One of the downsides of the skillful use of data and analytics in Internet marketing:exposing poorly performing lead generation websites. And truth be told, here at Straight North, our sales team talks to companies every day whose commitment to high-performance metrics has been far stronger than their focus on building a true lead generation website.

My theory is companies outside the e-commerce realm often feel casual about putting lead-generation purpose into their websites because they rely on their sales teams for that job. However, no matter how good a company’s sales team is, millions of people search Google every day looking for products or services the company sells but doesn’t know who the company is. Ignoring or giving lip service to this gargantuan pool of prospects can only impede revenue growth — revenue growth competitors with solid lead generation websites will realize.

To help companies understand the complex and necessary components of a high-performance lead generation website, we created the white paper below. In it, you will see guidelines for building and improving websites broken down into five categories — usability, mobile design, SEO, copywriting and conversion optimization.

Readers of this blog may be particularly interested in the supplement (starting on page 14), Form and Phone Tracking Best Practices, which dives into issues that damage the integrity and usefulness of conversion data. Read the white paper here:

Author Bio:
Brad Shorr is Director of Content Strategy at Straight North, a B2B SEO, PPC and website design company in Chicago. He has been featured on scores of top online business publications including Moz, Forbes and Smashing Magazine.

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