If you haven’t updated your website lately, you might want to consider getting your website up to speed with another new type of website called a lead-nurturing website.
Gone are the days of electronic brochure-type websites. These new websites are more than a pretty picture of your brand.
They will actually help generate leads and then nurture them for your firm.
How a Lead Nurturing Website Works
Lead nurturing websites don’t work on their own. They are part of a team of marketing technologies that put your website at the center.
These other technologies include CRM and analytics software and email tools. These tools work together to do three things:
- Engage Prospects – Potential clients will be fed a steady stream of thoughtful content. Providing engaging content is a way to get potential clients visit your website or social media platforms.
- Tracking – Once a potential client visits your website, it will track them by name and then document the webinars they sign up for, track how often they visit your website, and document every download they make.
- Identifying Leads – Depending on how a potential client interacts with your marketing tools, the tracking software will generate leads that are of high value so you know where to focus your business efforts.
Designing a Lead-Nurturing Website
Lead nurturing websites need to keep visitors engaged and coming back. So what types of website features maximize this opportunity?
- Content Teasing – These websites need to encourage visitors to consume content, so design your website so there are no dead ends. For example, you can accomplish this by offering related publication options at the end of an article to encourage users to read additional content.
- Call to Action – These websites feature more calls to action than a typical website. These CTA’s may include prompts to download a guide or paper, sign up for a newsletter, register for a webinar, or request more information. Users should be able to deploy these options with just a few, uncomplicated clicks.
- Walled Content – Consider writing a whitepaper or in-depth guide or report on a hot topic, but require the visit to fill out a form to read the entire article. A lead nurturing website will be configured to track who fills out the form to read the rest of the article.
- Integrated Blogs – Many law firms opt to have their best content located in a blog that exists apart from their main website. Because many people don’t like this, a lead nurturing website solves this issue by building the blog into larger website of your firm. This is rapidly becoming a standard for law firm websites.
Of course, having a lead nurturing website isn’t a requirement.
However, if you want to make the most of your website, having the tools in place to nurture leads and get the most potential clients simply makes more sense.