Public Sector Lead Generation Landing Page Teardown and Constructive Feedback
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Table of Contents
Introduction
Welcome to a public sector lead generation landing page teardown session. I actually don’t like to call it “teardown”. This is more of a “constructive criticism”. And before we start and dive in, I’d like to show you a few things. So we’re on the same playing field, so you see what’s going on in this market. And if you’re running a campaign right now, you’re trying to get some leads, some things happen. This session is going to be very valuable for you.
Defining Conversion Rate Optimization
So, if you’re trying to get more public sector customers, in this case, there’s a path right, from getting leads, converting them and then actually closing the deal. If you’re in this path in one way or another, this session is going to help you to see how the conversion flow works and you can use this hopefully in your business to get more customers and repeat this process over and over again. And TADA.
And so, CRO is a very big deal. Maybe you have not heard of that term, conversion rate optimization. It’s top of mind for most marketers this year, about 70% are thinking, okay, how do we get more with less? How do we extract more customers from the same hundred or 1000 leads that we’re getting? So improving efficiency, basically. And yeah, it is a big deal. Run. Take it away.
How to Handle Multiple Decision Makers
So what is this exactly? Public sector lead generation? This is basically playing the game in the hardest setting. Why? Since this is usually either government or healthcare, there’s a complex organization and there are multiple decision makers. And the more we track this, the more we see that actually, let’s say five years ago, maybe there were three to five people making a decision. Now, there could be five to ten people involved in a decision. And that’s between technical and nontechnical. So, a lot of times we see that the strategies and techniques are developed by the technical people for the technical people and the business people, they don’t understand them, they don’t convert. So, you have to include both. You have to have the marketing speak and you have to have the technical benefits specific to the product and we’ll discuss that later.
So, multiple decision makers, think of five to ten people. In addition to that, it’s a long buying cycle. It’s three months to 24 months. You can close something fast depending on the urgency of your solution. Let’s say if it’s an emergency call center that needs to be set up immediately, you’re going to close that deal very quickly, within a few days probably. But, if it’s something more complex, like an entire payroll management system for, let’s say, local government, that could take18 months to get done because of multiple people and because of long buying cycles and the average, it takes16 touchpoints to close a deal in public sectors think about it, that’s a long game. It’s not sending five emails, doing three phone calls and saying, hey, it doesn’t work. But if you understand that concept, this field is so lucrative, the demand is so immense and the contracts are so high and in demand that if you master this again but if you understand this process and you’re trying to make more money and you’re trying to develop your proficiency in public sector business generation, this is it.
Can you Increase Both Traffic in your Website and Conversion Rates?
Let me show you the second thing. In addition to playing at the hardest level, conversion and sales and marketing, these are arguably on the top, most feared and ignored things by people because it involves public speaking, it involves sales, it involves persuasion, design, copywriting. These are complex items that are always moving and finding all the right skills in one person, it is difficult. So, if you have four or five people on your team trying to communicate and roll this out, I know the frictions of that, getting everybody on board, and understanding that, “Hey, there’s a playbook that we can use and save the years of trial and error and hundreds of thousands of dollars of lost marketing dollars and lost opportunities”.
So when you combine playing at the hardest setting of the game, let’s do purple. And it’s a constantly evolving skill, right? And you don’t have resources to hire a full time public sector marketing specifically for this, right or product person. So what do you do in this case? What would you do here? Increase traffic to websites or increase conversion rate? Can I press both? Yes, this is what we want to do. But why would you increase more traffic if all of it is leaking? If you’re getting 100 deals, 100 leads coming in and you have zero business closings from it, what’s the point of getting 1000? I mean, yeah, if it’s just spraying and spraying, fine, that may be working, but it’s very expensive.
Disclaimer
Typically leads in the public sector go from $50 and above up to 1000 and more per lead. So, depending on how quickly you want to get them and how much money you have in your pockets, you may want to use these strategies. How does it work, specifically in this case? Let’s look at a few examples. We’re going to do a series of these. So, if you happen to work for the company or you had to do something with the design or the deployment, please take this in light spirit. This is constructive, not destructive. We’re not saying, “Oh, this is all bad and you figure it out”. No, I’m saying based on the years of trial and error and the things that we’ve deployed, I can tell you what I see wrong and how would I do this if I would have to fix it. Let’s look at this, and if you’re running something and you need me to look at it or one of my team members to have a look, please reach out. You can book a strategy session below.
The Constructive Feedback
The company we picked for today’s session is Cloud Alive. All right, now I’m wearing the customer’s hat. I’m coming in regardless of where I come from, right? If this is the page that you’re trying to convert, so if you’re at Cloud Alive, you had something to do with this, what is the purpose of this page? Typically it’s to get an email, convert a person, or get some kind of attraction or engagement. Now let’s see if that is the above fold here. You see before we start scrolling down, usually we want to see, why should they care about this thing? What is this exactly? And, what should I do next? So, your cloud consulting partners, let us help you expand your business with your expertise. Areas of experience mean we can achieve exponential growth. Get started. Kind of slow there. Oh, that’s it. So, just a straight sales pitch? Okay, so that’s a friction right there. All right, let’s keep scrolling and then I’ll summarize the feedback. Unlock your business potential. Evaluate strategies, and execute. So, not bad.
