How to Use a Website Audit to Generates Leads For Your Franchise Business

A primary goal of content marketing is to generate leads so that you can close new business. But to achieve that goal, companies can't just push out content and merely hope it converts. The content has to have sound strategy behind it.

1) Create a holistic content strategy.

I can’t overstate the importance of creating a content marketing strategy, documenting it, and then designating someone to lead it if you want your content marketing to be successful. As part of that strategy, you should outline the role your website will play in assisting the conversion of leads.

2) Think about the user and how s/he experiences your site.

Hopefully in creating a holistic content strategy that includes your website, you’re thinking primarily about how the user will be interacting with your site and each page. That means organizing pages in a way that makes sense for the prospective customer, rather than internal politics.


3) Publish original, quality content.

Instead of promoting your business on every page, use each as an opportunity to showcase your expertise. Create resources that will help buyers better understand how to solve their pain points. And make sure everything you publish is well-written, offers value to prospects, and is completely original. You want people to want to read what you have to say.

4) Strategically place strong, visible calls-to-action.

You can generate more leads on your website by asking visitors to become leads more often. Make sure these calls-to-action stand out on the page so that visitors’ eyes naturally go there. Be very clear about what you’re asking for and/or what the user will get in return when they complete the action. And, again, be strategic about what you’re asking people to do on which page. You won’t have much luck, for example, asking visitors to call a sales rep on a page that is designed to assist them with initial information-gathering.

5) Offer value with your calls-to-action.

Sometimes it might take a little convincing to get visitors to provide their contact information. The best way to persuade them? Give them something they want in exchange. Ask visitors to download your high-value content by completing a form, which asks for their email address. Set up your marketing automation to email the content to them, then send a series of lead-nurturing emails following up at strategic intervals to keep them moving down the sales funnel.

Do you need help? Do you want to use a website audit to generates leads for your franchise business?

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