There are lots of ways to generate new enquiries for your WordPress maintenance business.
Cold calling prospects is one.
Advertising on places like Google and Facebook is another.
One of the best ways is through the regular creation of useful content resources.
Sure, creating content is only one part of the job.
You’ve still got to actually get people to your website.
However, consider the difference between sending people to a website with little to no useful content versus one brimming with informative blogs, videos and templates.
I know which one I’d be more likely to enquire with.
And I’m sure you’re the same.
So in this article, I’m going to explain how to make a resource page for your website, so that you attract the best kinds of enquiries from potential clients.
Types of resources for your website
First, let’s take a look at the types of resources that you could create for your website.
The good news is, there’s loads.
If you provide a variety of content resources, you can cater to different people’s preferences.
For example, some people prefer consuming visual content.
Others prefer written content.
If you’ve got a clear idea of who your customers are, you’ll be able to tailor your content to them.
The key is to make sure your content resources give value to your potential clients.
Don’t make it all of a ‘salesy’ nature or people will just tune out.
In short, your resources should do a great job of:
- Demonstrating your WordPress knowledge
- Adding people to your mailing list (who you can then continue marketing to)
- Converting website visitors into clients
Here’s a few types of content resources you should consider creating:
A blog is a great way to show your knowledge of WordPress and all things website maintenance.
Keep it up to date regularly and if it helps, hire freelancers to help with writing, graphics and proofreading.
Video is extremely engaging and much easier to consume than reading for time-poor website visitors.
Try creating some short, ‘how to’ style tips videos.
They’re easy to digest and if you’ve done keyword research first, you know that people are searching for those topics.
#3 How To Guides
Short, downloadable How To Guides are a great way to build your email list.
For instance, maybe you could write one on how to make WordPress more secure.
Or possibly one around tips for optimising SEO on a WordPress site.
Whatever they are, create a nice looking PDF and a landing page from where people can get access to the guide, in exchange for their email address.
Partnering with other companies who have the same target audience as you is a great way to attract more potential clients.
For example you could run joint webinars or in-person events and bring your collective audiences along.
If they’re informative and engaging, people will tend to find out more about your business and that can lead them on a path to becoming a new client.
How to make a resource page / section
Now that we’ve looked at some types of content resources, let’s look at how to best structure the resources area on your website.
Add a parent Resources page
Firstly, I’d recommend having a resources ‘parent’ page, from where all of the different resources can be accessed.
Much like a regular blog page, the most recently published resource would sit at the top of the page, with pagination or lazy load along the bottom to access older resources.
Make sure this parent page has some kind of lead capture permanently visible.
That way, when people scroll up and down the page, they can leave their details easily whenever they want.
In addition, on mobiles, you might use a button that sticks to the bottom of the screen at all times.
Use parent pages for each Resource type
Next, make sure there is a parent page for each resource type too.
For example, if you have a Blog, make sure there is a Blog page from where all blog posts can be accessed.
Similarly, if you run Events, there should be an Events page where the only content you see are upcoming and historical events.
I’d advise having each of these pages accessible in a dropdown menu beneath the main Resources parent page – so that people can get to them easily.
Make use of taxonomies
You’ll want to create custom post types in WordPress for each of the different Resources.
This makes things much easier to manage in the back end and by using custom taxonomies, you’ll be able to apply unique categories to each resource type.
This will allow you to structure everything in a much more organised way on the front end.
The goal of your Resources section should be to get people onto your mailing list where you can then continue to market to them.
Ultimately this will lead them down a path to signing up for your services.
Too many blogs (the most common form of content Resource on a website) lack that call to action.
You’ve got to encourage people to sign up and give them real benefits for doing so.
Call to actions are so important.
My advice would be to use a CRM for this – something like ActiveCampaign or Hubspot.
Create lead magnet forms in your CRM and then paste the source code into WordPress.
This way, whenever someone signs up, their information goes straight into your CRM.
From there, you can have automated email campaigns setup that drop into your prospects inbox every few days.
Deliver value constantly and stay front of mind.
In conclusion, a well thought out and structured resources area on your website should keep website visitors engaged and encourage them to give you their contact information.
With this, you can continue to market to them and nurture them into becoming a new client.
Use parent pages for each resource type and always place lead magnet content and forms in clearly visible locations.
Tie everything in with your CRM for marketing automation too.
Do you have a content resources section on your website? I’d love to know how it’s structured and any tips you’d like to share on using it for lead generation.