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Lead Magnets

Two Types of Lead Generation Websites

So once you understand the basic elements that go into a lead generation website, you then need to decide which type of lead generation website you want to have. There are two – the report/checklist lead generation website or the coupon lead generation website. The type you choose will depend largely on what type of business you have.

Report/Checklist Lead Generation Website

So how can a report or checklist help you with your lead generation website? How does giving anything away for free actually help you in your business?

Think of free reports or checklists as being the new business card – they are that good at promotion. In fact, they’re better. When you have a free report that you just give away, you can insert your URL and links to some of your best products or services. This is what makes free reports so great for professional-based services such as financial planners, real estate agents, tax advisors, and more! When your business’ contact details are contained within a free report, they’re just as good as a business card, but you can’t lose them, potential leads can’t accidentally throw them away, and you’re furthering the reach of your promotion.

Even more, potential customers can hardly say no to something they’re going to get for free. The key to making these reports being impossible to turn down is that they must offer something of value. So, if you’re a real estate agent, give leads a free report telling them what to look for in a real estate agent. If your business is online marketing, tell them everything they can do to promote their own online marketing.

Yes, that’s right. Tell them absolutely everything they need to know – the things you do for a living and that essentially, you know they can do on their own. But then highlight how much time it takes, how much technical knowledge is required, and then use the end of the report to explain how at the end of the day, it’s going to be easier to just hire someone to do it rather than go about it on their own while they’re still trying to run their business.

By doing this, you’re giving away the secrets of your business (which aren’t really a secret at all after a quick Google search). You’re giving them something of value for nothing. And that’s something no potential lead will be able to resist. In order to get it, all they have to do is provide you with their contact details that can then be used to contact them, and gain their business.

So how will you gain all this business? It’s all about the promotion that comes with giving away free reports.

Offering a free report is an easy way to get more people to take notice of your business, and the products and services that you offer, without paying any advertising costs. Every single person that downloads (or is emailed) that free report, they’ll see your business name and your website’s address, because they’ll be distributed subtly within the free report. This is one of the best strategies out there to increase traffic, without really spending a dime.

When you give away free reports, there’s a good chance that those reports will be shared – or at least the link that other people can use to get the same free report that they did.  When potential leads find that report useful, they’ll share it, especially among their business contacts and networks. They’ll share it, and the people they share it with will share it with even more people. This is very little effort that’s been placed into the report, but there’s a good chance that it will go viral.

So, apart from brand promotion and free advertising, what other benefits can your lead generation website get from offering a free report?

  • List building. Every time someone downloads your free list, or signs up to get it, they’ll need to provide you with their email list and other contact details in order to get it. Once you have their email address you can send them not just the free report, but also updates about your business, new promotions you’re holding, information about affiliate products, and even more. As long as you’re not taking a super salesy approach, you can continue to send them more information – and subtly promote your business – as long as you have and they continue to opt-in.
  • Increase your opt-in list. Whatever opt-in list you may have, whether it’s subscribing to your newsletter, or a list of customers that want to hear about the latest promotion, a free report will help you get there. As long as you’re writing about a topic that appeals to people, and that gets an audience of people that want to learn more about your subject, your opt-in list will grow, and offering a free report as a first step is a good way to help get that started.
  • Traffic and lead generation. Once people realize that you have something valuable to say after downloading your free report, there’s a good chance that they’re going to become regular readers and visitors of your website and blog. Once that happens, they’re likely going to share that content which will only bring in more readers, and more potential leads. All of that from just offering one free report to one person!
  • Testimonials. If there’s one thing that consumers love, it’s testimonials. The only better thing than trying something yourself and knowing you love it is hearing from someone else that’s tried it and loved it. This goes along with the traffic generation idea that free reports bring. People will download your free report and then hopefully, hop onto Facebook and Twitter and tell other people how much they loved it! Maybe they’ll even email your company directly just to tell you how much they loved your free report. However they choose to spread the word, you’ll not only benefit from those testimonials, but you can actually use them on your website. This will give your website, and thereby you, more credibility. And if there’s one thing consumers look for in any business, it’s credibility.

Don’t want to write a whole report outlining your business and the most important aspects of it? Just create a checklist. A checklist is a much more succinct and compact version of a report. Moving companies are a great example of businesses that have checklists. Just search for ‘moving checklist’ and you’ll see. They outline what needs to be done 6 months before a move, one month before a move, and then each subsequent week after that. At times they also include what to look for in a moving company, and what questions to ask when hiring them.

