How to Optimize Your Website for Lead Generation in 10 Simple Steps

It’s a no-brainer to optimize your website to generate leads. Unfortunately, you can’t just put a “Click Here” button on your home page and watch the leads pour in.

A more strategic approach is needed by marketers and designers. Here are some quick ways to optimize your website for lead generation that actually work.

First, we must gain a basic understanding of lead generation in order to optimize our website.
When a casual website visitor becomes a lead, what factors are at play?

Lead generation typically begins when a website visitor clicks on a call-to-action (CTA) on a page or blog post. CTAs lead visitors to landing pages that include contact form to collect visitor information. As soon as the visitor fills out and submits the form, they are directed to a thank-you page.

Let’s get into the details of lead generation now that we’ve covered the basics.

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The 10 Best Ways to Generate Leads from Your Website

1.Forms should be added to the most popular pages

If you benchmark your current lead generation state before you begin, you will be able to track your progress and identify the areas that need improvement. There might be some pages on your site that can be excellent lead generators and you don’t even realise it.

Conduct an audit of your lead generators to see where most of your online traffic and outreach comes from. Visitors to a business may come from the following places:

  • Email Marketing: Users may visit your website after clicking through from one of your emails.
  • Social Media: You may receive traffic from users who participate in your social media campaigns.
  • Live Chat: Your website may attract traffic from users who contact your customer service team through live chat.
  • Blog Posts: Your most popular blog posts might drive traffic to your site.

When you identify where your leads are coming from, you’ll want to make sure the landing pages they’re hitting are nurturing the visitor’s interest.

You should update the pages they’re visiting with content that keeps them on and engaged with your website if, through your analytics tool, you find most of your potential leads are clicking on inbound links from your Facebook page. Add longer-form content to your most visited website pages that visitors can access through forms.

2. Each lead generator should be measured for its performance

Evaluate your lead generation sources (including landing pages and CTAs) and suggest ways to improve your current content by testing your existing lead generators.

Landing pages that are doing well can also be compared with those that are not doing as well. Let’s say you get 1,000 visits to Landing Page A, and 10 of those people fill out the form and become leads. A 1% conversion rate would be expected for Landing Page A. Imagine you have another landing page, Landing Page B, that converts 50 visitors into leads for every 1,000 visitors.

That would be a 5% conversion rate, which is fantastic! It would be helpful to see how Landing Page A differs from Landing Page B, and then optimize Landing Page A accordingly.

Last but not least, you could run internal reports. To determine which offers are performing the best, use landing page visits, CTA clicks, and thank-you page shares.

3. Each step of the lead generation process should be optimised

You shouldn’t link a snow-clearing consultation offer to a blog post you wrote titled, “10 Ways To Improve Your Lawn Care Regimen,” if your visitor searched for “lawn care tips.”

To capitalize on visitors’ interest in a particular topic, tailor your offers to the page they’re on.

You can start learning about a visitor’s conversion path as soon as they land on your website.

In this path, visitors visit your site and fill out a form to become leads (hopefully).

Sometimes a visitor’s path does not lead to the desired outcome. If this is the case, you can optimise the conversion path.
Test the three key components of lead generation when running an A/B test on a landing page:

The CTAs
Use contrasting colours from your site. Keep it simple. If you’re trying to get more conversions from your page, you’d think the more CTAs the better, right? Not always. You can increase conversions by including more CTAs on your blog if they’re several different types of CTAs, in different formats, addressing different parts of your marketing funnel.

The Landing Pages
Companies with 30+ landing pages on their website generate 7X more leads than companies with 1 to 5 landing pages, according to various surveys.

The Thank-You Pages
Lead generation often revolves around landing pages. Having said that, the thank-you page, where a visitor is directed after submitting a form on the landing page and converting into a lead, should not be overlooked. Your thank-you page should also include a link for your new lead to download the offer. Besides social sharing buttons, you can also include a form for another, related offer.

Bonus: The Kickback Email
After a visitor converts into a lead and their information is entered into your database, you can send them a kickback email, or “thank-you” email.

As compared to non-thank-you emails, kickback emails doubled the engagement rates (opens and click-throughs) of standard marketing emails. Make kickback emails super-specific CTAs and encourage sharing on social media and email.

4. On your homepage, start with a simple call to action.

Your homepage’s design catches a person’s attention, but the CTA keeps it. Your visitors should not be bombarded with an invitation to see the longest, most complicated content you have.

