If you are having trouble converting your website leads into potential customers then this question should definitely be on your mind. Optimising your website in order to generate leads requires more than simply posting a “click here” button on your homepage.
When looking for relevant and promising leads, business owners should have a strategic approach towards optimising their websites for lead generation. According to Capterra.com, 74% of marketers spend more than $50 per lead generated, while 5% of them spend more than $1,000.
This says a lot about the type of investment lead generation can actually provide. With leads often paying anywhere from $5-$50 per lead, you need to make sure you have the best chance of converting them into prospective customers.
How to know if your website is lead ready?
Your website is one of the most important factors in determining if you are efficiently converting leads or not. This is why it is very important to benchmark your current state of lead generation before figuring out the strategies to improve the lead conversion.
What are the general strategies of approaching lead generation?
- A clear Call to Action
- Readily available phone number
- A contact form
- At least 3 web pages in your site
- A few pertinent images.
What are the tools needed for evaluating your current lead generation status?
Compare landing pages
Comparison is one of the easiest ways of getting a general overview of your website’s current lead generation status. You can start by observing which of the landing pages on your website is performing better and why. For example, if landing page A has a higher conversion rate than landing page B than you need to be able to see how landing page A is different and start optimising it accordingly.
Grade your website
There are a lot of online website graders that can do the work for you. In other words, these tools help you evaluate your website’s sales and marketing funnel and track the impact of your content.
Running internal reports
The final option refers to the internal reports. This includes, evaluating landing page visits, thank you page shares and CTA clicks, in order to establish which offers are performing the best and create more like them.
Strategies to help you improve your website’s lead generation status
You need to take care of each step of the lead generation process if you want to optimise your website correctly.
Did you know: The three most commonly used lead generation strategies are email marketing (78%), event marketing (73%), and content marketing (67%). (Source)
Here are some key strategies that will help you evaluate the status of your lead optimisation process and take action:
1. Test to see if the three key elements of the lead generation process are set up correctly
a) The Calls-to-Action: Make sure you keep the CTA simple and try using contrasting colours from your site
b) The Landing Pages: Did you know: Companies with more than 30 landing pages on their website generated 7 times more leads than companies with 1 to 5 landing pages. (Source)
c) The Thank-You Pages: If you’re presenting downloadable content, make sure you include a link for your new lead. Also take advantage of word-of-mouth marketing through the inclusion of social sharing buttons.
2. Personalise your CTA’s
Personalised calls-to-action convert 42% more visitors than basic calls-to-action. (Source)
3. Place leads into a workflow
One of the best ways to ensure this is to promote relevant, follow up emails. The goal of follow up emails is to include great content, guide prospective customers down the funnel and be specific about the delivery message.
Our EB Pearls experts can help you increase the number of your quality leads through responsive web design, qualitative performance testing and continuous post-launch assistance. Get started on your project and contact one of our company’s representatives today!