Connect with us

MARKETING

25 of the Best Website Homepage Design Examples

Published

on

25 of the Best Website Homepage Design Examples

You never get a second chance to make a first impression. That’s why you need thoughtful homepage design.

When designing your site, think of your homepage as a virtual front door. If a new visitor doesn’t like what they see, their knee-jerk reaction is to hit the “back” button.

So, what makes a website’s homepage design brilliant instead of bland? In this post, you’ll learn the ins and outs of home page design. Then, you can see sites that put these best practices to work.

→ Free Download: 5 Key Steps to Building and Maintaining a High Performing  Website

Homepage Design Best Practices

All of the homepage designs shown here combine the following elements. Not every page is perfect, but the best website designs get many of these elements right.

1. The design clearly answers who you are, what you do, and how visitors can engage with your site.

If you’re a well-known brand or company (i.e., Coca-Cola), you can get away with not having to describe who you are and what you do. However, most businesses still need to answer these questions so that each visitor knows they’re in the right place.

Steven Krugg sums it up best in his bestselling book, Don’t Make Me Think: If visitors can’t identify what it is you do within seconds, they won’t stick around long.

2. The design resonates with the target audience.

A homepage needs to be narrowly focused — speaking to the right people in their language. The best homepages avoid corporate jargon and eliminate fluff.

3. The design communicates a compelling value proposition.

When a visitor arrives on your homepage, your design needs to compel them to stick around. Therefore, the homepage is the best place to nail your value proposition so prospects choose to stay on your website.

4. The design is optimized for multiple devices.

Mobile devices accounted for 65.85% of global traffic in October 2022. So clearly, your website needs to be mobile-friendly if you want to attract a significant share of the online market.

A mobile-friendly website is easy to navigate. Avoid “flashy” objects that get in the way of browsing. That includes flash banners, animations, pop-ups, and other unnecessary elements.

5. The design includes calls-to-action (CTAs).

Calls-to-action help you encourage visitors to take specific actions. Examples include “Free Trial,” “Schedule a Demo,” “Buy Now,” or “Learn More.”

Most homepages use primary and secondary calls-to-action to direct visitors to the next logical step.

Remember, the homepage’s goal is to compel visitors to dig deeper into your website. CTAs tell them what to do next, so they don’t get overwhelmed or lost. More importantly, CTAs turn your homepage into a sales engine and not just brochure-wear.

6. The design is always changing.

The best home pages are dynamic. They constantly change to reflect their visitors’ needs, problems, and questions.

Some homepages also use A/B testing or dynamic content to make informed changes.

7. The design is effective.

A well-designed page is vital for building trust, communicating value, and navigating visitors to the next step. These homepages effectively use layout, white space, colors, fonts, and other supporting elements.

Now, get ready to learn about excellent homepage design through the following 23 real-life examples.

List Snippet

1. FreshBooks

home page design, freshbooks

FreshBooks is an accounting software for small and medium-sized businesses. And the site’s homepage makes the company’s mission clear. The page lays out FreshBooks’ features so visitors can quickly understand what they stand to gain from trying the tool out.

There’s a great use of contrast and positioning with the primary calls-to-action. It’s clear the company wants you to convert when you arrive. “Try for Free” is also a very compelling CTA.

What we love: FreshBooks uses customer testimonials to tell real-world stories of customer success. They also employ social proof by including star ratings from third-party sites.

2. A24 Films

homepage design, a24

The film company’s homepage is made up of only trailers for its new films. This is a great strategy to showcase A24’s work in an engaging way.

What we love: This website showcases the best of simple design. Each item on the homepage is a full row — consisting only of one image and large text. Nothing is cluttered and each featured movie or shop item pops.

3. Omsom

home page design, omsom

With a headline that reads “Real Asian flavors in minutes,” visitors know exactly what they’re getting once they land on this homepage. Omsom sells packets that include the spices and base ingredients for Asian cooking. Customers just need to add veggies and protein.

What follows as you scroll is Omsom’s value proposition and how their product works. These sections are vital as they give skeptical visitors more reasons to shop with the brand.

What we love: The hero section features reviews, a free shipping offer, and a sumptuous image. These elements motivate visitors to take action even before scrolling.

4. HubSpot

homepage design ideas, hubspot

We’ll take a second to toot our own horn. HubSpot’s homepage starts with an eye-catching headline that explains what we do and for who.

This information is followed by a dual CTA. You can choose to book a demo or sign up for free.

What we love: There’s a clever use of figures and statistics to show the vastness of HubSpot’s community. Seeing 150,000+ users in over 120 countries will instill trust in visitors.

5. Pixelgrade

best home page design, pixel grade

At a glance, you can tell what Pixelgrade offers: WordPress themes. The big title, followed by a descriptive subtitle, lets visitors know what to expect.

