Who doesn’t, right?
Here’s an idea for at least one or two of them: Create a lead generation website.
I have a background in SEO, so in most cases my advice would be: keep everything on your main site. Do not dilute the brand.
Still, there are several reasons why you might want to create a separate minisite for your brand. These reasons include:
- For personal brand reasons. Ok, I have my business and my main site, but what should I do with the myname.com domains that I have legitimately registered so that no one else does? Should I just keep it empty? I don’t have time to maintain another site! This is when a one page portfolio style website really makes sense.
- When you need to occupy an additional position in the SERPs. This makes sense for brand-driven search results. Google will usually give you one – at most two – positions when people search for your name in combination with another term, but obviously you’ll want to control more of those search engine results pages. Let’s say people are looking for something like [your-name coupons], there will be many third party (affiliate) sites that could potentially drive these customers away by showing your competition or serving advertisements. So enter a separate domain, like your-name-coupons.online and keeping the most recent specials would give you more control over that search.
- When you start a completely different project. I’m SEO and suddenly decide to write a book about being a mom. It’s a good idea for me to register a domain (which would correspond to the title of my book) to start collecting leads for my future book regardless of my primary business.
In all of the above cases, getting these sites to rank and generate organic visibility will be very doable. When it comes to personal brand or brand related queries, just create a minisite and link to it from your main site.
That being said, it’s obviously a good idea to consolidate all the links and brand exposure around your main site, but there are many cases where you need a separate entity. On top of that, you’re likely to be busy and can’t devote a lot of time to your new site, so let’s keep it easy.
Here’s how to set up a mini lead generation site:
1. Choose a domain
This step is getting more and more difficult now that it is becoming nearly impossible to find an available .com domain that isn’t all dashes. I have good news for you:
- There are many options beyond .com domains, and all of them are equally effective.
- There is a cool tool that will help you pick a great domain and even help you build a brand.
Appoint is the name of this tool, and it’s a time saver! The tool lets you come up with a cool brand name in minutes. Unlike other domain name generators, it focuses on short names that create niche associations and are easy to remember. You will love these ideas.
In addition to that, Namify will draft your brand visual identity (logo and color scheme) which you can use immediately:
2. Configure your site
When it’s a secondary asset (which isn’t your primary site), the simpler the setup, the better. With that in mind, I suggest using WordPress, which makes building a website incredibly easy.
Here is a detailed presentation suitable for beginners guide on creating a WordPress site. All you need to do is follow the steps. And here is a huge collection of one page WordPress themes (free and paid) easy to customize to match the color scheme, logo or your main brand.
Once the basic setup is done, it’s time to create your content. To make it easier for you, try running Text Optimizer for your main search query – it basically writes the content for you.
I use Text Optimizer to create the basic structure of my page: the captions, the intro, and the key points to cover. After that, I write my text. It’s the biggest writing productivity booster I’ve ever tried.
As this will be a lead-focused website, using the Text Optimizer is a great idea as it’s also an intent optimization tool that ensures your copy responds. to the expectations of visitors to your site and thus increases conversions.
3. Set up your lead generation funnel
Finally, you will focus on setting up a clear lead generation funnel. Obviously, you’ll have to keep experimenting with the wording and placement of your CTA, but here are some ideas to get started:
3.1 Configure your lead generation forms
Setting up a lead generation form doesn’t require any technical skills these days. Here are some easy to use online form generators you can use to create a form to collect leads from your site visitors.
Don’t be afraid to gamify your lead generation web forms and make them fun!
3.2 Implement secondary engagement triggers
No matter how cool your web forms are, the majority of your site visitors may be hesitant to give you their email address. Some people can be in a hurry; others may not have enough trust in your brand.
Whatever the reason, these people may be willing to convert a little later. It is therefore useful to suggest additional engagement triggers:
3.3 A / B test often
Again, this is going to be an ongoing process: when it comes to generating leads, there is never ‘good enough’. You need to experiment with new engagement triggers and make regular changes to your forms.
This is where A / B testing to identify your most effective tactic is always a good idea. I know a lot of marketers who avoid A / B testing because it is deemed too technical. Finitude is a web analytics tool that makes A / B testing easy and accessible to everyone. Here’s how to run A / B tests using Finteza.
If you’ve been worried about setting up a minisite to claim your old but neglected domains for some time, hopefully this guide will finally get you up and running. I have done my best to make it as easy to follow and implement as possible.
When it comes to lead generation, anything helps, and who knows, maybe this site will generate some good leads.