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Getting the most out of WordPress: Part 1

Jessica Lunk's Layout avatar

So you just built another killer WordPress site. Before you send your client happily off into the sunset, there are a few things you can do to boost the conversion of a site built on WordPress – and keep a steady stream of income for your business.

This three-part series is going to explore steps you can take to help your client get more customers from their WordPress site while helping you earn sweet recurring revenue each month.

In the first part of this series, we’ll explore how to connect with website visitors and turn them into new leads for your clients. In Part 2, we’ll look at how to nurture these leads with relevant conversations. Finally, in Part 3, we’ll tie it all together and explain how you can send hot leads to your clients and create recurring revenue for your agency or freelance business.

Like bees to honey: Content marketing

Your clients love that their site is built on WordPress. It’s simple to keep things updated with new, dynamic content that drives traffic from social media and organic search. Content that solves a problem for a buyer is memorable, shareable, and builds confidence in a brand – attracting lots of visitors.

But what happens once that hard-earned traffic reaches your client’s website? Do they have a way to leave a calling card behind, or are they left with no choice but to bounce without a trace?

Anonymous no more

To turn anonymous visitors into new leads, you can use lead generation forms to give visitors something of value in exchange for a few simple details, such as a name and email address. Downloadable resources and subscriptions work well. Consider content like:

  • Guides
  • Ebooks
  • Whitepapers
  • Blog or newsletter sign-up
  • Email course sign-up
  • ROI calculator access
  • How-to videos

Using your WordPress prowess, you can make it simple for clients to add gated content to their website. Create a custom post type that includes custom fields for form data. Or create a post snippet for forms that can easily be added to a post or page.

Upon form submission, redirect the visitor (who now has a name and email address) to a thank you page where they can access the resource. Or, better yet, send the resource to their inbox with an automated email responder.

Finally, you can use marketing automation technology to deliver new leads to your client.  With marketing automation, when a visitor downloads a resource or subscribes to a newsletter, you can collect the details they submitted through a form and add them to your client’s CRM. Presto! You’ve not only built a gorgeous WordPress site, but now you’re helping your client build a steady stream of new leads.

Driving Traffic to Resources

Once you have a strong resource or two for attracting the right type of buyer for your client, getting your resources in front of the right people is key. You probably have a good idea of how visitors engage with the site, but here are a handful of places to consider positioning resources for downloads:

Dedicated Landing Page

Give resources their own dedicated landing page. Your client can drive super targeted traffic to these landing pages through digital channels including search, social media, digital advertising, and email.

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Dedicated landing page for resource on Hatchbuck.

Pop-ups

Random, spammy pop-ups are annoying, yes. But if you’ve ever been served a pop-up that actually spoke to your interests and met a need – rather than gave an unwanted sales pitch – you know that pop-ups can convert.

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Resource pop-up on FreshBooks blog.

There are plenty of new technologies, like Rooster, that can intelligently target visitors by their interests and behavior, such as visiting a specific page or section of a website, scrolling down a page or exiting a site.

Action Bar

An action bar, like Hello Bar at the top or bottom of specific web pages, can do the same job as a pop-up to offer a resource and collect information from visitors.

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Hello bar on Problogger.

To decide if pop-ups, action bars, (or neither), work to convert traffic into leads, run an A/B experiment in Google Analytics, or use a heatmap-like CrazyEgg to track conversion rates and measure which method works best for your client.

Blog Post

Visitors are already in the right frame of mind to digest content when they alight on your client’s blog. Take advantage by allowing your client to display related downloadables on individual blog posts.

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Resource download on Influence & Co blog post.

In-Page

In some scenarios, it can make sense to add a resource inline with content on a homepage or product page, as long as it doesn’t disrupt page flow or take traffic away from a more important call-to-action.

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Inline CTA to grab 4-step course on LeadPages homepage.

Resource Section

A dedicated place to house all resources makes it simple for visitors to browse for helpful information that answers a question or solves a problem.

Building a WordPress site for your client gives them access to an awesome CMS so they can keep content fresh and relevant to new visitors. But what happens to those visitors once they reach the site? If they bounce without a trace, the site’s not doing its job to turn traffic into leads for your client. Offer up a few targeted resources and collect contact information to keep a steady stream of promising leads pouring into your client’s database.

The uncertainty of where your next gig is coming from is stressful, and finding new clients is tough. But when you can collect and deliver fresh leads to your clients, you put yourself in a position to earn steady, recurring revenue from your WordPress clients each month. Hatchbuck’s Partner Program gives you all of the tools you need to collect, nurture, and convert leads for your WordPress clients.  Learn more here.

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Want more insight into how to generate steady revenue through WordPress?  Check back next week to learn about profitable conversions in the email inbox!

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