Lead Generation Best Practices (learned from 500+ website redesigns) Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay? The answer depends on a lot of little things, some obvious, some not. This session is a breakdown of the best practices for B2B lead generation websites, based on hundreds of website projects. You will learn: What are the key elements of high-performing service pages? What features are common to blog templates but probably shouldn’t be? What three elements determine if visitors sign up for emails? From social proof to CTAs, videos to contact forms, we will break down the options for UX elements and how they work with (or against) the psychology of your visitors.

1. Presentation Title
Subtitle
Month, #, Year
Lead Generation Best Practices
Lessons learned from 500+ website redesigns

2. Lead Generation Best Practices
Traffic Source Thank You Page

3. Lead Generation Best Practices
LEAD

4. Traffic x Conversion Rate = $

5. image source: Marco Verch, Flickr

6. Lead Generation Best Practices

7. Lead Generation Best Practices

8. Lead Generation Best Practices

9. Blog Design Best Practices
Goals…
• Stay top of mind (attract, engage, list growth)
• Demonstrate expertise

11. So personal!
The author, the editor and
the peer reviewer

13. How to hold attention on long posts
Add something visual at every scroll depth!
• Charts and graphs
• Diagrams and screenshots
• Faces of contributors
• Call out quotes and statistics
• Videos and animations

14. 75%
50%
75%
50%
source: HotJar
How far down do your visitors scroll?

15. 1. Prominence
2. Promise
3. Proof
source: Email Signup Forms, Orbit Media
The 3 P’s of Signup Boxes

16. Lead Generation Best Practices

17. Homepage Best Practices
Goals…
• Tell them they’re in the right place
• Get themto the next page

18. The Backyard BBQ Test
“So, what do you do for a living?”

20. Lead Generation Best Practices
Homepage header is a tag line Homepage header is descriptive

21. Descriptive navigation labels

22. Navigation labels are generic
Common to millions of websites

23. Navigation labels are specific,
helpful and keyword focused

24. Lead Generation Best Practices
Generic navigation labels, common to millions of websites.

25. Lead Generation Best Practices
Descriptive labels that indicate relevance
to search engines and visitors

26. Service Page Best Practices
Goals…
• Provide details about the offer
• Show supportive evidence
• Get them to click on the CTA

28. Why don’t visitors convert?

30. Lead Generation Best Practices
Website Usability Study, 2004 vs 2016
source: NN Group

31. Lead Generation Best Practices
source: NN Group
Causes of User Failure

32. Getting to know your audience

33. Questions to ask your
clients/customers…

34. Take me back to that moment when
you first realized you needed help.

35. What else did you try?
What didn’t you love about it?

36. What almost kept you
from buying from us?

37. Starting out, what was the biggest
challenge you were hoping to solve?

38. Can you give me an example of when
this made a difference for you?

39. If you couldn’t work with us ever again,
what would you miss the most?

40. What’s the #1 thing you would tell
a friend if you wanted to convince
them to hire [company]?

41. Questions to ask
your top salesperson…

42. What questions are you just sick
and tired of answering?

43. What should people ask you,
but they usually don’t?

44. What is the A-ha moment
prospects have during sales calls?

45. What analogies do you use to
explain what we do?

46. Fill in this blank: people can work
with us even if they ______.

47. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

48. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

49. When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

50. Give me an example of
when this helped you?
You guys really
saved my bacon that
one time… “You guys really saved
my bacon…”
Marketing Client

51. What was the biggest
challenge you were
hoping to solve?
I wanted better
insights, not just
dashboards
You already have
dashboards, but you’re
still not getting insights.
Marketing Client

52. What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client

53. What analogies do you use
to explain what we do?
On-site installation
is like owning your
own home
It’s like your house.
You should own your
own home.
Marketing Sales

54. What is the biggest
number you can get up to?
We have 14,000
total end users
Trusted by 14,000
professionals
Marketing Sales

55. What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales

56. Add supportive evidence

57. Lead Generation Best Practices
EVIDENCE UNCERTAINTY

58. “Spend less on healthcare”
“Our technology makes it easy”
“Exclusive features help you prosper”
“Know more. Feel great. Spend less”
“Like a GPS for your health”

59. Unsupported claim
Unsupported claim
Unsupported claim
Unsupported claim
Unsupported claim

60. Types of evidence
• Testimonials
• Case studies / stories
• Awards
• Years in business
• Size of operation
• Number of products
• Number of happy customers
• Best sellers

61. Add evidence to the top of
the homepage

62. Awards add credibility…

63. Lead Generation Best Practices
…but they’re better when
presented visually.

64. Lead Generation Best Practices
Data makes the claims
more credible

65. Testimonials make the audience
the messenger

66. Lead Generation Best Practices
Logo
Headline
Face, name,
title, company
Target keyphrase
Elements of a great testimonial

67. Doesn’t actually say anything
Most compelling thing is the
smallest, lowest thing
All but the first testimonial are
hidden in the carousel

68. Quick note about subheads

69. Adds pixels and visual noise
without adding value

70. Our products
Subheads can be meaningful (and keyword-focused) too
Ideas & Insights
Our Customers

71. Our products
Our baking and pastry products
Subheads can be meaningful (and keyword-focused) too
Ideas & Insights
New Ideas from Inside Our Bakery
Our Customers
100 Years of Quality Baking Ingredients

72. Contact Page Best Practices
Goals…
• Share contact information
• Convert the visitor into a lead!

73. Lead Generation Best Practices

74. Lead Generation Best Practices

76. Tens of thousands of people use our products every
day. If you're considering moving to the cloud
or just want more information, we're here to help.

78. You are about to learn how 20,000+ CPG
pros manage $10B in trade spend.
Just share a bit about yourself and we’ll be
in touch within 24 hours.

79. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours

80. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours

81. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours

82. Lead Generation Best Practices
BEFORE AFTER
Tens of thousands of people 20,000+ CPG pros
use our products every day. manage $10B in trade spend.
We can't wait to chat with you. Shelley Fow
You'll be hearing from us soon. will be in touch within 24 hours

83. Lead Generation Best Practices
Working? Check the Funnel Visualization Report

84. Thank You Page Best Practices
One final tip!

85. Lead Generation Best Practices

88. THANK YOU!