Customer acquisition works best as part of a wider process. A business needs to attract relevant people, understand their enquiries, deliver the service and give them a reason to return. That process may involve tools for:
- Attracting potential customers
- Tracking enquiries and activity
- Serving customers
- Maintaining customer relationships
A marketing plan can combine several activities, depending on the audience and offer:
- Advertising through relevant social channels
- Researching competitors
- Improving the website experience
- Working on search visibility
It is also useful to understand how people use the website. Appropriate analytics and tracking tools can help identify the routes visitors take and the points where an enquiry process needs attention.
To keep enquiry handling connected with ongoing customer service, consider how a CRM system will fit the workflow. Agree who responds to each enquiry, what information is recorded and how follow-up activity is planned.
Together, these activities support customer acquisition and retention. One option to assess for website and marketing work is LP-PROF services. Begin with a clear brief for the pages, customer journey and business processes that the project needs to support.
Defining the scope of the work
LP-PROF projects should be evaluated against concrete requirements. Separate the website work from advertising, analytics and ongoing customer management so that responsibilities are clear.
When reviewing the service offering, discuss the following areas:
- Marketing automation. Identify the campaigns or follow-up messages that need to be automated, the information they use and the conditions that trigger them.
- Social-channel connections. Decide which accounts and content processes are relevant to the project, and confirm how they will connect with the website.
- Analytics. The project brief should identify the questions reports need to answer, such as where enquiries originate and which pages support them.
- CRM requirements. Describe the records that should reach the CRM, the employees who will use them and the way updates will be handled.
Confirm which parts of this scope are included in the proposed service and which need separate tools or implementation work.
For a website project with LP-PROF services, start with the pages and actions visitors need. The brief may include landing pages and quizzes alongside other website content. If the project involves several websites, agree how their content, access and maintenance will be organised.
If the proposed website uses Creatium, confirm how the chosen platform will support the design and editing requirements. Ask the project team to explain how responsive layout, page structure and content will be delivered and maintained.
For an LP-PROF project, analytics should be planned alongside the pages. Specify the events and enquiry sources that need to be measured, then test those records after implementation.
Questions to ask about LP-PROF services before commissioning work
The project discussion should connect the website requirements to available time, budget and staff. Useful questions include:
- What work is included, and how will progress and resource use be reviewed?
- How will staff edit pages after the initial website is delivered?
- What is required to connect the CRM and maintain the integration?
- How will landing pages and enquiry forms be tested with the intended audience?
Ask for a proposal that identifies deliverables, responsibilities and the process for revisions. For any initial design work offered by LP-PROF services, confirm the current scope and terms before treating it as part of the project. Review sample work against your own requirements.
Planning a useful website
An LP-PROF project can be assessed around a clear purpose: helping the right visitors understand an offer and make a relevant enquiry. Plan a website with a defined brief and useful content rather than relying on a promise of rapid sales growth. If search promotion is part of the work, discuss the intended approach for Yandex and Google separately from the initial website build.
Landing pages, quizzes and competitor research should each have a role in that plan. Review the proposed work with LP-PROF services and agree how its results will be assessed.
Confirm the current service details through the LP-PROF website before making a decision about the project.
Contact the ABS Marketing team for help planning your website and marketing.
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