You have probably developed a great 30 seconds or less introduction pitch for your business. Also known as the elevator pitch for your product or service offering.
If you met someone in person could you voice your value proposition in as short of time as possible? The answer is probably yes because as a business owner you are the sales person.
Even if your business is in a very technical industry you still need to communicate in a concise manner how you help your customers to achieve their goals.
If you can not be there in person to communicate your service offering in a punchy way to new prospects. What are some alternatives?
Well how about using video or a narration on your website. This technique has been known to provide that personal touch to an otherwise impersonal website experience.
Perhaps you need an example to visualize how this might help. In a post on the StartCooking.com website, Guy Kawasaki successfully conveys how to prepare his favorite recipe for chicken teryaki.
On the OPEN Forum blog by American Express you can see Guy’s blog posting about “The Art of the Tutorial”
In less than a minute you can see through the use of a video how to prepare his recipe through the use of time-lapsed video and some added humor. “[The site's] method of showing how to prepare food blew me away in terms of effectiveness, speed, and simplicity” he notes.
The key is you don’t just need to add video but to think of ways to communicate in short bursts so people take notice. “The explanation has to be fast, interesting, and compelling,” notes Kawasaki. “I don’t know of a better way to do this than this type of video.”
Sometimes on most websites the home page and the creative design get the most attention. And the focus is not always focused on lead generation. However that is your website’s primary purpose. Usually where to put everything and make it easy to find, or maybe just making sure everything is covered takes precedence. In a lot of cases even more so where a content management system (CMS) is used to update your website. Because you may even forget to remember about your sub pages (second and third level pages in your navigation).
The convenience of using CMS systems and the speed of publishing updates means you can post new content and have it look like the rest of your website. But at the same time it could also mean that you never take the time to look at the new content pages you are creating and how they fit into the rest of your website. Much less your lead generation program.
Here are a few points to keep in mind when reviewing these sub-pages:
Is your contact information easily available on all home pages? Home Page, Blog Post, About Us, special promotion pages, etc.
When trying to generate leads you need to have different click through paths for your different website visitors (Ex. existing customers vs. someone who just read about your company in the newspaper). Everyone digests information differently and in different cycles such as ready to buy or people who are looking for credibility and trust before they consider purchasing. Remember we talked about effective web persuasion in an early post.
Use keywords on deeper sub-pages, since you never know which pages search engines will favor. This point is important enough to repeat the first tip. Consider if the sub-page is the first page the visitor sees. Do they have an easy way to contact sales or customer service. Using a keyword in the first paragraph will also help search engines weight that page higher.
Do you have links from other sites? If yes then that will help with your “link authority” and help your search engine rankings which could lead to higher qualified leads that come from relevant industry websites. Or that match keywords that your buyers ask about.
Keep content fresh and updated. Put another way new content generally shows up higher in the search engine search results. Since recency is a factor in determining a content’s relevancy.
Capturing new leads is an ongoing process to ensure your sales pipeline is filling with new prospects. Sometimes improving existing pages can help too by perhaps looking at keywords that helped find those deeper and in some cases hidden gems. Using your web analytics tools you might realize that the majority of your search engine website visitors are being directed to one landing page or blog post topic. If that is the case, and these keywords are key to your business. You may want to highlight this page content on the home page. Or at the very least mention these same keywords on your home page.
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