Unexpected, diverse, instructive: what makes your website stand out and attract quality leads? It takes search engines less than one second to compile a vast list of suggestions to a consumer’s query. Once he or she has found your website, you have a very short window of opportunity to convert leads from merely interested to heavily invested. The #1 way to attract and maintain qualified leads is through your unique content. The right content, to the right audience, at the right time is key to your business success.
Identify Your Unique Content
What is compelling about your product or service? Why should a customer buy from you instead of a competitor? What other benefits or guarantees can you offer that a competitor will not? Knowing the answers to these questions is essential for developing your business’s individual voice and marketing niche. Your content needs to answer the questions that people around the world are asking about and searching for online. If your content is vague, so too will be the customers who contact you.
By tightening your business or product focus and knowing which problems you can solve for people, you are pre-qualifying quality leads, thereby saving yourself time and energy. Train yourself and your staff about your benefits and how you compare to your competitors, so you can relay that information to potential customers. Quality leads will make educated decisions; therefore, they likely are comparing you with other options. Ensure that your website and product focus will leave a lasting impression on potential customers. Through identifying their specific needs and presenting a concise solution, you will be on your way to closing the deal.
Know Your Ideal Customer
A qualified lead not only has a need for your product or service, but believes that your company’s solution is the best option for them. They have educated themselves on the topic and are ready to make a decision. Additionally, this lead has the budget and buying authority to see it through. In terms of marketing, you need to offer clear, concise information in order to promote your unique content and pre-qualify sales leads. Focus on your ideal customer, with quality over quantity.
Keep your website fresh and informative with blogs, articles, business profiles, updates and more. Continually give your audience something worth reading: the content itself should be worth buying! Add options for customers to subscribe to newsletters or site updates, which will also let you know who is truly interested in receiving more information about your website, with your distinctive content. Use your website’s content to continually educate and nurture your qualified leads.
Your unique content and selling proposition is essential to your website’s success. In addition to understanding and developing this role and intention for your business, it must be made clear to the consumer. Finally, in order to consistently attract qualified leads, know that one of your most important jobs is to continually improve, clarify, and enhance your content.