Optimizing Your Website for Lead Generation
It takes more than a few “click here” buttons to generate leads. If you really want to capture website leads, you need to be strategic and optimize your website accordingly.
The need for online lead generation is not a novel concept. It’s universally understood that leads turn into customers, and customers turn into sales. The question is, how can you optimize your website so that it generates leads for you?
While it may have been simple in the past, it takes much more than a few “click here” buttons to generate the number of leads needed to sustain a business. In today’s world of personalized buying journeys and magical dynamic content, marketers need to be much more intentional when optimizing websites for lead generation.
Here are some effective ways to optimize your website for lead generation:
1. Understanding the lead generation process
Before you can optimize your website to generate leads, it’s best to understand the process one takes to become a lead. Generally speaking, the lead generation process begins when someone takes an action that you’ve designed for them, like clicking on a call-to-action (CTA) on one of your blog posts. That CTA leads them to a form designed to gather their contact information. Once the form is completed and submitted, they become a lead.
Sounds easy, right? As simple as the concept may be, the devil is in the optimization details. Let’s dive in.
2. Put a form on it
It’s critical that you understand how and where you’re currently generating traffic and converting leads in order to uncover the areas that need adjustments and improvements. It may actually surprise you to find that certain pages on your website are actually perfectly primed to generate leads.
To help with this assessment, you need to decipher where the bulk of your online traffic is coming from. Most commonly, visitors arrive as a result of email marketing efforts, blog posts, and social media. Try using an analytics tool to help you identify where your leads are coming from, and once you do, you can nurture their interest by including valuable content accessible via a form.
3. Evaluate what you have
This is a step in which you identify every lead generator currently on your websites, like CTA’s and forms, and then measure how well they’re working. Tools like Website Grader are great for providing these metrics.
Once you’ve identified what’s doing well, you can take those strategies and then optimize your lower performing lead generators accordingly.
4. Optimize your CTA’s
Assuming you’ve piqued your visitors’ interest with your website and content, the next step is to provide CTA’s strong enough to encourage them to give you their contact information. It’s important that your CTA’s are in a contrasting color from your site and that they’re kept simple. The copy that you use is equally important. Phrases that include words like “free”, “try”, “trial”, and “download” are commonly used and successful.
You’ll also want to pay attention to what you’re offering and where. On your homepage, for example, try offering either a free trial or subscription to your blog or newsletter. You can offer your visitors access to longer or more complex content as they move deeper into your website, like providing the option to download an eBook in one of your blog posts.
5. Optimize your landing pages
When adding your CTA’s, you need to decide where you want your visitor directed. Sure, you could just direct them to a form so they can enter their information and claim the offer without ever having to view another page, but more detailed contact information is generally obtained with the use of landing pages.
When designing your landing pages, include a brief and optimized description of the offer that visitors will be getting if they submit their contact information. The page should include a prevalent and accessible form, inclusive of all of the field’s that you’d like them to complete.
This is an area that you’ll want to apply some strategy. Asking for too much information could be seen as obtrusive, however, the more information that you receive may result in better quality leads. Don’t be afraid to test these forms until you discover what information your visitors are comfortable providing.
While capturing leads is a critical part of generating customers, conversions don’t normally happen without nurturing. The trick is making sure your leads don’t forget about you after they’ve received their initial offer. To do this, you’ll need to provide them with additional content that aligns with their interests and guides them through the funnel. This is accomplished through regular and relevant follow-up emails, and as you continue to learn more about your leads, you can customize future correspondence accordingly.
We all depend on leads to generate and grow business, and knowing how to capture them is half the battle. It’s all about finding the right combination of strategies and determining what works best for you. As long as you’re seeing improvement over time, you’re on the right track.
Need help optimizing your site for lead generation? Drop us a line. We got you.