Online Sales Lead Generation

Photo depiction of sales lead generation processWebsites are about leads …

James Brown would say it loud:

Websites are about leads.

I often hear about how a company’s new Website is just fantastic because it’s got great artwork, a Flash-based graphic that flips, turns and does cartwheels, or has a spiffy video that automatically plays when a visitor lands on it.

To those people, I just want to say one thing. And I want to say it loud:

Websites are about leads.

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My Site Looks Great, but Doesn’t Work!

Website Relaunches and DesignWebsite Relaunches, Design and Content …

When I’m out and about doing business networking, I’ve heard all kinds of variations on the following complaint:

My Website doesn’t work, and I don’t know why! I’ve invested all kinds of money in it, but something’s still wrong with it.

At that point, the person in question will go on to tell me that the site has been redesigned a dozen times in the past couple of years by great designers … but nothing happens. The business owner or marketing manager with whom I’m speaking is seeing zero return-on-investment (ROI) from the site, and they’re frustrated.

The problem behind a Website not “working” generally doesn’t have much to do with the design or with the actual operation of the site. A site is generally viewed as being “broken” because of one of three items, or a combination of them … which you’ll discover immediately after the jump.

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What a Consumer Wants

Graphic of Website Relaunch and Marketing Concerns

© iStockPhoto

Website Redesign and Relaunch, and Conversion Rates …

For some reason, this lyric popped into my head when I first read a couple of mornings back about new research from our technology partner HubSpot:

What a girl wants
What a girl needs
Whatever keeps me in your arms
~ What a Girl Wants, Christina Aguilera

(Things like that tend to happen after I’ve had my first cup of coffee for the day.)

Companies relaunch Websites precisely because they want to keep their customers in their “arms”—in this case, on their sites and using them for e-commerce, lead generation, news-article views and so on. Their old sites probably weren’t getting the job done, and their sales, leads or pageviews were suffering as a result.

Or just as likely: Their old Websites were mired in 2005 (or 1995), and they needed a new, modern look that also fulfills a business purpose (see paragraph above).

What consumers want and what they don’t want in a Website, and how that can help with your Website redesign and relaunch strategy … after the jump.

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On the Web, but Not In It

Chalkboard with a partial Web addressWebsites for small businesses: The Wall Street Journal last Monday published an interesting story that will no doubt have appeal for small businesses. In the process, though, it might do these vulnerable members of the community a real disservice.

Before I go on, I need to come clean: I make my living off of providing Website strategy, design, development and content services, as well as a heckuva lot of consulting services in various related areas. So take everything I write with a grain .. or two .. or a whole shaker full … of salt.

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SEO and Inbound Marketing … Fast Results!

graphic of Search Engine Optimization - SEOFollow up email from social business meeting … that keyword string entered into Google by a person shows the power of search engine optimization, or SEO, and inbound marketing in general. It also demonstrates how quickly a well-optimized blog post can bring results to your company.

Just yesterday at my Hand to Mouse Networking site, I published a blog post called Following Up … For Success. It’s the start of a three-part series on how to follow up on social-business networking. The first part was really an intro to the series, and Parts II and III will deal with two systems on following up with both offline and online contacts.

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