Recently, fellow copywriter Paul Parry compiled dozens of tips on lead generation, and reached out to include Pam Foster of PetCopywriter.com in his collection of voices on this subject.
His blog post, titled “36 World-Class Copywriters & Marketers Reveal Their 3 Top Tips for Lead Generation” is a terrific source of tips and ideas to boost the lead generation results of your pet or veterinary business website.
The three tips from PetCopywriter.com included these, specifically for copywriters:
“When you look at online job boards or Google searches, you’ll find that companies are looking for copywriters who understand their industry.
Clients love to find a skilled copywriter who already knows their prospects’ needs and buying habits, industry trends and language, competition, etc. Therefore, to generate leads for your copywriting business — position yourself in a specific niche industry.
First, select a niche you know about: if you come from an IT background, write for IT clients.
Second, make sure your website reflects that niche so clients will find you via online searches (‘IT copywriter’).
Third, ‘niche-ify’ your LinkedIn profile, and connect with colleagues and groups in that niche. The niche approach has worked wonders for me in the pet industry, and for many other copywriters I know.”
Now… while these tips are focused on helping copywriters reach their ideal clients, the principles are certainly applicable to your pet or veterinary business website.
- Talk to your prospects: You want your web content to include messages that position your solutions to the specific prospects you’re trying to reach. In other words, talk to your prospects personally and explain how you can help them.
- Position your solutions as the best: You’ll also want to position your solutions as the best available in your category. Find a way to set yourself apart from the competition: what makes your product or service the best, easiest, or most wonderful?
- Include relevant keywords in your copy so prospects find you: What are your prospects looking for? What phrases do they use in search engines? Be sure your copy weaves in those keywords/phrases in your copy, so your prospects will find your website in Google (and other search engines) when looking for the category of what you offer. For instance,
That’s just a start.
Once you attract your prospects via search engines and delight them with your pet or veterinary solutions… it’s time to convert them into leads.
Make sure your web pages and other content have a powerful offer — a reason for your prospects to choose you — and then a call to action to DO something with you:
- Sign up for your newsletter
- Watch your demo video
- Contact you for a personal consultation
- Download a case study or white paper in exchange for their email address
- Join a special club with insider benefits
These are just a few ideas to generate leads.
If you’d like to discuss specific strategies to generate leads for your pet or veterinary business, contact me.
Here’s to your success,