January 18, 2016

7 Tips to Getting Better Lead Generation from Your Website

by Pat Walsh

When it comes down to it, your website is only as good as it’s latest performance. Your website should be designed with specific measurable goals in mind right from the start. If your goal is to convert your visitors into customers, lead generation is critical. The more leads you can generate, the more opportunities you will have to connect with a real person who is interested enough to tell you a little something about themselves.

So how can you turn your website into a lead generation machine? Here’s 7 tips for getting more and better quality leads from your website.

1. What’s Your Number?

Having a phone number on your site is one of the simplest yet effective way to increase the probability of turning a stranger into a lead. In the header, the footer or both is a good place to have a phone number in your website templates, ensuring they are accessible on each page. Don’t forget to make your phone numbers or “call us” call-to-actions “clickable”. Here’s how:

Call Us!

2. Be the Answer

Put yourself in your customer’s shoes – what are the questions they have that your product and service can help solve? Creating and publishing your own authentic, remarkable, and optimized content is a great way to attract customers that are seeking what you have. Sharing your knowledge along with a little keyword research can go far when it comes to attracting new prospects.

3. Make it Easy for them to Take Action

Calls to action are visual cues (usually a graphic and button) that invoke a response from your website visitors. For example, a visitor who is looking custom home building floor plans, in which they find your blog article that discusses the benefits of various types of floor plans. At the end of the article is a great place to place a prominent call to action to download an eBook offer –  “Tips for Selecting the Right Home Builder”.

4. Landing Pages

Speaking of landing pages (where your call to action links to), a well optimized landing page is critical for converting that visitor into a prospect. Here’s a few tips to help you make a great landing page:

  • Show the offer. For example, you can create an eBook mockup and display it on your landing page.
  • Restate the offer. Keep it concise, and use bullet points to highlight the benefits
  • Remove your main navigation. Give it back to them on the “thank you” page so they can navigate your site after they completed the form and redeemed your offer.
  • Keep your forms short. Thy higher the value of the offer, the more information you can ask for, but in general, you want to make it easy for them to complete while getting the lead information you want.

5. Give Them Something of Value

Research tells us that most of your visitors are not at the point where they are ready to buy from you – not just yet. More likely, your visitors have just begun to look for a solution to a problem, or they are at the stage where they are comparing solutions (e.g. looking for floor plans or ideas on building their next home). Since they sought information about floor plans, and found your website or blog article, they are likely at the beginning stages of the home building process. Ask for a name, phone number and email on your offer landing page in exchange for the free eBook is fair trade. You just got a lead!

6. Let Your Clients Sing Your Praises

An additional component we like to have on our landing pages are real customer testimonials. If you can get a fews sentences of praise from a client, and maybe get permission to use their photo, it can instill a little more credibility and confidence from your visitor, which may just be that deciding factor to complete the offer form.

7. Monitor and Adjust

After you launch your lead generation or Inbound Marketing campaign, it’s a good idea to periodically check in to see how things are going. Use Google Analytics or your Marketing Automation Software to see how your visitors are reacting to your campaign. If you’re getting a lot of clicks but few conversions, make some adjustments to your landing page. Maybe your language is not clear enough, or your form is asking for too much information. Keep refining your campaign -measure results, and adjust accordingly.

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