Looks aren't everything - not in real life and not when it comes to your site. A good site will generate new leads and drive business, but unfortunately it's not as simple as “build it and they will come”.
Great content should be a given, but do you know what content types work best for lead generation?
Is your content attracting the right types of people? What’s the best way to generate high-quality leads for your particular business?
Are your calls to action hidden away? Are your prospects put off by too many fields on your lead generation forms?
Marketers' holy grail. Can you track leads and measure ROI effectively?
Lead generation success is all about being trusted enough by your audience so they hand over their details, knowing they will get value from you in return.
That's where quality content comes in.
Content marketing can take many forms, and it's important to choose your weapons carefully. You wouldn't put an instructional video of one of your products or something you want to go viral behind a download form. However, a white paper or how-to instructional guide is ideal for lead generation.
Lead generation success relies as much on design as on content. Forms need to be optimally positioned and almost effortless to complete.
Go for as few fields as possible initially. You can always build profiles over time by asking for additional information.