How to make your website a lead generation engine?
What purpose does your website serve? Yes, it is the place where your prospective clients get to know what your business is all about. It serves as a platform to get closer to your clients and is a medium through which you can introduce your brand to potential customers. The point which I am intending to highlight is that you can turn your website into a lead generation engine. Here are a few insights on how to make your website a lead generation machine.
The paid traffic and organic traffic generated to your website can be lead generation sources. Converting users is an easy task if you have the backing of correct software.
Enticing your customers to sign up for offers is basically the core factor influencing lead generation. So, here are the steps followed in the lead generation process:
- Users visit your website
- They read a post or blog
- They respond to your call-to-action button
- They end up on a landing page and fill up the form.
- There! You have got yourself a lead!
How to make your website a lead generation engine?
Here are the steps to be followed to optimize your website for lead generation.
Content optimization- Rankings and relevance
- Make sure to optimize your blogs, posts, and videos. Relevant and valuable content pretty much does the job.
- On-site content optimization plays an important role in search engine rankings.
Calls-to-action optimization – eye candies
Provide eye candies like free, trial, limited period offers, exclusive etc. to pull them in and seemingly convince them to provide their contact information. Pay heed to the color and imagery of your call-to-action buttons. Make them visible so that your customers don’t miss out on relevant offers.
Offer optimization – Give them what they want
With well-defined content and call-to-action, you might still not get what you want until you give the visitors what they want. An irresistible offer can make them sign-up. Understanding customer behavior is the key here.
Landing pages optimization – You are almost there!
- Decide if you want a landing page or simply a pop-up would suffice.
- Collection of more information can be achieved by creating a landing page.
- A summary of your offers can be displayed in the landing page with the offers that they tend to get. Optimization of this page is required for good performance. Sign up form should be there in this page.
A thank-you page with links to ebooks, reports or whitepaper is also very important.
10 tips for creating a lead generating website
- Provide your contact information
- Take time to frame the questions you ask on the forms. The less information you ask in the first step, the more users you can engage.
- Testimonials play an important role. Adding good words from your existing customers increases the value of your website.
- Addition of interactive videos, that too the ones which are addressing the visitors are a huge plus when you aim at lead generation.
- Whitespaces are negative spaces that might cost you more than you can imagine. So spread out relevant content and call to action buttons wisely in a way that you do not distract your customers.
- Trust seals are another way to generate leads. A guarantee provided to a customer, when displayed can increase buyers.
- Opting for cookie cutter templates are nothing less than a threat to your lead generation process. User experience while visiting your site determines their confidence level on your business.
- Define what constitutes as “lead” when it comes to your business. Lead according to you can be a person who fills out the form or someone who opts for a callback or someone who has opted for a free trial in some cases. So defining “lead” is vital.
- Create a checklist and test your page. There are testing and analytics software that can be of immense help.
An example of a website that became a lead generation engine
For a better understanding, here is a step by step description on how Vajra Global optimized a healthcare website and transformed it into a lead generation machine:
In this example, we are considering a healthcare website. First and foremost, a plan was made. The planning phase involved extensive business research, analysis of competitive businesses and a research on keywords. This was followed by on-page SEO and off-page SEO. As discussed above, the on-page SEO involved the creation of page titles, meta-descriptions, meta-tags, URL Structure, body tags (H1, H2, H3, H4, etc.), content etc. This was followed by website testing. Off-Page Search Engine Optimization process involved social media optimization/posting, link building, blog marketing (traffic driving content), search engine submission, social bookmarking, local listings, google structured data, schema optimization, and creation of a discussion forum. With all this done and dusted, the website became ready to flood the business with prospective leads.
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