The Need for Goals
Setting goals for your website is essential. A well-designed and beautiful website is a nice thing to have. It can draw users to your website, and – through aesthetics – reward them for their time. However, your website’s purpose should be more than to entertain or to please the eye.
As a part of your Online Sales Funnel, your website needs to have a goal. There are two goals that we’re going to be discussing in this article.
- Your website should generate leads
- Your website should act as a hub for your landing pages
The first thing I’ll talk about is lead generation.
If your website is not generating leads for you – or otherwise facilitating your sales process – then it is really not fulfilling its purpose.
With lead generation, your goal is either to:
- Get a visitor’s contact information so that you can follow up with them later, or
- Give you direct access to your visitors by inducing them to reach out to you
Generally you can facilitate these goals by:
- Incentivizing a visitor to provide you their contact information in exchange for a free, high quality resource (your lead magnet), and
- Giving a clear Call to Action for immediate contact
Providing a Clear Call to Action
When you provide a clear Call to Action, you include an an element – often a button – with a clear invitation to act. A button with the label “Download” is one example, or a link inviting visitors to “Learn More”.
Your Call to Action will usually lead directly to a contact form where your visitors can input their information, and possibly a short message as well. Alternatively, you can prompt your visitors to contact you by providing your email address, phone number, or on-site live chat.
In this example the visitor accesses a Download Page for a free resource. When they input their email address and click the DOWNLOAD button, two things happen:
- They are provided with the resource they requested
- They are shown a Thank You page. Now this page usually contains an up-sell, or some other way for them to continue getting value from you
You should have Calls to Action throughout your website. In fact, a good rule of thumb, is that no matter how far a visitor scrolls on your site, or which sub-pages they visit, there should always be at least one Call to Action on their screen at any given time.
Using a Lead Magnet to Capture Contact Information
You incentivize a visitor to provide their contact information by offering what’s called a lead magnet. A lead magnet can be an eBook, a presentation, a webinar, a checklist, or even something physical, like a paperback book.
Whatever your lead magnet is, there is one absolute requirement: your lead magnet must provide real value. You may be able to get away with a bait and switch once, but you’ll alienate your would-be customers.
The better way is to be generous. Earn value by providing value. As author James Clear puts it: “You can create a lot of meaning … by helping someone else do something that is meaningful to them.”
Your lead magnet is your opportunity to do just that.
With few exceptions, you should put your lead magnet on a dedicated landing page.