The launch of a brand new or redesigned website is a milestone worth celebrating. But once the excitement has worn off, you may wonder, “Now what? I’ve got this great website, but how do I generate more leads?”
This is normal for many small businesses—without a strong web presence prior to launch, a new website won’t immediately generate business.
Thankfully, there are several strategies you can use—both free and paid, online and offline—to generate leads in the short-term, while leveraging your new website. Let’s dive in!
1) Referrals
Pros: Little to no cost. Easy to implement.
Cons: Little to no control over the quality and quantity of leads. Can be inconsistent.
Referrals are a potent source of warm leads in both the short and long term. Start by reaching out to clients who you know have had a positive experience with you—perhaps those who’ve already left you a review or testimonial.
I’ve found that direct, personal outreach is most effective, but if you have a larger client base, bulk messages can also work.
Pro Tips on Asking for Referrals
– If possible, offer your clients an incentive for referrals that become clients. It could be a direct “commission” or a free or discounted offer.
– Making a referral can be awkward, so reduce the burden off by saying something like, “Can you think of just one person who would benefit from <your service>?” By saying “just one person,” you’re giving your client a specific and attainable target.
– It’s nice to provide a simple script to share with your clients. Something like, “I’ve been working with <your business name> and gotten some great results with <your service>, I think you’d enjoy working with them and get great results too. Here’s their website: <link>.”
2) Host Classes, Workshops or Webinars
Hosting a class or workshop in your local community is a great way to build awareness and connect with potential leads. The key is a helpful class, not a glorified sales pitch.
You can combine this offline strategy with your online presence. For example, you could record your workshop and post it on your website as a blog post or as an email lead magnet.
Although hosting an in-person class may not seem glamorous in the digital age, it’s a fantastic way to connect with your prospects and generate leads.
People crave genuine connections, and this strategy is an excellent way to support that, while establishing your authority and credibility in your area.
Important Note: This strategy is also likely to earn you locally relevant backlinks (especially if you ask), so this offline strategy can make a big impact on your online presence.
3) Partnerships and Collaboration
Partner with complementary local businesses or influencers to co-host events, sponsor community events, or launch joint promotional offers. This can introduce your brand to a wider, yet still targeted audience.
For example, if you’re a personal trainer, a massage therapist or chiropractor might be a good fit for an event or referral partnership.
If you’re a tax preparer, an investment advisor would complement your services and expose you to potential clients who need your services.
Important Note: This strategy is also likely to earn you locally relevant backlinks (especially if you ask), so this offline strategy can make a big impact on your online presence.
4) Attend or Exhibit at Industry Events
Networking in person at industry conferences, trade shows, or business fairs can provide direct leads. If suitable, consider giving a talk or a demonstration to showcase your expertise.
5) Local SEO and SEO
Have you heard that SEO campaigns can take months or years to deliver results? While this is true in many cases, there are often opportunities for quick wins.
Here are some ideas to help you show up more prominently in local search results:
Optimize and manage your Google Business Profile Regularly
Easy GBP opportunities would include:
- Selecting the right categories for your business
- Actively collecting reviews from clients
- Posting updates to your profile
- Filling out the service and product sections of your profile, and linking to related pages on your website.
Get Listed in Relevant Business Directories
This might include Bing Places, Yelp or other niche specific local directories.
Pro Tip on niche directories
A good way to find niche directories that would bring you leads is to open Google, then search for “best <your service or industry> near me” or “best <your service or industry> in <city you want to rank for>” The search results will most likely show several niche specific directory sites with a list of top rated local companies. Focus on these directories.
Basic On-Page SEO
Improving the quality of your on-page content can improve your search engine rankings. Here are some ideas:
- Include your target keyword(s) are in your page titles, headings and sprinkled throughout your content in a natural way.
- Write your meta descriptions to attract and entice readers to click through to your website.
- Make sure the pages on your website link to each other in intuitive ways.
- High-Quality Content: Content is foundational to any SEO strategy. Your content should be original, valuable, and relevant to your target audience. It should satisfy user intent, providing answers or solutions seekers are looking for.
6) Local Service Ads
Local Service Ads are a specific type of Google Ad for service-based businesses that serve a local audience. These ads show up prominently at the very top of search engine results, even above traditional PPC ads and organic listings.
You only pay when a prospect calls or messages you through your advertisement, so this type of ad is “pay-per-lead” not “pay-per-click.”
Pros of Local Service Ads:
- Visibility: LSAs appear at the top of the search results, ensuring maximum visibility.
- Cost: You only pay for leads, not clicks, which can be more cost-effective for certain businesses.
- Trust: Includes Google Guarantee or Google Screened badge, enhancing trust with potential customers.
- Simple Setup: easy to set up with a fixed profile detailing services, areas served, and business hours.
Cons:
- Limited to Certain Industries: Only available for specific service-based industries.
- Less Control Over Keywords (compared to standard Google PPC ads): Google matches your ad with relevant searches based on the services you offer, offering less control over specific keywords.
- Screening Process: Requires passing a Google screening and verification process, which can be time-consuming.
For more information and a cost estimate on new leads, click here.
7) PPC Advertising
Pay Per Click Ads on Google can get you some quick visibility. Start with a focused campaign targeting high-intent keywords specific to your business. Monitor and adjust based on performance.
8) Social Media Ads
Social media ads have potential to generate leads. They can also be a money pit.
Facebook Ads: An excellent starting point because of its vast user base and sophisticated targeting options. Start with a modest budget, focusing on specific demographics that match your ideal customer profile.
Instagram and Pinterest: If your business is visual (e.g., fashion, food, crafts, health and wellness), these platforms can be effective. Use high-quality images and videos to showcase your products/services.
LinkedIn: Best for B2B businesses. Share insightful content, join relevant groups, and use LinkedIn ads to target professionals and other businesses in your industry.
It’s Time To Take Action
Embarking on the journey to generate leads for your newly launched website can seem daunting at first. However, by strategically combining both online and offline marketing efforts, you can significantly increase your visibility and attract the potential customers you seek.
Remember, the key to success lies in experimenting with these diverse strategies, monitoring the results, and being agile enough to adjust your approach based on the insights you gain. Your business is unique, and as you refine your marketing efforts, you’ll discover the most effective ways to connect with your target audience.
Now, it’s time to take action. Start by selecting a few strategies that align closely with your business goals and audience. The important thing is to begin. As you move forward, consider your audience’s evolving needs and preferences to stay relevant and compelling.
If you’re feeling overwhelmed or unsure where to start, I’m here to help. With expertise in digital marketing strategies tailored to service businesses, I can guide you through setting up your campaigns, analyzing your performance, and making data-driven decisions to maximize your returns. Let’s work together to attract the leads that will fuel your growth.