Think about how you can use that in your own business. If you’re a plumbing company, you can create a checklist outlining what customers need to do before the plumber comes (such as remove everything from a bathroom). If you’re a financial planner, you can create a checklist of all the things a person will need for their financial planner, or the tools they’ll need to do their own financial planning. The list is really endless as to what you can do with a checklist and consumers will love them just as much as they’ll love a free report.

With as many benefits that come from offering free reports to your potential customers and your leads, some businesses just won’t find that they benefit from them as much as others. Owners of service-based businesses such as auto repair shops, disc jockeys, snow removal and lawn care may find that they’re better served by offering a coupon rather than a free report.

And no matter the business, every consumer out there loves getting things for free or at a discount, which means that everyone loves getting coupons. So anyone can incorporate a coupon giveaway on their site.

But, no business should ever just give away a coupon without thinking about why they’re doing so, why a customer would use it, or what value it brings. To really make the most out of your coupon lead generation site, you need some tips on how to best offer coupons.

  • Let the coupon find the visitor, not the other way around. You have approximately 15 seconds to grab the attention of visitors to your website, so make sure you don’t make them waste this time by searching for a coupon. Instead, let the coupon find them. This can be done with a pop-up when someone is leaving the site, when they’ve abandoned their cart, at the checkout, or with a banner in the header or footer of your website.
  • Offer coupons that are relevant. If visitors have come across your page, it’s likely because there’s something there that interests them, so you could make your coupon relevant by making the coupon relevant to what’s on that page. Or, you could make the coupon relevant by making it a complementary offer. So if the page is for landscaping services, you could offer a coupon when they order the service but then offer them a certain discount on their next order or request.
  • Customize coupons! No lead wants to feel as though you’re just offering them something because you offer it to everyone that stumbles upon your site. So, customize your coupons and make different coupons for different leads. You can do this by offering a first-time customer coupon, or by offering return customers certain coupons depending on if it’s their second, third, or even fourth time visiting your website. You can also include a coupon code to offer different users different things. For instance, if your Facebook video ad includes a coupon code, have the user enter that code the next time they’re on your website and when they do, they get a specialized coupon made just for them.
  • Make sure coupons are persistent, relevant, and actionable. Sometimes, no matter how attractive the offer, leads will still dismiss a coupon. When they do this, it’s important to keep it at the front of their mind. Post reminders at the top of the website so they can learn the value of it, even if they dismissed it at first. Also make sure that the coupon has a clear call to action. Something such as, “Don’t miss out!” or “Click to save 10% now!” sends a clear message as to the action you want them to take.
  • Beware of coupon fatigue. When someone visits your site a few times, they come to expect that the same coupon will be offered. And this can cause coupon fatigue. Because they know that exact coupon will be offered, it becomes tiresome and they eventually begin to ignore the coupon, no matter how great it is. Business owners need to understand this, and to do everything they can to combat it. They can do that by changing the coupon once a month or so, changing the location of the coupon, and by changing the message – including the call to action – that’s included with the coupon.
  • Make it urgent. Have you ever noticed that when you’ve received a coupon it has an expiry date on it? There’s a reason for this. You might think it’s because the business owner doesn’t want to extend that offer inevitably, and perhaps that’s true to some extent. But what’s even more true is that business owners know that by attaching that expiry date, they’ve created a sense of urgency. They’ve made you think that if you don’t use it right this second, you’ll be missing out, and so you use it right away. You can do this, too, just by adding a simple expiry date onto the coupon.
  • Ask for something in return. The whole point of offering a coupon is so that you can gain a lead, so why would you just give it away? Before they can collect their coupon, make it so that they have to give you their email address, their name, their phone number possibly, and other contact information. This is the whole point of including coupons within your lead generation website, so don’t forget to ask for it!
  • Convert your new leads. Of course, even when people offer their contact information in exchange for a coupon, not everyone will use it – and that’s okay. After all, you’ve already gotten everything you need for that new lead in the form of their email address and other contact information. So use it! If you find they haven’t called, or otherwise converted into a new customer, email them. Tell them about what you have to offer, remind them about the coupon that they didn’t use, and offer them another one. Even better, see if there’s a time you can set up a phone conversation so that you can sell yourself, and your business, even more. And even when the coupon has been redeemed, still send that email! Ask them how they enjoyed it, if they’re interested in another and of course, if there’s a time you can set up a phone call to chat more and further your chances of turning that lead into a brand new customer!

