How to Write to Attract the Leads You Want

I had the pleasure of speaking at WordCamp San Diego on how writing (or blogging) on your WordPress site is an integral component of your lead generation strategy.

Below are my slides and some key takeaways to help you write for better lead generation.

Why write? What does it have to do with lead generation?

Writing builds your name recognition.

The more you publish, the more you share on social media, the more Google indexes your content, the more your name is getting out in front of people.

Writing builds your authority.

While authority is not something you can build overnight, you can build it with time. And when you do, you’ll find that leads come knocking at your door.

Writing builds up trust.

When you consistently give away high-quality, helpful content targeted to your ideal lead, you build a good reputation. You build trust.

How to Write to Attract the Right Customer

1. Define Your Ideal Lead

Just because someone wants to hire you does not mean they’re the kind of client you want to do business with. Not every customer is right for me and I’m not right for every customer.

If you haven’t thought about this before or think your definition of an ideal custom could be tweaked a bit, start the process by asking yourself if you’d like to work with these types of customers:

  • Small owner/operator-run businesses
  • Agencies looking for subcontractors
  • Large corporations
  • Non-profits
  • Local (or not!)

As you refine who your ideal client or customer is, you’ll want to start writing content that targets that audience.

Tip: If you have zero idea who your target or ideal is, I would highly recommend picking up a copy of Michael Port’s Book Yourself Solid.

2. Write for the Leads You Want

It sounds obvious, but target your content toward the leads you want. If your ideal clients are in education, then show your authority by writing content related to web technology and education. Write a case study about how online enrollment eased the administrative burden. Write tips for managing departmental sites. Write a tutorial for how to use an events calendar.

You get the idea. Adjust your content to reach the audience you want to reach.

3. Write in Your Own Voice (Be yourself)

People want to do business with other people, not corporations, so ditch the corporate speak. If you want to attract clients who are a good fit, the best way to do that is by being you.

The easier you make it for your prospects to feel connected to you, the easier it becomes to build relationships that turn into projects.

4. Help Clients Qualify Themselves

Want to get rid of inquiries through your contact form that are nowhere near your ideal lead? Save yourself (and your potential customers) time by offering the right information up front to help folks qualify themselves based on:

  • Your specific product/service offering
  • Their budget
  • Your availability

If people know you’re not a good fit for their needs up front, they’ll move on, saving you both time.

5. Lead Your Leads

Ultimately, you want to lead your leads to a conversion, whether that’s filling out a contact form, opting in for your newsletter, leaving a comment on a post, or buying a product.

Ask yourself what action do you want your site visitors or leads to take and then write content that points them toward that action with a strong call to action, like this:

Bottom line? Make it easy for your prospects to engage with you.

Want to learn more?

Here are some more articles you might find helpful:

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