We must gain a rudimentary knowledge of lead generation in order to figure out how to make our website as efficient as possible.
What factors contribute to a website visitor becoming a prospective customer?
A typical lead generation begins when an individual browsing your website or blog posts clicks on a call-to-action (CTA) link. This CTA takes people to a page with a form that gathers the visitor’s details. Once the visitor completes and sends the form, they are directed to a page of appreciation. Find out more information about this process by reading this post.
Having covered the fundamentals of lead generation, we can now take a closer look at the finer points.
7 Ways to Optimize Your Website for Lead Generation
Let’s look at ten easy steps to improve your site for generating leads.
1. Add forms to the pages that get the most traffic.
It is essential to evaluate where you presently stand in terms of generating leads before starting so that you can track your progress and pinpoint which areas need the most development. It’s possible that some of your webpages may be able to generate leads without you being aware of it.
Begin by doing an assessment of what sources are responsible for the majority of your website visits and outreach – these would be your main sources of leads. Here are some common places a business might get visitors:
- Email Marketing: Traffic might come from users who click through to your website from one of your emails.
- Social Media: Traffic might come from users who engage in a campaign through one of your social media profiles.
- Live Chat: Traffic might come in the form of users who reach out to your customer service team through a live chat window on your website.
- Blog Posts: Traffic might come from your highest-performing blog posts.
Once you’ve established the source of your prospects, make certain the pages they are visiting are doing all they can to foster interest.
If, for example, the analysis of your tool shows that the majority of the prospects are accessing your website through the links from your Facebook page, the next step is to equip these pages with material which will keep them captivated and involve in your website. Include longer pieces of writing on your most frequented web pages that require people to use forms to get access to the content, which require contact details from them.
2. Measure the performance of each lead generator.
Evaluate the effectiveness of the lead creators for your organization with something like Website Grader. It can assess the lead generation sources that exist on your website (covering landing pages and Call To Actions) and will offer advice on how to improve your content.
You can contrast pages that are producing results with those that are not having the same success. For instance, suppose you gain 1,000 hits on Page A, with 10 of those visitors completing the form and becoming leads. Landing Page A would have a conversion rate of 1%. Suppose that out of 1,000 visitors to Landing Page B, fifty will transform into leads.
That’s a terrific 5% conversion rate! Your next course of action may be to analyze the distinctions between Landing Page A and Landing Page B, and adjust Landing Page A accordingly.
Finally, you could try running internal reports. Look at how many times the landing page is visited, the number of clicks on the call-to-action buttons, and the percentage of thank-you page shares to find out which offers are doing the best, and then make more of them.
3. Optimize each step of the lead generation process.
If somebody searching for advice on lawn care stumbled upon the blog post that you created titled “10 Ways To Improve Your Lawn Care Regimen,” do not direct them to an advertisement for snow-removal services. Ensure that your promotions are associated with the place they appear on so you can take advantage of people’s curiosity regarding a certain topic.
As soon as a person navigates to your website, you can begin to gain knowledge about their journey to convert. The journey begins with a website visitor, and eventually hopefully concludes with them submitting a form and transforming into a potential customer.
Occasionally, a person’s journey does not reach its intended destination. In those cases, you can optimize the conversion path.
How? Take a page out of Surety Bonds’ book. They wanted to attract more customers, so they used Unbounce to conduct an A/B split test, which involved creating two different versions of a landing page in order to figure out which strategies worked the most effectively. Ultimately, they converted a link to a button, integrated a form onto their homepage, and posed different queries on their forms.
4. Start with a basic CTA on your homepage.
If the design of your home page is what draws a person in, then your call-to-action is what keeps them engaged. Do not overwhelm your visitors by pushing them to view your most extensive or most intricate content.
Your starting point for marketing should be your homepage; this ought to present a possibility of a no-cost trial or subscription to a repeating program, e.g. a periodical. Consider including one of the following CTAs on the front of your website:
5. Offer e-books for download on specific blog posts.
You can pique interest for your business without being intrusive by composing a blog post that speaks to a certain ebook or whitepaper, where readers can attain even more information on the topic they just read on your blog.
This is the junction of generating leads and optimizing search engines.
Creating entries for a blog is an effective method for augmenting the authority of a website, enabling it to rise up in Google’s rankings. Organic visitors who originate from Google searches tend to be more likely to be in search of solutions you can provide, which makes this form of creating leads particularly valuable.
Begin by carrying out research into keywords related to a theme in line with your sector, and afterwards assemble a series of blog articles on the same subject. Compose a document that goes more in-depth on the subject. Create a PDF version of this report and share it with blog readers via a download link that requires their name, company, and email address.