The right side gives you a glimpse of how their WordPress themes look. Then, as you scroll, the page provides three reasons why you should use Pixelgrade. Each reason is followed by a testimonial from real-life customers.

What we love: The design is simple, and the color combination does a great job of making the call-to-action stand out.

6. Mint

best homepage designs, mint

Mint’s home page makes the company’s message clear: Their app makes managing your money simple.

Simplicity is reinforced throughout the homepage design. The site gives off a secure but easygoing vibe, which is essential for a product that handles financial information. There’s no-jargon or confusing language.

The page also contains a simple, direct, compelling call-to-action copy: “Sign up free.”

What we love: The mention of 30 million users is a great use of social proof. This will likely convince visitors to try the tool.

7. Dropbox

homepage design ideas, dropbox

Dropbox also relies on simple design and branding. It includes only what is essential: A large, relevant image with supporting copy and a “Get started” call-to-action button.

Its sub-headline is simple yet powerful: “Easy to use, reliable, private, and secure. It’s no wonder Dropbox is the choice for storing and sharing your most important files.” No need to decode jargon to figure out what Dropbox really does.

What we love: Throughout the homepage, Dropbox describes different use cases for their tool. Doing so helps visitors know exactly how (and if) Dropbox can help them.

8. Chipotle

homepage design ideas, chipotle

The homepage is an excellent example of agility and constant change. Chipotle’s current homepage is all about the latest addition to its menu.

You can also see the company’s other service offerings well. That includes online ordering, gift cards, and catering.

What we love: The food photography is detailed and beautiful. The pictures make visitors hungry just by looking. Now that’s an effective use of visuals.

9. 4 Rivers Smokehouse

 homepage design, 4 rivers smokehouse

Drool. That’s what I think when I arrive at the website for 4 Rivers Smokehouse. Fantastic photography and the headline “Family Owned. Locally Made. Community Focused” easily sell the experience.

As you scroll, you’re taken on a tour of the services, menu, and people having a great time.

What we love: A brief note about the company’s history is found at the bottom of the page. The company’s story adds to the brand’s authenticity and deepens its relationship with customers.

10. eWedding

best webpage design, ewedding

For those love birds planning their big day, eWedding is a great destination for building a custom wedding website. The homepage isn’t cluttered and only includes the necessary elements to get you started.

The homepage includes excellent product visuals, a great headline, and a call-to-action that reduces friction with the copy, “Start now.”

To convince more visitors to use eWedding, the site has a cost calculator that helps estimate how much couples could save on total RSVP, a cash registry, and a custom website.

What we love: The live counter of the number of wedding websites built using eWedding (over 900,000) is excellent social proof.

11. Spotify

best homepage design, spotify

Spotify has mastered the mantra “less is more.” Visitors are immediately greeted by a simple value proposition. They can play songs and podcasts at no cost. A simple CTA takes you to a signup page.

As you scroll, the page explains why you should choose Spotify. The site reinforces that you can get started right now “no credit card required.”

What we love: Spotify’s homepage includes a short FAQ. Each question explains how to use the platform, including how to make a playlist and where to find podcasts. Simple answers showcase that Spotify is easy to use.

12. Colorsmith

homepage design, colorsmith

Remember, your home page should explain what your product does.

Colorsmith shows that explaining your mission can be simple. The “custom hair color for men” headline immediately tells visitors what the website is about — thereby eliminating any confusion.

Under the headline is a video showing real people using Colorsmith in their routine. This video draws an audience in and helps them create a mental picture of themselves using the products.

What we love: There’s a consistent use of the “Craft My Color” CTA. A single CTA throughout the page limits distractions and clarifies the desired course of action for visitors.

13. Melyssa Griffin

best homepage design, melyssa griffin

Melyssa Griffin’s site showcases both her expertise and personality.

Melyssa does well to include an image of herself so visitors can get familiar with her. She isn’t just a random website. She makes it clear she’s a human whom people can connect to.

The page uses bright colors without being overwhelming, making it easy to understand Melyssa’s central business offerings.

What we love: Visitors are invited to take a quick quiz. This allows visitors to learn their money management archetype, while Melyssa generates leads.

14. Nine Lives Foundation

homepage design ideas, nine lives foundation

If you’re a nonprofit in search of a website role model, look no further. Nine Lives is a California-based cat adoption center. Their headline “finding homes for cats and kittens” makes their mission clear.

As you scroll, you’ll see different ways you can get involved with the rescue — and that’s not just adopting a cat. You can learn about ways to give, vaccination options for your furry friend, and ways to volunteer.

What we love: Nonprofits can benefit from multiple CTAs. Your home page should lay out the many ways people can interact with your organization.

15. Digiday

homepage design ideas, digiday

Unlike other online news publications that inundate homepages with as many headlines and images as possible, a single article takes up most of Digiday’s top section.

