I said it before, and I’ll say it again: the goal of every corporate lead-generation website is to create warm leads for the sales team.
When I say warm leads, I’m talking about the leads who’re ready to discuss paid solutions with a salesperson.
Knowing when a lead is ready to buy will depend on the lead and the type of business the site is for. But when a lead is ready, you need to make it easy for them to connect with sales.
How do you make it easy to connect? By making it obvious.
Place clear calls-to-action (CTAs) throughout your site. These could be buttons, banners, or even simple text links.
These CTAs should lead to an interaction with sales. For example: calling a phone number, chatting with a rep on the site, or filling out a form to request a consultation.
The metric here is like the the one we used for turning visitors into leads. By pointing leads to a form, we can track form submissions over time. We can also track the inbound phone calls and live chats.
As mentioned before, WordPress form plugins (like Gravity Forms or Formidable) can track submissions. You can track phone calls with services like CallRail, or just by asking during the conversation. Services like Zopim and Olark will place a widget on your site allowing your visitors to chat with agents. You can track those chat sessions as well for performance reporting.
The Funnel visualizes the progress of lead generation. It starts with a wide net attracting relevant visitors and ends with passing leads to the sales team.
Each step in the funnel has objectives:
- Top of the funnel focuses on traffic coming to your website and where they go. Use analytics plugins to track the number of unique visitors.
- Middle of the funnel focuses on gathering email addresses, turning visitors into leads. Use form plugins to track the number of addresses gathered.
- Bottom of the funnel focuses on educating visitors over time, until they’re ready to buy. Use analytics plugins to track the number of returning visitors.
- From here, the leads convert by engaging with the sales team. Measure the number of form submissions, phone calls, or live chats (depending on the method used).
The world of lead generation is a big, complex beast, and this lesson has only touched on the tip of the iceberg. Nonetheless, it should give you a strong starting point.
Good luck in building your next corporate lead generation website with WordPress!