Building a Lead Generation Site: Getting Started

So you’re ready to start a lead generation campaign, and are looking for a place to start? Then check out this list of great starter resources and tools you can use to get established as an industry know-it-all.

In Every Beginning, Consider the End

While you’re planning the beginning stages of your site you have to think about what your goal is in the end. Your goal might be to entertain, to inform, to sell, to gather leads, or something else. We’re here to talk about lead generation sights. You have to consider the user experience and conversion funnel you are building with a lead generation site. This includes the design, the content, the form and so much more.

One thing that many marketers get wrong or don’t hammer out right away is narrowing down the target audience, and formulating content around what they would want to see. Often times you’ll see content which was written before demographics were discovered which can lead to a mess of traffic not being completely interested in what you necessarily have to offer, or you’ll see a site that may have a great product – but a terrible layout which prevents the end user from converting into a lead.

All Lead Generation Sites Must Consider the Following:

  • The look and feel of the site
  • What you offer and why
  • Identifying you target audience
  • Choosing your keywords
  • Getting it in front of people
  • Converting them into LEADS!

Digging In to Lead Generation Keywords

Within the first steps of planning the website you’ll consider how you will want the look and feel, and determine how you want to market yourself, so you’ll be figuring out what you offer and why.
Once you are able to get the basics of those down, it’s time to figure out who your target audience is and develop a list of keywords for your content topics which interests them.

Defining Your Target Audience

Developing a target audience is crucial to your internet marketing efforts, and there are some simple easy to use tools available to help you identify that audience quickly and easily.

  • Alexa – You can use Alexa to get some basic demographic statistics, and if you install the toolbar you can get a little more in depth information. Check out your site or a site you are working on, and the sites of your competitors.
  • Ad Planner – Ad Planner gives you statistics on individual websites – assuming they get enough traffic. If your site doesn’t show up yet, then try a competitor.
    Use the information you gather to create a persona for you to target while writing your content. This way you can write as if you are directly speaking to the people that will be interested in your site, and optimize for that key demographic.
  • Choosing Your Keywords

    When coming up with the topics you will be writing about, remember to make sure that your article titles and content appeal to your target audience. There are also some great tools that you can use to help you estimate the competitiveness of what your writing among search engine.

    • Google’s Keyword Tool – Excellent source of data provided for the development of PPC adgroups, this lets your type in your keyword, then suggests keywords around it, provides a competition mark, and number of global and local monthly searches to help you estimate the popularity.
    • Ubersuggest – This is an awesome tool as well, providing you with a large amount of keyword suggestions in an extremely short amount of time. While you may have to be pick and choose as it takes your keyword and adds words around it, it does offer some great value at gathering ideas.
    • Getting In Front of Your Target Audience

      In the next post in this series we will talk about effective ways to market your content, and how to get it in front of people – whether it is via social channels or doing a little paid advertising, to help spread the word quicker. These are both very good ways to get it your content around, get it talked about, and get some traffic. Come back soon for more lead generation starter tips!