SlideShare a Scribd company logo
1 of 22
Download to read offline
Everything You Need to Know About
 Turning Your WordPress Site into a
      House it

     Lead Generation Machine




                   @DavidWells
             www.InboundNow.com
   Presentation at inboundnow.com/wordcamp
      1
Everything Businesses need to know about turning your WordPress site into a lead generation machine
The Conversion Process
Want another diagram? You got it!
Content Offer Spectrum
Top of Funnel                   Middle of Funnel Bottom of Funnel
Prospect knows there is a        Prospect recognizes a need   Prospect seeks solutions to
problem that needs to be         for a solution like yours.   their need; ready to buy.
solved


• Free whitepaper                • Free webinars              • Free trials
• Free guides & tip-             • Case Studies               • Demos
sheets                           • Free Sample                • Free Consultations
• Free eBooks                    • FAQ sheet                  • Estimates or quotes
• Free checklists                • Product spec sheets        • Coupons
• Free videos                    • Catalogs
• Free kits


                            State of Mind of the Visitor

  Informational                                                    I want to talk to
      Stage                                                           sales now!
Call to Action Best Practices
• Place the CTA above the fold
• If a blog post, place a call to action into the bottom of
  the post, the width of the post
• Be clear about what the offer is.
• Have it stand out using contrasting colors
• Most Important: Make it Contextually relevant
To the content on the page
How to Create Calls to Action?
• Use PhotoShop

Learn the basics of photoshop in 25 min at inboundnow.com/ps

Once you have basics down PhotoShop skills, buy professionally

designed buttons for $5 at Graphicriver.net

• Or Hire a Designer

• Easy Newbie way out = Upload image and use PicFont.com
Examples of Calls to Action




Bottom of Blog Post
Examples of Calls to Action



          Top Site Banner
Examples of Calls to Action




          Sidebar Examples
Lightbox Popups Work Crazy Well




Dan Zarrella recently published some research on the topic
showing that his signup rate doubled with a lightbox popup.
Test Your Calls to Action for
              Effectiveness
• Are visitors noticing and clicking through?
• A/B Tests Your Calls to Actions
• What to test? Start with Copy, button colors and
  button copy


Learn the basics of AB testing with google’s website
  optimizer here: http://bit.ly/googlewo
Once all these pieces are in place…
What are you going to do with the
           converting visitors?
• Set up a Lead Nurturing
  Drip Email Campaign
• Follow up with relevant
  links and additional
  information
• This creates a valuable
  reason for them to
  come back to your site
Recap
1.   Incoming traffic comes into a webpage
2.   They see a call to action that intrigues them or
     sparks something that relates to their immediate
     needs
3.   They click through the call to action into a landing
     page
4.   The landing page clearly and concisely reiterates
     what the call to action initially promised and has a
     simple lead capture form
5.   The unknown prospect fills out the form and you
     now have a web lead
6.   If it is a highly qualified lead follow up directly,
     otherwise drop them into a relevant lead
     nurturing email campaign
7.   The email campaigns bring repeat visitors and
     repeat leads
8.   Rinse and Repeat and Get Contextual
Everything Businesses need to know about turning your WordPress site into a lead generation machine
Recommended Plugins to use
           for Lead Capture:
1. Gravity Forms
link: www.Inboundnow.com/gforms
2. Premise
link: www.Inboundnow.com/premise
3. Contact Form 7
link: www.Inboundnow.com/cf7
4. Any ESP like Mailchimp, constant contact, or
   aweber, etc has exportable forms.
5. Recommended: Use Custom Post Types for
   Landing Pages that fit your site’s design
Using Custom Post Types for Landing Pages
Recommended Plugins
            for Custom Sidebars:

1. Custom Widget Areas for WordPress
link: www.Inboundnow.com/cwa
2. Widget Ninja
link: www.Inboundnow.com/wn
Thanks & Questions?
Presentation at Inboundnow.com/wordcamp
     House it




                     @DavidWells
                 www.InboundNow.com
                David@InboundNow.com
     20
Beta Link for “Better Calls to Action Plugin:
  www.inboundnow.com/beta
Everything Businesses need to know about turning your WordPress site into a lead generation machine

More Related Content

Recently uploaded

Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum ComputingGDSC PJATK
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncObject Automation
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 

Recently uploaded (20)

Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum Computing
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation Inc
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 

Everything Businesses need to know about turning your WordPress site into a lead generation machine

