Having a website that is optimised for lead generation is the whole point of having a website, right?
Marketers and web designers know that they need to adopt a strategic approach to optimising a website for leads and in this post we want to show you how to achieve this.
But first – let’s run through a basic overview of the lead generation process and identify the main components which come into play when a casual website visitor turns into a lead:
The lead generation process typically starts when a website visitor finds your page.
A Call to Action
They then click on a call-to-action (CTA) located on one of your site pages or blog posts.
A Landing Page
That CTA leads them to a landing page, which includes a form used to collect the visitor’s information.
Once the visitor fills out and submits the form, they are then led to a thank-you page and the engagement process begins.
Now that we’ve gone over the basics of lead generation, here are The Five Easy Steps to Optimise Your Site for Lead Generation.
Step 1: Determine Your Current State
It’s important to find a point of reference before you can track and manage your successes and the areas where you need improvement in terms of lead generation. Try using a tool like Marketing Grader which evaluates your lead generation sources (like landing pages and CTAs) and provides feedback on ways to improve your existing content.
You can also run internal reports by evaluating landing page visits, CTA clicks, and thank-you page shares to determine which are performing the best to expand and improve your site for conversion.
Step 2: Optimise Each Key Piece of the Process
As soon as a visitor lands on your website, you can start to learn about their conversion path. This path starts when a prospect visits your site, and ends (hopefully) with them filling out a form and becoming a lead. However, sometimes a visitor’s path doesn’t end with the desired goal. In those cases, you want to optimize the conversion path.
How? If you’re struggling to convert visitors at the rate you desire, consider running an A/B split test (comparing two versions of a web page) to determine which tactics are performing better on each page.
Remember to test all 3 key pieces of the lead generation process:
Use your logo and site colours in a striking contrasting way that will help make your CTAs stand out. If you want to use images in different layers you can keep it simple with a tool like Canva to create images easily, quickly and for free. There are quite a few CTA ideas like a “Subscribe” or a “Need Help?” as illustrated below.
According to an independent US-based survey, companies with 30+ landing pages on their website generated 7X more leads than companies with 1 to 5 landing pages.
For inspiration, search the internet for well-designed landing pages you can take ideas from. Make sure your offers are related to the page they’re on so you can capitalise on visitors’ interest in a particular subject and direct them down the funnel with high quality information with relevance.
It often happens that the landing pages receive all the attention and the rest gets a little neglected in comparison.
First off – along with saying thank you, don’t forget to include the link for your new lead to actually download your offer.
Secondly, this is your chance to also include social sharing buttons or even a form for another, relevant offer.
And the bonus opportunity – send a kickback e-mail once a visitor converts into a lead with their information securely added to your database. In another independent study on engagement rates, kickback emails doubled the engagement rates of standard marketing emails. Use kickback emails as added opportunities to include super-relevant CTAs and to further encourage sharing via email and social media.
Step 3: Personalise Your Calls-To-Action
Dynamic content enables you to tailor the experience of each unique web visitor. This helps them to see images, buttons and product options that are specifically catered for their individual interests, the pages they’ve viewed, or their previous purchases.
Better yet, personalised calls-to-action has a much higher conversion rate than basic calls-to-action. In other words, dynamic content and on-page personalisation helps to generate more leads.
Step 4: Test, Test, Test!
We can’t stress this part of the process enough. Something as simple as testing out the wording of your CTA, the layout of your landing page or the images you’re using can have a huge impact on your conversion rate. Equally – incorporating A/B split testing has the potential to do wonders for converting site visitors into leads and ultimately customers.
Step 5: Nurture Your Leads
Leads won’t necessarily turn into customers unless they are nurtured into finding your company top of mind next time they encounter the need for a service or product you have on offer.
Once a lead fills out a form on your landing page, they need to be entered into a system of delivering valuable and relevant content. As you nurture them, learn as much as you can about them – and then tailor all future sends accordingly. Free marketing automation sites like Mailchimp and Drip will prove to be invaluable in your quest for nurturing leads.
Providing recipients with great quality content will guide them down the funnel and get them to the point of engaging towards a sale.
According to research done by Forrester (Nasdaq: FORR) – one of the most influential research and advisory firms in the world: ‘companies that nurture their leads see 50% more sales ready leads than their non-nurturing counterparts at a 33% lower cost.’ So get e-mailing and nurture those leads.
We can all agree that having a website that is optimised for lead-generation is a no-brainer and only having a “click here” button on your home page will make you invisible in an ocean full of prospectors.
Take the time to determine your site’s strengths and flaws and create a strategy to bait and tackle those leads in.