Turning visitors into leads
In part one of how to get more leads from your website visitors, we learned how to analyze where your visitors are coming from, who is visiting your website, and which pages are the most popular when visiting your website. Read part one here.
Once you understand your website visitors the next step is to optimize your website to get leads by adding or adjusting a few elements. According to Forrester, “today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor.” And to ensure those researching buyers make it through the journey with your business, and not your competitor, turning passive web visitors into active leads is crucial. Your website needs to be as optimized for lead generation as possible. Of course, it’s ideal to have lead generation in mind from the start while designing your website, it’s possible to add design changes your existing website as a lead generation machine.
3 Design Changes to Make Your Website into a Lead Generation Machine
1. Optimize for user experience
For a true lead generation website, each page needs to have a clear purpose to create better user experience – whether it is a homepage that clearly communicates your value to your customers or a resource page that educates customers on your industry – Your website should be tailored to your audience’s needs. When a visitor enters your website, they are specifically searching for answers to their questions, if they do not find what the answer they will leave your site (AKA bounce), affecting your SEO.
If your website is easy for them to find the information that they need on their terms, you leverage your company as a human-centric, relevant, and helpful business. Along with a clear, user experience, make sure that the mobile version of your website is mobile-friendly, as Mobile accounts for more than 52.2 percent of all web traffic worldwide.
2. Add a clear call to action with a form that is customized for each webpage
Along with offering visitors great user experience, it is important to set a clear next step in order to nurture prospects through their buyer’s journey. By understanding which stage of their journey relates to each of your web pages, you can add an appropriate call to action that will effectively move them closer to conversion.
For example, if a visitor is on your services page, they are most likely in the “consideration” or “decision” stage of their buyer’s journey, and a free trial or demo would be the most appropriate call to action. Also adding a free trial to the bottom of your homepage gives the visitor complete control over when they are ready to convert. In fact, every page on your website needs to have one or more calls to action.
3. Add gated resources to your website
A great way to generate leads from your website is to create valuable resources for your audience and “gate” them behind a form on a landing page. This requires the visitor to share their contact information in exchange for content – and how much do you value your contact information? That’s why you should make sure that the gated resource is truly valuable to your audience, so much that they are willing to share their email address with you.
Once you have their contact info and have “captured” them as a lead, you can begin nurturing them through the funnel (AKA through their buyer’s journey) by sending them more valuable resources and allowing your sales team to begin communicating with them as the lead indicates that they are ready.
Note: At this stage, which is referred to as lead nurture, it is necessary to use marketing automation software to help gather lead information, understand your leads’ interests and actions, and deliver relevant, timely content and sales messages to them in an efficient manner.
These few adjustments will position your website to provide more useful information and nurture your prospects in an organic way, with the end goal to get more leads from your website. But these are by no means the only ways to improve lead generation. A lot of the success from lead generation comes from the strategy behind it, read our blog post: Lead Generation Strategy: 6 Key Points You Need To Know to continue optimizing for lead generation.