Optimising your website in a way to generate more leads is somewhat of a no-brainer. However, it’s not as easy of a process to generate leads as some might make it out to be.
Indeed, in order to get the most out of your website, you need to approach it with a strategy. And luckily for you, our focus today is going to be on how you can create a strategy in order to get more leads from your website. Keep reading for more.
What is lead generation?
Before we get into the nitty-gritty of how to get more leads from your website, let’s first discuss how lead generation works.
The process of lead generation typically starts when a visitor of your website clicks on a call-to-action (CTA) button located on one of your website pages or blog posts. This CTA will then lead them to a landing page.
Once there, the visitor will be greeted with a form that they can fill out and submit. They will then be led to a thank-you page. And tadaa! You have just gotten yourself a new lead.
Now, smart marketers are already aware of the fact that their websites are the hubs of everything they do. All of the work on social media, email marketing, networking, and more are geared towards bringing people to their websites.
Your aim might be to get more leads, or maybe better quality leads, or perhaps leads that convert faster. So, when you think about it, it all boils down to lead generation. That one exact action is where all the magic happens.
How to get more leads from your website – 10 ways to do it
1. Get traffic In
Before you even start thinking about optimising your website for better lead generation, you need to get people in first. This can be done in numerous ways, some free, some not so much.
For starters, you can try to create memorable content. It needs to be useful to many people, primarily your target audience. This will ensure that you are findable once someone looks for that information on a search engine such as Google.
It’s also a good idea to have active social media pages that you could use to drive in more traffic. Active in this sense refers to several things: consistent content and interactions with followers, regular post updates, collaborations with influencers, etc.
Lastly, you can rely on digital ads as an efficient way of increasing website traffic. This, of course, will need a certain budget and goals before you do it. Indeed, there is a lot of optimising and strategising that goes into running ads, and you should be up to date with it.
2. Optimise your forms
Lead generation mainly happens through forms. And in case you didn’t know, many people don’t like forms much. Why? You might ask. Well, they tend to slow people down a lot in their journeys on your website.
Fortunately for you, however, there are a few things that you can do to make this experience better for your website visitors. Here are a few tips that you can follow:
- Keep your forms short. The fewer fields you ask users to fill out, the more leads you will get
- Make sure that your forms are mobile-friendly. Don’t know how? Just check for yourself. Try filling them out on more than one mobile device and see how it goes
- Add a few carefully chosen fields to your form depending on your needs to improve the quality of your leads
3. Optimise your website
This is perhaps the most obvious tip for generating more leads from your website. You see, your website can have the most stunning of designs out there. But, if it’s not functional and full of bugs, people are simply not going to bother. Add to that the fact that search engines like Google don’t like buggy and slow websites. So, good luck being found by people through search.
Anyway, assuming you don’t know a thing about web design and the likes. There are a million ways that you can take care of this. Web design, as well as digital marketing experts, are widely available.
Regardless of how you approach this, whether in-house or outsourced, here are a few things to keep in mind:
- Easy navigation: You shouldn’t make your potential customers guess where the links and buttons will take them. It should be an easy and intuitive process
- Nice design: Your website should look nice. According to website design statistics, 94% of first impressions of a website are design-related
- Keep it clean: The rule of thumb is to avoid cluttering your website with text
- Make it purposeful: Every page of your website should serve a specific purpose, usually one that aligns with your marketing and business goals. In other words, a visitor to your website shouldn’t find themselves on a page that feels unnecessary
- Ensure that it’s responsive: There is really nothing much to say at this point. Just make sure that your website loads quickly and is well-responsive, especially on mobile devices
4. Optimise the lead generation process
The lead generation process that visitors of your website go through should be a straightforward one. However, there are many things that could go wrong. Your task here is to make sure that every step of the way is clear of any complications.
Your call to action (CTAs) buttons should be simple and reliant on contrasting colours from your site. There should also be a clear CTA for every offer. You don’t want your visitors looking at content outside of what they originally came for.
If they’re not able to easily find content that excites them, then chances are, they will lose interest and move on with their lives.
As for placement, lead-generating CTAs are usually found in blog posts amongst other corners of your website. They can be at the end of a post, in the middle of content, or in the sidebar, depending on what you want.
