All businesses go through some form of lead generation process. Whether you sell auto insurance, stickers, or ice cream, you engage with people who are potential customers on a regular basis. From giving away a sample of your new ice cream flavor to sending an insurance quote to gaining a newsletter subscriber, these are methods through which you obtain and cultivate leads. A lead, regardless of your industry, is someone who expresses any level of interest in your products or services. There are many types of leads but as introduction to optimizing your website, this post will highlight warm, top of the funnel leads.
There are several ways you can generate leads and a central platform for this marketing activity is your website. If you’re a business or brand that relies on leads to generate revenue and you have a website, below are some ways to optimize your website for lead generation.
One of the first, if not the first, things that visitors to your website should see is your call-to-action. By immediately displaying the action you want them to take, you set a precedent for their entire experience. They’ll either follow the path of your call-to-action immediately or have that in the back of their minds as they scroll through your website.
Tip: Include a clear and bold CTA in your header and/or navigation.
A popup doesn’t have to be spammy. Strategically placing it on your website can help you generate more leads. Its purpose is to communicate a message while requesting some form of action such as clicking through to another page, submitting an email address, or downloading content.
Tip: Display a visible close button/link. Not doing so is annoying and will prompt the viewer to leave your website altogether.
Allowing visitors to opt-in for more content in the future is an excellent way to build a relationship with new leads and loyalty among those already committed. By subscribing to your newsletter or mailing list, they’ve expressed clear interest in what you can offer them. Once someone shares their email address, you can send them content, offers, and announcements. Of all marketing channels, email marketing generates the highest ROI for companies. According to McKinsey & Company, the average order value of an email is at least three times higher than that of social media.
Tip: Add a newsletter opt-in as a popup form or in your footer as a universal module so it appears on all pages.
Gated content is content that requires users to exchange their information, usually an email address, to view it. This content can be anything from reports to infographics to how-to guides. If your audience believes there is value in your content, they will be inclined to share their information. In turn, you can nurture these leads via an email marketing campaign and/or
Tip: Promote your gated content in easily visible places such as an announcement bar, popup, or footer.
Integrating a chat box or chatbot on your website helps you create better connections with your customers. It provides current and prospective customers an (ideally) real-time channel to ask questions, share feedback, and voice concerns. Depending on what your chat integration is (we use and recommend Facebook Messenger), it offers you the flexibility to serve customers anywhere and anytime without having to dig through email inboxes or comments.
Tip: Create a script or repository of general responses addressing common questions.
Facebook Pixel helps track visitor activity, known as events, on your website to help Facebook understand and target users for ads. For example, if a visitor views a product, Pixel can read that information so you can show ads for the product to that same visitor. Have you ever visited an online shop, added some items to your cart, abandoned your cart, then saw ads for the same products on your Facebook timeline? Yeah, same here. It’s creepy but it’s not magic, it’s Facebook Pixel.
Whether you’re selling products or want to drive more traffic to your site, Facebook Pixel will help you reach the right people, drive more sales, and measure ad performance.
Tip: Track Facebook Pixel events that matter most to your business, e.g. page view, registration, purchase, or schedule.
While integrating your social platforms may not directly generate leads for you, it will help people find you across your different channels and continue to create brand awareness. At the same time, it gives your audience a way to get to know your brand in bite-sized, informal pieces of content. Social media also aids in the decision buying process, as many consumers read reviews before committing. Therefore, the way you interact with your audience on social media influences potential customers.
Tip: Link your website in your social media profiles.
Have you ever gone back and forth with a client or customer several times to schedule an appointment or meeting? It could take several days before you both agree upon an appropriate time. That’s where an appointment scheduling software comes in hand. Offering your business’s availability for appointments online with an option to book is much more efficient. The option to lock in a day and time instantly saves everyone time and also increases your chances of connecting with leads.
Tip: Keep any complimentary sessions short or request a deposit, which can be paid at the time of booking, to reserve a slot.
Now that you’ve got some ideas to get your website optimized for generating more leads, your next mission is to convert those leads into customers. If you don’t already have an infrastructure in place, this could be a considerable undertaking involving sales outreach, content development, and email marketing, among other things.
It’s important to understand that not all leads are created equal. Some may be ready to convert immediately, while others require nurturing. Thus, understanding the needs and pain points of your leads will help inform content that pushes them along the buyer’s journey.
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