If you run a business on the Internet, whether it be selling a product or providing a service, one of the things that you always have to ensure is that it is a lead-generating website.
There are many aspects and elements of a website that you can optimize in order for it to generate leads or convert visitors to leads. Hopefully, this short article can get you started on your website optimization process in general.
From lead magnets to ways to build trust, we’ll give you the essential know-how on how to turn any website into a lead-generating website that can capture leads in a proper manner.
Optimizations, CTAs and User-Friendly Design
The landscape of the Internet is changing, and we cannot stress this enough for people to understand. The new standard of web design is its potential to be as user-friendly as possible. The first thing you have to do is to evaluate your website’s potential to host your customers’ eyes for an extended period.
This means checking heat maps to better your website, optimizing for mobile, and making sure that everything is as responsive as possible.
We all know that one of the most effective ways of getting people to do something on a web property is a proper call to action or CTA. However, getting people to “Sign Up Now!” or “Book a Consultation Today!” is not going to properly work if you do not position your CTAs well.
People have studied eye-tracking data on websites for some time and there is a pattern, users generally start at the upper left-hand side of the website and work their way down in the fashion of the letter F. Use this data to your advantage.
However, it is not just the call to action elements on your main pages that you need to optimize, get them on your blog posts, too. If you’re guest posting, ask if they will allow you to place a CTA in your content or biography, it’s really helpful in lead generation.
Also, have primary and secondary CTAs, this is so you do not miss out on a customer who could be at a different stage of the sales funnel.
Make sure everything is optimized with proper SEO as well. It really helps get your website in front of your users.
Forms on a Lead-generating Website
Your forms are one of the most critical components of a lead-generating website because they form the basis of capturing information about your customer. However, did you also know that a form can make or break your site?
One of the general rules about forms is to keep them short, no one wants to spend too much time talking about their pet’s maiden name, and you also don’t want to annoy your website visitor.
Keep your forms short by only asking what you need and not what you “could” need in the future. It will not make sense if it’s that way.
However, your forms also have to be intuitive. Let’s say your visitor is in the middle of making a purchase, you do not want to interrupt the process while they are making a buying decision, but rather you want them to have a feel for your website first.
Sometimes you need to entice your visitor even to fill out the form in the first place, so why don’t you give something out. It does not have to be a free membership to premium content – unless you’re into that – but sometimes you have to give to get something in return.
Whether it is some paid content, a free phone call, a specialized spreadsheet, tool or calculator, or maybe even a cheat sheet of some sort, any of these can serve as a capable lead magnet.
The beauty of a link magnet is that it also establishes your web property as a serious leader in the field if you are willing to give something that is of actual value. The psychological effect is tremendous; whenever they use your freebie they will remember your site.
Related: How to Create High-Performing Landing Pages
Nobody is going to trust you with their information unless you appear somewhat trustworthy online. This goes beyond having SSL security and the https prefix before your domain name.
People like knowing about other people, so a couple of seals, maybe a customer testimonial and client logos, are enough to make them seal that deal in itself.
At the end of the day, if it does not work, it won’t work, and that is why it is very important to keep testing your website’s different elements, from your forms to CTA placement.
Testing allows you to be able to create specific and targeted campaigns and designs on your website that allow them to convert.
This is the only way you can adapt and convert to create a lead-generating website.