How to Generate More Leads From Your Website
28th April 2021
A solid lead generation strategy is key for many businesses. Whether you’re a service or product provider, you must be getting a good flow of leads through your website, but it can be frustrating if things aren’t working as you expect. 63% of businesses say that generating traffic and leads is their biggest marketing challenge.
Here are some tips on getting the most from your lead generation website and improving your revenue.
Make your lead capture easy to find
It might sound simple, but making sure that your potential customers can easily find your lead capture forms is the first step you should be taking when planning how you can improve your site for lead generation.
There should be simple, easy to navigate lead generation forms on your home page for a start, and they should ideally feature on your product/service pages, as well as dedicated landing pages. If your customers can’t find your contact forms, then it doesn’t matter how great your service is or how attractive the product is, they’re going to have no idea how they can find out more about it or get in touch with you.
Installing a heat-mapping tool such as Crazy Egg can help you to see how and where your website visitors are moving around your pages. To ensure that you place your lead generation forms in the right place, use something like this so you can be sure of optimal position. It will also allow you to see if people are clicking certain areas of a page thinking they’re linked, which could give you great insight overall into how the page is performing and help you relieve user frustration - leading to more leads!
Create dedicated landing pages that do the work
Landing pages for your product are really important when it comes to lead generation. Whether you’re capturing traffic from organic or paid searches, a strong landing page will help your website users to access the information that they need in one place.
- Keep them simple - Too much information can mean that your customer gets lost on the page or ends up moving through your site before they fill out the lead generation form. If you choose to add lots of content, make sure that one of your call to action buttons appears high up the page and that extra content follows it. Don’t let them lose interest.
- Use a clean design - As above, you want people to be able to access the key information as quickly as possible without too many visual blockers. Consider if you need all the images and graphics you’re using to get the information across.
- Obvious Call to Action button - Make sure that your CTA button stands out - don’t hide it away on the page. You could even have a fillable form directly on the page itself if you can stick to points 1 and 2 above. Making it clear and obvious how they get in touch with you will help to improve your chances of that important lead coming in.
Writing compelling content
You’ve got around 15 seconds to grab someone’s attention when they land on your website. It’s not long at all, so you need to make sure that the content on the page is compelling, informative and ultimately going to drive your users to become leads.
Things that you can include that are effective are:
- Customer testimonials - Keep them short, but a testimonial from an existing customer can go a long way. A survey suggests that 92% of customers say they read online reviews and testimonials before making a purchase.
- Facts and figures - If you’re able to include statistics from your previous success, such as a percentile increase from using your service, or a measurable KPI which your product has helped customers with, then these are great to add to a landing page. If someone can relate to your product or service and how using it will help them, your chance of a lead is improved.
- Tailored content - If you’re directing traffic to your lead generation page from a known audience - whether that’s from a partner or affiliate website, through targeting demographics with paid adverts, or from specific campaigns that you’re running - then it will help to tailor your content to that audience.
Keep your capture forms short
More than 67% of people will abandon your form if they encounter any complications while using it, and people are likely to drop off the form if they are asked to fill out unnecessary information.
Asking for a phone number can reduce form conversion rates by as much as 5%, followed by street address (4%), a person’s age (3%), and city (2%). Ask yourself what information you need to be able to follow up with the lead. Primary information should be:
- First and last name - Make sure you know who you’re talking to.
- Contact details - Email should suffice if they’re interested, but a phone number can be useful for your sales teams - just make sure that you do need it.
- Company name - This is useful for your team to be able to research the company a little before following up the lead.
A free-text box can be useful, to encourage people to explain why they’re contacting you. If they do fill it out this can mean a better lead, but making it a non-necessary field will make it less likely people will abandon the form if they’re not sure what to say.
Ultimately, there is no magic bullet that will solve all of your lead generation challenges, but a series of incremental changes and an ongoing journey of testing and improving your efforts will see your success grow and (hopefully) your leads coming in above what you expected.
If you would like help with your lead capture, improving your landing pages or any other aspect of your SEO or CRO then just, contact SilverDisc and we’ll be happy to help you out.