As a business owner, you’ve no doubt spent a lot of time and money on your business’s website. Unfortunately, that doesn’t mean your website is going to instantly generate qualified leads which are the leads you need to stay healthy and profitable.
To make sure your website is properly set up for lead generation - particularly on mobile websites - you need to take a strategic approach, ensuring every element is optimised and working towards this common goal.
How do you begin? You need to first make sure you understand the lead generation process, and how it relates to the casual visitor to your website. Simply put:
- Your SEO strategy or PPC campaign brings the visitor to your site
- They read the valuable content you’ve created
- They see an enticing call-to-action (CTA) and click on it
- They reach a landing page, and fill out a form giving you their information, and
- They’re taken to a ‘thank you’ page, perhaps with a secondary offer.
Sounds simple enough? Perhaps! But even when you follow this straightforward lead generation formula, you must still take care to optimise each of the stages above. We took a look at five simple ways you can optimise your website for lead generation.
1) Assess your current lead gen efforts
Before you begin making changes, it’s so important to benchmark your current lead generation strategy. This will let you accurately assess the effect of any changes you make, as well as identify where you should first direct your effort.
One way to do this is by comparing your landing pages which ARE doing well, with those that AREN’T doing so well.
For example, if Landing Page A brings you 1,000 visitors, and 10 of those people filled out your form and were converted into leads, you’d have a 1% conversion rate. Then on Landing Page B, let’s say you manage to convert 50 of every 1,000 visitors – that’s a very healthy 5% conversion rate.
With this data, you can then look at page A and page B, see how they differ, and extrapolate what changes you need to make to page A to bring it up to speed with page B.
2) Optimise every step of your lead gen process
As soon as a person visits your website, they’re giving you an opportunity to learn about their conversion path – which (hopefully) ends with them filling out a form and becoming a lead.
But what if that person doesn’t end up becoming a lead? In these cases, you can optimise the conversion path by ensuring consistency across the entire lead generation process.
For example, if you want to run an A/B test on a landing page, there are three key elements to test:
a) Your call-to-action
The copy; the verb; the offer – even little things like the colours you use can make a big difference.
b) The landing page itself
Research shows that businesses with 30+ landing pages on their website generated seven times more leads than business with just 1 to 5 landing pages.
c) Your thank you page
Sometimes the easiest page to overlook, your thank you page can be a valuable lead generation tool.
Along with saying thank you, be sure to include a link for your new lead to actually download the promised resource. You can also include social sharing buttons and even a form for another, secondary offer to draw the prospect deeper into your sales funnel. So get creative!
3) Include a personalised call-to-action (CTA)
Just imagine if each visitor to your website had a unique experience, that was tailored just to their needs, interests, and history, giving them exactly the information they seek. It’s possible!
With dynamic content you can alter each visitor’s experience of your website by serving up different images, buttons, and product options based on their prior behaviour on your site.
Sound good? It is – research shows that personalised CTAs convert 42% more visitors than basic CTAs can. And that means dynamic content and on-page personalisation actually help you generate more leads.
4) Test, test, test - then test some more
Did we mention you need to test? We can’t stress this point enough!
A/B testing can do amazing things for your click through rates (CTR), by showing you which option your target audience prefers. So test the wording of your CTA. Test the layout of your landing page. Test the images you use!
You’d be amazed what a big effect these little changes can have – but only if you test.
5) Nurture your leads, every chance you get
Sadly, very few of your leads with magically turn into a customer on their own. That’s why you need to nurture your leads until they do.
One of the best ways to do this is with automated follow-up emails that feature great, relevant content that’s targeted to your prospect. Learn as much as you can about your leads, and then tailor the content you send just for them to guide them further down your sales funnel.
Research shows that businesses that nurture their leads see 50% more sales-ready leads compared to businesses that don’t bother nurturing – and at a 33% lower cost. So get emailing!
Ready to supercharge your lead generation efforts, and get more customers from your website? Give Crockford Carlisle a call now on 3891 3800 to find out how we can help.