To Make Online Lead Generation Work You Need More Doors

How many doors do you have in your home? A front door and a back door? Maybe you have a door that leads to the driveway or out through the garage? So you have about 2 or 3 ways to get into your home. And for a physical home that is logical and functional.

Now, let’s talk about your business and something virtual. Imagine that you have an online home – your website – for your business. How many doorways do you have into that house? If you’re like most companies I encounter, you have one: The home page.

Only one way in. That’s it. That’s all.

But it gets worse.

Your virtual front door doesn’t have a doorbell. It has 35 of them! And each button has a different place it will take you. Of course, you’d have to know where you’re looking to go before you’d know which button to push! At this point most visitors will leave and find a front door that is more inviting.

Does this sound like what happens at your website?

Now, there a TON of things that create this problem. Obviously, I don’t have space to go into them all here, but I’d like to offer up 3 big issues that I know will help you greatly enhance the amount of people who make it into your virtual house and stay a while…and maybe even buy something!

CONSISTENCY – If you use a blog or article online to capture attention, and then direct readers to your website at the end, you have to maintain consistency.

For example: Let’s say you wrote a great article about why a specific type of IT server is best for use in industrial manufacturing automation systems. And then you have your link at the bottom of the article and it takes folks to your website’s homepage (you know the one with 35 doorbells). You have now blown the consistency piece, because the reader was expecting more material like the article.

So, set up a consistent theme by taking the reader from the article INTO YOUR HOUSE to a particular page, perhaps about the server or to another article about the server’s usefulness in the industrial automation setting.

GUIDANCE – Once someone is in your house he is expecting you to give him the tour. He doesn’t want to see your son’s messy bedroom but, if he is a wine fanatic, then he would love to see the wine cellar.

The same applies to your virtual house. You must guide your visitors to the rooms (pages) they will most likely want to visit based on what brought them into the house.

Put yourself in the shoes of your visitors and create links and lead-ins that will allow them to go around your site in a way that builds the fun and value of their experience so they want to stay longer and learn more.

Building on our IT server example: You can take the reader from one article to another article or to server specs or to testimonials or to a case study. Just make sure each piece builds on the last one.

INVITATION – Now that your guest is familiar with the important parts of the house, you want to sit down and really get to know him. You want to see if he might be interested in eventually moving in and joining the family.

In your virtual house this means a call to action. After you have used consistency to invite the visitor in, and then used guidance to show the visitor the parts of your home (site) that will matter to him, you now want to actively engage him.

Create a call to action that fits with their experience so far.

Again, using our IT Server example: You can offer an analysis of their current servers or a scalability assessment for their planned production growth and requisite server needs, etc. So long as the call to action aligns with the subject you’ve been discussing they will be far more likely to respond.

After all, there’s no place like home.