This is a guest post by Alisha Shibli
Alisha is a Senior Content Marketing & Communication Specialist at Radix, the registry behind some of the most successful new domain extensions, including .STORE and .TECH. You can connect with her on LinkedIn and Twitter.
Having a website that isn’t optimized to generate leads is a recipe for business disaster. Generating leads is far from being as simple as a “click here” button through which users come to the homepage of your website.
Getting new leads requires a strategic approach. The journey usually starts when a website visitor clicks on a call-to-action (CTA) that leads them to a landing page. This could be a downloadable eBook from a blog post, a course, a webinar, or anything that requires them to share their details such as name and email address.
This article highlights the loose ends that you could tighten to create a polished strategy to optimize your site for lead generation.
1. Make your website easy to find
Your website is the heart of your online business. So ensuring that it is optimized to maximize lead-generation is vital to securing the long-term success of your lead generation strategy. The question then is, how do you create a website that is:
- Easy to find
- Attractive enough to catch the prospect’s eyes
- Engaging enough to entice the prospect to try your product
The answer lies in using two simple tools—your domain name and content. A strong domain name that stands out and looks credible will not only attract new prospects but also get them engaged from the get-go.
For example, instead of www.mycool-business.com, go for something more definitive and relevant such as www.business.online. The key here is using new domain extensions such as .TECH, .STORE, .SITE, .SPACE, .PRESS, .FUN, etc to establish credibility and get a domain name that is simple and doesn’t look like spam.
Secondly, ensure that the content and functionality of your website is nothing short of perfect. The value you offer through your content and messaging will further strengthen your expertise and credibility as a business.
These aspects build trust which then encourages customers to share their information with you and allow further engagement.
2. Add lead forms to the pages that get the most traffic
It’s important to take stock of where you are before you form your lead generation strategy. This will help you track your progress, determine the success of your efforts, and highlight areas of improvement.
Begin by conducting an audit of where most of your online traffic comes from. You may have a gold mine of pages that are excellent lead generators, and you don’t even know about it. Here are some common pages where a business might get visitors:
- Blog posts – If you’re using content to your advantage, then some of your high-performing posts might be attracting high-quality, relevant traffic.
- Social media – Active social media presence might attract traffic from users who engage with you on social platforms.
- Email marketing – Your emails might be highly engaging in encouraging users to click through to your website from one of your emails.
Once you’ve identified these pages, the next step is to optimize them with content that is relevant and useful for users to stay engaged with your website. Add longer-form content or share resources that solicit their contact information. Make sure you deliver value before asking for anything from them.
3. Measure the performance of each lead generator
Tools such as Website Grader allow you to test how each of your existing lead generators is contributing to your business and lead generation. The tool helps you evaluate the sources of your leads and shares feedback/tips on how you can improve the existing content.
Furthermore, you can compare landing pages that are performing well with the ones that aren’t to better optimize them. For instance, consider the two landing pages A and B.
Landing Page A
Number of visits – 1,000
Leads converted – 10
Conversion rate – 1%
Landing Page B
Number of visits – 1,000
Leads converted – 50
Conversion rate – 5%
Clearly landing page B is performing far better than landing page A. Your next step is to analyze the difference between the two pages and optimize landing page A to deliver similar (or better) results.
You can also run an internal report that evaluates page visits, CTA clicks, and shares to determine what offers and ad copy is performing best.
4. Be mindful of your CTAs
If your homepage is grabbing the attention, your CTA is what’s keeping it.
Your homepage sits at the top of the marketing funnel and should either ask for a subscription to an email newsletter or a free trial of the product/service. For example, you could consider putting either of these CTAs at the top and center of your website:
Get a free trial
Free trials and demos make it easier for your user to test out your product or service before committing to a long-term relationship. They allow you to create a list of leads who are currently piloting your product. Have your product available for free for a period of time using a CTA and form where you can collect their details.
Subscribe to our newsletter
Often users prefer a non-invasive browsing experience. They are less likely to make a purchase the first time they come to your website. To keep them engaged without asking for too much, invite them to subscribe to your newsletter that keeps them informed about the latest trends and product updates.
5. Offer downloadable content such as eBooks and whitepapers
Another way to provide value first and generate interest in your business is to create an eBook/whitepaper and write blog content around it that promotes the eBook/whitepaper. This will allow visitors to engage with your content in multiple ways and learn more about a topic.
High-quality blog content will allow you to develop the necessary page authority to rank your website on Google search. Organic visitors are more concerned about finding a solution to their problem and your blog content with the downloadable eBook/whitepaper is the perfect hook where you offer value and then ask for their lead.
Start by doing keyword research on a topic that’s relevant to you and your industry. Then create a cluster of blog posts addressing that topic from every angle. Take this further by drafting a report that delves much deeper into the subject matter. Package this into a downloadable PDF that your users can access using their name and email address.
6. Test and refine your processes
Testing your process is the most crucial part of any strategy. Regular A/B testing can do wonders for your clickthrough rates.
Test out different content, ad copy, landing page layout, the wording of your CTA, platforms, and more. The ideal way is to create two to three versions of an offer and test which one works best. This will help you find aspects that are working well with your users and will give you data that can be used in all your future campaigns.
7. Make use of live chat
Live chat is increasing not just in their sophistication, but also the way users expect them when learning about a product that they are contemplating to buy. Utilizing live chat software can be one of your biggest and most effective lead generators.
The way to use live chat is to first audit your website to see which pages get the maximum traffic and where users spend the maximum amount of time. Using the right tools and resources, you can install a live chat on pages where users might need immediate answers or assistance. This allows you to collect and log insight on their product needs and address the questions that the content on the page isn’t answering.
Further this by integrating your customer service team with your live chat. This ensures that every visitor gets their questions answered and problems resolved no matter what direction the conversation takes.
Your lead generation strategy should be more than just a page with “click here” or “submit” button. It requires a well-thought-out strategic approach which is not a very difficult feat. It all starts with evaluating where you are today, taking all that data and then putting a plan to paper.
How are you generating leads on your website?