Its featured image is eye-catching, and the headline just asks to be clicked.

What we love: The top of the homepage only has one icon to click — which leads you to a subscription page.

16. Jill Konrath

homepage design ideas, jill konrath

This homepage gets straight to the point. From the headline and sub-headline, it’s clear exactly what Jill Konrath does (and how she can help your business).

Visitors can also easily find Jill’s thought leadership materials, which is important to establishing her credibility as a keynote speaker. The pop-up subscription CTA uses social proof to get you to join her thousands of other fans.

What we love: It’s easy to subscribe to the newsletter and get in touch — two of her primary calls-to-action.

17. Evernote

homepage design, evernote

Over the years, Evernote has turned from a simple note-saving app into a suite of business products. Evernote does an excellent job of packaging many potential messages into a few key benefits.

This homepage uses a combination of white space and its signature bright green and white highlights to make conversion paths stand out. Following a simple headline (“Tame your work, organize your life”), the eye path then leads you to its call-to-action, “Sign Up For Free.”

What we love: Evernote also offers a one-click sign-up process through Google to help visitors save even more time.

18. Telerik by Progress

homepage design, telerik

“Stuffy enterprise” isn’t the feeling you get from Telerik’s website. For a company that offers many technology products, its bold colors, fun designs, and videography give off a Google-like vibe.

The website uses a simple, high-level overview of its six product offers. It’s a very clear way of communicating what the company does and how people can learn more.

What we love: The copy is lightweight and easy to read. It speaks the language of its customers.

19. Basecamp

homepage design, basecamp

Basecamp’s homepage features a brilliant headline and sub-headline that explains what they do and how they’re different from the rest. The call-to-action is bold and above the fold.

What we love: In this example, the company chose a more blog-like homepage (or single-page site approach), providing much more product information.

20. charity: water

homepage design, charity:water

Charity: water uses visuals, creative copy, and use of interactive web design to engage visitors. The website’s main purpose, to accept donations, is brought to the forefront with the payment gateway right above the fold.

For those who miss the donation gateway at the top of the page, the website also shows other ways they can donate once they scroll below the fold.

What we love: This nonprofit employs great uses of video and photography, particularly in capturing emotion that causes action.

21. TechValidate

 homepage design ideas, techvalidate

Software tools should explain their value proposition and how their product works on their homepages. TechValidate executes this brief with mastery — pairing beautiful design with essential information.

This homepage is beautifully designed, making use of white space, contrasting colors, and customer-centric design. The headline is clear and compelling, as is the call-to-action.

What we love: The product’s video is front and center. Customers know just what to watch to learn more.

22. Medium

homepage design, medium

Medium’s homepage uses a simple header, sub-header, and CTA button before drawing visitors’ attention to the trending stories — the main point of the website.

What we love: The homepage uses social proof to get visitors to start clicking around. The “Trending on Medium” section lets visitors know where to find high-quality content.

23. Kind Snacks

best website homepage example, kind foods

Kind Snacks website makes you hungry just from the images. The bold colors produce contrast, making the words and images stand out on the page.

The website also makes use of a carousel to show the brand’s wide array of products. All of the options reinforce that anyone can find their new favorite snack.

However, Kind’s website is more than just selling individual products. The homepage also introduces visitors to gifting cubes, build-your-own-box options, and mini products.

What we love: Kind’s website also features a subscription option. Here, the brand clearly lays out the benefits visitors would enjoy if they subscribed.

24. Ahrefs

homepage design, ahrefs

Ahrefs offers many tools that can help teams improve their SEO. However, the home page keeps offerings simple, prompting visitors to sign up.

Simplicity is reinforced by the site’s design. There’s no clutter thanks to the solid background and simple typography. The color contrast between the blue, white, and orange colors is eye-catching and makes the headline and CTA pop.

What we love: Ahrefs uses different social proof elements throughout the page. For instance, visitors can see the number of new Ahrefs accounts created in the past week above the fold.

25. Ellevest

homepage design, ellevest

“Your money goals are personal.” This headline is powerful and makes visitors want to learn more about the product. The images show, rather than tell, one of the company’s value propositions: a mobile app, pair of scales, and calculator that move with you.

What we love: “Get Started” is a great CTA — in fact, we use it ourselves here at HubSpot. When clicked, it takes visitors through a few simple steps to set up a profile and start investing.

Building the Best Home Page

When it comes to beautiful homepage design, remember: Less is more. Your homepage’s job is to present your mission and explain what visitors can gain from your offering.

Keep these best practices in mind when you revisit your site. Soon, you’ll be on your way to making our list.

Canva HubSpot Website Ebook

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why The Sales Team Hates Your Leads (And How To Fix It)

Published

on

Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending