Optimizing a website to generating leads is not a herculean task. But that does not also mean it is as simple as scrolling or clicking the button.
As much as lead generation requires a strategy, web page optimization needs the same. To know about lead generation, its strategies, etc., read our blog (Link of the blog – Is it worth spending money on lead generation?)
Let us first understand optimization. To optimize means to bring in certain changes, tweaking of a sort so as to enhance something. Here we are talking about web page optimization, so it means to bring in changes in the web page to generate leads and bring in conversions.
To begin the process, marketers and designer would first require a strategy. Without a concrete plan, it won’t be possible to generate desired results.
But even before discussing the strategy, let us take a recap of the lead generation process.
The process of lead generation starts when a visitor clicks the CTA (Call-To-Action) button. The CTA takes them to the landing page that includes a form. Once the visitor fills the form and submits it. They are taken to the thank you page. Learn about the process in the blog (Link of the blog – How do landing pages generate leads?)
We have understood the basics, now let us see the ways by which you can optimize the website for lead generation.
Add Forms – Keep Them Short
First, see the present state of your lead generation. Conduct an audit, check the online traffic and where is the outreach coming from. After going through this process, set a benchmark and work towards achieving it. When you go through the process, you will realize that some of your pages might make excellent lead generation and others might not. Some of the common places from where you can generate leads are blogs, social media campaigns, live chat box, and emails.
Analyse each one of the platforms and see where are you getting leads from. Once you identify the source, next step will be to make the landing page in a manner that it is able to do everything needed to nurture the visitor’s interest.
For instance, if you realize that most of the potential leads are clicking on the inbound links. Your next step would be to upgrade the pages with the content that keeps your visitor engaged on your website.
Measure Each Lead Generator’s Performance
There are number of tools available through which you can evaluate the performance of every lead generator, its source, and at the same time know its contribution to the business. Tools like Website Grader also provides the feedback on ways to optimizing the content.
Other way is to compare two landing pages. The one which is doing well and the one which is not doing well. For instance, if you get 1% visitors on landing page A and 5% on landing page B. See how both are different and what makes the landing page B bring in more conversions. Then optimize that page according to the landing page A. Evaluate each element of the landing page separately, like the CTA button, form, the headline, the copy, and even the text. (Link of the blog – best practices to optimizing landing pages)
Consider One Element at a Time
Optimize the elements on the page as per the visitor’s needs. For example, your visitor searched for the lead generation funnel and landed on your blog. You would better not link that blog post with a Christmas offer. Make sure the offer is related to the page your visitor is on so that you can capitalize on your visitor’s interest.
Once the visitor lands on your website, you can understand and learn about their conversion path. If the visitor’s path does not end with a desired goal, it means you need to optimize the conversion path.
To know where your landing page lags behind, you can also conduct the A/B test. (Link of the blog – A simplified guide to A/B testing)
Each element is tested separately with the A/B test. Let’s see in brief what possibly can be done with each element on the landing page.
Call-To-Action – Change the colour. Add contrast and make your CTA stand out. At the same time, keep it simple, direct, and attractive.
More landing Pages, More Leads
Leads are generated through lead generation pages. The more the pages on, the more the leads. But again, let me emphasize on the fact that the lead generation pages must be perfectly designed else the efforts would just go in vain.
Be Grateful – Say Thank You!
Do not ever forget this page. After your landing page gets all the love from your visitor, do not overlook the Thank You page. At the same time, make sure you include the link for your new lead, so that the process continues. You can also include a sharing button, or another form related to another offer. The process should move in a circular motion and should never come to an end.
Offer Something Free
If your webpage does not have anything to offer the visitor, it’s time you should give them something. For instance, free e-books, whitepapers, guides, reports, etc. You can offer these through a blog post. The types of content are not just limited to this. (Link of the blog – Types of content that will bring in more traffic)
This is the point where lead generation meets SEO. Through content you build trust, authority and are able to rank your business website on the top of the Google search.
To writing SEO based blog, start with the keyword search and then create blogs topics around the same. Conduct thorough research, and then start writing. Club it in the pdf format so that the visitors can download that.
Add A Live Chat Box
If your website does not have this chat box, add one. This is one of the best ways to generate leads. To generate leads through live chat box, audit your website. See which pages your visitors spend the most time on. Then using the right development resources, install a live chat tool where your potential customers need the most help. This allows you to understand the customer. Once you know their issues, you will be able to optimize the web pages as per the needs and requirements of the customer.
Care and Nurture Your leads
The visitors become your sales leads only when your care and nurture them. No lead will magically turn into your customer if you do not nurture them. Once the visitor fills out the form, place them into the email list workflow. Continuously track their online behavior and send them the information they are looking for. Lead nurturing starts with email follow-ups that include valuable content. As you learn about your leads, keep altering the webpage requirements as per the situation demands.
Other than the above, here are some of other points that you must keep in mind
Simple Webpage Design
The simpler the design, the more understandable it will be and more will be the chances of visitors staying for a longer time. The complexities will confuse the visitor. Remember you just have few seconds to hook the visitor. If the design of the website is confusing, the visitor will not take a moment to leave.
Add Testimonials
For a long-term customer relation, it is important to build trust. If your visitor finds that you are not trustworthy, reliable, they will switch onto another brand. The video testimonials, or the client reviews do create a bigger impact. So do not abstain from adding testimonials, and feedback.
Keep the Message Clear
Do not use jargon or heavy words. Your target is to generate leads and not write a guide. So, keep your text simple that is easily comprehensible. Do not add a lot of text because not everyone is a reader. Add sharp, crisp, and short one-liner. Clarify your message in few words. Follow the thumb-rule, less is more.
Add Attractive Images
All text can make the website quire boring. So, to break the monotony, it is important to add images. Attractive images, with well-written captions can also do the job. You can also add small videos or audio clips.
Conclusion
Optimization is a continuous process. It is not a one-time process. You may have to optimize the website number of times as per the needs and requirements of the customers. It is essential too because if you do not tailor your web pages as per the customer’s demands, you may not be able to generate leads. This process sees simple but also involves a lot of complexities. So, outsourcing this task to the lead generation company is advisable. If you are struggling to get leads through the business website, then reach out to the best lead generation company, the Big Unit in Narre Warren. Get proven services and take your business to greater heights.
