These days it’s much harder to generate new business for the enterprising sales guru or Business Development Manager, and for companies that need to drive sales in the marketplace there are fewer referrals.  Business networking is hard work. Relationship building takes time and sometimes time is a luxury that the business doesn’t have – maybe they have employed a new sales team member and need to get hot qualified leads to get some quick traction.

This is where online lead generation kicks in. Someone searching online for a service or product generally has a hot, burning need to engage a company or buy a product or service. Engage with them online early in the buying cycle, feed them the right information early enough and you have a better chance to convert them into a paying client. This is why online lead generation is of more interest to professionals than ever before. So how do we go about it?

One of the best places to start is with the business website

  • Is the website ranking well organically for its products or services in Google?
  • If not, is there an effective Google Adwords campaign running, targeting the correct demographics and converting those hot leads? Paid search is the quickest way to generate traffic to the website, and ideally needs to run parallel to a effective SEO campaign to push the organic ranking up in the search results until the website’s natural ranking is strong enough to generate sufficient leads.
  • Does the website have a blog? A well written blog is a really good way of engaging with potential and existing customers.
  • Is the website user friendly, is there an effective online marketing strategy in place?
  • How many users visit the site, and more importantly, how many are converted into sales; are there lots of bounces and is there a strategy to ensure potential customers are engaged and converted into paying customers?
  • Is there an effective social media strategy in place to raise the profile of the company brand and services or products, is there enough engagement on the social platforms, sharing, comments and likes? Is this linked back to the website to engage those interested visitors?
  • Is there a call to action, a contact form for the potential customer to register their interest in the company’s services, and for a sales person to make contact and take the sales process a step further? A good CRM system tapped into the back end of the website is a must.

The business website is a very valuable resource – it needs to be a well-built site, user friendly and visually appealing. It’s a resource that never sleeps, and marketed correctly is a great way to generate leads and sales for a business. Search Factory is offering a free website healthcheck, so take advantage of this offer to ensure your most valuable resource (your website) is doing its job and driving those sales and conversions to boost your businesses’ bottom line!

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