At the top of the marketing funnel, your homepage should offer either a free trial or a subscription to a recurring campaign, such as a newsletter. Your website should include one of the following CTAs:

“Subscribe to Updates”
Generally speaking, consumers want their browsing experience to be as non-invasive as their buying experience. When they first visit your website, they’re not ready to buy.

Subscribe to an email that informs them of industry trends and product updates to teach them about you without their involvement. Follow up personally with those who sign up for this mailing list to gauge their interest and eventually turn them into marketing qualified leads (MQLs).

“Try Us for Free”
A growing company’s bread and butter is free trials and demos. You can generate demand in your business and create a contact list of leads who are presently piloting your product through them.

Use a CTA and form on your homepage to allow people to try your product for free for a limited time. Follow up with the user after each active product demo.

5. Make specific blog posts available for downloading e-books.

It’s also possible to generate interest in your business by creating blog content that promotes an ebook or white-paper, where your website visitors can learn more about the topic they just read about.

Lead generation meets search engine optimisation (SEO).

Your blog content will help your website rank on Google by developing page authority. Visitors coming from Google are often more intent on finding solutions to a problem you can solve – which makes this form of lead generation quite effective.
Start by conducting keyword research on a topic relevant to your industry, and create a series of blog posts around it. Prepare a report that explores this topic in greater depth. Create a PDF report that your blog readers can download by entering their name, company, and email address.

Following up with each lead through a kickback email that maintains their interest in the content you’ve provided, follow the three-part conversion path described above.

6. Your website should have a live chat service

As live chat services become more sophisticated, more people expect them when learning about potential vendors. If you’re missing out on this lead generator, you could be losing out on a lot of potential business.

You can generate leads through live chat by auditing your website to see which pages your visitors spend most of their time on. You can install a live chat tool on the pages where customers need the most assistance. The result is that you can casually collect and log insights about their product needs while answering their questions.

You can even integrate your customer service team with your live chat feature depending on who starts the chat and what questions your visitors have. No matter where the conversation leads, every website visitor’s needs are met.

7. Make your CTAs more personal

With dynamic content, you can tailor the experience of visiting your website to each, unique web visitor. Visitors to your site will see images, buttons, and product options tailored specifically to their interests, pages they’ve visited, or items they’ve purchased.

Personalised calls-to-action convert 42% more visitors than basic calls-to-action. Lead generation is made easier by dynamic content and on-page personalisation.

Wouldn’t it be great if we had a “Welcome Back” header? When visitors see a website page they remember from an earlier date, they are more likely to stick around and start a conversation.

8. Test, test, test.

The importance of this part of the process cannot be overstated. Click-through rates can be improved with A/B testing.

When OakleyGreen Conservatories ran a simple A/B test on their calls-to-action, they found a 211% improvement in click-throughs. Testing out the wording of your CTA, the layout of your landing page, or the images you’re using can have a huge impact.

9. Make sure your leads are nurtured

No lead will magically become a customer. The quality of your leads depends on how well you nurture them.

Put leads into a workflow once they fill out a form on your landing page, and deliver them valuable content based on their interests. It is important to nurture leads with relevant follow-up emails that include great content. Learn as much as you can about them as you nurture them – and tailor all future communications accordingly. Emails provide great content to recipients, guide them down the funnel, and get right to the point. The cost of nurturing leads is 33% lower for companies that nurture their leads than those who do not. Nurturing leads results in 50% more sales-ready leads. It’s time to send emails.

Leads are crucial to closing sales and growing your business. You can use these tips to make sure you do not lose out on any opportunities as a result of unsatisfied website visitors. Get in touch with EC today to learn how we can help you grow your leads.

faqs.

why is optimising your landing page important?

When you optimise a landing page, you ensure that you achieve the highest possible conversion rate from visitors. A landing page optimization can help you lower your customer acquisition costs, acquire more customers, and maximise the value of your advertising budget.

Why are website landing pages important?

What is the purpose of a landing page? Through digital advertising campaigns, landing pages can help you attract new customers. In order to increase conversions and lead generation, you should create dedicated landing pages for each of your campaigns.

What is essential to an optimal landing page structure?

A landing page's CTA is its most important component. A successful landing page should have one value proposition, one clear message, and one dominant call to action. There may be a combination of CTAs on a page, but layout and design should emphasise one "macro conversion" as the most important.

What are important On-Page SEO Factors that will help your landing page?

On-page SEO factors refer to the optimisation of elements on a website, such as the title tags, meta descriptions, headings, content, and URLs, that can influence the visibility of a website in search engine results pages. Optimising these elements can help to quickly boost a website’s visibility and organic search rankings.
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