20 Simple Ways Your Website Can Generate More Leads
Written By Tyler Riddell
I built it, but we only get ten leads a month?!? Optimizing your Website to generate more leads is not an easy task.
Many small businesses believe, “If you build it, they will come.” Unfortunately, that’s not how things work out, but there’s hope for getting your Website to perform better. And it won’t break the bank either.
Business owners first need to think about their Website strategically before jumping into the tactics below. In this post, I’ll give you some quick and dirty ways that work to optimize your Website for lead generation. Warning: A little patience is required, but these are tips that are proven to generate more leads!
To understand how to optimize our Website, let’s recap the digital lead generation funnel and process.
Quick Overview of the Website Lead Generation Workflow
Step 1 – Customers are out on the internet and social media, entering keywords while searching for solutions to their business problems. When they search, thousands of websites (and pages within the Websites) appear in the search query. Your goal is to get your pages to appear on the first page of Google and other Search Engines because 80% of buyers do not move beyond. We don’t have time to get into Google algorithms.
Step 2 – Prospects visit your Website at different stages for their buyer journey to self-educate. The pages of your Website help convert visitors into leads and eventually move into your sales process. For example, a website visitor clicks on a Call To Action (e.g., CTA = Watch Demo) located on one of your Website pages. That CTA directs them to a landing page, and a unique form collects their contact information.
Step 3 – Once the visitor fills out the form, they are then led to a thank-you page. After that, the lead should be added to a drip email marketing campaign to continue nurturing until they are ready for the rockstar Sales Rep to engage, demo, and close the largest deal of their career. After that, customer success marketing kicks off.
Now that we’ve gone over the basics let’s highlight simple ways to optimize your Website for increasing lead generation, but start with a simple plan and goals.
1. SET UP YOUR PLAN & FUNNEL GOALS
Goal 1: Drive More Inbound Traffic to the Website (e.g., 10x)
Goal 2: Get RANKED on Search Engines (e.g., 5 First pages)
Goal 3: Convert Website Traffic into Leads (e.g., 10x)
Goal 4: Establish a Content Plan to support Goals 1, 2, and 3. (e.g., Weekly content to post on Website)
2. PERFORM KEYWORD RESEARCH
Keyword research means identifying terms that potential buyers are using to research industry-related issues, topics, trends, and solutions concerning their business – and yours, on Search Engines (Google, etc.). Tools like SEMRush, Aref are perfect for identifying the search volume and researching what your competition is doing to drive more traffic to their websites. If you don’t map out content focused on important keywords, your pages and Website WILL NEVER RANK. Plus, you’ll bring in the wrong traffic to your Website.
3. BUILD YOUR LEAN EDITORIAL CALENDAR
Build a Lean Monthly Editorial Calendar – 100% focused on Your Top 10 Keywords (Ideal: High Search Volume, Low Competition, Relevance to your Business). And create content along with the Awareness, Middle, and Bottom of the Funnel. Weekly scheduling of content can mean posting blog articles, creating new resource pages, adding events, partners, video content, case studies, etc. See this article for content strategy.
4. ADD FORMS (and buttons to Forms)
Delete the 8-field Contact Us Form on every page of the Website. You need to add multiple forms (Contact Us, See a Demo, Subscribe to our Newsletter, Join our Community, etc.) on different pages where you get the most traffic. Also, make sure these forms are only capturing critical information. A long-form is the death of obtaining information from prospects, so you may want to consider multi-step forms or progressive profiling forms. Lastly, place the form on a landing page with a value-prop or short 30-sec teaser video.
5. AUDIT & ANALYTICS
If you’re starting from scratch, auditing and analytics are for a later stage of your Website and digital marketing strategy maturity scale.
Your Website doesn’t stand on its own. Consider it the cornerstone of all your other digital marketing channels working together to drive more traffic to your Website to educate and convert new customers.
Begin with reviewing your online traffic and where outreach pulls in leads, such as:
Organic Website Traffic: What’s your starting point? And review your top-performing pages.
Email Marketing: Traffic from email campaigns – click-throughs.
Social Media: Traffic generated from your posts to promote events, articles, eBooks, case studies.
Live Chat: Engaged users that converter by operators.
Blog Posts: Traffic-bearing blog articles; They rank and draw readers.
Once you identify which channel your leads are coming from, you’ll want to optimize their designated landing pages to convert them into leads, then start your outbound email marketing strategy to nurture and educate them.
6. TRACK LEAD CHANNELS & LANDING PAGES
You need some form of analytics tool to track and measure the success of channels and landing pages. Using Google Analytics and Website Grader, which evaluates your lead generation sources (including landing pages and CTAs), provides feedback on improving your existing content. You can also A/B Test landing pages so that you can improve conversion rates.
7. ACCELARATE THE FUNNEL
Moving leads from Awareness to Consideration to the Bottom of Funnel requires a little research – In Google Analytics, you can see conversion path data – entry points to pages, pages they’ve reviewed, and visitors filling out a form (see setting up Goals in GA). Map the conversion path out and add CTAs. You will also want to build more content along the funnel to convince traffic to move to the next funnel stage. For example, create Educational blogs (Awareness), Competitive Comparison Matrix (Consideration), and ROI Calculator (Bottom).
Part 1 is to optimize pages that drive goals (form fill out).
Part 2 is to create content supporting the entire buyer journey (based on keywords, of course) across the Website.
8. CALL TO ACTIONS (CTAs)
Let’s keep it simple. If you don’t call to visitors’ attention that is crucial in convincing them to take action, you won’t convert them into leads. Make sure Sound Bites (ROI Call Out) connect to CTAs (Get Demo) and are strategically placed on pages. Use a designer or a firm like Peritus Marketing to help you determine the best approach for your website pages. For example, some blog articles may fit having a “Demo Request” banner midway down the article, and others may be best served with a “Subscription” banner near the bottom of the article.
9. LANDING PAGES
Landing pages are pages designed with a focus. These can be created in your Marketing Automation platform or added as new Website pages in your Content Management System (e.g., WordPress). The silver lining is when you “send” people to your Website via Outbound marketing tactics (e.g., email marketing, social posts, advertising, event promos, articles on third party sites, etc.). You need to design a unique landing page, especially for those prospects, and convert traffic. This article has 15 examples of slick landing pages for food for thought.
10. TESTING LANDING PAGES
Testing brings improvement and increases lead volume, which means more customers, so invest time testing and optimizing landing pages. Depending on your budget and resources, A/B Testing can be as rudimentary as changing out landing pages periodically (2-week sprints) or sophisticated testing using a tool like Optimizer. You need to test CTAs, Copy, the color of buttons, location of form, etc. Review the results, and run with the winner. A/B Testing can have a substantial impact on lead volume and revenue.
11. THANK YOU PAGES
Often, it’s the landing pages that get all the attention of building lead generation programs. Don’t forget the thank-you page, where the visitor is led to once they submit a form on the landing page and offer more value (e.g., “Thanks for registering, here links to other content that might interest you”). You can add social links, links to a webinar series, and so forth…Take them beyond filling out the form into a nurture track.
12. FOLLOW UP NURTURE EMAILS
Once a visitor fills out a form and becomes a lead, their information enters your database. Fantastic, but you need to begin nurturing them with email drips designed to answer more questions about your solutions and why they should continue engaging digitally with your firm.
You can create nurture tracks around segments, industry, solutions, topics, and it’s much more cost-effective to build, place on auto-pilot than having Sales Reps call too many times and too soon in the sales cycle. In short sales cycles, a form fill out (not a subscriber to a newsletter) may go directly to the Sales Team, but these leads still need to be educated on your value proposition while speaking to the sales team. Set the Bottom of the Funnel drip campaign to include video, blog articles, and other relevant content during the sales process.
13. CALLS TO ACTION
What are Calls to Action (CTA)? Attention grabbers that make website traffic do what you want – Sign Up for Demo, Download A eBook, and so forth. These are crucial. Start with your home page and wow traffic with a Sound Bite (e.g., Our Clients See 9.9999 Uptime Availability) consistent with your Value-Proposition, then associate it with a CTA (e.g., Get Started, Now!) on your homepage. These need to be in your top Banner and swap out Sound Bites+CTAs at intervals and see how these perform against each other. Some clients like to promote events, new content, etc. Go with the winners that generate leads, but change them up periodically to promote different campaigns.
Other pages within the Website also need to integrate Sound Bites and CTA’s on some level. Your blog articles should have “Subscribe to Our Blog” links and banners. Case Studies need “Schedule a Demo” link’s natively within the stories. I’m not recommending becoming a Used Car Salesman, but you need to integrate these concepts in subtle ways on your Website carefully. Start with the best-performing pages before you perform a complete overhaul.
