When you are List Building, there is one critical element you cannot miss in your marketing funnel.
Working with clients one to one is one of my favourite things to do. Why? Because they have so many AHA Marketing Moments as we work together for 3 or 6 months to improve and change their marketing… always with a goal of optimizing the marketing to help the business grow.
Recently, when I was working with a client and focusing on her list building, we ran into a huge issue on her newly updated website. The issue would mean she would have trouble growing her email list. In fact, it would work against her list-building activities and slow the growth down substantially.
I know… you are thinking, “One thing?”
Yes. One thing.
Let’s dive into this because I can promise many of you are missing the same thing, and if / when you are ready for your own website update, you want to be sure your web designer does not skip this either.
She had a website makeover done and her web designer had created an entire new site, and streamlined her menu items and subpages to “reduce the clutter.”
This is okay… except in the cleanup and makeover; she also reduced the ways folks could sign up for her lead magnets (my client has 2 different lead magnets).
The client originally had her sign up in 3 main areas on her website:
- On her home page.
- On the Resources page for “Free stuff.”
- On a stand-alone “Lead Generation Page” visible in the Resources sub menu.
This was great. She had the relevant items for Pillar #1 of her Marketing, Foundations, setup so that people could find or be directed to the lead magnet to sign up and be added to her email marketing list.
My client had also honed in on Pillar #2 of Marketing, which is “Messaging,” and had two lead magnets for her two types of ideal clients.
WHAT WAS THE ISSUE?
When the makeover happened, the web designer wanted to clean things up and in doing so she removed the stand-alone page (#3 above) from the website.
This meant people could find the sign-up on the home page – the 2 options were in different places on the home page.
CHECK #1. ALL GOOD!
People could also find the sign-up forms for both lead magnets on the Resources page, complete with the sign-up forms right there.
CHECK #2. ALL GOOD
Then I was looking for the Lead Generation page.
UHOH! NO CHECK FOR #3!
The issue was that #3, the Lead Generation page she had, was gone.
This is the one page where there is only ONE action to take on the page: To sign up for the specific lead magnet. One message. One form. One action.
Scratch that – It’s not an issue; it’s a MAJOR PROBLEM!
That Lead Generation page is one of two pages on your website that are key elements in your marketing foundations. The Lead Generation page is needed for your list-building marketing activities.
I know, you might be saying …
“Well, she has it on her home page and free resources page, Kathy, so what’s the issue?”
The issue is when you want to tell someone or send someone to a place where they can sign up for your lead magnet; you want to give them a place where they can do that without confusion.
The home page has a lot of info; they may not find your sign-up area.
The resources page has two on there, so the odds are better… but why take a chance?
A chance here means if you send someone there, they may not make the connection and sign up. A lost lead and a lost opportunity.
RULE #1 OF LIST BUILDING: Always have a Lead Generation page (a stand-alone page) to send people to, where signing up is the ONLY action for them to take.
No confusion = no losing ‘em!
WHAT WAS THE FIX?
We made sure the web designer got that page back into play and showing on the website, so she could continue her list building activities.
It’s how we have grown the NET signups on lead magnet #1 by 25% this past year, and by 72% on Lead Magnet #2.
Without that Lead Generation Page those numbers would be a lot lower.
By the way, RULE #2 OF LIST BUILDING: Make that Lead Generation Page URL an easy to remember and short URL like /free or /gift or /easy . So you can rhyme it off the top of your head when needed.
You will also refer to this Lead Generation page in your blogs, newsletters, CTAs (Calls to Actions), social media posts and more!
That Lead Generation page is your #1 foundation for list building. Well, other than the actual lead magnet and a system to deliver it … but you get the point.
YOUR ACTION STEP TODAY?
Do a quick checkup today … do you have all 3 main sign-up options on your website?
- Home page
- Resources page for “Free stuff.”
- Lead Generation Page visible in the Resources sub-menu (Or if you have one lead magnet, in the menu!)
If not, and you want to be growing your list, get them in place today! This combined with regular marketing and promotion of the lead magnet, will help you get more sign-ups and build your email list of subscribers – people who are potential clients!
Not quite sure your setup is effective or not? Book a complimentary call with me, and we can do a quick review of the setup you have for your lead magnet sign-up to determine if you need some optimization or not.
Want to know what stops 99% of private practice owners from booking more clients into their schedule? Find out here.
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, dietitians, and private practice owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Guide to Streamline your Marketing. I also offer several self-study training programs to help you attract more clients so you can Build a rewarding and profitable private practice and still have time to LIVE your LIFE!