JUL. 22, 2020
It’s no secret that lead generation is the key to boosting your sales and growing your bottom line. One of the best ways to capture new leads is through your website, of course. But what are some of the best ways to ensure your website is optimized for lead generation?
During the dawn of the internet era, business websites had it easy. They could simply add a colorful button with a call-to-action phrase, such as “Click here to get started!”, and watch as the leads come in. But in today’s world of internet marketing, it might take a little more time and strategy to effectively generate new leads on a consistent basis.
Below, you’ll find out more about why generating leads on your website is so powerful, as well as the five best ways to optimize your website for lead generation.
How Does Lead Generation Work On A Website?
An extensive research project performed by Marketo shows that just 4% of new website visitors are actually ready to buy something. However, when you have a website that employs several lead generation strategies, you can significantly increase that 4% figure.
Why is lead generation so important on a website?
If you’re in the business of selling to your customers, your interaction with them starts on your website. It is likely one of the first places a potential customer will visit to find out more about you before making any buying decisions. As a company, it is your goal to gain that visitor’s interest and capture them as a lead before they leave your website.
The easiest and most basic form of lead capturing is through a CTA or a call-to-action. This is something we mentioned earlier with our example phrase, “Click here to get started.” This is a simple command usually in the form of a button or a sign-up sheet that persuades someone to sign up for a newsletter or enter their email address to stay apprised of deals and discounts.
Once they do that, you have successfully captured a lead!
Why stop there? Below are five of the best ways to optimize your website for increased lead generation.
1. Make a Landing Page
A landing page is a page on your website specifically designed to capture and convert leads. Rather than arriving on the homepage of your website, a visitor will first find themselves on a landing page. This landing page will have some kind of form or info box where visitors can enter their information (such as an email address or phone number) in exchange for a deal you are offering them.
Have you ever visited an e-commerce website, and upon entry seen an offer for a “new visitor” discount? All you need to do is enter your email address and click the button. Then you will receive the promised discount or promo code that will convince you to shop with them if you were on the fence about it before.
In fact, it’s a good idea to make multiple landing pages. A HubSpot survey shows that companies with more than 30 landing pages have generated seven times more leads than websites with only one or two landing pages.
2. Automate Emails
This strategy is a great follow-up to the landing page. Once visitors entered their email addresses in exchange for an offer or deal, you can set up your email system to automatically send them a “thank you for joining” message. This is also known as a kickback email.
This is proven to more than double the rates of engagement between newly converted leads and sales staff. The thank-you email shows potential customers that you have taken the time to address them personally, and you value their input. Remember to include a powerful CTA in this email!
What are some good CTAs? Here are some examples:
- Click Here to Get Started
- Try Us Out For Free!
- Subscribe and Get Updates
Keep it short and to the point, and your visitors will likely respond.
3. Add More Forms
Sign-up forms are quick and easy ways to generate new leads. The areas of your website with heavy traffic are wasted if you aren’t using them as a way to capture all of those individuals who come through.
This is a good opportunity to conduct a thorough study of your website to determine which pages have the most traffic. Where do you get most of your lead generation or outreach from? It may be from a page you usually don’t pay any attention to.
Wherever the heavy traffic is, make sure that area of your website is doing everything in its power to generate and nurture those visitors to leads. Add forms that ask for more contact information, and make sure that each page is consistent in terms of information and style.
4. Offer Free Downloads or Info
Encourage visitors to take a look at your blog or news update section of your website. There, you can offer exclusive downloads to e-books or whitepapers offering helpful information. This is an especially good strategy if you are a service or information-driven company, offering advice or help from experts in your field.
Giving visitors a chance to access some of your expertise for free is an opportunity too good for them to pass up. In certain blog posts, or on certain web pages, you can include download offers to information or solutions your visitors may be looking for.
Giving them a little bit for free will encourage them to come back and get a lot more for a price they will willingly pay.
5. Never Stop Nurturing
Another HubSpot study on email marketing proves the importance of nurturing leads via email communication. From the moment you send out that automated thank-you message, make sure they continue to be aware that you haven’t forgotten about them.
Keep sending them emails that include content they will want to see. Add exclusive content or free information that your leads will only be able to see if they sign up for your emails.
Make sure each lead is given tailored information that matches their interests. Email them often, but not too often, or else they may start to get annoyed. Make it short and sweet, get to the point, and offer them something wonderful. Then sit back and watch as the leads pour in!
Boost Your Lead Generation Tactics on Your Own Website
Your website is the best place to convert and nurture leads. While most of your traffic may funnel in from your social media profiles, it’s important to ensure that this traffic doesn’t leave before giving you some of their contact information. That way, you can continue to offer them deals and exclusive information that will entice them to stick with you for the long run.
These strategies take some time to develop, and they must always be updated to stay consistent with current trends. It may seem like an exhausting task, but the amount of leads you’ll gain (which translates into bigger sales) is all worth it.
By Dan Stevens