Lead Generation Best Practices (learned from 500+ website redesigns) - Andy Crestodina, Orbit Media Studios

Lead Generation Best Practices (learned from 500+ website redesigns) - Andy Crestodina, Orbit Media Studios
KEYNOTE Andy Crestodina CHIEF MARKETING OFFICER AND CO-FOUNDER, ORBIT MEDIA STUDIOS Lead Generation Best Practices (learned from 500+ website redesigns) CHICAGO, IL ~ MAY 9 - 10, 2022 DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Lead Generation Best Practices Traffic Source Thank You Page
Lead Generation Best Practices LEAD
Traffic x Conversion Rate = $
image source: Marco Verch, Flickr
Lead Generation Best Practices
Blog Design Best Practices Goals… • Stay top of mind (attract, engage, list growth) • Demonstrate expertise
So personal! The author, the editor and the peer reviewer
Is this current? The published date and last updated
How to Grow Your List
Our content is where… [audience x] gets [information y] that offers [benefit z].
Our content [audience x] [information y] [benefit z] 1. Tips, advice, insights, strategies and checklists 2. Stories 3. Ideas and inspiration 4. Research and reports 5. News and trends
Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
1. Prominence 2. Promise 3. Proof source: Email Signup Forms, Orbit Media The 3 P’s of Signup Boxes
Homepage Best Practices Goals… • Tell them they’re in the right place • Get themto the next page
Lead Generation Best Practices Most homepage visitors don’t scroll Composite scroll heat maps for 10 lead gen website homepages (desktop only). On average 73% of homepage visitors do not see any below-the-fold content.
The Backyard BBQ Test “So, what do you do for a living?”
This headline doesn’t clearly describe the service
This headline says exactly what they do
Lead Generation Best Practices Homepage header is a tag line Homepage header is descriptive
Descriptive navigation labels
Navigation labels are generic Common to millions of websites
Navigation labels are specific, helpful and keyword focused
Lead Generation Best Practices Generic navigation labels, common to millions of websites.
Lead Generation Best Practices Descriptive labels that indicate relevance to search engines and visitors
What about slideshows?
Slideshow with 10 slides
Slideshow with 10 slides The 8th slide has strong evidence. Does anyone see this?
Two slides on a timer
The award is hidden on the second slide
source: Do Rotating Sliders Help or Hurt?
Slideshows were invented to prevent stabbings in conference rooms
How are visitors using our navigation?
This is what they’re clicking on
Questions to ask your navigation summary 1. Any small links getting clicked a lot? 2. Any big buttons getting missed? 3. What gets clicked the most? 4. What never gets clicked? 5. Are calls to action effective?
Service Page Best Practices Goals… • Provide details about the offer • Show supportive evidence • Get them to click on the CTA
Why don’t visitors convert?
Lead Generation Best Practices Website Usability Study, 2004 vs 2016 source: NN Group
Lead Generation Best Practices source: NN Group Causes of User Failure
Getting to know your audience
Questions to ask your clients/customers…
Take me back to that moment when you first realized you needed help.
What else did you try? What didn’t you love about it?
What almost kept you from buying from us?
Starting out, what was the biggest challenge you were hoping to solve?
Can you give me an example of when this made a difference for you?
If you couldn’t work with us ever again, what would you miss the most?
What’s the #1 thing you would tell a friend if you wanted to convince them to hire [company]?
Questions to ask your top salesperson…
What questions are you just sick and tired of answering?
What should people ask you, but they usually don’t?
What is the A-ha moment prospects have during sales calls?
What analogies do you use to explain what we do?
Fill in this blank: people can work with us even if they ______.
When evaluating options, what was most important to you? Security was the top priority, then scalability. Security Marketing Client Scalability
Give me an example of when this helped you? You guys really saved my bacon that one time… “You guys really saved my bacon…” Marketing Client
What was the biggest challenge you were hoping to solve? I wanted better insights, not just dashboards You already have dashboards, but you’re still not getting insights. Marketing Client
What can you do now that you couldn’t do before? Now I don’t have to run that report every time Stop running the same reports again and again Marketing Client
What analogies do you use to explain what we do? On-site installation is like owning your own home It’s like your house. You should own your own home. Marketing Sales
What is the biggest number you can get up to? We have 14,000 total end users Trusted by 14,000 professionals Marketing Sales
What questions are you sick and tired of answering? “What if I want to cancel my contract?” Cancel anytime. Marketing Sales
Add supportive evidence
Lead Generation Best Practices QUESTION ANSWER EVIDENCE CALL TO ACTION
Lead Generation Best Practices EVIDENCE UNCERTAINTY
“Spend less on healthcare” “Our technology makes it easy” “Exclusive features help you prosper” “Know more. Feel great. Spend less” “Like a GPS for your health”
Unsupported claim Unsupported claim Unsupported claim Unsupported claim Unsupported claim
Types of evidence • Testimonials • Case studies / stories • Awards • Years in business • Size of operation • Number of products • Number of happy customers • Best sellers
Add evidence to the top of the homepage
Awards add credibility…
Lead Generation Best Practices …but they’re better when presented visually.
Lead Generation Best Practices Data makes the claims more credible