14. SUBSCRIBER TRACKING
Visitors need to be warmed up before they fill out that Demo Request button. 80% of the Buyer Journey is self-performed before speaking to the Sales Rep, so the data suggests you need to invite them to subscribe to an email nurture drip that notifies them of upcoming events, articles, industry trend research, and product updates. Offer a marketing subscription and demo/sales request option where appropriate.
15. OFFER A FREE TRIAL (IF Possible)
Depending on the type of business, free trials and demos can be the SaaS startup’s bread and butter. Pilot programs require marketing’s nurturing campaign efforts to keep potential customers engaged and active in using your products.
On your homepage, you need to promote this offering and support the entire process of activation. Many clients refer these prospects to educational resource centers loaded with content. Also, promote the free trial on pages throughout your Website.
16. PILLAR CONTENT
eBooks, in-depth case studies, white papers, industry studies, client data research are long-form pillar content and should be in HTML pages (gated or non-gated) and available for download. Promote them on specific blog posts or across different marketing channels mentioned above. A significant aspect of Lean Content creation is to slice and dice these main courses into other strategic marketing assets in an integrated marketing campaign.
Search Engine Optimization is mission-critical for your Website’s ability to generate high lead volume. Your content needs to develop page authority and rank on Google and other Search Engines. Content needs to create awareness, educate buyers, solve customer problems, and establish your brand as a market-leading authority. Thought Leaders educate marketplaces. Your Website needs to be a resource – a go-to resource for solving their business problems and why your brand is better than the competition. However, this only is achieved if you invest in a website and content strategy with that goal.
Starter Campaign (example):
- Conduct keyword research on a topic relevant to your industry, and create a group of blog posts or resource articles around this topic.
- Create an Industry eBook (HTML, PDF), four blog articles, an FAQ, a Video Clip on the subject offered in your new Resource Center.
- Promote the eBook and supporting blog articles across marketing channels, within other blog articles, and gate the content with a simple form and landing page (collecting name, company, and email address).
- Follow up with leads with additional content via email and request more information about interests.
- Leads scoring high enough get sent to Sales for engagement.
- Analyze the results from Top to Bottom.
Using this campaign format, you have established a systematic approach to lead generation and creating demand for your solution.
17. SET UP LIVE CHAT
Integrate a live chat solution into your Website and business model. In the COVID-19 era, you must start a Live chat service on your Website. There many tools that can also leverage AI bots (not full-time staffers) to engage with visitors. Today, and into the future, people expect them when they are self-educating. These tools come with the best practices for engaging website visitors. You can be missing out on a significant lead generator.
18. PERSONALIZE CALL TO ACTIONS
Dynamic content is an advanced capability that lets you cater to the experience of visiting your Website to each unique or returning website traffic. People who land on your Website will see imagery, content, and product options specifically tailored to their interests. This technology in Marketing Automation platforms like HubSpot is available for B2B but requires investment.
The fact is that personalization works. Research demonstrates that personalized CTAs convert 42% more visitors than primary CTAs. Dynamic content and on-page personalization generate more leads. Still, there are workarounds in developing content around industries and segments or creating microsites and sub-domains for specific audiences. Designing robust landing pages (on the Website) is another way to personalize content for specific target audiences.
19. NURTURE LEADS – DRIVE THEM TO YOUR WEBSITE
Remember: No lead is going to turn into a customer magically. Leads are only as qualified as your nurturing efforts. If you don’t engage and nurture them, your competition will take your place.
It would be best if you segmented leads in your database once you get that first Lead Form filled in the first visit. You need to track by campaign, interest, prospect type, demographics, firmographics, maybe psychographics if you have this capability. Lead nurturing starts with a series of follow up emails that include great content. The only way to collect everything you most likely need upfront is through data appending tools like ZoomInfo (expensive), or you might consider continuing to collect insights as you nurture them — and then tailor all future sends accordingly. Drive them down the funnel effectively.
According to Forrester Research, companies that nurture their leads see 50% more sales-ready leads than their non-nurturing counterparts at a 33% lower cost. So get emailing.
20. START NOW!
Lead generation is the lifeblood of businesses. In the digital age, you need to activate your Website to help you build the top of the funnel and work the Middle and Bottom funnel. Place an ROI Calculator or your Website and train your Sales Reps to use it during their Close. Get a better website and see your business grow, but you need to start now. Or miss out on the business opportunity.
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