How to Write Effective Sales Lead Driven Content for Your Website
Website content often takes a back seat while website design runs the show. You may not notice it yet but you are already losing high-converting sales leads. Writing is just one part of the process, though. If you find this too daunting, you can hire a top web design company to not only do the job for you but also guide you throughout the entire process. If you are curious about how experts write sales lead-driven content, here are some tips to guide you.
Sales Lead Generation as the Main Objective
Your website’s content has the capability to increase both your sales leads and sales lead conversions. Forget about advertising or email marketing efforts, you can gain highly qualified sales lead right from your website’s homepage! This is something that a lot of small businesses fail to consider.
Make sure to clearly define this objective during the planning stage of your website. This ensures that your web design team knows how to customize your website according to your needs. This also gives them a better idea of what strategies to use to best drive your website’s sales lead.
Planning Your Website Content
How hard can it be? You’ll just write information about your website and put call-to-action buttons in the right places, right? Sadly, it’s not that simple. It may work for the basic purpose of introducing your product or company but it won’t be effective for anything else – especially not sales lead generation.
It takes careful planning. Your website content on its own needs to engage prospective customers. The said content needs to accomplish two things: effectively present your product and effectively present your products unique value proposition. The website content should work coherently with design elements and branding tone – they should work as a whole. You shouldn’t add content as an afterthought. Instead, build the website’s design and layout around the content. This ensures that your website reflects your branding vision.
Considering Your Target Audience
The end goal is to engage your target audience and encourage them to perform a conversion action. In order for this to happen, the website content needs to first and foremost, resonate to your target audience. One of the first things to consider is the user-friendliness of the website. Remember that your main goal is still to promote your product and company. The website content’s message can easily get lost behind flashy presentations and long, jargon-filled blocks of text. Be concise and creative. It doesn’t matter what your industry or niche is. Use language that won’t turn off casual visitors or industry beginners.
Delivering Your Message
Another thing to consider is the way you present your message. These are things to consider:
- Use a consistent tone. Remember that the tone of your content should reflect your brand and the way you want your brand to be perceived. As stated earlier, the use of language can influence people’s perception of your brand. You can either use a casual tone to appeal to a younger demographic or a serious tone to showcase your expertise.
- Use the power of persuasion. An authoritative tone won’t increase your sales lead conversion. Persuasion is the key. Present your product/service’s unique value proposition effectively by showing the product’s edge over competitors and emphasizing your product’s special quality.
- Use strong call-to-action. You need clear CTAs in order to drive users further into the sales funnel. CTAs need to complement the content, highly actionable and appear in strategic positions throughout the page.
- Follow journalistic formulas in presenting the information. State the most important information on top of the copy followed by supporting information ranked according to importance. This formula is called an “inverted or upside-down pyramid.” The main goal is to immediately catch the reader’s attention.
- Never mislead your prospective customers. Sometimes, it’s necessary to gloss over a product’s shortcomings especially when comparisons are inevitable. This doesn’t mean that you can use incorrect information or outright lie about your product. Your product’s credibility is very important. It will influence not just future sales but your brand identity as a whole.
The Bottom Line
An effectively written web content helps in building your brand authority and credibility. It can also help you increase sales lead conversions. Even if you are planning to hire a team to design and create web content for your website, it is important that you know what works not only for your website but also for your brand.
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