Optimizing your website to generate leads is a no-brainer. The goal of any business website should be to increase the number of visitors, convert them into leads, and ultimately get new customers. Whether it’s through blog posts, offer pages, case studies or your contact page, be sure to take advantage of website traffic by optimizing your website to generate leads.
Think about what your website looks like in its current state and determine whether each webpage clearly guides visitors to take some sort of action. If it doesn’t, keep reading. In this blog post I’ll provide tips to help you optimize your business website and begin converting your visitors into leads.
Lead Generation Forms
A contact form is the most crucial component for converting site visitors into leads. The form itself should be able to filter out problematic clients or SPAM, to help potential clients figure out exactly what they need, and to collect key information to guide you when dealing with a new potential client.
Remember, not all leads are created equal, and you only want to invest your time in leads that offer the biggest potential rewards. Asking the right questions on your form will help you save time.
A few good examples of form fields:
- First and Last Name — the basic information needed to follow up with a lead
- Email Address — allows your business to communicate with the potential lead
- Company Name — allows you to research what the business does
- Job Title/Role — helps you understand how to communicate with the lead
- Email Opt-in — provides options to allow for additional email communications and marketing messages
Depending on your offer, the need for information will vary on your contact form. Most people are inclined to answer fewer form fields, however, a very targeted call-to-action can often use a longer, more detailed form. In fact, KinderCare did a test in which they increased the number of fields in their contact form and the conversion rate remained the same, but the extra level of information on the longer form allowed KinderCare to respond faster and more effectively to incoming questions.
It’s always good to test! You can also choose to have optional form fields that are not required. I’d also remove the recaptcha bot filter because it’s been proven to dramatically reduce conversion rates.
My overall recommendation is that simple wins over the complex when building forms.
Primary CTAs on Every Page
People are usually trying to complete some sort of action when visiting a website. It’s your job to guide them forward in their research and move them into the buying process using strategically placed calls to action (CTAs).
You should have multiple CTAs that align with different parts of the buying funnel. A primary CTA should exist above the fold (near the top) on all of your website pages. This CTA stands out from others and will lead people to do exactly what your goal is for each website page.
Do you want them to download a media kit? Subscribe to your blog? I recommend you review your entire website and decide what action you want your visitors to take relative to the content of the page. Do you have a form there? If not, start embedding forms to create this new stream of leads. I bet you’ll be surprised by the number of leads you’ve been missing without having a primary CTA on every website page.
Now that you’ve embedded forms across your website, you’re going to need a database to collect and track submissions. A form-scraping tool can help you automatically capture leads and save them in a database. From my experience, having leads in one place is much easier to manage. It also allows for optimal tracking and lead nurturing when sales teams are following up.
Form scraping tools also allow you to detect form submissions as they come in, so sales reps are notified adequately and they can provide a quick follow up. HubSpot provides a free tool called Collected Forms to help you get started if you don’t already have a database or scraping tool.
Pop-up forms are a great way to drive additional leads when used the right way. When using a pop-up you’ll want to make sure you are offering something valuable and relevant so they add to the website experience and don’t interrupt it.
You can create pop-ups with timing and appearance so they are triggered by certain actions. That way they feel more natural to the user experience. I wouldn’t place pop-ups all over your website, but only where relevant. For example, test a pop-up on your top-performing blog posts that asks visitors to subscribe to your blog.
Blogs and Client Testimonials
Maintaining a business blog is an opportunity to drive a huge amount of lead-generating traffic. Each blog post or client testimonial provides a new opportunity to generate new leads for years to come. To generate leads from your content, you’ll need to add a lead-generating call-to-action to every blog published. Typically the CTA will be free and relevant content gated behind a landing page.
For example, our Swift Local Solutions blog post titled “What is PPC & Why Your Business Should Start Investing” has a CTA containing a free piece of downloadable content about targeted display advertising. PPC and targeted display are a similar topic and the idea is that the person reading this blog might be interested in learning more about display advertising. Every single blog post should have CTAs that lead to another action that can potentially turn a visitor into a lead.
There are many other methods a business can utilize to generate more leads on their website, and these tips are not the only components of website optimization. However, hopefully these tips provide you with a good starting point of the fundamentals for online lead generation. Remember, you’ll need to continuously test and tweak your site to optimize leads for your own unique audience.
What else makes up a lead generation website? Share with us in the comment section below.