Key Issues

• We wrote our website with lots of content, utilizing proper industry terms and technical detail, yet many site visitors are bouncing (exiting) without conversions
• Our messaging doesn’t resonate with prospects well; we’re concerned about our key value proposition
• Important keywords and buyer language is missing from our website content
• The navigation on our site confuses prospects
• There’s no clear call-to-action on the website

Welcome to the next phase of our journey through lead generation.  So far, we’ve covered the initial steps to prepare for increased leads, and my approach to increasing website traffic and exposures to landing pages.  Once a prospect clicks on an ad or a link to enter your destination due to the attractive content we can provide you, it’s now time to guide those prospects to perform your desired conversions or downloads.

Time to capture leads.

We mentioned before that great search rankings don’t mean anything if the information prospects are looking for on your website are not clearly presented or missing entirely!  It’s the content that will keep prospects engaged with your website, and eventually drive them to action.

The content strategist assigned to your business will review all the information gathered from the audience research and the content strategy plan we put together to begin rebuilding your website content

Our goal will be to make sure your website content resonates properly with your target audience; solving business problems; and written in the language they use. Our approach encompasses the following points:

• Content must communicate clear benefits that correlate to your prospects’ needs.
• Content must support your value proposition and show how your solution solves business problems.
• Content tells stories, and those stories can include audio and video. Stories have a beginning, a middle, and an ending.  So do websites.
• Content should be educational and information, and show validation on why your solution is best.
• Content is scan-able.  Audiences prefer a site structure organized with small paragraphs, bullet points, bold copy, headlines, and other style elements to support readability.
• Content should be persuasive, emotional, and factual.  Engage audiences to keep reading until the story is so compelling that a connection is made between prospect and firm.

NuSpark Marketing is well-connected with some of the best designer/developers in the Philadelphia area.

If necessary, based on our website assessment, we’ll put together recommendations that will make your website’s navigation and architecture stronger.  Google likes a clear, easy-to-follow website structure (SEO again).  Therefore, key website attributes such as navigation, PDF download management (content), usability, and professional “look-feel” design all contribute to site engagement, then lead generation.

Key Content Statement

Great content, good architecture practices and compelling call-to-action mechanisms work together to provide a convincing argument for web visitors to become leads.  Without the strong message, prospects leave, and may never come back.

Summary of Approach

People come to your website to research, to ask questions, to request quotes, or to buy.  Your content strategist will ensure that the messages resonate with your target audiences, support your sales efforts, and convince prospects to perform desired actions.

Next Stop: Landing Pages