As an industry that prides itself on staying in-step with advances in technology, one area that is lacking with audiovisual companies is the ability to keep pace with other industries online.
When it comes to our internet presence, AV companies (with the exception of e-commerce sites) are notorious for creating websites that look the part but fail to drive sales.
Generating leads and monetizing your website is directly proportional to the number of visitors you are able to convert to sales qualified leads. As we all know, warm pre-qualified leads are much easier for your sales team to close.
In our tech-savvy B2B space, website visitors appreciate case studies, white papers, testimonials, and of course, those gorgeous images of products, installations, and events.
What’s missing, however, are those opportunities to capture your website visitors’ contact information, in exchange for providing them with a valuable resource.
Here are five improvements that virtually every audiovisual website should make:
1. INCLUDE A RESOURCE OR BLOG PAGE WITH FRESH CONTENT
Static pages are dead. Your website should be constantly evolving and improving the user experience while providing fresh new content.
While it’s not necessary to re-design your page several times per year, there should be a place where visitors can get valuable up-to-date information- especially given the ever-changing technology landscape.
The easiest way to accomplish this is through a blog page that is updated consistently. Videos and case studies are another great way to attract highly engaged visitors to a resource page. Be sure to include social sharing options to drive engagement.
We’ll use AVI Systems as an example of website lead generation best practices.
2. CREATE AN IRRESITABLE OR EXTREMELY USEFUL CONTENT OFFER
Consumers inherently are protective of their personal and work-related information. Providing enough value to make it worthwhile for a visitor to give up their email address (or at least, a legitimate one) requires understanding your buyer and knowing what they want.
Assuming you’ve reached that stage, you’ll want to use a blog post, video, or something else from your blog or resource page that leads to a piece of “gated content”. Gated content is content that is only accessible if the prospect provides specific information such as their name, email, website, company, etc.
Tip: The amount of visitor contact information you seek should be proportionate to the amount of value you provide.
Gated content should contain information that solves a need or that the visitor considers helpful. This can be in the form of an e-book, video, audio file, infographic, SlideShare deck, checklist, pdf document, app, etc.
This gated offering should be related to the original post. Consider it as an extension of the primary content piece.
3. INCLUDE A CALL-TO-ACTION (CTA) WHEREVER POSSIBLE
Hubspot, a leader in marketing and sales automation, defines the term like this… A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.”
These calls-to-action are links that can appear as text, an image, or even a link embedded at the end of a video. They prompt visitors to download an offer, subscribe to a newsletter, or sign up for a webinar.
The CTA should be positioned on your website wherever it makes sense; but it should certainly be placed within your blog posts.
Here is another best practice by AVI Systems showing a well placed CTA within the blog post.
4. DIRECT VISITORS TO YOUR LANDING PAGES
Once your website visitor consumes the content from your blog (Improvement 1), and desires more useful information (Improvement 2), based on the offering reflected in your CTA (Improvement 3), they click the CTA link and are directed to your landing page (also known as a lead capture page).
The goal of the landing page is to reinforce the value of the gated content offering to convert visitors into leads by collecting their information.
Landing page best practices include:
• A headline and (optional) sub-headline
• A brief description of the offer/CTA
• At least one supporting image
• (Optional) supporting elements such as testimonials or security badges
• And most importantly, a form to capture information
Landing pages should be void of any additional “distracting” information as the primary goal is to get the visitor to fill out the lead capture form.
Here is a good example. As you can see, the landing page is clean, serves one purpose, and is specific to the CTA above.
5. ASK FOR JUST ENOUGH INFORMATION TO MAKE IT A WIN-WIN
Lead capture forms can make or break website conversions. Asking a visitor to fill out a form requiring eight different pieces of information for them to download your infographic would be overkill. You risk losing that visitor for good.
However, asking for their first name, email address, and company name may be just enough for them to agree to. Again, (as seen in the above example image) it’s important to match the request for information with the value that you’re providing.
Put yourself in the visitor’s position. Once they receive your gated content, you’ll have yet another opportunity to provide even more value with something of greater interest, such as a webinar or demo. At this point, you will be required to get additional information.
Most AV websites have a number of good things going on, but so much is still missing. They are not using best practices to increase traffic, leads, and sales. As a result, money is being left on the table because they are not producing quality leads.
To learn more about improving or redesigning your website, Download our Free Guide, 25 Website Must Have’s For Driving Traffic, Leads, & Sales.
Also published on Medium.