It’s probably quite obvious that the reason for building a website is to generate leads. However, the lead generation process is not as simple as placing a few call-to-action buttons on the homepage to see the business roll in.
Lead generation starts when someone decides to click through to ultimately contact you about a project or inquiry. To improve the likelihood of this happening, optimising your website is crucial.
Several elements can help improve your lead generation process and success. Take a look at them below:
Audit your website
Before you start optimising your website for lead generation, begin with an audit to identify the top lead generators and highlight any areas for improvement. Take a look at the common places where customers may visits, for example, contact page, blog posts, and email marketing. This will give you a benchmark for measuring optimisation efforts once you make changes.
Add forms to pages
Forms can be one of the most effective tools in lead generation. They are a prominent call-to-action (CTA), and placing the form in relevant areas will encourage a response. Using your audit results, evaluate pages that could boost lead generation with a relevant form or link to contact details. Blog posts are typically an under-optimised resource, although ensuring a balance is essential to not deter from the blog topic is vital.
Manage and optimise the lead generation process
In some cases, visitors will come to your site and take different paths. Using analytics, you can learn about the different conversion paths and how to optimise the experience. Relevancy is crucial as if your customer came through to your website via a specific topic and are then served irrelevant content or links; they are likely to leave the page altogether. Optimising their journey through your site will help to convert more leads.
Call-to-action buttons should be simple and strategically placed to encourage the most interaction. Try to avoid putting them all over your site as this can overwhelm the user. It’s also advisable to utilise the position, so they don’t get lost in the content on the page.
Optimising landing pages
Landing pages are the backbone of your website, so ensuring they bring your relevant traffic is essential. It’s not just the quality of the content on landing pages that converts either. Research has suggested that websites that have over 30 landing pages generate more leads than companies that only have a few.
Offer your visitor something for free
Most people like a freebie. Free trials, demos, and eBooks are great ways to entice visitors to stick with your website. This type of CTA works well on the homepage and blog posts, especially where the content is related to the topic the visitor came through on.
Live chat is a great way to improve lead generation. When people can speak to someone straight away, they are more likely to convert. Studies have suggested that having a live chat function is a leading digital content method. So it could be a great idea to integrate into your customer services process.