Your website is your best lead generation tool. It’s always available, chock full of information, and easily accessible. Your website has the potential to be your best salesperson.
So what are you doing wrong? You have a few visitors every day, but your bounce rate is high and they rarely leave their information on your Contact page. Your website looks beautiful, but your buttons don’t get many clicks.
Don’t worry. You probably don’t have to completely redesign and rebuild your website to start generating more leads. Instead, create a plan using these simple tips to leverage your website and grow your business.
What Is A Lead?
Not every visitor to your website is a lead. However, every visitor has the potential to become a lead. A lead is a potential customer who expresses interest in your product or service. Leads tend to ask questions and leave contact information. If you’re running an eCommerce website, they may put items into a cart.
Two types of visitors come to your website. Those who are ready to buy, and those who are just browsing. Your goal is to capture both types’ information so your sales team can follow up with them.
Step 1: Audit Your Existing Lead Generation and Conversion Rate
Part A: Keeping your focus on online lead generation, ask yourself the following question. Do you have an online marketing strategy?
Meaning, are you providing your potential customers with a pathway that guides them to leaving contact information or making a sale?
Don’t expect visitors to show up to your site and immediately make a purchase. It’s your job to show them how. Use strong calls to action.
Part B: Are your social media and PPC accounts generating leads?
Fortunately, AdWords and Facebook provide all the insight you need to see if users are reaching your website through their channels.
In some industries, it’s quite normal for Facebook to generate more leads than AdWords, or vice versa. It all depends on your product and target audience. If you see that one isn’t working, nix it! Reallocate those funds to a proven lead generation tool.
Step 2: Design Trust to Generate More Leads
Now that you’re getting traffic to your website, make sure visitors don’t bounce! If your Google Analytics is showing a high bounce rate, it may be a good time to reevaluate your design and level of trust.
A fresh, modern look to your website immediately establishes that you care about your product and the user’s experience. SEO is great and will help you be more visible in Google, but your primary goal is to take care of your customer. Make it known.
Continue to build trust by providing testimonials, accreditations, showcasing awards, and more. Make it clear you’re not the only one who loves your brand.
Step 3: Create a Lead Generation Strategy
The easiest lead to get is the one who went to your website ready to buy. This lead will go straight to your contact form and let you know they’re there. This makes up approximately 1% of your website traffic.
The second lead you should shoot for is the one comparing brands. You’ll find this visitor on your products and services page. Add a special contact form where users can request a quote, schedule an appointment, or get a free audit.
The third and most common visitor on your radar is the one who came for information. We assume you know the importance of having a blog and providing users with helpful information. This user came to your website to have a question answered. Once answered, the user will leave.
Unless, that is, you can provide additional free resources relevant to their interests, also known as lead magnets.
Lead magnets come in the form of exit pop-ups, images or links in the sidebar, or lightboxes to showcase additional information the user wants. Lead magnets are free eBooks, checklists, or guides. This free content is available only after the user provides contact information on a landing page. A killer landing page is crucial to landing a lead.
Step 4: For eCommerce Only
You’ve seen it happen a hundred times. A visitor loads up their shopping cart only to leave your website before checking out.
If you’re like most sites, your checkout form asks users to input information at the same time as payment. If they decide not to buy at that moment, your opportunity is gone.
Our advice? Insert a page before the final checkout page where users are asked only for their name and e-mail. If they decide to bounce before the buy, your sales team will be able to follow up with them later.
It’s Called A Lead For A Reason…
As a business owner, you’re responsible for your buyer’s journey. Lead users down a path to purchase.
Do you have questions about this article? Need help with your online lead generation strategy? Contact us today!