Lead Generating Website Webinar
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1 Lead Generating Website Webinar Follow Subscribe to our Blog: Hingemarketing.com/blog
2 Chat live on Twitter! Today s Hashtag: #hingewebsite
3 Today s Speakers Lee Frederiksen, Ph.D. Managing Partner, Hinge lfrederiksen@hingemarketing.com Lee Eliav Online Marketing Strategist, Hinge leliav@hingemarketing.com Connect with me on LinkedIn: In/LeeFrederiksen Connect on Connect with me on LinkedIn: in/leeeliav Connect on Available at
4 Agenda Background Research Lead Generating Websites vs. Branding Websites Making the Business Case Must Have Components with examples Expected Results 4
5 Books Spiraling Up: How to Create a High Growth, High Value Professional Services Firm Online Marketing for Professional Services 5
6 Todays Topic 6
7 TWO TYPES OF WEBSITES 7
8 What Is a Branding Website? Designed to Convey Basic Information About Your Firm Who You Are What You Do Who You Do it For Why Firms Should Choose You 8
9 What Is a Lead Generating Website? Has all parts of a branding website + components to generate leads Can focus on recruiting or generating new leads Needs to have certain components to accomplish those functions Are more expensive to plan, design and execute then branding websites 9
10 How Does a Lead Generating Website Work? 1. Pull in qualified web traffic through: 2. SEO Social Linking Other Promotion 10
11 MAKING THE CASE 11
12 There Is a Sweet Spot For the Number of Leads a Firm Generates Online 12
13 Firms That Generate More Leads Online Are More Profitable 13
14 How Effective Are the Following Online Marketing Tools? 14
15 How Often Do You Update The Content On Your Website? 15
16 MUST HAVE COMPONENTS 16
17 A Content Marketing Strategy Determine what types of content pieces you are writing Whitepapers, research studies, books, etc Determine content topics Establishes frequency of posts Establish a promotion plan 17
18 A Blog Adds fresh valuable content on a daily/weekly basis Each post becomes it own search engine optimized page Blog posts become a major source of web traffic 18
19 PeopleMetrics Blog Landing Page 19
20 A Library Houses your more substantial content pieces Guides Books Research Whitepaper Will become the most valuable section of your website Each piece of content needs and individual landing page 20
21 Cherry Bekaert - Library 21
22 Search Engine Optimization (SEO) On-Site SEO Organization and structure Content optimization Off-Site SEO Social shares Links 22
23 An Offer Strategy Once you get web visitors to your site they need to convert Typically offer strategies revolve around increasing engagement and building trust Offers need to be tailored to the audience Forms and how many fields you will request visitors to fill out 23
24 Freedmaxick Home Page Offers 24
25 Cherry Bekaert Home Page Pathing 25
26 Cherry Bekaert Industry Page Offers 26
27 Heath Newton Blog Offer 27
28 A CRM Need a tool that will capture and track all your leads and content Nurture leads until they are ready to buy 28
29 FreedMaxick Landing Page 29
30 Social Media Share and promote content pieces Directly engage other thought leaders Directly engage prospects Encourage web visitors to share your content 30
31 Hinge Social Media Share Bar 31
32 Branding Elements Your website must communicate your brand Site should still have components of a branding website It isn t branding vs. lead generation it is and 32
33 Analytics Track what is happening on your website How visitors are finding you What pieces they are downloading What they are doing while on the website 33
34 5 Key Metrics Web traffic overall and by source Download # s and sources for content pieces Total # of keywords generating traffic Keyword clusters 34
35 Expected Results # Of Keywords 35
36 Expected Results Organic Search Traffic 36
37 Expected Results Leads 37
38 Free Website Review ü For webinar registrants only! We ll discuss: High growth firms and how you compare Your current website approach Missed lead generating opportunities Your website planning priorities Respond to or call:
39 Free Resources Online Marketing for Professional Services Book Spiraling Up Book Lead Generating Website Guide 39
40 Thank you! Questions? Lee Frederiksen, Ph.D. Managing Partner, Hinge Marketing Connect with Hinge Connect on
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