If you’re noticing, the focus here is on the company. If you’re creating marketing messages or sales campaigns, you have a choice. You can put the light, you can shine the light on one thing, it’s a customer, their problem, or on yourself and your expertise. In this case, Cloud Alive, shining the light on themselves and their expertise, which is making the conversion a lot more difficult here, because if I come in within a few seconds, I’m like, “Oh, so it’s some kind of consulting partner shop. All right, they can help me grow my business because they’re so smart”. Exponential growth, it’s very intangible. Right? And a lot of people don’t believe in exponentials. Show me 20% per year, right? To give me a tangible outcome, and holistic business solution. Also, one of those beaten terms that is basically nothing about nothing and get started is saying, “Hey, give me your email and I’ll send you a sales pitch or I’ll start calling you and start selling you”. So, the technical decision-makers, will not go for that at all because they don’t want to get sold. They don’t understand the technology yet, and so they’re pushing this decision. Now let’s see if you’re helping them to close that gap. Unlock your business potential. Okay. Very ambiguous and vague. Services. We offer a lot of services. Okay, six options. We help customers choose the right cloud services. Again, it’s “we”. So the language here is about “we”. I would recommend saying you, your agency, your services, your customers. Again, you’re shining the light on yourself. It’s “me” marketing, which makes it more expensive for you to get attraction.
Okay, well, architectural review. That’s good clients and good customer stories. See, what are they offering? Fill up the form and let us get to know you better. So in B, two B, public sector, in my experience, they don’t want to get to know them better. I mean, they’re like,” Hey, let’s jump to the chase. Give me the details. Give me the benefits. How can I sell this upstairs? I got to do 20 other things”. You want to give them a tangible thing they can have.
And, “Why is this not loading?” So, I would check speed on the site as well, because it’s been three clicks. Hello. Wow. Okay. So as a customer, I’d want to see, all right, if I’m going to hire you, what will I get for myself? In summary, again, it’s about the result. So why is this in the end? So, as a customer, your product, to me, is an obstacle. Right. So why would I be listening to everything about the product before I even see the result? So this should be front and center upstairs on the main home page. Okay. So, here we go. Right at the bottom, you started getting to the juice. Streamlined. AWS environment. Assuming you’re just running on AWS and no other providers, fine.
But if you have other providers, then just streamline the environment, provide secure seamless, ticket transfer, user trustworthy experience, enhanced efficiency, and reduced operational overhead. A lot of intangibles here, but those are much better. Those are specific benefits. Right? So if you consult me through all the things and you give me the solution that I actually need and it’s good for me, these are the outcomes for me. Right? That’s what I want you to come on board. And specifically, I want to calculate ROI. I don’t see any pricing here, but if you were to say, on average, we save you 20% of your typical operational cost, and it’s 100% uptime, right, versus it’s going down 2 hours every month. So something tangible with the before and after, right?I like the afters here.It’s kind of vague, but okay, I can get to it.But you’re making it very difficult for the customer to understand this.Download the full PDF.So you’re not even taking my email.So it’s just a dump.So basically, you did not get the lead.You dumped all the information on me, and you’re hoping me to figure this out. So here’s how I would do this. So visually wise, scroll speed is fine.
Conclusion
Visually, I’d say eight out of ten. I don’t like this thing in the bag, so I think it’s making it load slower first. Secondly, it doesn’t add anything to me. if I want to reduce my cost to optimize my call center performance,let’s say if that’s the customer, right? Show me that. Show me from 20 things.Now it’s two things, and it’s 20% less.Give me a visualization of the outcome. I mean, it’s a cute picture, but it doesn’t get me anywhere, and it’s actually distracting because it’s moving all the time. Right. So instead of me focusing on the headline, I now need to play with two of those elements.
I would remove the thing, put a good visual that shows me the outcome that you want to show. Say something like Cloud Consulting Partners. That helps you reduce costs, streamline services. Select the right do the architectural review, select the right tech stack, get going within 48 hours or less. Download your checklist here, right? Or self assessment here. Give me this one step that I can take now and sell myself into this. Maybe self analyze or download something tangible. But you want my email, which you’re not getting here because you want to follow up with me, and you want to give me something that I want to hear.
To me, it took me many clicks to dig through to the bottom. I bet you most customers don’t do that. They don’t know which technology they need out of those. So maybe you want some kind of a self-selection process where they say, hey, I have this capacity. This is what I’m doing. 20 employees. And the system kind of self-identifies them. Hey, you need this and this and this. You’re going to save 20% on this. Right? I’ve seen those kinds of calculators. Like, if you can deploy something like this where in an instant they could see, “Oh, I’m already losing thousands of dollars, and this thing just proved it to me specifically”. Right. It’s not just, “All you people out there will save money with us”. No, I put in my numbers and got myself ROI or saving. That would be perfect. A client is great. Visually nice.
They’re not going to fill up the form to get to know you better, I’m sure. This is not really performing, so I would do a lead gen piece in here. Some kind of a starting guide or a PDF, basically. Give me something I want, and I don’t mind giving you my email for that would be step one for this page, and we can discuss other pages later. So, if you found this helpful, if you’re running something and you want to show, I mean, it took us years to figure this out, but if you want to increase your ROI, feel free to reach out. See you on the next one.
