM. The next step to to figure out the secret sauce that could turn the lead into a sales qualified lead and eventually into a customer.
So here you have the conversion path in its simplest form. Simple, however, works. And if you’ve only been doing content marketing, adding one conversion path will ramp up the number of leads coming in from your website.
From the one conversion path, you can do things like daisy chaining. That is, adding layer upon layer of offers or creating offers with higher value, such as an offer for a free inspection or site visit.So... has this article helped you understand the advanced marketing concept of a conversion path? Have questions? If so, ASK ME ANYTHING in the discussion form below. Now go get some leads!
Key take-a-ways from this blog post:
- A conversion path is the key to acquiring leads via digital marketing.
- There are 4 main components to a conversion path. Each of the 4 is critical for success.
- Content marketing will produce ranking; A conversion path will produce leads.