Website Lead Generation: How to Optimize Your Site to Get More Leads
Websites can be powerful lead generation tools.
But, they're only as good as the design and content behind them.
When done right, lead generation can be highly effective. Businesses that nurture leads from sources like their website typically make 50% more sales than organizations that don't do the same.
Keep reading for a closer look at a few ways your business can use website lead generation to effectively capture and convert more customers.
Make Your Contacts Clear
Whatever you sell, customers need to know how to contact you.
Even if you're strictly an e-commerce operation or only sell digital products, clearly displaying a phone number and other contact information lets visitors know that you're a legitimate business--not a fly-by-night operation.
And, for businesses that rely on customers calling or stopping by a physical location, clearly displaying your contact information and location will help website visitors get in touch with you more quickly.
Start by adding your contact information to the header and footer of your website, then add to more locations as needed.
Give Visitors an Offer They Can't Refuse
Another great way to turn idle website visitors into potential customers is by offering them something in exchange for a piece of contact information, like an email address.
Depending on your product or service, this can be handled in a few different ways.
- A coupon or discount
- A free resource
For e-commerce businesses or those that sell mostly consumer products, offering website visitors a discount in exchange for their email address is a no-brainer.
On the other hand, B2B organizations or service providers may do better offering potential customers a free resource in the form of a book or video that helps them solve a problem related to your product or service.
Make Forms Easy to Find
If you're going to offer visitors a resource or encourage them to contact you, make the forms easy to find.
No one is going to sign up for your 20% discount if the offer is buried at the bottom of the page. Try incorporating relevant forms and calls to action on every page of your website, and use non-invasive popups where they make sense.
For Optimal Website Lead Generation ... Test Everything
The best way to figure out what's most effective for your business's lead generation is to test everything you do.
If a form or offer isn't converting visitors into valuable leads, maybe it's time to adjust your approach. What's effective in one situation is not always effective in another, so it's important for you to develop your own lead generation techniques.
Take advantage of free tools like Google Analytics to track and monitor visitor activity so that you can see what works--and what doesn't
Putting It All Together
Website lead generation doesn't have to be difficult. Start by focusing on making it easier for customers to get in touch with you and measuring the results.
Check out the rest of the blog for more on optimizing your website and lead generation strategy.