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Optimise your website for lead generation with these 5 simple steps
61% of B2B marketers think generating high-quality leads is one of their biggest challenges.
Introduction
Your website is one of the most important components of your marketing strategy. Every campaign is run with a view to boosting your website traffic, generating leads and boosting conversions. However, if your website isn’t optimized to generate leads, no marketing campaign or product will be good enough.
An optimised website not only diverts more traffic your way but also encourages visitors to stick around long enough to either make a purchase or sign up for your service. Here, we take a look at some of the important ways to optimise a website for a critical marketing element – lead generation.
- Review your lead generation forms
Marketers who follow up with web leads within 5 minutes are 9 times more likely to convert them.
Asking for too much too soon is one of the biggest mistakes brands make when designing their led generation form. Not everyone wants to share all their details when they visit your site. Instead, keep a shorter form asking only for the required details. Be sure to place this form strategically on your website making it visible and easy to fill. Additionally, placing your form near an offer can be a persuasive incentive to sign-up.
Another common mistake companies make is not diverting the user to a ‘Thank You’ page after they fill up the form. This is a vital step to divert audiences to content that may matter to them and drive engagement. Sending a kickback email as a thank you can also greatly drive engagement.
42% of organizations believe email is one of their most effective lead generation channels.
- Update your web design
A clean. Functional website design can do wonders for lead generation. Avoid cluttering your website with too much information. A busy web design can distract the audience form the important information and forms you want highlighted. Instead, be sure to leave enough white space that allows audiences to focus on what’s important. In addition, make sure your website is quick to load. Most brands lose out on customers if the site takes more than 3 seconds to load. An SEO agency can help redesign your website to reflect your brand personality optimally while being optimised for lead generation.
74% of landing pages comprise of navigation bars, distracting leads from the central call to action.
- Add informational content with free resources
Marketers who prioritize blogging efforts are 13x more likely to see positive ROI.
A lot of people that come to your site are looking for information. Having relevant and informational blog posts are a great way to generate leads. For added benefits, make sure your posts contain relevant keywords that audiences use during a search. In case your area of expertise requires detailed information to be shared, do so in the form of a free report. Providing downloadable links on popular topics in the form of pdfs or whitepaper is a great way to generate leads and boost engagement. An SEO company will be able to help you devise a great content strategy in line with your business goals.
- Enhance credibility with testimonials
A website with a proven track record is more likely to generate leads and be credible than one that is unknown. Wherever possible, ask for reviews and testimonials on your products. This is especially critical when users have had a good experience. Put these testimonials up on your website where new visitors can easily access them. Knowing others have had a positive experience makes them more likely to engage with your brand.
- Personalise your Call-to-Action (CTA)
What is it that you want your visitors to do? This is a critical aspect of optimising your website for lead generation. Identify the action you want to encourage and highlight it in a personalised CTA on your website. You can even create different CTA’s for every landing page encouraging visitors at every step. From signing up for your service to sharing their contact details – be clear and precise when creating your CTA.
More than 90% of visitors who read your headline also read your CTA copy.
Conclusion
Optimising your website for lead generation is one of the most important tasks for your brand. Even the most exceptional product backed by the most expensive campaign will lose out if your website isn’t optimised. For those of you that are overwhelmed by these details, partnering with an SEO service could be highly beneficial.
