Before you obsess about finding more leads, fix your website
TLDR; Step 1: think through your customer journey. Step 2: find more leads to send on that journey.
Founders come to me all the time because it’s time to get the word out. They want more customers. They’ve launched their business and are worried that it will be like the proverbial tree falling in the forest, with no one around to hear it dying a sad and lonesome death.
There’s nothing wrong with wanting more customers. But then I visit their website and it becomes clear that they haven’t thought through their customer journey yet.
And there’s definitely something wrong with that.
There’s no point sending more leads to a website that’s not giving your prospective customer the tools to move them towards a sale. Optimize your customer journey first and THEN worry about telling more people about your great product or service.
Why am I focused on the website? Because for B2B and complicated B2C products/services, the website is almost always a crucial step in the customer journey:
• Does the overall visual feel match the product or service you’re selling?
• Does the headline text directly address your optimal target customer and his/her most acute pain point or unmet need?
• Do the other words lower down further support the features you provide and address potential concerns?
Once your site passes that test, ask yourself, unless they’re ready to immediately purchase, what’s the most likely next step for your customer-to-be? Options include
• See the product/service in action
• See social validation
• Read a case study, white paper, or testimonial
• Talk to a sales rep for more info
Make sure that you provide them with that next step (or steps). Take a look at this one which addresses a narrow constituency with a very complex product and then offers a call to action that manages to be both vague and too forward:
At the other end of the spectrum, I see early-stage websites that with vague brochure-ware content and no clear next step. You should be very deliberate and intentional about where your website fits into the customer journey, and it should deliberately be giving them the tools to move them one or more steps forward. Take a look at this one:
So put yourself in the shoes of a potential customer, take a fresh look at your website, and ask yourself: Are you being provided the tools to sell yourself and gently lead you to the next step in your conversion from lead to customer?