Optimizing your business website to generate leads seems to be a no-brainer. But it’s not as easy as putting a “click here” button on your HomePage and watching the leads pour in.
Instead, business professionals, developers and designers need to take a more strategic approach & produce more innovation and user interest for lead generation. The article is written with aim to help business website to cover some quick ways that actually work to optimize your website for lead generation.
To understand how to optimize business website, we’ll have to first get a basic understanding of the lead generation process.
Lead generation visualization
The starting of lead generation process is when visitor clicks on a call-to-action (CTA) located on one of your site pages or blog posts. That “Call To Action” leads them to a landing page, which has a form that is used to collect the visitor’s contact information (Email, Contact, address, etc). Once the visitor fills out and submits the form by entering all required details, they are then led to a thank-you page.
Now that we’ve gone over the basics of lead generation process, we can get down to the advance level.
Here are simple ways to optimize your site for lead generation.
1. Add Forms to the Pages That Get the Most Traffic
Frist of all it is important to benchmark your present state of lead generation before you begin. So you can track your success rate and determine the key areas where you need improvements. Some of your pages getting a lot of visitors might make excellent lead generators and you don’t even know it.
To start, first conduct an audit of where most of your online traffic is coming from. Following are some common places a business might get traffic from:
- Email Marketing: People read their emails on daily basis, so visitors might come from clicking link inside one of emails that you sent to them.
- Social Media: Social media is best way to get ton of traffic from. You can start engagement, traffic, lead or conversion campaigns to get traffic as well as lead with help of different social media platform. Social media does not end here; creating brand awareness has been no easy till social media trend came in.
- Live Chat: Traffic might come in the type of users who reach out to your company’s customer service team through a live chat support window on your website.
- Blog Posts: BlogPost are one of best way to get traffic. Your blog that are ranked well will generate traffic and more specifically will generate leads also.
Once you identify where your leads are mostly coming from, you shall make sure the pages they’re landing on are doing everything in 100% efficient manner they can do to nurture a visitor’s interest.
For example, if, through your analytics tool, you realize that most of your potential leads are clicking on inbound links to your business website from your Facebook page, your next step should be ‘updating the pages they’re visiting with quality and more relevant content that keeps them engaging with your website’. On your most visited website pages, you can add longer-form content that visitors can access through forms that will solicit their contact information. Hence you can get a lead out of it.
2. Measure Each Lead Generator’s Performance
Observe how each of your existing lead generators is contributing to your business website using a tool “Website Grader”, which actually evaluates your lead generation sources and provides feedback on ways to improve your existing content.
You can also compare your website’s landing pages that are doing well with those that aren’t. For example, let’s say that you get 2,000 visits to Landing Page X and 20 of those people filled out the form and converted into leads. For Landing Page X, you would have a 1% conversion rate.
Let’s say you have another landing page, Landing Page Y, which gets 50 visitors to convert into leads for every 2,000 visits. That would be a 5% conversion rate , which is awesome! Your next steps could be to see how Landing Page X differs from Landing Page B, and optimize Landing Page X accordingly.
Finally, you could try running internal reports and evaluate CTA clicks, landing page visits and thank-you page shares to get know about which offers are performing the best, and then create more like them to boost of your revenue.
3. Optimize Each Step of the Lead Generation Process
If your visitor searched “Shopify Store for sale” and ended up on a blog post you published called, “best Shopify Stores for Sale in 2019”, you’d better not link that blog post to an offer related to “SEO for websites”. Make sure your offers are exactly related to the page content they’re on so you can capitalize on visitors’ concern in a particular subject.
Soon as a visitor lands on your business website, you can start learning about their conversion path with analytics. This path starts when a visitor first visits your site, and ends with filling out a form and generating a lead.
However, sometimes it is not always true that a visitor ends with right path to our desired goal. Therefore, the process of optimization needs to be done continuously.
If you want to run an A/B split testing on a landing page, be sure to test the three key pieces of the lead generation process:
- The Calls-to-Action
Use elegant colors from your site. Keep it simple yet show innovation. Try a tool like Canva or hire a professional Designer to create images professionally. Animate them while they popup and keep them simple to understand. You can use different sizes and places to show your CTA’s.
- The Landing Pages
Companies with 30+ landing pages on their website have generated 7X more leads than those companies with 1 to 5 landing pages, According to a HubSpot survey.
- The Thank-You Pages
Thought Lead generation from is main part that plays role in generating lead. But, Professionals should never underestimate that value of “thank you pages” that comes in last but are never the least.
Along with saying thank you to user, be sure to add a link for your new lead to actually download the offer on your thank-you page that is what user has really added his contact info for. Including social sharing buttons and even a form for another related offer might help user to get more related info as well as it give him a sense of trust between him and website
3. Start with a Basic CTA on Your Homepage
If your homepage’s design is what mainly catches a user’s attention, the CTA is what keeps it there. However, do not bombard your visitors with an invitation those things that they are not interested in.
Your website’s homepage sits at the top of the marketing funnel; therefore it should offer either a free trial or subscription to a frequent campaign, such as a newsletter. Consider including one of the following CTAs on home page of your website.
‘Subscribe to Updates’
Ideally, consumers want their browsing experience to be as non-invasive as their buying experience goes on. Sometimes, they’re not ready to make a purchase as it may be the first time they visited your website.
To teach them about your website with no effort or promise on their part, simple invite them to subscribe to an email that will notify them of industry products & trends updates.
‘Try Us for Free’
Free trials and demos are a growing company’s awareness, reputation as well as revenue. They allow you to make demand in your business and then create a contact list of leads who are currently piloting your product.
On your homepage, have your product available to try for free for a limited time using a CTA and form where you can collect their names and email addresses. At the end of each active product demo, follow up with the user to see what they thought of it.
4. Offer eBooks for Download on Specific Blog Posts
Another non-invasive way to generate visitor interest in your business is to create blog content that promotes an eBook, wherein, your website visitors are able to learn more about the same topic they just read on your blog.
5. Develop a Live Chat Service for Your Website
To generate leads though live chat, audit your website to see which pages your visitors spend most of their time on. With the right development resources, you can install a live chat tool on the pages where customers need the most assistance or information. This allows you to casually collect and log insight on their product needs while answering their questions.
Depending on who starts the chat and the query your visitors have, you can even integrate your customer service team with your live chat tool. This method ensures every website visitor has their needs addressed no matter where the conversation goes at end.
6. Personalize Your Calls-to-Action
Dynamic content lets you enhance the experience of every unique visitor that is visiting your website. People who land on your site will see layout, images, buttons and product options that are specifically tailored to their type of interests, the pages they’ve previously viewed, or products they’ve purchased before.
Better yet, personalized calls-to-action convert 42% more visitors than basic calls-to-action. In other words, dynamic content and on-page personalization helps you generate more leads.