Real Example: How can I generate more leads for “Development Loans”

I was meeting with William MacLean from McLean Finance today and we found that his website is on page one in Google for the term “Development Loans.” He’s been getting a number of leads through his site for Development Loans and it’s an area that he specialises in.

So the question is, “How can we get more leads for development loans?”

So I thought I’d outline the basics of our strategy.

Step One – Website Traffic

By reviewing the Google Analytics stats for the site, we found that a number of people were finding the site by searching on Google for Development Loans.

We knew that the site was ranked number eight on the front page of Google. We know from experience that being number one in Google is likely to bring in far more traffic than being number eight. At a minimum, we would expect the numbers to go up by a factor of four, but it could be much higher than that.

So the strategy to get the site up to number one in Google for development loans is:

1. Check that the pages are optimised correctly
2. Get links to the site from other websites from pages that are relevant and use the keyword “development loans”.

Fortunately, William has a blog so he can write about the topic and link back to his site. He’ll also ask his business associates to link to him from their websites too, preferably using the keyword “development loans.”

Another good link would be from a directory that allows you write up a description of your business and link from the description to your website.

Step Two - Conversion Rates

The next step is to look at the content of the web page that is on the site to target development loans. Now we’re already getting a reasonable conversion rate for this page at around 6%. It could be higher, though, so I asked William about the types of people that have been enquiring about this product.

He tells me that there has been a range of people enquiring, from “Mom & Pop” investors through to property developers. So a basic way to improve the conversion rates would be to tailor a web page to each group of people that you want to attract. The page needs to:

1. Raise their specific needs
2. Use their language
3. Tell them how you can solve or address their needs
4. Show real pictures that relate to them and topic
5. Make it easy for them to take action
6. Show testimonials from similar people.

By implementing these basic strategies, not only will MacLean Finance get more traffic to their site, but they’ll also get more leads from that traffic.

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2. Getting to the top of Google takes more than techniques
3. Lead generation Funnel – Why generate more leads?
4. Web Marketing = Branding, Design, Web Development, Search Engine Optimisation, Lead Generation?
5. Can your website generate leads?