Optimizing your website to generate the highest quality leads should be an essential part of your web design process. While there is no secret combination of devices to organically establish and nurture a relationship with every potential buyer, there are clever and calculated ways to generate more leads than you may have thought possible.
Strategic lead generation involves a variety of components in play at the same time. Typically, the process begins when a website visitor interacts with a call-to-action (CTA) on a site page or blog post. The purpose of the call-to-action is to direct the visitor to the landing page that includes a prompt that collects some form of contact information. Once the visitor completes the prompt, they are directed to a thank you page. This seemingly basic process is one of the most valuable tools in building a foundation of leads to work off and market your products or services to.
That considered, let's dive into unpacking 5 of the most effective lead generation strategies.
Add forms to high-traffic pages
Before anything else, direct an audit to understand how and where leads are coming from on your current site. Having a benchmark understanding to work off is imperative in exploring areas of improvement. Some pages may surprise you as important lead generators. A few of the most common and high-traffic channels for any business include:
Social Media: Instagram, Facebook, Twitter, Snapchat, Pinterest, and Tik Tok campaigns can engage visitors and motivate them to visit your website through profile links and stories.
Blog Posts: High-performing blog posts can be a great device in collecting organic traffic and leads.
Email Marketing: If you send any kind of campaign emails, they likely contribute a significant amount of website leads.
Customer Service & FAQ: There will always be customers with questions who will reach out through a live chat or customer service rep through the website.
Having the proper analytical tools to track the customer's journey allows you to place CTA’s along their path, organically encouraging them to interact. Capturing a picture of where people go on your website and how they get there is a simple and actionable piece of data that can greatly enhance lead generation.
Optimize for high visibility
Search Engine Optimization or SEO is the most important tool in dictating a site's organic visibility. SEO involves a range of non-invasive on-page and off-page optimization techniques that work to help your website rank higher on search engine results.
Analyzing and implementing keyword research will help you decipher the language your target customers use when searching for your products, services, and content. Using these keywords in meta-text and content development helps your website and business appear to the most suitable audience.
More than that, creating an optimized blog with content that addresses your products or services, industry trends, and questions customers will serve as a valuable method of lead generation. In the end, Keyword research and SEO are the only ways to figure out what people are typing into search engines. You don't want to spend time creating content that nobody is searching for.
Optimize for user-experience
You can have the most eye-grabbing website in the world, but it won't mean much if a customer doesn’t know how to use it. User Experience or UX starts and ends with the customer. Designing with a customer persona in mind helps provide meaningful and relevant experiences to users. Mapping the flow, touchpoints, and navigation helps guide the design of important lead generation and checkout pages.
If a potential lead falls upon your website and can't find what they are looking for within the first few seconds, they are likely going to look somewhere else. Making small adjustments that simplify the site, make it easy to understand, and easily accessible is imperative to more leads and conversions. Generally speaking, websites with solid UX have lower bounce rates, longer on-page times, and higher interaction rates.
Use targeted paid advertising
Advertising has long been a reliable lead generation method. In this day in age, deploying highly targeted digital ads can transform an innocent browsing user into a legitimate lead. Pay-Per-Click (PPC) advertising available through platforms like Google or Facebook and allows you to target specific audiences through focused keywords and phrases.
PPC advertising ensures your ad dollars are strategically allocated to the places and people that matter most. For example, if you're in the business of selling off-road vehicles with custom upgrades, you can create an ad that appears when that phrase (or one very similar) is searched. That way, chances are they see your ad and click on it. That click may cost you a few dollars - but if that individual does end up becoming a customer and spends $30k on a vehicle, those few dollars are well worth the investment.
Personalize your CTA’s
Personalizing a call-to-action helps to increase the user's experience and emotional attachment to your website and products. Personalized CTA'S including images, buttons, and products all tailored to personal interests convert 42% more visitors. This added on-page personalization undoubtedly contributes to more valuable leads. Taking advantage of smart and dynamic content integrations like a “Welcome Back” header for return visitors makes every website browsing experience a unique one.