One of the fundamental principles of running a successful business is to maintain customer satisfaction. Once you achieve that, it becomes easier to increase your profit streams as they find it easier to purchase from you. Customer satisfaction comes in many forms. Ideally, maintaining a high quality of product and [...]
In this brief tutorial, I share three company websites that do an excellent job of combining fantastic blog content with well-mapped conversion tactics that excel at turning readers and viewers into real buyers.
As I review each company’s blog page, I point out and discuss key marketing strategies, as well as general structure and design of the page features (important, but secondary to content).
Site 1: Conversion Rate Experts
Company overview: Conversion Rate Experts is an international consultancy that uses a “scientific methodology” to help clients optimize revenue.
Subtle calls-to-action – all article content is explicitly related to the needs and desires of potential buyer
“Trust symbols” at top of page (Google, Facebook, Sony, and other big-name client logos) gives clout
“We have designed…” statement at top of pages brings value and social validation; clearly conveying expertise well
Client testimonial with link to more testimonials in right side bar; testimonial is from a large company and gives numbers evidence (300% increase in conversion rate)
CRO toolkit encourages prospects to opt-in
Gives links to additional articles or and option to subscribe to RSS feed
Link to methodology (internal info that promotes them as experts)
Services link at bottom of page
Free conversion resources popup as you scroll toward bottom of page
“How can we help you?” link at bottom of page
Site 2: HubSpot
Company overview:HubSpot, a Boston-based marketing consultancy that recently went public, coined the term” inbound marketing”. In terms of strategies for gaining leads, they are creme de la creme, an do many things right (i.e. great content, dialed-in avatars, etc.)
Other marketing content linked in sidebar
Can subscribe to blog no matter where you are on page (button at top follows you as you scroll)
At the bottom of every post, there is always a rotating call-to-action; sometimes its a free trial, a white paper, a webinar, or a subscription to a blog
Social validation – “Join 400,000 marketers” with another exit pop-up to subscribe (soft call-to-action)
Site 3: KISSmetrics
Company overview: KISSmetrics used to be headed up by Neil Patel, cofounder at Crazy Egg. The company does a credible job in creating valuable content and generating customer leads.
Allows you to log in with Google and subscribe at top of page – quick and convenient
The banner for logging in with Google (light call-to-action) follows you around the page; it’s not too “in-your-face”, but still lets us know that they’re there. If in a hurry, users can click the free trial button quickly
Easy and quick option for free email updates (in sidebar)
Soft call-to-action in sidebar to register for webinar (gets a prospect’s name and email into the database)
Scroll to the bottom of each post and you’ll find a link to a white paper (another soft call-to-action)
Social connections and another call-to-action to start free trial at bottom of page
The above is a succinct glance at strategies (read up on additional conversion optimization strategies in this article) that three reputable companies are using exceedingly well in the digital marketing arena to create quality content and consistently generate leads.
I hope this tutorial gives you some ideas for your own action plan, always keeping in mind your key objective(s) and next step(s) for prospects, whether that call-to-action be signing up for a webinar, opting-in to content, booking an appointment, or another conversion tactic. Let us know your thoughts in the comments section.
Here’s to another productive week! -Daniel Faggella Founder CLVboost]]>
One of the fundamental principles of running a successful business is to maintain customer satisfaction. Once you achieve that, it becomes easier to increase your profit streams as they find it easier to purchase from you. Customer satisfaction comes in many forms. Ideally, maintaining a high quality of product and service delivery is instrumental. Additionally, ...
When it comes to marketing, then there are many different steps that you can take in order to properly market your business. Marketing is essential as it helps you make yourself known. Through marketing, you create your brand and can market all of your services and products. There are many forms of marketing, and when ...
One of the fundamental principles of running a successful business is to maintain customer satisfaction. Once you achieve that, it becomes easier to increase your profit streams as they find it easier to purchase from you. Customer satisfaction comes in many forms. Ideally, maintaining a high quality of product and service delivery is instrumental. Additionally, [...]