Lead generation websites are a powerful tool for businesses of all sizes. If you’re not using one, you’re missing out on a lot of potential customers.
In this article, we will discuss everything you need to know about lead generation websites and how they can help your business grow.
We’ll discuss what lead generation websites are, how they work, and the benefits they offer. Plus, we’ll provide some examples to inspire your own lead generation website.
What is a lead generation website?
Lead generation websites typically have no purpose other than to provide “free” assets or resources.
The offers presented by these kinds of sites are gated behind an opt-in form that captures the visitor’s details and adds them to a database of potential leads.
The concept isn’t that different from most websites that offer products or services, except that there’s no mention of these services. The purpose of the lead generation site is to get as much traffic as possible and convert those people to opt-ins.
Google looks favorably on websites with a laser-specific content focus. This is one of the reasons some businesses decide to separate their lead generation activities from their primary brochure site. Isolating their lead generation activities avoids distilling their content authority with details about their business.
How do lead generation websites work?
There are no hard and fast rules about how to configure a lead-gen website, but they’re usually a blog, resources page, homepage, and a few other peripheral pages.
Content written through the blog will be written with the intention of getting users to download free resources, sign up for webinars, or join a newsletter.
A good lead gen website is asking visitors for their email at every chance while offering something valuable in return.
The content is normally written on topics that are interesting to the business’s target customer. For example, a financial advisor might spin up a lead generation website that hosts webinars with publicly listed companies.
This is the sort of content that investors will be interested in while figuring out how to manage their portfolio – the exact service the financial advisor can help with.
What are the benefits of a lead generation website?
Here are the main benefits of building a lead generation site.
Increased lead flow: The biggest benefit of lead generation websites is that they can dramatically increase lead flow. Plus, the quality of leads tends to be higher than those generated by other methods, such as advertising.
Increased brand awareness: In situations where the lead generation website isn’t separated from the primary business, it can help increase brand awareness. Lead gens sites typically generate more traffic than a product or service-focused brochure site. As a result, businesses can reach a larger audience.
Improved customer engagement: Lead generation websites can also help improve customer engagement. Offering valuable resources and information helps customers learn more about your business and what you have to offer. As a result, they’re more likely to become engaged with your business and its products or services.
Ideas for lead generation websites
You might be on board with the idea of getting more leads and figuring out how to create a tidy email campaign that eases them down the buying funnel. But what kind of leads can you offer and how do you tie them into a website?
There are tons of freebies you could create to give away, such as:
- Webinars
- Long-form guides
- eBooks
- Interviews with experts
- Detailed reviews of products
- Email courses
- Free products
- Design kits
- Templates
The challenge is building something that’s actually useful for your audience. You should be aiming to make them ask the question “This thing is so good, I don’t understand why it’s free”.
Planning your new lead generation website
When you’ve figured out what kind of valuable asset you can give away, it’s time to start planning your website build. No matter how simple your lead generation website will be, you should go through a Product Roadmapping process.
Product Roadmapping is a process that helps clarify the goals of the project and explore all the features, content, and intent that will go into the website.
At the end of the process, you end up with a sitemap, a breakdown of the information architecture, technology suggestions, and a general plan for everything that needs to go into your website.
With the Roadmap finished, it’s just a matter of following the instructions to build a site that will tick all the boxes.
Writing content
Don’t forget that lead generation websites are really just a platform for writing content. There’s no point in building a new website if you’re not going to commit to writing new content (or adding videos) on a regular basis.
Wrapping up
Lead gen sites can make a significant difference for businesses that push high-value products and services. Any business that has a long sales process needs to keep a constant stream of leads engaged to ensure the pipeline is always full.
Dedicating a site to that purpose is a great way to focus your content strategy so that Google sees you as an authority and delivers high-quality traffic!
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