People come to your website because they’re curious. Maybe they’ve clicked on a social media link to a blog post, or perhaps they found you on Google because they’re looking for a product you sell. Maybe a blogger they trust linked back to you. However they get there, most people will visit your website because they’re interested in learning more about what you have to offer.
So, how do you capture those leads?
By making sure you have a stellar website that grabs and keeps their attention. These 5 tips will help you reel in new leads and, even better, convert more of those leads into actual customers.
#1: Use Analytics to Better Understand Your Audience
Analytics software is a powerful tool for lead generation because it lets you your audience’s demographics, and what aspects of your web content are working for them. If you can optimize your website for the people viewing it, you can bring in more leads.
But what do you do when you check your analytics and they tell you your lead gen strategy is a bust?
You can use the data you get from your analytics program to turn your lead generation strategy from a flop to a blockbuster:
- Your Conversion Rate and Revenue metrics allow you to track which of your marketing efforts are the most successful. These are two of your most important metrics because they tell you what you’re doing right and what still needs work.
- Use Bounce Rates to discover which pages and content may need improvement. If you’re losing potential leads on one particular blog post or product information page, look over the content and revise it to improve user experience.
- Add-ons like Google Analytics Ecommerce allow you to track Revenue Per Keyword. This will tell you which of your keywords are the most successful, so you can hone your keyword strategy.
Analytics allow you to visualize who your buyers are and where they’re coming from. If you’re not bringing in the leads you need, your analytics data should be the first thing you check. This information will tell how effective your marketing strategies are so you can fix what isn’t working.
#2: Engage Readers With A Call-to-Action
To convert a reader into a lead, you need to inspire action. A good call-to-action invites readers who have found their way to your website to become a lead by taking action, whether that means committing to downloading extra content or signing up to get more information.
You can incorporate calls-to-action strategically throughout your website- just be careful not to overdo it. Try working them into blog posts as links or banners, or place them on pages with relevant copy.
When you’re working a call-to-action into a page, make sure it has the qualities of a successful CTA:
- Gripping wording
- An attractive shape and size
- Color that makes it stand out
- Placement somewhere noticeable (but not intrusive)
Your CTA is the logical progression of your blog or web page. Your visitors are expecting to see a call-to-action, whether that’s a request for an email newsletter sign-up, to subscribe to a blog, to get a quote, or even to make a purchase.
#3: The Power of A Free Giveaway
If you’re creating great content that people love, offering a free download is a great way to get people additional information they want and need. After all…
People love free stuff.
Best of all, by downloading this information they’re taking the next step in their relationship with your business.
They’re showing that they’re open to the idea that your business specifically might be the answer to their questions. After all, in an era where filling out the wrong form online can lead to rampant spam messages, giving someone your email address is a pretty big commitment.
You can use exciting downloadable content to encourage them to make that commitment. Try:
- Ebooks
- Infographics
- Reports with industry information
- A newsletter
- Consultations (this is great for people who want to explore whether or not your product is right for them)
By tying an offer for downloadable content into your call-to-action, you can make your call-to-action much more impactful.
#4: Have a Great Landing Page
Your call-to-action will take readers to your landing page. This is where they fill out a form in order to get the downloadable content you’re offering.
A good landing page should be encouraging. You want your potential leads to know that you’re a trustworthy business, and that the product they’re getting is worth handing over their personal information. If you design your landing page the right way, you can convey exactly the credible image you want for your business.
These suggestions will help you design a credible landing page that people are happy to fill out:
- Clean colors: Use just a couple bright, contrasting colors to draw attention to the form on the page.
- Tidy page layout: Keep your layout sleek and modern, without too many ads or graphics cluttering it. A layout that looks too busy or outdated can look like spam.
- Simple form: Take a minute to think about what information you’ll need from your leads. You don’t want to ask for too much information- that can turn people off. You may only need their email, or you may ask for their name and job title as well to personalize their experience in the future. But asking for too much information before you’ve established a relationship can really turn off a potential lead.
- Elaborate on your offer: If you feel the need, you can use the space below the fold to elaborate on the type of content you’re offering. Adding content to your landing page makes the page more SEO-friendly, and can sell hesitant leads on your offer.
With the right design and content, your landing page will help you put your best foot forward and create a great user experience for your leads.
#5: Use a Thank-You Page
Your work isn’t done after your new lead fills out the form on your landing page. They’re not a customer yet.
Having your landing page lead to a thank-you page is another great way to optimize your site for lead conversion. It adds a touch of class to the user experience that can really impact their impression of your site.
In addition to the thank-you message, you can include a download link for the offer they signed up for. You may also consider adding social media buttons to this page allowing them to share your information.
Don’t forget to send them a kickback email (aka a thank-you email) once their information is in your database. You can attach their download to this email as well.
Think of your website or blog like a storefront- you want your content to capture people’s attention and welcome them in. In the 21st century, your business might even exist solely on the internet, making your website your best shot at making a good impression.
