Tired of bringing in leads every day only to discover they're not qualified or ready to buy? Wouldn't it be great if someone could just throw lists and names of qualifying leads into your lap? With a few tweaks, you can create a website that qualifies and converts leads while also delivering them to your mailbox.
It's a no-brainer to optimize your website to create leads. Unfortunately, it's not as easy as putting a "Click Here" button on your home page and waiting for the leads to come flooding in. Marketers and designers should instead adopt a more strategic approach. In this article, we'll go over several fast strategies to optimize your website for lead generation that works.
Before you start, you should benchmark your current level of lead generation so you can track your progress and identify the areas where you need to improve the most. You may not realize it, but some of your pages could be phenomenal lead generators. For starters, examine your lead generators, which are the sources of the majority of your online traffic and engagement.
Once you've figured out where your leads are coming from, make sure the pages they're landing on do everything they can to keep a visitor's attention piqued. The next step is to provide content to the sites they're visiting to keep them on your site and interested. Add longer-form content to your most popular website pages that visitors may access through forms that collect their contact details. If you're unclear which platform to use, QuestionScout is here for you, where you can make highly customized forms.
Using online tools that analyze your lead generation sources (including landing pages and CTAs) and provide recommendations on improving your existing content, observe how each of your existing lead generators contributes to your enterprise. You may also evaluate landing pages that are performing well with landing pages that aren't.
Suppose you have a landing page that converts 50 visitors into leads out of 1,000 visits. That's a 5% conversion rate, which is fantastic! The next stage could be to cross-reference Landing Page A and Page B and then optimize Landing Page accordingly. Finally, you might want to consider conducting internal reports. Determine which offers are performing the best by analyzing landing page views, CTA clicks, and thank-you page shares, and then create more similar offers.
If a consumer came to your site looking for "lawn care ideas" and ended up on a blog post labeled "10 Ways to Improve Your Lawn Care Regimen," you shouldn't link that piece of content to a snow-clearing consultation offer. To gain leverage on visitors' interest in a particular subject, make sure your offerings are related to the webpage they're viewing.
You can begin learning about a visitor's conversion path as soon as they arrive on your website. This path begins with a person visiting your site and ends with them filling out a form and becoming a lead (ideally). However, a visitor's path may not always go to the desired destination. In such scenarios, the conversion path can be optimized. If you want to do an A/B test on a landing page, be sure to test the three major lead generation parts: the CTA, landing page, and thank you page.
Not only have live chat services become more efficient, but more customers are expecting them when researching firms they might wish to buy from. This could mean you're missing out on a huge source of leads. Scan your website to identify which pages your visitors spend the most time on to generate leads through live chat. You can add a live chat option on the pages where clients need assistance.
This helps you gather and record information about their product demands while courteously addressing their queries. You can also combine your customer support team with your live chat function, depending on who initiates the chat and what questions your visitors have. This ensures that no matter where the conversation goes, every website visitor's requirements are satisfied.
Complex dynamic content allows you to personalize each website visitor's experiences on your webpage. When visitors arrive on your site, they will see photos, buttons, and product selections that are personalized to their preferences, the sites they've visited, and the products they've purchased previously. To get dynamic content on your website, there are many free online tools that you can use.
Personalized calls-to-action also convert 42% more customers than standard calls-to-action. To put it another way, dynamic content and on-page personalization enhance lead generation. Visitors who come to your website and find pages that they remember from a previous visit are more likely to stay and engage in conversation with you.
Always keep in mind that no lead will turn into a customer by itself. Leads are just as effective as the nurturing you do with them. Put leads into a workflow once they fill out a form on your landing page, so they don't forget about you and send them relevant information. Lead nurturing should begin with timely follow-up emails that provide valuable content. Learn as much as you can about them as you nurture them, and then customize all future messages accordingly.
If your email, for example, provides great content, helps the reader down the funnel, and gets them to the point where they can become a customer, you have a better chance of converting that lead into a customer. According to Forrester Research, firms that nurture their leads see 50 percent more sales-ready prospects at a 33 percent lower cost than their non-nurturing competitors. So get to work on your email.
A lead-generating website assists site visitors while collecting data about them for your business. It's more than just a digital brochure; it's an educational and nurturing experience for prospects. Whether you build or remodel your website in-house or hire someone to do it for you, the main goal should be to create a website that your buyer personas will find useful.