Testimonials make the audience the messenger
Lead Generation Best Practices Logo Headline Face, name, title, company Target keyphrase Elements of a great testimonial
Doesn’t actually say anything Most compelling thing is the smallest, lowest thing All but the first testimonial are hidden in the carousel
Quick note about subheads
Adds pixels and visual noise without adding value
Our products Subheads can be meaningful (and keyword-focused) too Ideas & Insights Our Customers
Our products Our baking and pastry products Subheads can be meaningful (and keyword-focused) too Ideas & Insights New Ideas from Inside Our Bakery Our Customers 100 Years of Quality Baking Ingredients
Calls to Action and Specificity
source: Michael Aagard
source: Michael Aagard
Lead Generation Best Practices BENEFITS COSTS
Lead Generation Best Practices RETURN INVESTMENT
Lead Generation Best Practices Sounds boring… Sounds easy… Sounds valuable…
source
About Page Best Practices Goals… • Show your team, your values • Tell the story of the brand
Time to fail ”The French Test” we… us… our…
Lead Generation Best Practices Boring, typical web copy Personal expression of purpose “Food waste is a huge problem. That’s why we started this company. We’re 100% focused on cutting waste through predictive ordering." Reduce Food Waste Powerful predictive dashboards for smarter ordering for the food service industry
Elements of an effective About Us section 1. The origin story (video) 2. Mission, vision, values 3. Team, people, leadership
Contact Page Best Practices Goals… • Share contact information • Convert the visitor into a lead!
Tens of thousands of people use our products every day. If you're considering moving to the cloud or just want more information, we're here to help.
You are about to learn how 20,000+ CPG pros manage $10B in trade spend. Just share a bit about yourself and we’ll be in touch within 24 hours.
Lead Generation Best Practices BEFORE AFTER Tens of thousands of people 20,000+ CPG pros use our products every day. manage $10B in trade spend. We can't wait to chat with you. Shelley Fow You'll be hearing from us soon. will be in touch within 24 hours
Lead Generation Best Practices Working? Check the Funnel Visualization Report
Thank You Page Best Practices One final tip!
Deconstructing a website visit The interaction between the content and the visitor
Lead Generation Best Practices “I need some help.” The Zero-Moment of Truth
Lead Generation Best Practices “I need some help.” “Take a look at this company.” (search results page) The Zero-Moment of Truth
Lead Generation Best Practices “I need some help.” “Take a look at this company.” (search results page) The Zero-Moment of Truth
“What does this company do?” “How do they do it?” “Can they do it for me specifically?”
“Am I in the right place?”
Big Clever Headline Small descriptive subhead Call to action “Not sure what they do exactly.”
Big Clever Headline Small descriptive subhead Call to action What we do “We’re really great.” “Not sure what they do exactly.” “OK. I see they do what I need.”
Big Clever Headline Small descriptive subhead Call to action What we do “We’re really great.” “Not sure what they do exactly.” Stock photo “OK. I see they do what I need.” …
Big Clever Headline Small descriptive subhead Call to action What we do “We’re really great.” Service Name “Not sure what they do exactly.” Stock photo “We’re number one.” “OK. I see they do what I need.” “Not sure if they can do it for me” …
Big Clever Headline Small descriptive subhead Call to action What we do “We’re really great.” Service Name Service Name Long, blocky paragraph with some keywords in it. “Not sure what they do exactly.” Stock photo “We’re number one.” “OK. I see they do what I need.” “Not sure if they can do it for me” “I don’t really have time to read all this.”” …
Let’s try that again…
“What does this company do?” “How do they do it?” “Can they do it for me specifically?”
Clear Descriptive Header Interesting, unexpected subhead Call to action “I see they do what I’m looking for.”
Clear Descriptive Header Interesting, unexpected subhead Call to action Logos “I see they do what I’m looking for.” “Clearly, they do it for real companies.”
Clear Descriptive Header Interesting, unexpected subhead Call to action Logos “I see they do what I’m looking for.” Quick video “Clearly, they do it for real companies.” “Ah. Their approach looks interesting / thoughtful.”
Clear Descriptive Header Interesting, unexpected subhead Call to action Logos Clever subhead “I see they do what I’m looking for.” Quick video Detailed answers to top questions “Clearly, they do it for real companies.” “Looks like they could help with my specific needs.” “Ah. Their approach looks interesting / thoughtful.”
Clear Descriptive Header Interesting, unexpected subhead Call to action Logos Wow, this team is super helpful Clever subhead “I see they do what I’m looking for.” Quick video Detailed answers to top questions “Clearly, they do it for real companies.” “Looks like they could help with my specific needs.” “People like them! Maybe I should get in touch…” “Ah. Their approach looks interesting / thoughtful.”
H1 Header H3 Subhead text Call to action H2 Subhead Body text logos Video H2 Subhead H2 Subhead Testimonial Body text Body text What do they do? How do they do it? Are then legit? Have then done it for people like me? Can they do it for me?
Lead Generation Best Practices source: Google UX Playbooks
Lead Generation Best Practices source: Google UX Playbooks
THANK YOU!

Lead Generation Best Practices (learned from 500+ website redesigns) - Andy Crestodina, Orbit Media Studios

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Lead Generation Best Practices (learned from 500+ website redesigns) - Andy Crestodina, Orbit Media Studios