What Makes Digital Marketing Websites Effective at Generating Leads?
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There are many thousands of digital marketing websites on the web, but not all of them are doing a particularly good job of converting visitors into prospects. Some have fancy websites with few details about their services, while others are so sales-focused that visitors can't see what sets them apart from the competition.
I feel the key to a good digital marketing website is to have the right mix of design, good content and a defined customer journey. Visitors should be able to read a few lines of text and understand: what the business does, which businesses it works with and how their services can help solve marketing problems.
The most significant aspect is service definition. Rather than just listing SEO, paid promotion, social media and also content advertising and marketing as independent solutions, a site must describe what each service means for business. By doing this, for instance, SEO can be discussed to include optimization for online search engine use, 'not in stores, not in breaks and also not lumpy'.
It is also about the content. To convince potential clients to want to work with an agency, you will need good supporting blog posts and helpful resources, such as how-to-guides and explanations of common marketing questions. Well-structured content can help search engines find an agency while giving prospects a taste of what they offer.
The fifth is user experience. Your pages should load efficiently, your menus should be logical, your contact forms should be collecting only the critical information they need to have a conversation. Calls to action should guide a site visitor from service browsing to booking a consultation.
Here are some things I look for in a digital marketing site if I were assessing them and how much I'd trust a link: case studies, clear explanation of services, brand consistency, and good content are much more convincing than just the "we can help you get rich quick" sales pitch.
Post-launch, agencies need to be tracking website performance. Quality inquiries, conversions, organic traffic and engagement on landing pages all help identify the underperformers.
I wonder whether other marketers have come across any other digital marketing websites that explain what they do really well. What makes them stand out from the crowd? Perhaps it's design, case studies, content, a selling proposition, the way they demonstrate outcomes or all of the above?
Talking through real-world examples might help agencies create sites that are both beautiful and truly useful for visitors.