Send each person their acquired resource through the three-step transformation path outlined earlier, and then send them a subsequent email that preserves their curiosity in the material you have delivered to them.
6. Lay out the buyer’s journey
Now that you have perfected your website for speed, comprehensibility, and functioning on mobile, it’s an ideal opportunity to break down the customer’s buying adventure.
It is essential to remember that website visitors may be in diverse points of the purchasing journey and consequently seek various things from you. Most people visiting a website are not looking to buy something at that moment.
But not to worry. If you take note of the various steps customers take before making a purchase, and work to recognize their typical wants and demands as well as anything keeping them from doing so, many visitors will be open to becoming leads and undertaking the procedure.
An alternative way of looking at this customer venture is to utilize frameworks. I’ve collected three examples with illustrations of how they can be utilized in reality.
AIDA
The most widely recognized structure in marketing is the AIDA model which represents recognition, intrigue, craving, and activity.
The first step for a business in this customer journey is to make their target audience aware of their existence and foster a basic interest in what they are offering. Afterward, the firm must make the customer longing for the product even more strongly before committing to buying it.
Example:
An individual in search of canine nourishment is unaware of your pet food business. They stumble upon a blog post written by you regarding the healthiest types of food for dogs. They are now “aware” of your company.
After doing more research into your company’s dog food, they have discovered your organization’s gluten free variety and become captivated by the product.
They look into and contrast other types of gluten free dog food. Perusing customer comments persuades them that your gluten free brand is the most fitting selection for them and they create a deeper longing to purchase.
Action: They take the “action” of ordering. Your gluten free brand has moved from unfamiliar to their favorite dog food!
AEC
The second framework stands for “attract, engage, and convert.”
For this progression in the customer shopping process, the business draws in prospective prospects with useful data, communicates with them after they’ve become leads through reaching out and understanding material, and persuades them to turn into paying patrons and admirers.
Example:
Draw in: You provide an email course on your canine food website regarding how to create the best diet plan for your new pup and “draw in” more email leads.
Once leads have registered and concluded the course, you can keep them involved by notifying them of any new and educational blog articles related to feeding dogs.
Turn: A certain proportion of email subscribers are changed into customers for the Gluten Free Dog Food Monthly Subscription package.
The Five Stages of Awareness
The third and ultimate structure is focused on leading your customer from one degree of knowledge to another.
Individuals initially do not grasp that they have an issue, and it is your task as a business to make them the most informed. At this juncture, they recognize that your firm’s service is the most appropriate for their needs and sing your praises to their acquaintances and relatives.
Example:
Someone in the “unaware stage” does not realize the potential hazard posed by generic-brand dog food for their canine companion. Your company runs a promotional effort on Facebook leading people to a blog entry talking about these dangers.
After visiting your post and reading through it, people become conscious of the issue of low quality storebrand dog food. This is the food they give their pet, so they are looking up your website for answers.
A different blog post on your website is devoted to educating readers about different healthy alternatives to store-bought dog food. They are now “solution aware.”
Following research, the people have come to a point where they are aware of your company’s gluten free dog food offering. This is the best product for them.
Customers with a heightened sense of awareness purchase your healthy dog food and they find that their pup enjoys it. At the “height of awareness,” folks are infatuated with your business and will encourage it to their associates who own dogs.
Now is the moment to chart out your own purchaser pathway. A useful application to look into is Smartdraw if you’re trying to find a straightforward approach to do that.
What process do your website viewers progress through before they turn into potential customers? Before they become paying customers? By responding to these queries, you will be able to comprehend totally the issues your target demographic deals with and the content you could produce for each level. Once you have a better comprehension, you can provide your solution to them in such a way as to convert them into a potential customer.
7. Optimize your content backwards
Content creation is foundational to lead generation. It’s about getting people to visit your site, teaching your readers, and bolstering your reputation in order to develop a bond of confidence.
The third step in generating leads may go against the grain, but it is something many companies carry out in the wrong order: prioritize your material from the back end. Begin at the base of the funnel and move in the reverse direction. Priority should be placed on optimizing content such as product checkout landing pages, rather than blog posts.
The cause of this is that the deeper a potential customer progresses along the sales pathway and the nearer they are to creating a purchase, the more beneficial they become. It can be a challenge to identify what strategies are effective in the early stages of a comprehensive marketing funnel that has many points of access. It is sensible to give top priority to leads at the lower end.
You should not overlook leads that may not lead to any quick results. As was demonstrated in the preceding section, there are a variety of people who visit your website and are at various steps of the funnel; consequently, you should provide content that is relevant for each stage.
The primary aim of content marketing is to instruct people and thereby convert them into purchasers. You’ll miss out on achieving your company objectives if you don’t concentrate on the most advantageous leads at the end of the sales funnel.
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