If you’re not relying on landing pages, then you’re probably losing a ton of leads, my friend. This is because landing pages help to concentrate the attention of your visitors on the task at hand.
It’s also a good idea to have at least one landing page per each CTA. That way, users wouldn’t feel like you are cheapening out on their experience and that you care about guiding them.
And if you already have landing pages in place, then you should test them thoroughly to ensure that they are performing as best as possible.
Here’s our own landing page for Google Ads services to get an idea about what we’re talking about:
How to get more leads from your website: Thank you pages
On most occasions, the landing pages will get all the love (focus) of marketers. And while such treatment is self-explanatory, one should not neglect the thank-you pages.
As the name suggests, visitors will be led to these pages once they submit the form on a landing page and officially convert it into a lead.
Besides including the obvious “thank you” message, make sure to have a link that your lead can use to download the offer you have for them. You can also include buttons for social media sharing, which can be quite helpful.
Lastly, you could also include a form for another offer that is related to the one the user just completed.
Thank you email
Once a visitor of your website converts into a lead and their information is yours, you have the opportunity to send them a thank you email.
Also known as the “kickback” email, this email can be used to include other offers. It can also be used to encourage new leads to share the offer on social media or through email.
5. Personalise your CTAs
Having personalised, dynamic content can help you to get the most out of each visitor. Dynamic in this sense means that images, buttons, and product options are tailored to the interests of visitors.
Your CTAs can also be tailored to the pages previously viewed by users, their past purchases, and more. Such an approach has long proven to increase lead generation. This is because visitors like to feel noticed, special per se.
For example, you can have a CTA in place that shows visitors who hadn’t interacted with your business before a completely different deal than those who did. New visitors can be given a choice to buy your prime product or service. Old visitors, who have already made a purchase, can be offered a discount or promo code through the same CTA instead.
Even something as simple as showing “Welcome back!” to visitors who have previously been to your website increases your leads.
6. Rely on referral marketing
Referral marketing, also known as word-of-mouth marketing, is an exceptionally effective strategy. It works because a recommendation from a real person to another usually means more than your own marketing.
Include something like this at the end of a blog post:
“We hope you found this article helpful. Please send it to someone you think needs it.”
You can also include a “send to a friend” button, used to forward an article through email or social media. Such a feature will definitely lead to more leads (no pun intended!).
7. Have a “members only” section
Having a section on your website that is exclusive to people who have registered is an effective way of getting leads. You can make the existence of such a section known from the get-go. That way, users are more incentivised to click on the button. They will then be led to a landing page that includes the benefits of subscribing to such a special section.
Numerous blog-based websites do this, for example, Blogging Wizard, and it’s extremely effective.
8. Display your trustworthiness
Make sure that your website includes instances of social proof. This is because social proof and lead generation go hand in hand with each other.
Nothing will communicate that your business is the right business for your visitors, like social proof. It also helps to improve your status in the eyes of search engines like Google. And what does that equal? Better search engine optimisation (SEO).
Displaying trust signals comes in many forms. For instance, you can show your best testimonials. These refer to “reviews” made by your existing customers. They’re usually effective at improving your lead generation rates which in turn lowers the cost of developing strategies.
Here’s our own testimonials page:
Notice how we have a CTA on there as well to encourage visitors to take action.
9. Run tests
Testing is quite a crucial piece in answering the question of “how to get more leads from your website”. Also known as A/B testing, it refers to the process of testing variations of elements on your page to see which works best.
The length of these tests depends on the data that you want to collect. Through these tests, you can know which parts of your website need improvement. And with this improvement come better lead generation.
A/B tests can cover something as simple as changing the text of a CTA or as major as a page design overhaul.
10. Nurture your leads
Always keep in mind that no lead is magically going to turn into a customer. Your leads are only as good as your nurturing efforts.
Once someone fills out a form on your landing page, place them in a workflow. This includes valuable content that matches their interests, for example. You should also send them follow up emails that are relevant to their needs.
Not only does nurturing your leads ease the process of converting them, but it also helps you to learn more about them. And the more you learn, the better you can tailor your future interactions with them.
We can help you generate more leads
If you find yourself unable to generate as many new leads as your business deserves, book a discovery call with us today. One of our experts will get in touch shortly to explain how we can help you optimise your website and marketing strategy for lead generation.