With just a few easy steps, it’s incredibly easy to turn those leads into new customers just by the simple act of offering them a coupon. Make your leads feel important (because they are!), create a sense of urgency, and collect those all-important email addresses and you’ll see your list of leads grow and grow by the day!


How to Get Traffic to Your Lead Generation Site

In order to get traffic to your site, you must be aware of the key elements of your campaigns, including who your target audience should be, what keywords you should use, and the budget you should set. If you don’t know these elements yet, there’s no need to panic. You will figure that out as you actually begin to build your campaigns.

Building PPC (pay per click) campaigns is a great way to not only capitalize on your lead generation site it’s also a great way to find out these fundamentals of any campaign. You’ll then be able to take those fundamentals and use them in any and all future campaigns you embark on. You’ll learn about PPC, along with SEO and joint venture partners, in the section below. First, and most importantly, we’ll focus on PPC.

Setting up a Pay Per Click Campaign

Over the years, Google AdWords has become the gold standard for PPC campaigns. Google AdWords is fairly inexpensive, as you bid on the keywords you choose and you can bid as much or as little as you’d like. It’s also the most likely to get seen by your customers because today, Google no longer places organic search results at the top of the page. It used to be that Google ads were to the right of the page (where few, if anyone would look) with the best organic results being delivered at the top of the results.

Enter February 2016, when Google made a major overhaul to how search results, and ads, were displayed. Now when making a search on Google, users will first see the ads delivered by Google AdWords, then three local listings for businesses when appropriate, and only then do they start to get into the organic search results. Sometimes, these search results appear below the fold of the page, meaning that users have to scroll in order to see them.

Of course Google did this so they would be able to capitalize on the revenue they were making from their AdWords campaigns. But it’s also something businesses should take advantage of. Because when they run a successful AdWords campaign, users will see their ad before seeing anything else on the page.

There are many reasons every business should have an AdWords campaign set up and running at all times. Of course, we’ve already talked a little bit about how it’s inexpensive due to the bidding system, but businesses also only pay for the ad when a user clicks on it. And when a user clicks on it, today’s statistics show that user is likely to go to the business, or at least call it, and make a purchase. So the ad essentially pays for itself. In fact, it’s been shown that the return on Google AdWords is over 300%. What current advertising campaign are you using that can give you those returns?

Now that you’re convinced as to why you should be using Google AdWords, let’s see how it’s done.

Step One – Sign Up

Enter the address for Google AdWords: Once there, click on the “START NOW” button.

Enter your email address as well as the address of your website. Here Google will also ask you to check a box stating that you would like personalized tips and recommendations to improve your ad, or if you would not like to receive them. Beginners are strongly recommended to take these tips; they can be invaluable.

Step Three – Review the Dashboard and Begin Campaign


You’ll now be taken to a screen that can seem overwhelming, especially for your first AdWords campaign. Don’t be intimidated. This is simply your AdWords dashboard and you’ll come to understand what all of it means in time. For now, all you need to worry about is the red button that says, “+CAMPAIGN”. This will allow you to start setting up your new campaign.

Step Four – Selecting Your Ad of Choice

Once you’ve selected the ‘Campaign’ button, it will bring up a pop-up box of options for you.

  • Select Network with Display Select. This option will make sure your ad runs across search results, as well as across the entire Google Display Network. Google says that this is the best opportunity to reach the most customers; and they’re right.
  • Search Network Only. Selecting this option will mean that your ad will only appear across Google search and its search partners, which are non-Google websites.
  • Display Network only. This option will ensure that your ad displays only on Google’s network, and their partner websites.
  • Shopping. This is the best option to use for e-commerce websites and physical brick and mortar stores that want to advertise online. This option is not recommended for those creating a lead generation page.
  • Video. These ads will appear on YouTube, often in front of the video that users wish to see.
  • Universal app campaign. Choosing this option will ensure that your ad runs across all ad platforms including search, display and YouTube. This option can become quite complicated as well as expensive so it’s recommended you simply choose the first option, ‘Search network with display select’ for your first couple of campaigns, at least until you get your feet wet using AdWords.

Step 5 – Selecting Campaign Settings

Here is where you’ll create certain details for your campaign, such as the name of the campaign. You’ll also be able to change other details you’ve already selected, such as the type of ad you want to run, and where you’d like it to run.