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Discussing Lead Generation

Today we’re going to discuss 15 essential elements of a lead generation website.

  1. Responsive – it must auto-adjust to mobile, tablet, and desktop screens.
  1. Fast loading times  – nobody waits & Google’s “page experience update” is coming in June 2021.
  1. Explain what you do, where you do it, and who you do it for in the headline and title. Be sure the City and state in the title
  1. Keyword researched titles, sub-titles, and topics.
  1. Powerful meta descriptions to increase click-thru-rate (CTR).
  1. One or more calls to action above the fold.

The term “above-the-fold” is from the newspaper industry. When you look at a stack of newspapers, they’re folded in half, and it’s the top-half that you see, that grabs your attention and gets you to act, which is to buy the paper. That’s the “above-the-fold” section. On a smartphone, tablet, or desktop, it’s the part that shows in the window.

Calls to action options:

  • Click-to-call phone #
  • Click-to-text on mobile
  • Webform
  • Live chat
  • Chatbot
  1. A team photo above the fold or directly below it.
  1. A lead magnet – a special offer in exchange for email – send a coupon – use an ebook, etc.
  1. Engaging headlines and copy.

Does it speak to the user?

It’s all about user experience.

The Buyer’s journey – create content for the awareness stage, consideration stage, and decision, stage.

Episode 17 - 15 Essential Elements Of A Lead Generation Website
  1. Use mixed media – text, images, video, audio.
  1. Customer reviews – case studies – testimonials. Create a reviews page, and display reviews just below the header and info section below it on home, about us, and service pages. 
  1. Trust badges – BBB, Yelp, Home Advisor, Angie’s List, Porch, etc.

Embed in the footer and near reviews just below the fold.

  1. Promote on the Thank you page – after form submissions – use it to promote one-time only or other special offers. Place a video on this page. 
  1. Good SEO – URL structure, topical clusters, titles, tags, meta descriptions, image alt tags, and more.

Use the free screaming frog tool to crawl the site and examine for 404 errors, server errors, missing titles, tags, meta descriptions, alt tags, and if they’re too long, short, duplicates, etc.

  1. Track & measure – use Google Analytics and Google Search Console to analyze where traffic is going on your site, what keywords they’re using, how long they stay, how many pages they visit, if they leave a page too fast, etc.

Alright, I hope that helped some of you. Thanks for sharing your time and attention with us today.

Good luck out there, and create a great day!

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Founder & CEO of Battle Plan Marketing, LLC. We customize marketing strategies and solutions for home service companies. Mark has over 30 years experience in sales and marketing, 20 years as a business owner or partner, and over a decade in digital marketing and website design. We offer analysis, strategy, project implementation and management, and marketing coaching. Mark is also host of the new Battle Plan Marketing® Podcast.
Mark Ambrose
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