The traditional brochure style website just doesn’t convert leads anymore, in fact I don’t think they ever did convert leads very well. Today your website has to respond to the insatiable need your customers have for information when they’re doing the buying research, and they’re doing this research long before they’re ready to contact anyone.
Your customers are searching online for the information they need and you’re going to have to provide it for them in order to be found, stand out from the crowd and to convert them as a lead.
So you’ve written great content and are publishing it online on your website and your blog, what now? You must employ strategies on your website to get people beyond just reading your freely available content, you need to get them to identify themselves by signing up as a lead.
Here are 5 things you can do to improve lead generation on your website.
First things first: Understand your customers and define your goals
Understanding your customers and their needs is the key to converting them as a lead. If you’re not offering something they either want or need there’s no way they’re going give up their contact information by filling out one of your forms to convert as a lead.
Clearly define 2 or 3 personas for your ideal customers. These personas will describe their problems, their needs and why your products or services will help them.
Now you’re going to have to set targets for the number of leads you’re going to need. Based on the lifetime value of your average customer and your lead to customer conversion rate, you can calculate the number of leads you will need each month to achieve your business goals.
Do this groundwork before you start to work to increase the number of leads your website produces and you’ll know which people you need to target and how many of them you’ll need each month.
1: Be relevant with your content
First you’ve got to have your content rank and be found by your customers for the search terms they will use when they have a problem that you solve. Then that content needs to be useful to them. Then you need to have a related offer which helps them further with their problem.
There was a time when ranking well on search engines was as simple as throwing a few popular keywords into your website, but that time has long passed. Search engines no longer look for just keywords, instead they rank your pages based on their content. Build quality content, yes the search engines can tell, into your website that is consistent with what your customers search for.
In doing so, you’ll gain a trustworthy reputation with the search engines, and better yet, be seen and noted as relevant and helpful by your readers. Inbound marketing is most helpful when it answers your customers problems and questions, understanding their needs and meeting them, rather than trying to palm off a product that won’t fix the thing that’s wrong. Become known as a trustworthy business that understands and meets your clients’ needs, and that’s half the journey to generating leads done.
2: Use Calls To Actions with all of your content
Your landing pages, the pages on which you convert leads, don’t typically have the content people need. You need a way to get people from the content they found using a search engine, read and loved, to your landing pages where they can convert as a lead. This is where calls to action or CTAs come in.
CTAs are obvious, stand out, buttons or graphics which you include with your content to encourage a reader to take action. The CTA is the link between your content and your landing pages.
3: Make your contact form a friendly one
Don’t ask for information you don’t need from your leads. Get the minimum information you need from new leads. The website visitor has to see enough value in your offer for them to give up their valuable contact information.
The key here is to remember that you want to up the perceived value of your offer. If your offer is perceived as more valuable than the visitor’s contact details, then they’ll be willing to make the trade.
You can always ask for more information from your leads when they convert again later on some of your more advanced offers further down the buying process.
4: Link lead generation with your social media outlets
Social media is a great place to develop a following and get the message out. Social media is not so good for converting leads.
When you use your social media platforms to announce information, you approach a customer in their environment. You need to get them back to your turf, a place you’re in complete control, your website to convert them as a lead.
Use social media to present teasers or tasters, and offering more or better content back on your website, you bring customers who will be more willing (having already followed your link back) to sign up as new business leads. Of course, the positive use of social media will also allow your audience to share their experience of your business with all of their contacts, which in turn can also help generate more leads.
5: Stay flexible
Business websites today need to be up to date and relevant to the needs of the customer in order to be effective. Not only that, you need to be adding content to maintain and improve your search engine rankings.
In this regard, it pays to keep an ear to the ground and to stay aware of trends, movements, and methods that will influence your business and your website. And don’t just stay aware of them, but be willing to change and adapt to fit the circumstances. If you’re not ranking well or aren’t converting leads, look at your content strategy and make changes to it.
Keep monitoring the traffic on your website and how it changes and where this traffic is coming from - which pages garner the most views and get the most backlinks, which offers convert the most leads and which content got them to the landing page in the first place - all of this is data that will help you out in the short term and the long run. This can be done using your multiple tools , or with an all-in-one managing and monitoring software like HubSpot.
Staying on top of what’s working and what isn’t will allow you to make small changes to your strategy early on, right when you see things begin to slow rather than having to make big changes when things have slowed significantly.