• Emily Malone

The architecture of a lead-generating website

Updated: Jul 6, 2020

Your prospects demand much more from your website than your contact details and a description of your services and products. Websites in 2017 need to be three things:

  1. Useful content libraries (for your prospects)

  2. Lead generation machines (for your business growth)

  3. Human friendly (for everybody!)

This article isn’t going to throw you any bullshit, it’s just going to give you some tips on the architecture of a lead-generating website which fulfils these three needs and grows your client base.

Useful content

A quick lesson in a prospect’s buying journey;

Awareness (the prospect is becoming aware of a need), Consideration (the prospect is considering their options to solve their needs), and Decision (the prospect is making a decision on who they’ll choose to help them).

It’s important that your website hosts useful content which helps your prospects at each stage of their buying journey. Here are some examples of content for each stage;

  1. Awareness – Ebook, Whitepaper, Checklist, How-to Video/Guide, Webinar

  2. Consideration – Case Study, Free Sample, Demo Video, Product Guide

  3. Decision – Free Trial, Live Demo, Free Audit, Free Consultation, Voucher/Coupon.

Alongside this valuable content, write a regular blog which provides ongoing value to prospects as well as advertising your free content offers.

Lead Generation Machine

The above content should be gated so that you can capture lead information. Just a name, phone number and email address is enough. You’re asking for a teeny bit of information in exchange for really valuable content; it should be a no-brainer for your prospects.

Advertise your content offers throughout your website with Call-to-action buttons. A call-to-action is an image or text that prompts your prospects to take action. In this case, the action being to click and download your content after providing some basic contact details. Here’s an example:

Best practice:

  1. Have a clear ‘main’ CTA on your homepage

  2. Have multiple other CTAs towards the middle and bottom of each webpage

  3. Include a CTA in the middle and at the end of each blog post (with content relevant to the blog post)

Make sure the placement of your CTAs is relevant to the page which they’re on. For example don’t put a ”Kit Car tool checklist” on a page which is about an event, put it on a page that is about building a Kit Car!

Human Friendly

All of the above is near redundant if your website User Experience (UX) sucks. Make sure your website is sleek, fluid and professional. If you don’t have the expertise in your team to build your own website then hire a brilliant agency to build it for you.

oe:gen specialises in building user delighting, lead generating content machines which are designed and programmed to drive prospects to your website — and turn those prospects into leads for your business.