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How to Create a Branded, Lead Generation Website
Jim Stengel / Forbes.com / January 7, 2014
Five years ago I left the biggest job in marketing – Global Marketing Officer for Procter & Gamble – to start my own small company. My mission was, and still is, to help people and companies grow by activating a higher ideal in all they do. I worked with a large digital agency, Possible Worldwide, to create my first company website, and it worked well to represent my ideas and philosophy. It was not designed to actively create interest or leads; my business was just starting up, and I did not want to create demand and interest I could not respond to.
My business and team have grown significantly over the past several years. It was time to reach out, to show what we are doing, to help others benefit from our ideas and experience. So I turned to Paul Regensburg and his team at RainCastle Communications to create a new website from scratch. Paul and I collaborated on capturing the lessons we learned in creating a lead generation website in today’s world of mobility and a myriad of devices.
Here is our learning:
The client has a great deal to do with the success of any web project; the collaborative spirit between my team at The Jim Stengel Company and RainCastle was as good as it gets. The first sign of success was that the entire team at my company believed that a great website is of strategic importance to our business. I assigned dedicated resources to provide timely input and to work closely with RainCastle’s copywriter so that the site’s content was exactly as our team wished.
Lead Generation has become a soft, generic term but in a real lead generation website, every page has a distinct purpose. In creating our site’s information architecture (IA), RainCastle didn’t simply determine the top navigation categories and what pages were within. For every page in the entire website they asked, “What do you want people to do on this page? What is the end result you’re trying to achieve with this content?” This resulted in us defining a collection of “related links,” which change on each page, relative to that page’s content.