Optimising
your website to generate leads is a one-way road. In order to
achieve this, you have to design and implement the right methods. Marketers
together with designers try to take strategic approaches to make this happen.
The
lead generation process starts when a visitor lands on your page after having
clicked on a call-to-action (CTA) that can be anywhere on your website. This
landing page is essentially an online form where the visitor is asked to fill
providing their contact information. The visitor is then receiving a thank-you
message and a new lead is already there.
These
are 8 effective ways that can help you optimise your website and generate
leads.
1. Measure the performance
of your lead generation
Check
how your existing generators are contributing to your business using the right
tools. Evaluate the sources of your lead generation and design ways to improve
your existing content.
Compare
and contrast your landing pages. Compare the landing pages that perform well
with those that don’t. See how landing page A is doing better than landing page
B and then A/B test them.
Run
internal reports and assess visits, CTA clicks and thank-you page shares to
find out what stage of this process is the best performing and then replicate
these steps.
2. CTAs
Design
your site with colours that create contrast. Use Canva to create engaging
images for free. Research and come up with different CTA ideas you could test.
Create a good copy that makes people take action.
3. Landing page
Marketing
savvies have found that having over 30 landing pages on your website can
generate seven times more leads than having one to five landing pages.
4. Thank-You page
Even
though the lead generation page seems to be receiving most of our attention,
the thank-you page shouldn’t be overlooked.
Put
some of your efforts to the thank-you page and make sure you include a link for
your newly generated lead so that your offer is downloadable as well as easy to
share to the social.
5. Start with a basic CTA on your
homepage
Your homepage is like the shop window for your
website. It’s designed to catch the attention at first sight. Use this
opportunity and offer a free trial or subscription to some of your campaigns or
your newsletter.
Asking
them to subscribe you give the visitors the opportunity to learn more about
your product or services after their consent. Consumers are not ready to make a
purchase in the first time of visiting your website, so being non-invasive with
the first impression is of utmost importance.
6. Share ebooks for free
on selected blog posts
An
effective way that creates awareness and gives a more detailed overview of the
topic you elaborate on your blog content.
As
you may already know, your page authority is heavily based on your blog content
which will, in turn, drive organic traffic. Visitors who land on your page
through organic traffic are often looking to find solutions to a problem they
already have. This result is quite valuable for your business.
Conduct
keyword research on your niche topics and create high-quality informative blogs
that educate people on your product and services. Then, create a report
breaking down in a more analytical way what you talked about on your blog post.
Convert your draft to a file-friendly (PDF) document that your visitors can
easily download or share with friends.
7. Live chat
Live
chat services are not only a proven method that drives leads but also a customer communication channel that is expected from many people.
To
leverage this tool, audit your website, and find out which pages have the
highest dwell time. Meaning what pages your visitors spend most of their time
on. By implementing live chat in such pages you will be able to answer the
visitor’s questions and at the same time extract valuable insights on what
problems you need to resolve and how to go forward with your product
development.
8. Test, experiment, test
Optimising
your lead generation process is all about testing and experimentation. A/B
testing your CTAs in any possible way can make your click-through-rates soar.
The copy of your CTA, the images you use, the layout of your landing page, or
the colors of your page can make a huge difference in the way visitors are
responding to your calls for action.
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