  • 1. Everything You Need to Know About Turning Your WordPress Site into a House it Lead Generation Machine @DavidWells www.InboundNow.com Presentation at inboundnow.com/wordcamp 1
  • 4. Want another diagram? You got it!
  • 5. Content Offer Spectrum Top of Funnel Middle of Funnel Bottom of Funnel Prospect knows there is a Prospect recognizes a need Prospect seeks solutions to problem that needs to be for a solution like yours. their need; ready to buy. solved • Free whitepaper • Free webinars • Free trials • Free guides & tip- • Case Studies • Demos sheets • Free Sample • Free Consultations • Free eBooks • FAQ sheet • Estimates or quotes • Free checklists • Product spec sheets • Coupons • Free videos • Catalogs • Free kits State of Mind of the Visitor Informational I want to talk to Stage sales now!
  • 6. Call to Action Best Practices • Place the CTA above the fold • If a blog post, place a call to action into the bottom of the post, the width of the post • Be clear about what the offer is. • Have it stand out using contrasting colors • Most Important: Make it Contextually relevant To the content on the page
  • 7. How to Create Calls to Action? • Use PhotoShop Learn the basics of photoshop in 25 min at inboundnow.com/ps Once you have basics down PhotoShop skills, buy professionally designed buttons for $5 at Graphicriver.net • Or Hire a Designer • Easy Newbie way out = Upload image and use PicFont.com
  • 8. Examples of Calls to Action Bottom of Blog Post
  • 9. Examples of Calls to Action Top Site Banner
  • 10. Examples of Calls to Action Sidebar Examples
  • 11. Lightbox Popups Work Crazy Well Dan Zarrella recently published some research on the topic showing that his signup rate doubled with a lightbox popup.
  • 12. Test Your Calls to Action for Effectiveness • Are visitors noticing and clicking through? • A/B Tests Your Calls to Actions • What to test? Start with Copy, button colors and button copy Learn the basics of AB testing with google’s website optimizer here: http://bit.ly/googlewo
  • 13. Once all these pieces are in place…
  • 14. What are you going to do with the converting visitors? • Set up a Lead Nurturing Drip Email Campaign • Follow up with relevant links and additional information • This creates a valuable reason for them to come back to your site
  • 15. Recap 1. Incoming traffic comes into a webpage 2. They see a call to action that intrigues them or sparks something that relates to their immediate needs 3. They click through the call to action into a landing page 4. The landing page clearly and concisely reiterates what the call to action initially promised and has a simple lead capture form 5. The unknown prospect fills out the form and you now have a web lead 6. If it is a highly qualified lead follow up directly, otherwise drop them into a relevant lead nurturing email campaign 7. The email campaigns bring repeat visitors and repeat leads 8. Rinse and Repeat and Get Contextual
  • 17. Recommended Plugins to use for Lead Capture: 1. Gravity Forms link: www.Inboundnow.com/gforms 2. Premise link: www.Inboundnow.com/premise 3. Contact Form 7 link: www.Inboundnow.com/cf7 4. Any ESP like Mailchimp, constant contact, or aweber, etc has exportable forms. 5. Recommended: Use Custom Post Types for Landing Pages that fit your site’s design
  • 18. Using Custom Post Types for Landing Pages
  • 19. Recommended Plugins for Custom Sidebars: 1. Custom Widget Areas for WordPress link: www.Inboundnow.com/cwa 2. Widget Ninja link: www.Inboundnow.com/wn
  • 20. Thanks & Questions? Presentation at Inboundnow.com/wordcamp House it @DavidWells www.InboundNow.com David@InboundNow.com 20
  • 21. Beta Link for “Better Calls to Action Plugin: www.inboundnow.com/beta

Editor's Notes

  1. - first do a conversion audit. What are the current capture points of your site?- is it exceedingly clear what you want people to do next on your site?- do you have calls to action that lead into landing pages?photo credit: <a href="http://www.flickr.com/photos/ebbsphotography/4977357823/">Tim Ebbs</a> via <a href="http://photopin.com">photo pin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  2. - first do a conversion audit. What are the current capture points of your site?- is it exceedingly clear what you want people to do next on your site?- do you have calls to action that lead into landing pages?
  3. http://picfont.com/
  4. photo credit: <a href="http://www.flickr.com/photos/johanlb/6136499644/">johanlb</a> via <a href="http://photopin.com">photo pin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  5. 1. Gravity Forms - This is by far the best wordpress form plugin on the market. It's extremely easy to set up forms with a drag and drop interface, it has built in auto responder functionality built right into the plugin, and has a range of add-ons that allow you to integrate with third party services like paypal.2. Premise - This is a Landing page tool by the folks over at copyblogger. it allows you to quickly and easily set up landing pages and splash pages to convert visitors into leads.3. Contact Form 7 - This is a free plugin that will allow you to setup basic forms on your site.
  6. 1. Custom Widget Areas for WordPress- This plugin gives you the ability to create an unlimited amount of custom sidebars in your WordPress install. Once you create the sidebar, you can place whatever widgets or calls to action you would like in them and then toggle them on in a specific page or post.2. Widget Ninja - This plugin works slightly different than the custom widget areas plugin mentioned above. Widget Ninja gives you the option to add conditional logic into your existing sidebars on your site. For example: Show the top text widget only if this is the home page of my site.
  7. Yume Photo
  8. Links for presentation:http://www.inboundnow.com/go/wordpress-marketing-guide/http://www.inboundnow.com/blog/